Video marketing is a major tactic for drawing attention to your brand and engaging prospects. It’s strategically flexible and lets you create content for each stage of the buyer’s journey and even build on existing content that you’ve already produced. The need to up your video marketing game is only increasing:
- Global internet traffic from video is expected to make up 82% of all traffic by 2022.
- Seventy percent of viewers watch YouTube videos for help with a problem.
- Sixty-two percent of viewers pay close attention to the video they are watching.
- Fifty-three percent of customers want to see more video from brands in the future.
5 best practices for video marketing
1. Diversify your videos
Quick tips, customer testimonials, tutorials and expert interviews attract prospects in every stage of the buyer’s journey. Generating new ideas is easier when you produce several different types of videos. You can also ease budget and time constraints by balancing videos that are easier and cheaper to produce with videos that take more time and resources.
2. Make use of your best content
Blog articles, white papers and case studies benefit from a complementary video component. Your content gets extra mileage while attracting audience members who prefer watching videos. Publish videos that bring new life to old content, or schedule the content so that both come out at the same time.
The video doesn’t need to sum up the entire piece. You can take one idea and create a video to delve into additional details and examples.
3. Get the length right
The perfect length depends on the video content itself. A quick tip could be a simple, one-minute video, while a customer testimonial may last three minutes and a tutorial could last five.
According to Vidyard, most marketing videos shouldn’t exceed two minutes in length, but preferred length also varies depending on where it is shared. For example, the optimal video length for Facebook is two to five minutes. For LinkedIn, it’s between 30 seconds and two minutes, and for Twitter it’s only 30 seconds.
Even if a video is the preferred length, viewers won’t necessarily watch it all the way through. Look to social media platforms that share audience retention data to help guide the length, and try to place your most important information as close to the beginning of the video as possible so those who drop off still take away the key point.
4. Add a call-to-action
Include a CTA whenever possible, whether it is a line in the script or an image placed in the video, even if it is just to subscribe to your YouTube channel or watch related videos.
If there is a piece of written content, a product demo or webinar that correlates with the video, include a download or sign-up link in the description box so viewers have an action to take after watching the video.
5. Distribute wisely
The key is to get the video in front of the most eyes as possible and take every step you can to increase audience retention. Each social media platform experiences high traffic on different days and at different times, so correlate your publishing schedule to increase viewership and engagement.
Closed captioning, in addition to helping SEO, caters to listeners who are deaf, hard of hearing or simply prefer watching videos silently, so they don’t turn away if they feel like they can’t watch it.
Video marketing has long been a popular tactic, and it’s a valuable addition to any marketing strategy. Videos are still growing in popularity, with the medium expected to make up 82% of all global internet traffic by 2022. When developing your own video marketing strategy, remember the best practices you can incorporate so they drive as much business growth as possible.