Clearly, from an increasing number of respected authorities, we’re realizing that video marketing really matters. In fact, according to a report from Vidyard and Ascend2, 71% of respondents confirm that video converts better than other content. But, for anyone new to video, development and production can be a daunting prospect. What style should it look like? How should we deliver it? How much is it going to cost?
“There has never been a better time to be making video content because there is an explosion of ways that people are finding and engaging in this content.”
– IDG Mobile Survey 2014
So before you start your next marketing video project, I’ve assembled some best practices, backed by facts, so you can maximize your investment and make the process as rewarding as possible.
Have you ever seen a movie director holding his hands up to “frame” a shot? Well, with the dramatic move to mobile, those same directors might have to use just one hand to do the same thing. That’s because, according to Facebook, 65% of video views are on mobile devices. To capture and keep the attention of Facebook’s massive audience, you need to think about how your video will look on tiny screens. If your actor doesn’t fill the frame in the viewfinder, they will disappear on someone’s phone.
And when it comes to business buyers, 48% of them use their smart phone to watch video, which is higher than their consumption of case studies and white papers. And that makes sense: when was the last time you liked reading something on your phone? So even if you’re performing B2B marketing, you need to include video in your arsenal.
Since we’re talking about a platform, as opposed to venue such as Facebook or email, the content in your video will vary greatly. From brief intros and viral approaches to detailed product demos, the right video to use all depends on where your sales process is breaking down.
On average there are 700 YouTube video links shared on Twitter every minute, and 500 years’ worth of YouTube videos watched on Facebook every day. People generally don’t want to be interrupted by advertising while they’re checking in on their friends. So to stand out, it is critical for brands to create emotional experiences for those casual interactions. And social media video clearly is the most powerful medium for eliciting emotion.
So in this hyper-fast, socially connected world, keep the following in mind:
- Content is valued over ads
- Views are valued over impressions
- Shares carry more weight than clicks
- Incorporate psychology to increase shares and memorability
Since this is likely their first interaction with you, you need to get their attention. And you need to produce content that will stick in their heads. Psychology can certainly help with this as well as with getting people to share it. Here’s a handy guide on how to include psychology in your content.
According to comScore, website visitors are 64% more likely to buy a product on an online retail site after watching a video. That’s huge! Not only that, they stay on the site an average of 2 minutes longer than those who don’t view videos.
And, according to Internet Retailer in 2010, people who watched product videos were 85% more likely to buy than visitors who did not.
It’s also important to note that professionally produced content outperforms user-generated content. comScore tells us that professionally produced video optimized for eCommerce outperforms user-generated video by 30%, delivering a 24.7% lift as compared with an 18.7% lift for the UGC video.
Given the importance of video to boosting sales, it seems the most important thing is to provide something, anything. Even if you simply point to features and show the inner workings of a gadget, the chance that it will lift sales are fairly clear. It doesn’t have to be fancy, just accurate, helpful and informative.
Email remains one of the most valued business marketing tools today, says ReelSEO. In fact, GetResponse found that including a video in an introductory email increased the click-through rate by 96%. Additionally, Forrester discovered in a 2010 survey that when marketers included a marketing or explainer video in an email, the click-through rate increased by 200% to 300%. Yikes! Clearly, this stuff works.
Since you have their email address, it’s likely that they already know a little bit about you and your offering (they did opt-in, right?). So, the best message to convey is one that will build trust and a give them a deeper understanding of your product’s value.