Tips to Successfully Plan Video Content
In addition to guest posting on the UpCity blog, HITNetwork is featured as one of the Top Video Production Companies in the United States. Check out their profile!
It’s always a good idea to promote your blog posts on social media and through email newsletters, but with the popularity of video content growing quickly, why not take things a step further by creating videos that align with your brand or business vision?
The benefits of using video content as a marketing strategy have become a topic of discussion amongst business leaders across the globe. Goodbye are the days of printed ads in any capacity; even the dot com revolution of email blasting and banner ads have quickly become aggressive and nearly useless. Nevertheless, the future has arrived now. The use of video content has been a gamechanger for those brave enough to strategically implement it as a part of their marketing approach.
Why Businesses Should Consider Video Content
The most important reason why video content is so useful for businesses is that it’s engaging. Videos are easy to consume, easy to share, and easy to understand—all because they’re visual.
When people watch a video from your business (or any other business), its message will stick with them longer than written content would. And the more times you can make an impact on someone, the better chance you have of getting them interested in what you’re selling or offering.
Plus, videos can be tracked easily: you know exactly how many views your videos get every time they’re posted online! That’s harder with text-based content like blog posts or articles because there aren’t as many people who could see those posts in their feed vs viewing a video directly on Facebook or YouTube (which is why most businesses should be posting more videos).
The Heart of Your Content Marketing Strategy
The video content you create is at the heart of your content strategy. Attention spans online are short the average attention span is less than nine seconds. That means when it comes to creating a successful video, you must bring your story to life quickly, to instantly gather interest as people scroll through their feeds. Within the first few seconds, you must give clarity to what your video is about while providing the viewers with confidence that what they are watching is worth their time.
Video content is powerful: it can help you connect with your audience, drive brand awareness, increase the conversion rate of your landing pages, and build trust with your target demographics. It’s also engaging and shareable, which makes it an excellent branding medium that can extend across all online channels.
Video content is searchable on Google, YouTube, and other platforms; therefore, you can use it to generate more traffic from your website or social media profiles (especially when linked to a well-optimized channel).
Finally – because most people watch videos on their phones – there’s no need for long-form copy anymore when sharing links in real life or even over email conversations!
Hear From Industry Experts
Read the latest tips, research, best practices, and insights from our community of expert B2B service providers.
Make The Purpose Clear
When you begin the video creation process, make sure that you know what you want to say. Today’s metrics show how confidence is key to conveying your message most believably. It is also important to use a title that is clear and concise, but creative enough to grab one’s attention. Influencers of today have mastered how to identify with their audience, allowing them to convey their message to those who want to hear it, which makes the chances of getting community engagement on their post more likely.
For those who are not as comfortable in front of a camera, think about using a script that is easy to follow and aligns with the overall message. It is essential to remember that quality outweighs quantity when it comes to videos, make sure your video is short and to the point. Short videos beat long ones every time.
Consider Your Thumbnail
Both Facebook and YouTube enable you to upload a thumbnail to sit alongside your video. These thumbnails might not play into their algorithms, but thumbnails are a great way to grab viewers’ attention and get them excited about your video before it starts playing. Think of them as an important first impression. Putting a little effort into choosing your thumbnail carefully, whether in the social media marketing or your email marketing efforts can improve your click-through rates.
When it comes to choosing your thumbnail, avoid a blurry, motion-filled shot. Your thumbnail should suggest that the video is high quality. Pick a different frame where your subject or environment looks crisp and clear. Great thumbnails can begin to tell a story and show viewers what’s coming up in the video.
Optimize for Visibility
Having a simple video SEO strategy is an important part of ensuring your content gets found by viewers. A well-optimized online video will help it rank higher in search results, which means more people will watch it!
To optimize your videos for search engines: make sure the video title is relevant to its content. Keyword stuffing won’t help you at all here it can hurt your rankings! So don’t just throw in random keywords; make sure they’re relevant to the topic of your video and sound natural when read aloud.
In addition to optimizing the title itself, be sure that tags and metadata (like descriptions) are also consistent with those keywords. For example: If I’m talking about “pizza” in my video’s description field, then I should mention pizza several times throughout my piece of content too.
Consider which platforms you will be utilized to distribute your message. It is not as simple as flooding Facebook with generic, tone-deaf posts; what many do not realize is the fact that posting adversely to the platform’s native language can cause more harm than good and make it harder for your content to reach your targeted audience.
As the world turns, each social media platform evolves with it. What worked last year may not work this year, and the trend of yesterday may be gone by today, so it is essential to stay current with these trends and ensure your efforts are getting the traction you want or more importantly need in today’s market.
Use Customer Testimonials or Case Studies to Build Trust
You can use testimonial videos or case studies to build trust. They’re powerful tools that can be used to demonstrate the value of your product or service, and encourage prospects to take action. The key is to find people who are credible, believable, relatable, and trustworthy!
