Video is a powerful tool in any marketer’s toolbox. A well-executed and strategically-promoted video may quickly appear in news feeds, across an array of social media platforms, and screens around the world.

Video offers an immeasurable opportunity for every brand. Why? 

Videos are easy to view. Mobile networks are increasingly robust, reducing or eliminating load times. Video also lends itself to our attention economy. A video may inspire less resistance than a block of dry text, because it’s better able to masquerade as entertainment. 

Ideally, video should be genuinely entertaining – this is key. If a video provides real value, it is more likely to earn social shares. We’ll go into the do’s and don’ts of video marketing.

DON’T: Shamelessly promote

Don’t just go on there and make a video about how great you are, and your product is, you’ve got to show and tell. Convince me that what you’re saying is not only accurate, but provides value to my life. And then maybe do a soft sell or a soft promotion towards the end of the video.

DON’T: Neglect the analytics

A good percentage of people don’t really know that there’s analytics on their videos, or they’ve at least never seen them,

Analytics can allow video marketers to see where viewers stop watching. By identifying this falloff point, marketers can adapt messaging in follow-up videos and annotations. This strategically beneficial data is sometimes underused.

DON’T: Have an inconsistent look

A series of videos could benefit from branding consistency. By applying the same fonts, colours, and logo, video marketers can make the content look cohesive, and branded. Random stylistic choices may represent a missed opportunity. 

DON’T: Restrict your content to one platform

Don’t just put all your eggs in the YouTube basket. I feel like that’s an important one you’re going to have to repurpose your videos the proper way to make multiple videos from ‘X’ amount of content that you have.

If brands want to optimize results on each platform, marketers need to invest in creative variations of raw video footage. 

Don’t assume that all platforms are created equal, you can’t just make one version of one video, post it to YouTube, post it to Facebook, post it to Instagram – and that’s it. You’ve got to understand the psychology of each one of those platforms: why people go on there, and what they expect to see.

DON’T: Have unrealistic expectations 

Don’t bank on one video blowing up your brand or being the silver bullet to a massive sales increase, or whatever it is that you’re trying to use that video for. I mean, yes – it’s great to have one video that you really put a lot of thought and energy and time into creating.

Sometimes businesses dismiss the value of video marketing after failing to capture an audience immediately with one video. In such instances, Varo recommends pursuing a long-term strategy.

Did you ever follow it up? Did you have supplementary videos? How did you release it? What was your distribution strategy? They [brands] don’t have an answer to any of that because people tend to think that ‘oh yeah we made a video.’ Like it’s just going to start bringing in business.

Video content is a direct reflection and representation of a brand. Video offers an opportunity to appeal directly to a target market and establish brand voice. Businesses can strike the right balance by investing and strategizing carefully, without becoming paralyzed by perfectionism.

DO: Have a clear-cut strategy from the outset

Know what you need to do, before you do anything. This means identifying the target audience and considering the viewer’s journey. 

Who are you trying to produce content for, and what is it that you’re going to produce? And then, how are you going to get it out there? How are you going to know if it’s working or not? You can’t just start putting stuff out there and hope it works. ’Cause it doesn’t.

“Know your audience” is sometimes understated or glossed over. It ought to inspire a careful, and deliberate, thought process about the ideal viewer’s wants and needs.

Are people out to be entertained? Are they out to learn something? Are they out to do research on something they want to buy? These are sort of the points that you really need to understand and figure out before you start producing anything. Who are you catering to? Because you can’t hit everybody at once. You’ve got to go narrow and deep.

DO: Include a call-to-action in your videos

Ending with a takeaway that leads viewers to further engage with the business, even if it’s something as simple as “subscribe to our channel” or “share this with your friends.”

DO: Make your videos mobile-friendly

In 2018 Zenith, a media agency, found that mobile devices will account for 72 percent of all online video viewing by 2019. Video marketers should bear this in mind when creating content. Large and legible fonts are essential on tiny screens. 

DO: Make your video clear and succinct

There’s no golden rule but, typically speaking, two or three minutes is all that somebody is going to sit through for most brands and most videos, and I think that’s backed up by just average statistical analysis from the data.

Creative Video Content is what we offer you. Videos are the new way of connecting to your clients and to get a message across visually. So investing in video content is worthwhile and gainful. Visit www.whereisthebeef.co.za for more information.

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