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7 Secrets to Succeed in Video Marketing

Video has been the most popular choice for online content consumption today. This year, an average person is predicted to watch 100 minutes of videos daily. Nine out of ten people wanted to see more videos from brands and businesses. As such, video marketing also becomes an irreplaceable part of a digital strategy among brands and businesses. According to a digital marketing speaker Hong Kong, by 2022, videos will occupy 82% of internet traffic. This is because modern consumers prefer to learn more about a brand, product, or service by watching a video. If you are one of the 86% of businesses that use videos as a marketing tool, this article is for you. Here are 7 secrets to succeed in video marketing.

FOCUS ON STORYTELLING INSTEAD OF SALES

social media agency Hong Kong reveals the 80/20 rule in social media as a secret to succeeding in video marketing. People do not go to social media pages to shop. Their main goal is to connect with the community and get ideas or inspiration. As a video marketer, you need to focus more on storytelling rather than sales. People prefer to watch videos that provide valuable information. They typically ignore salesy videos.

Videos that tell stories are the content most watched by viewers. Connecting to your viewers by telling your story helps them better understand your brand, products, and services. Some good examples of stories video ads are those from Budweiser, a popular American lager. Their videos were able to connect sports fans globally. By showing short clips of the Chicago Cubs victories, they have successfully generated a large number of press coverages and social media followings.

MAKE USE OF THE FIRST FEW SECONDS OF A VIDEO WISELY

A video marketing agency Hong Kong has noted the importance of using the first few seconds of a video wisely. This secret to succeeding in video marketing has to do with the short attention span of video viewers. Because of their busy lives and so many distractions online, people only hold videos in an average of just 8.5 seconds. So, video creators should create a hook at the very beginning. This is to let the viewers know that what they are about to watch is worth their time. Adding a video thumbnail has proven to be an effective hook. They are small still images showing a preview of your video. As they sit alongside your videos on Facebook and YouTube, they get the viewers excited even before the video starts playing. When choosing video thumbnails, avoid blurry shots. Pick a frame with clear and crisp subjects showing the viewers what’s coming up on the video. 

OPTIMIZE FOR SEO

Videos are now part of search engine optimization (SEO). More than 3.5 billion people search for videos on Google. YouTube recorded 3 billion video searches. Facebook also recorded 2 billion searches for videos daily. Here are some tips to optimize videos for SEO:

  • Use keywords in your video title yet keep it under 66 characters.
  • Add auto-captions and descriptions on your video that include your keywords also.

By doing these two steps, you make the video discoverable on search engines. They also allow video discovery among the hearing impaired or people who watched videos with sounds off.

PARTNER WITH INFLUENCERS

Around 90% of social viewers trust peer recommendations over company advertisements. This is how a trusted influencer becomes a secret to succeed in video marketing. Today, a brand is no longer what it tells the consumer it is. It is what the consumers tell each other about the brand. A great example of a video marketing partnership with a brand influencer was that of Nike, the famous sports brand. They partnered with YouTube influencer, Casey Neistat, to create a video in launching FuelBand. The Make It Count video created by Casey now has over 24 million views. 

TARGET RELEVANT AUDIENCES ON SOCIAL MEDIA

Most social media networks feature targeting tools where you can segment your video audiences. This is another secret to succeed in video marketing. By segmenting your audience to those who would most likely watch your videos, you are boosting both its conversion and performance. These are two important metrics of success in video marketing. 

Take Facebook for one. It is an incredible content distribution platform. One of its best features that makes it stand out from other social media networks is its in-depth audience targeting tools. The platform allows marketers to target audiences on ads, Pages’ posts, and even videos. You can segment the audience by age, gender, language, and location. You can also target them based on their interests and preferences. 

TELL ENGAGING STORIES IN VIDEOS WITH SOUNDS OFF

Most online viewers watched videos in public places. They may watch videos while commuting on a bus, having coffee in a shop, or spending their breaks while in their offices. This, they do, using their smartphones. As such, a large percentage of them watched videos with sound off to avoid distracting the people around them. As proof, 85% of Facebook users were reported to view videos with sound off. So, how do you keep a video engaging with the sound off? The secret is to use beautiful visuals, colorful captions, subtitles, and text-heavy descriptions.

TRIGGER EMOTIONS USING A CTA

A Call-to-Action (CTA) does not necessarily mean asking the viewers to make a purchase. It is an image or line of text that prompts viewers to take action. These actions may include commenting, downloading, event promotion, form submission, following a page, learning about a product or service, reading more, sharing, etc. Proper positioning of CTAs is another secret to success in video marketing. They can be placed at the start of a video for everyone to see. They can also be positioned mid-roll to target viewers when they are most engaged. Or, they can be placed at the end of a video to influence highly interested viewers.


