1. Remember to tell a story.
Make sure your video tells a good story. Companies often try so hard to have videos check all of their marketing boxes that they forget about the viewer. It’s better to have a focused message.
2. Maintain relevancy.
Ultimately there are loads of stylistic choices you can make with video, like incorporating humoristic elements. But every style will fall flat if it’s not relevant to your audience and customers.
3. Split test for better results.
Video isn’t unlike other types of content. It needs to be engaging and have value for its viewers. But all too often people treat video differently than other forms of marketing content. Shoot or create more video than you need and cut it up in different ways, then split test. Without fail, one video will outperform the rest, and that’s your winner.
4. Give away information.
The information provided should be useful, generally unknown and offered without obligation. This turns into social currency, giving people something they can use or share that makes them look or feel good.
5. Utilize thumbnails.
I see a lot of companies making the mistake of not utilizing custom thumbnails and using pre-filled ones instead. A custom thumbnail can really make the difference in drawing attention to what your video is about. Also, keep your videos short. Anything longer than a minute and 30 seconds will cause the viewer to lose interest. If you have a video that has the potential to be longer, break it into a short series of videos instead of one long one. This will also create a “cliffhanger” prompting customers to come back and see what happens.
6. Use the first three seconds wisely.
It takes people less than three seconds to decide whether they want to watch your video or not. If you don’t catch their attention, they will scroll to the next thing in their newsfeed. For that reason, make sure the start of your video is engaging, to the point and visual. Be sure to use descriptive and catchy titles to hook viewers.
7. Integrate your marketing campaigns.
Video may be all the rage right now, but the most effective storytelling campaign is to integrate all of your marketing campaigns. Telling one unified story through video, writing, social, advertising and PR will grab the attention of your audience and resonate more deeply than a single platform campaign.
8. Use the right video at the right time and place.
Remember, right message, right person, right time. Short product explainer videos work great on channels where people are seeking product info (like your website). When you are pushing video out to your customers, go the storytelling route and relate people and experiences to your brand (think social media). Info seekers want info. Everyone else wants purposeful entertainment.