You’ve probably read it many times before: Online videos for your business are what’s ‘in’ right now. Businesses everywhere are jumping on the bandwagon and uploading videos to YouTube without an actual plan in place.
The thing is, the content of a video is only a small part of video marketing and it can be frustrating to see a great video that is never fully realised. Below, we’ve listed our top tips on how to generate a positive return on investment when you’ve created a marketing video. The two biggest video platforms on the Internet right now are YouTube and Facebook, so we will be assuming that you’re going to upload your videos to these platforms.
Video Marketing Tips
1. Video Tags Are the Foundation to Success
When searching on YouTube, the results presented to you are similar to how Google works: The most relevant videos will appear at the top. The tags you assign to your video are your keywords and tell YouTube what your video is and what search terms you want to appear for. Be sure to do your research and find out what your target audience are searching for, then use those keywords as your tags. By doing so, your videos will appear closer to the top of the results list and more people will notice you.
2. The Video Name and Description Converts Impressions to Clicks
After seeing your video in the search results, your audience will then look at the video names in the search results and determine which one is the most relevant to what they are looking for. Be sure to let people know exactly what your video is all about in a short, snappy title. Use the video description to give more detail about your video in order to prepare your audience for what they are about to see.
3. Video Thumbnails Are Important, Too!
As a species, we are able to process visual information much quicker than text. What this means, is that your video thumbnail can mean the difference between somebody clicking on your video or scrolling past it. It’s a further opportunity to let your audience know what happens in your video and why they should watch it.
4. You NEED Subtitles
In 2016, Digiday reported that a staggering 85% of Facebook videos are watched on mute. The reason for this is that Facebook automatically plays videos muted. Therefore, it is essential that you include subtitles on your videos so that people can understand what is happening, especially if the video features a lot of talking. Otherwise, you’re just wasting a valuable opportunity. If you’re trying to appeal to an international audience with your video marketing, try uploading different versions of the same video, but with the subtitles in a different language. That leads us nicely into our final tip!
5. Stagger Your Releases
YouTube’s algorithms have several features. The main criteria videographers discuss are the video tags and name, but YouTube does also reward channels that regularly upload videos. It’s quite similar to Google’s algorithms, which favour websites that are regularly updated: YouTube wants you to consistently upload material on a regular basis, rather than bulk-uploading a series of videos then going dormant for months. Use the YouTube scheduler to achieve this. Scheduling videos to become available once a day has shown great results, but if you really can’t manage that then once every week or two is what we recommend.
If you’ve decided to start implementing video into your marketing strategy then that’s great. Google will actually reward your company website with a higher ranking if your YouTube channel has lots of videos, so you’ll experience some great benefits! Just remember that video content is only a small part of what makes a successful marketing video. Be sure to use the tips listed above in order to make yourself easy-to-find and convert those impressions into clicks.
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