Video Marketing: Things You Need To Know in 2018

By now, you should know that video has captured the world’s attention. It is a ubiquitous form of communication and impossible to miss. From Facebook to Instagram to Youtube, every major social platform is a video broadcast network where good content can be leveraged for attention. But that’s just it: how do you create good content without adding to the noise that’s already out there?

Get 1200% More Shares

That’s right, social video gets 1200% more shares than text and images combined. The numbers are staggering. It’s clear that the world has gone all-in on video, have you? If your small business isn’t leveraging a video strategy by now, you could be missing out.

What can video do for you?

  • Videos drive higher social engagement.
  • According to Wistia, videos encourage 2.6x more time spent on a home page.
  • Videos increase conversions on your website page.
  • Videos better inform people about your service or product.
  • Videos with your staff create brand transparency and build customer loyalty.

So why has this format skyrocketed over the past few years? Besides technological streaming advances, it stems from a simple concept: we are all very busy (read: lazy). Now, I know that you woke up at 5 AM to run a quick 5k, knocked out some early work, and accomplished more this morning than most people do in a week… However, you are still subject to this concept because video is fundamentally more efficient and entertaining than other mediums.

Complicated concepts can be communicated through visual story rather than explained in a lengthy article. We helped the Louisiana Coalition Against Domestic Violence do this digitally through video:

 

 

Focus On Content First

The truth is, people respond to content that adds value more than they respond to good production. In other words, make your audience the hero of your narrative. Make their lives better by sharing something that is meaningful to them. For example, our friends at The NeuroMedical Center saw one of their videos go viral due to their resonant content.

The video was shot on an iPhone with no special equipment. The lighting wasn’t even ideal from a video production sense. However, none of that matters because the video adds immediate value to the viewer. In less than a minute, viewers learn about years of Deep Brain Stimulation research, and they get to see the results of this research (spoiler alert: the research works!) Valuable content trumps everything.

Step Up Your Production Game

Let’s not forget that with a little effort, you can have valuable content and great production. Here’s a couple of tips to step up your video production (but remember, determine your content strategy first):

  • Get a microphone: people subconsciously make judgements based on sound. Good content will get lost if people can’t hear or understand you.
  • Get lit: don’t skimp on a small lighting setup. Nothing fancy here, just make sure you’re not in a dungeon or under lights that make you look like a ghost. If you do selfie videos, get a LuMee Case. For more lighting tips, see here.
  • Be consistent: train your audience to follow your brand by posting consistently. Schedule your videos ahead and block time each week to gather content.

And remember: nobody gets the video they love on the first take.

Invest Where There's Organic Attention

So you have some great content to share with your audience and produced a video for sharing. Your job has just begun. Now it’s time to pick the right platform. Here are some tips:

  • Know your options: There are many different platforms for video: Youtube, Facebook, Instagram, Twitter, Twitch, Snapchat, and even LinkedIn. Invest in the platform that your audience is on.
  • Try not to overextend your video marketing resources: The best platform is the one you’re already active on. Start there and grow with your audience.
  • Don’t sleep on Live broadcasting: This is an emerging segment within video consumption. Platforms like Facebook Live are pushing this medium aggressively. Did you know that if you post a Facebook live video, it will alert all of your friends? Leverage this with our production tips above.

Check out some of our Facebook Live broadcasts for inspiration!

Finally, don’t forget that you’re competing with other high-quality content. Once you get into a groove, start putting some ad dollars behind your content. This is a good strategy with any digital content, and video will give you the best value per dollar spent:

  • Identify the content that is spreading well organically: if your audience is sharing your video, it means it adds value. This is the best indicator to determine whether or not you should boost the post.
  • Make sure your content is actionable: media buys are investments, so make sure you have strong calls-to-action in your promoted video. Instead of changing the creative, you can add a simple offer or CTA in the promoted video caption.
  • Creative should be proportional to media buys: self-produced videos are great if all you’re doing is spending $100-$200 a week on promoting them. However, when you grow your audience enough to merit a more significant monthly ad-spend ($1,500+) then you should reach out to a professional agency like ours!
  • This idea goes both ways. Don’t hire a professional production/marketing agency if your marketing budget is small. A $20k video production does not make sense if you don’t have the tools necessary to leverage that creative.

 

To recap

  1. You need video. It’s the most shared form of content online.
  2. Start by creating content that delivers real value.
  3. Upgrade your production game to get an edge on the competition.
  4. Pair your video content with a paid media strategy to make your content work harder.

If you have any questions, please feel free to reach out! We’d love to help in any way we can. Email me at jay.b@threesixtyeight.com or call/text me at (985) 502-1317.

Fun Facts:

  • Increase your SEO; according to Moovly, you’re 53 times more likely to show up first on Google if you have a video embedded in your website.
  • By 2018, online video will account for 74% of all online traffic (KPCB).
  • 55% of people watch videos online every day (MWP).  
  • 4x as many customer would rather watch a video about a product than read about it (Animoto).
  • Nearly two-thirds of consumers prefer video under 60 seconds (Animoto).
  • Almost 50% of internet users look for videos related to a product or service before visiting a store (ThinkWithGoogle).
  • 85% of videos are played without sound on Facebook. Therefore, you have to create videos in which the audio is a peripheral, not a core feature. Don’t be afraid to resort to subtitles and overprints. (Digiday)
  • Using the word “video” in the subject of an email increases the view-rate by 19% (Source: Syndacast).
  • Having video on the landing page of your site makes it 53% more likely to show up on page 1 of Google. (Source: Mist Media)
  • 92 percent of mobile video viewers share videos with others. (Invodo)
  • 46% of users take some sort of action after viewing an ad, according to Online publishers association.
  • According to Forbes, 59% of executives would rather watch video than read text.
  • Enjoyment of video ads increase purchase intent by 97% and brand association by 139% according to Unruly.
  • According to Forrester Research it is 50x easier to achieve a page 1 ranking on Google with a video.
  • According to Implix, an introductory email that includes a video receives an increase click-through rate by 96%.
  • According to Wyzowl, 90% of viewers watch videos on mobile.
  • Marketers who use video grow revenue 49% faster than non-video users (VidYard).

 

Sources/More Knowledge:

https://www.virtuets.com/45-video-marketing-statistics/

https://blog.animaker.com/video-marketing-trends-2018/#step9

https://www.wyzowl.com/video-marketing-statistics-2017.html

http://www.insivia.com/27-video-stats-2017/

http://digitalagencyday.com/docs/2017/Wistia.pdf

https://www.cyberclick.es/numericalblogen/top-10-video-marketing-trends-for-2018

https://www.cyberclick.es/numericalblogen/top-10-video-marketing-trends-for-2018

https://www.business2community.com/video-marketing/top-5-video-marketing-trends-2018-01977655

https://www.dreamgrow.com/8-reasons-why-your-business-should-use-video-marketing/

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