Reference:https://buffer.com/library/video-marketing-tips/

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The Marketing Elements of a Video

Today, video marketing is one of the most powerful strategies to promote a product online. According to a digital marketing speaker Hong Kong, companies using video marketing have 44% more traffic than those who don’t use videos. Videos share on social media get 1200% more likes and shares than images and text. Emails with videos received 200% to 300% click-through rates than non-video emails. On the other hand, videos in landing pages boost website conversion rates by 80%. So, if you have not yet embraced video marketing, it is high time to adopt such a strategy to boost awareness and sales. Below are the marketing elements of a video to further guide you.

ELEMENT NO. 1 – THE HOOK

Every brand needs to catch the audience’s interest in the first 5 seconds of a video ad. That is why brands need to use a hook to boost their interest. A hook is something interesting that plays at the start of a video to draw the viewers’ interest. Yet in reality, there are two ways for brands to use a hook. First, at the start of a video (first 5 seconds). Second, to use a hook throughout a video to remind viewers that there is more to come. Here are some ideas on how you can create a hook:

  • Animation is a fun element and for easier understanding. 
  • Brand messaging in bold graphics.
  • Introducing a problem and promising a solution.
  • Offering a surprise through blurred images, exaggerated statements or upside-down elements, etc.
  • Promising a “once-upon-a-time” story.
  • Telling potential clients about your expertise or what you do.
  • Text memes or quotes to inspire your viewers. 

ELEMENT NO. 2 – THE VIDEO INTRODUCTION

Another important element of a video is an introduction. The video introduction is a summary of the video content. It should be done in a straightforward tone and as quick as 30 seconds. Typically, brands use the following video introductions:

  • Announcement about the presenter and his or her credentials
  • Brand or company snapshot 
  • Business case description
  • Event preview
  • Project proposal

The video introduction is a brand’s chance to make a good first impression. Today, there are more dynamic ways to liven up a video introduction. These include:

  • A timeless short clip that evokes emotion.
  • Creative AR introduction.
  • Self-introduction of a speaker.
  • Stomp sound effects introducing the video context.
  • Teaser of the outcome in full HD graphics.
  • Text placeholders highlighting a brand message in bold characters.
  • The glitch effect engages viewers out of the gate.

The video introduction should always be translated into text. This is by filling up the meta description of the video during the uploading process.

ELEMENT NO. 3 – THE CONTENT DELIVERY

The content delivery element of a video should be the most creative and informative part. Why? Because it is the section of the video that will make viewers aware of the benefits of a product or the importance of a brand. Every video needs to be planned. Everything planned should complement each section – from the hook, introduction, content, bonus, offer, and CTA. Above all, the content delivery should be a brand’s value, a promised story, or a solution to a problem, 

ELEMENT NO. 4 – THE BONUS OR OFFER

Bonuses on a video are elements that help viewers go to the next step of their viewing journey. It may either be a BOGO promotion, discounted offer, or trade exchange. The purpose of these bonuses or offers on a video is to encourage viewers to make a purchase. Other ways to add a bonus or offer element in a video are an action plan, added tips, or template. These things give them a wow factor to remember the brand.

ELEMENT NO. 5 – THE BONUS OR OFFER

A call to action (CTA) is a link to take immediate action or response from the viewers of a video. This video element should be less than 20 seconds. Only one CTA must be added per video to avoid confusion among the viewers and to boost action over the CTA. According to a video marketing agency Hong Kong, the three basic types of CTA are:

  • Small CTAs asking for likes, comments, shares, and subscriptions
  • Bigger CTA asking for email opt-in and lead magnets
  • Huge CTA asking for conversion or sales

THE BOTTOM LINE

If you’re starting to use video as a marketing strategy, keep in mind to grow your audience and followers. This you can do by creating a video with a hook, introduction, content delivery, bonus or offer, and call to action. Once you’ve got 1000 followers or subscribers, you can use small CTAs. If you’ve got around 2000 fans, you can use bigger CTAs. Likewise, a social media agency Hong Kong recommends using huge CTAs if you’ve got a great following on the videos of your social media accounts. Today, YouTube, Facebook, and Instagram are the top social media platforms for video marketing.

Reference: https://www.green-umbrella.biz/five-key-elements-creating-video/