By now, it’s clear that video is an essential channel for marketers. But what makes a great video? And what keeps viewers engaged? Is it a good story? Or maybe it’s all about reaching the right audience at the right time.
Below are six secrets to creating successful video marketing content;
Focus on stories, not sales
Before the rise of social media, if you wanted someone to see an advert, you had to rent space within a popular media channel like TV or print. On social platforms, brands can reach the exact same audience directly. This means that branded content (advertising) competes with entertainment, rather than interrupting it.
If you want your video to be watched, it needs to create some kind of value for the viewer. Videos that are purely focused on a brand, or driving sales, will likely be ignored.
The best video content tells stories that connect with the viewer. The better you tell stories about yourself, the more likely your viewers are going to understand what your company is offering and what it can do for them.
Use the first few seconds wisely
Attention spans online are short. In fact, the average attention span is now just 8.5 seconds.
When it comes to creating successful video, you must bring your story to life quickly, so as to instantly gather interest as people scroll through their feeds. In the opening seconds, you must give clarity to what your video is about and give the viewer confidence that what they are about to watch is work their time.
Create a hook
One of the best ways to grab attention is with a hook at the start of your video. A hook is a really quick preview of what’s coming up in the video.
Upload an interesting thumbnail
Both Facebook and YouTube enable you to upload a thumbnail to sit alongside your video. These thumbnails are a great way to grab viewers attention and get them excited about your video before it starts playing.
Target relevant audiences on Facebook
As a content distribution platform, Facebook is incredible. One of the features that makes Facebook stand out from other marketing channels is the super-in-depth targeting you can use to select audiences for your content.
You may have used targeting with Facebook Ads before, but did you know you can also target every post on your Page to a selected audience?
Sharing highly-targeted posts is a great way to make your content appealing to every member of your audience. And with Facebook organic reach in decline, this feature could be a great help to ensure you are always reaching the most relevant people with every post.
Facebook post targeting allows you to segment audiences by:
Only people in the audiences that you choose can see the post anywhere on Facebook but you can also restrict the audience to an extent.
Tell your story with and without sounds
In a recent change, videos now autoplay on Facebook with sound on (unless your phone is on silent mode).
It’s not yet clear exactly how this change will affect viewing habits on Facebook. Before the update, multiple publishers reported as much as 85 percent percent of video views on Facebook happen with the sound off.
When creating videos, be sure to optimize your content with calls to action (CTA). A CTA doesn’t always have to directly lead to a sale or sign up, video CTA’s could include:
- Subscribe to your channel
- Follow/like your Page
- Share with your friends
- Comment on the video
- Check out other content
Where should you place a CTA in your videos?
There are three common positions to add calls to action within videos as experts explains:
- Pre-roll Calls to Action at the very start of the video ensure that every viewer sees them and has an opportunity to click.
- Mid-roll Calls to Action can be anywhere between the very start and the very end. They are designed to target viewers when they are most engaged.
- Post-roll Calls to Action appear at the very end of the video to ensure the viewer is highly interested before being presented with a CTA.
Collaborate with other brands and influencers
Ninety percent of people today trust peer recommendations over company ads. When a trusted influencer recommends a product it can feel more genuine and trustworthy than a brand telling you how great its own product or service is.