Video Marketing Best Practices 2018
Video Marketing Best Practices: Your 2018 Guide to Online Video Success
In 2018, video is king. People worldwide are consuming and sharing videos daily across YouTube, Facebook, Instagram, and Twitter. All major social media platforms are prioritizing video, and as a marketer, you simply can't afford to ignore it. A staggering one-third of all online activity is spent watching videos, according to Digital Sherpa's "25 Amazing Video Marketing Statistics." What's more, video can increase people's understanding of your product or service by a whopping 74%, making it an incredibly powerful tool for introducing new offerings and showcasing them in action.
Video marketing isn't just a trend; it should be a cornerstone of your online marketing strategy. To help you maximize your video marketing impact, here are some best practices that will make your efforts more effective:
Develop a Realistic Video Marketing Strategy
Before you start filming, outline your long-term objectives and short-term goals. Consider how your video will attract and engage customers. Crucially, decide what specific action you want viewers to take after watching – whether it's making a purchase, joining your social media community, or visiting your website.
Target a Specific Audience
Your marketing videos will resonate more strongly when they provide a relevant experience to a clearly defined group of consumers. Think about who you're trying to reach: young mothers, middle-aged men, hockey enthusiasts, or home gardening aficionados? You can further refine your targeting based on demographics like age, education, and income level.
Keep Your Videos Concise
While there's no universal "ideal" length for marketing videos, popular trends offer guidance. Adweek suggests that the most popular YouTube videos are typically under three minutes, while successful Instagram videos are often just 15 seconds long. Experiment with video length to find what works best for your brand, but as a general rule, aim for brevity.
Choose Engaging and Interesting Topics
People are most drawn to videos that address their questions about your brand, products, or services. Focus on content that highlights a problem your business can solve for them, providing value and relevance.
Embed Text in Your Videos
Enhance your videos by using a catchy and relevant title frame and adding keywords and phrases as on-screen text. Always include a clear call-to-action link at the end. Text makes videos more engaging and helps convey your message, especially on platforms like Facebook where videos in the news feed often auto-play on mute.
Optimize Videos for Search Engines
Remember that YouTube is the world's second-largest search engine. To improve discoverability, use a well-chosen keyword in your video's title, description, and tags. These elements are crucial for helping your video rank higher in search results and making it easier for people to find online.
Upload Directly to Each Social Network
Instead of simply sharing a YouTube link, upload your video directly to each social media platform. This reduces the number of clicks viewers need to make before playing your video and helps prevent occasional playback issues.
Prioritize Productivity
Brands that successfully harness the power of video marketing tend to have 50% more videos per channel than their less productive counterparts. Consistent content creation is key to building an engaged audience.
Utilize Video Analytics to Measure Performance
Many video-based social networks offer built-in tools for tracking viewing patterns. For more in-depth insights, explore advanced analytics available as standalone web-based or downloadable software, which can provide comprehensive video marketing tracking.
Video marketing is a competitive landscape, but by adhering to these best practices and focusing on creating interesting, informative, or entertaining videos that truly engage your audience, your efforts will be rewarded with increased views, shares, traffic, and ultimately, sales.
What kind of video do you think would best showcase your product or service?
