How can you create video content that resonates with, and engages audiences? We explore 7 tips to help you get the most from video creation.
Why Video Content?
With 82% of internet traffic projected to be video by 2020 (IBM), video has become an increasingly popular content format in B2B marketing. When used effectively, video can be a powerful tool to inform and engage your audience.
However, if you’re going to embrace video content, you must ensure that it is carefully considered; video content must still resonate with your target audience, tell your brand story and reinforce your position as a trusted thought leader. So what must marketers consider before incorporating video into their strategies?
7 Considerations When Creating Video Content
1. Have a Clear Strategy
Before you start, it’s important to set goals and consider your target audience (your buyer personas). It’s worth taking the time to map your content to each stage of the buyer’s journey; video can be used to generate awareness, as consideration nurture content and to help buyers make decisions (for example, a product demo, a short summary video from a sales rep in an email, or video case study). Indeed, videos can help to nurture leads through every stage of the funnel; HubSpot highlighted that 51.9% of marketing professionals worldwide name video as the type of content with the best ROI.
When developing video ideas, consider the channels your prospects favour and the style of video content that they are already engaging with. For example, do short explanations of a topic resonate? Would a more in-depth product video work well? It’s also crucial to consider whether your organisation has enough time and resource for video production internally; getting it right can require time, skill and budget, from planning through to production and post-production processes.
Don’t forget to factor in promotion too; to see success with video, you must be able to position it in front of the right audience! Rather than forming a completely separate strategy, video should be integrated into your overall content creation and promotion strategy - where it is likely to play an increasingly important role.
2. Relevancy is Everything
Consumers are bombarded with content - including video - on a daily basis. In fact, WordStream found that 45% of people watch more than an hour of Facebook or YouTube videos a week. As a result, creating irrelevant content will not only cost you attention, it will waste budget and could also damage your brand’s reputation.
Relevant content is the answer to resonance, so aim to deliver educational, topical video content, just as you would for other assets such as blogs. Remember, ‘educational’ doesn’t have to mean boring - harness your organisation’s creativity to entertain your audience, and use video as a platform to showcase your company culture, build trust and nurture buyers further through the funnel.
3. Optimise According to Platform
There’s rarely a ‘one-size-fits-all’ scenario when it comes to video content. When planning video production, consider the requirements of your chosen publishing platform in terms of length, dimensions and other requirements or regulations. For example, Twitter will truncate your video at 2 minutes and 20 seconds - and Instagram (for the time being) crops at 1 minute. So if your video is longer, consider creating edits that fit each of the channels you use. From a viewer’s point of view, it’s often best to keep videos under two minutes and as succinct as possible to hold interest - the average video retains only 37% of viewers all the way to the end.
If the platform doesn’t autoplay with sound (such as Facebook), then including subtitles, captions or visuals can help your audience understand what your video is about and encourage them to click, enable audio and watch the full version.
4. Don’t Be Afraid to Experiment
Embrace the creativity of your team and don’t be afraid to try new things - that unique idea that falls outside of your ‘normal content’ remit might just pay off. It’s important to keep testing new content, angles and ideas (while keeping your content brand-recognisable) to prevent it becoming stale. So analyse how your audiences respond to new content; run tests with different video styles to help you optimise, increase engagement and get viewers to remember your content. Just be sure your content is still relevant, addresses buyer challenges and remains in line with your overall content strategy.
5. Use New Technology to Wow Your Viewers
An ever-increasing range of video technology is available, that you can use to make your content more dynamic, professional and memorable. For example, drones and 360 degree cameras can help to create perspective, add an extra edge to your videos - and are great to establish location.
A gimbal can also help you to stabilise moving shots such as walkthroughs or when recording a vlog; recording a walkthrough of your office can be a great way to let your audience see a little of your company culture.
6. Go live! (Or Post ‘Stories’)
Many platforms are now showcasing live elements, YouTube, Facebook and Instagram to name but a few. For example, Facebook Live and Instagram Live can help you generate buzz around a product or event, promote your brand, or to quickly showcase the real people and personality behind your organisation. Live platforms can also be great for announcements, as viewers can ask questions directly to the host, concerning features, integrations, etc.
7. Prepare Before You Shoot
So, you know your subject, what equipment you’ll use and where it will be published; but do you know what you’re going to say? Taking time to consider what is being said is as important as the visual presentation if you are to keep your video on track, and get the right message across. It’s advisable to create a script or cue points (particularly for talking heads videos), rehearse with it, and import this into a free autocue app when filming.
Explore the Value of Video
Here are a few final stats from Forbes to encourage you to explore the value of video and get your cameras rolling!
Use the word ‘video’ in an email subject line and you can boost your open rate by 200-300%
Video is projected to claim more than 80% of all web traffic by 2019
Landing pages that include embedded videos can produce an increase of 80% conversion rate
59% of company decision makers would rather watch a video than read an article or blog post
You don’t have to employ a full film crew to produce good videos. With a little investment, careful planning and by keeping your content buyer relevant, video can help you build trusted connections, drive ROI, and appeal to your audience on a more personal level.