The power of video marketing is pretty much undisputed right now. There’s strong evidence that video marketing directly boosts sales. Some marketing research papers have found that as many as 74 percent of people who watched a promotional video subsequently buy the product featured in it. As consumers move on to mobile purchases, video has become the prominent type of content to reach smartphone buyers. So if your brand isn’t producing any video content, it better start now. If your company does have great video content, you may be asking “now what?” Where videos should be posted to get the best returns for the marketing content? Here are some ideas:
Find Out Which Customers are Most Likely to be Affected by Video Content
Video content performs well within generic audiences, but some audiences are more likely to be affected than others. For example, Generation Z buyers are highly affected by video content because they spend nearly all waking hours on video sharing sites like YouTube. If your brand’s target audience is older than 30, then video may not be the best digital marketing strategy. However, for older generations, TV ads still generate the best results (though these ads can be very expensive to make).
Zero in on Social Media Channels with Best Returns
Once a video is made, it should be posted on social media channels to generate returns. Unfortunately, video content doesn’t perform equally well on all social media channels. Facebook is still a great platform for video, but Tumblr, not so much. People can post videos on Twitter, but if these videos aren’t shorter than a minute or highly newsworthy, don’t expect great returns. Channels like Instagram and Snapchat are generally better for video content. Of course, there’s YouTube, where your videos definitely should be posted. As mentioned above, Gen Z buyers are often on YouTube, so this would be a great channel to promote video content targeting buyers in this age range. It’s best to hire a social media management agency to choose the channel with the best ROI for the target audience.
Don’t Forget to Write a Great Headline and a Description
Videos should absolutely be accompanied by an attention-grabbing headline, just like with regular marketing articles. As with articles, be interesting with the headline without being misleading. Its best if the video is accompanied by a short description as well. The video headline and description can be optimized with keywords to give it an SEO boost as well. This works particularly well on YouTube. Keep in mind that most users do read these headlines and descriptions before watching the video. Therefore, pay careful attention to what you write.
Get the Video in User Feeds
Once videos are published online, the next ultimate goal is to increase social shares. Without social shares, the video won’t go viral or result in many conversions. Social shares are the best capital your brand can have to actually drive sales. Modern customers are heavily influenced by product recommendations made by friends or family members. If an explainer video for a product shows up on a friend’s feed, then the potential customer is most likely to view the video and also most likely to result in an action that leads to a purchase.
Finally, video content should be tracked. Use an analytic tool to track views, shares, and conversion rate for each video to make improvements in the future.