Most business involved in mobile marketing use video content to raise awareness and build up their online presence. The type of content you choose to produce can make a big difference. If you’re neglecting the use of video, you’re missing out.
In the digital age, video has taken main stage. There are countless statistics out there but here are just a few. Youtube reaches more young adults (18-34) than any cable network. On social media platforms, videos are shared by viewers 1,200% more than other types of content. According to EyeView Digital, having videos on your company landing pages can improve conversions by 80%. Animoto found 4x people would rather watch a video a product than read about it; Wistia found that people spent on average 2.6x more time on pages with video. Simply put – video content is valuable.
While video production and editing can add more expense to your marketing budget, the ROI for effective video advertising far outweighs the additional costs. Plus, you can also implement several strategies for generating content quickly and affordably.
Still not convinced? Learn more about the value of video marketing here.
If you’re ready to get started, here are some basic things to consider.
Find Your Brand
The first thing to decide is what type of video you want to develop. A few options are product videos, explainers/tutorials, or videos that portray your brand. Start small by focusing on one video type (based on your business needs and priorities) and begin the brainstorming stage for the concept and storyboard. Before starting the filming and editing process, establish a streamlined look to use that will be consistent across all of your videos.
Keep it Concise
Attentions spans are short and there is a lot of competing content out there, so being concise is key. Shoot for a 30-90 second video, depending on the platform you plan to use. Videos meant for your website or Facebook can be on the longer side, but social media and mobile video ads should be kept particularly short. If you utilize paid advertising with pop-up video ads, those that run for 30 seconds have the highest completion rate, at more than 80%.
Consider your Promotional Strategy
Sharing your videos on your website and corporate social media channels is the most cost effective and efficient type of promotion, but depending on your reach and engagement you may need to supplement with other types of sponsored advertising.
If you decide to move up to paid advertising, compare your options. Social media platforms like YouTube and Facebook have a wide audience base. Promoting in apps can be effective too, especially if the app has in-app offers in exchange for watching a video (a “reward” – like lives, coins, or other things that cost money in the app). Around 80% of users opt-in to reward ads, and converted consumers have a 90% customer loyalty and engagement rate.
Consider User-Generated Content
If you did a quick straw poll across your friends or family, or even a simple Internet search, you’d see that people have a preference for user-generated content. People trust people… not companies. User-generated content is more relatable and, a lot of times, much more compelling – even if it’s not highly produced. Reconceive of your content and video production process. Think quick and easy.
- Step 1: Buy a smart phone tri-pod for less than $15 on Amazon
- Step 2: Drop ship it to your client
- Step 3: Email some simple set-up instructions
- Step 4: Set up a mutually agreeable time to ask questions over the phone (or email them)
- Tell me more about yourself
- What do you use?
- What do you like most about it?
- Step 5: Have the client answer them using their own phone / tri-pod
- Step 6: Client uploads video to Dropbox
- Step 7: You add your corporate intro/outro using Adobe Premiere
- Step 8: Publish to your YouTube and/or your website and promote
This doesn’t mean there is not a place for highly produced, professional corporate videos. What it means is that you should think about varying your content, considering the intended use, shelf life, production ease, etc.
If you’re struggling with how to get started, reach out and let’s get some ideas flowing. The brainstorming is always on us!
Read more about the author, Kristie Amobi.