Testimonials are the rubber stamp of approval that many modern customers need to seal the deal. In a world of fake news and “influencer” mistrust, consumers have grown weary of sensationalized sales claims. This is exactly why testimonials are important – to customers and marketers alike – for building relationships. Testimonial advertising is effective because it changes the speaker of your ads. Instead of your brand, it’s consumers promoting your product or service to other consumers. This makes the recommendation more authentic and more intimate.
Align Your Video Marketing Strategy with Your Marketing Goals
The content of your marketing video may be perfect, but if it doesn’t align with the audience, brand, product, or service being discussed you have nothing. When planning content for your next video, remember to keep these things in mind:
The Target Audience
Understand who is viewing your video content and develop your message to cater to them specifically. Do you have a buyer persona? Do you understand your customers’ pain points? Video is no different than any other type of content: you can’t create a successful video without a keen awareness of your target market.
The Purpose of the Video
Each video can be utilized with a different intention, it is up to you to determine the response you want. It helps to keep things fresh; if you post the same style of video every time, your audience will get bored. If you make an informative explainer video to start, think about using a more entertaining social media video for the next one.
The Message You Want to Convey with This Video
Plan and build your message in a way that your target audience will understand and catch their attention. You do not need to have a call to action in every video; think of it in a boxing mentality, meaning use the majority of your video content as quick jabs that set your audience up for the right hook, the video that calls for action from the consumer.
Consider the Entire Video Production Process
Plan how you will shoot the video, including the quality of equipment, and whether you will use any special effects such as music or scrolling text. Consider where you might film your project. For example, you may want to shoot in a local park where there is plenty of room for movement and can accommodate outdoor scenes like children playing soccer.
You also need to choose your equipment carefully to achieve the best results possible with your budget constraints and specific needs. For instance, if your budget allows only one camera person then you will need to decide which type of camera(s) would work best for this purpose: handheld camcorder vs DSLR vs mirrorless interchangeable lens camera? Do not forget lighting! It must be adequate so that all sides of an object appear visible when viewing footage later on a computer screen (or editing).
Last but not least, don’t forget the post-production process! From video editing to effects, to voice-over, you’ll need to consider how you’ll put the finishing touches on your new video. To truly create a professional video, you may want to even consider hiring a professional editor!
Determine Where to Distribute Your Video Content
Once you’ve created your video, it’s time to determine the best platform for distributing it. You’ll want to choose a site that will give you the most exposure and help you reach your intended audience. The options are numerous, but they can be grouped into four categories:
Social media (Facebook, Instagram, Twitter)
Video hosting sites (YouTube)
Professional platforms (LinkedIn)
Other services (Snapchat/Periscope)
The key factors to consider when making videos are: knowing your audience; having an idea of what they want from you; preparing all the necessary resources before shooting begins; making sure everything flows smoothly while filming; editing out mistakes before publishing on any platform(s) where it will live forever!
Maximize the Impact of Your Videos
The best way to maximize the impact of your videos is to use them as a tool for communicating your company’s mission. Video content can help you show what your organization does and how it works, which will help potential customers see the value in what you have to offer before they’ve even signed up for anything. While this is all well and good, it doesn’t mean you should rush out and start producing videos like there’s no tomorrow. Take the time to plan things out and ensure that the message of your video aligns with your company values.
Over the years, I’ve learned that using video in your marketing strategy can be an effective way to tell your brand’s story and engage with your audience. To do this, you’ll want to think about how video can be used for marketing purposes—like showing off new features or products or demonstrating ways that customers can use those features and products in their day-to-day lives. Use video to tell your story, telling the right kind of stories is a great way to build trust with potential customers. They are also a great way to increase your engagement because they allow viewers more time than other mediums like printed ads. Text-heavy posts or simple photos allow the consumer to become disinterested altogether which means potentially fewer conversions overall.
A Good Plan is Half of the Battle…
Planning is the key to success. It helps you save time and money, it allows you to make better decisions, and it helps you achieve your goals. The list of benefits goes on: planning helps avoid mistakes and get better results! If you’re not already doing this regularly, try adding some planning into your process—you’ll likely be surprised by how much easier everything becomes when handled with foresight. The goal here is to increase your visibility and attract your consumers in a world full of hooks, a good plan will help you effectively create video content that will be beneficial to your business with a strategically placed call to action!
While planning allows you to be more prepared for creating your video content, what many business leaders do not factor into their planning is the results you want to achieve. Make it a point to sit down with your team and list out the results you want, goals to meet, and specifics that make sure the results are measurable. It’s not always about having a high-quality video, any type of content can help or harm your marketing efforts.
Hopefully, by now you’ve figured out what kind of video is right for your company and have taken the time to think through some of the logistical aspects of making it. When you are ready to begin planning, remember that every decision should be made with a clear purpose in mind: conveying information about your product or service. And no matter what type of video content you choose, this will always be your number one priority: making sure viewers understand how they can benefit from your offer.