Video is widely being heralded as the future of digital marketing: Not only does video have a peerless reach—YouTube alone boasts over one billion unique viewers each month—this medium is by far the most accessible to mobile users. Given the fact that over half of all internet usage is now conducted via mobile devices, and this figure is predicted to rise considerably over the next decade, those who ignore the potential of video marketing as a content platform do so at their peril.
4 Strategies For Creating Videos That Convert
Like all forms of content marketing, video content needs to be structured in such a way that it is engaging and, above all else, persuasive; it’s not enough to simply throw together a video and upload it to YouTube, hoping that it will catch someone’s attention. To create video content that converts, utilize the four strategies below:
- It’s all about the viewer
The number one “rookie mistake” that most brands make when they begin to produce video content is following the same format as a traditional television commercial, i.e., creating videos that are little more than promotional blurbs highlighting their brand and company (rather than offering the viewer anything of real, useful value). Naturally—as no one wishes to voluntarily sit down and watch an extended commercial—this quickly drives away viewers.
Instead of making the above error, apply the same rule to video content that you apply to text content: Avoid obvious brand promotion and create content that offers user valuable information in an entertaining and engaging way. To do this, devise a “marketing persona” based on your target demographic (a fictional viewer who embodies the typical traits of the individuals you wish to market to, e.g. their average age, gender, interests, and so on) and ask yourself, “What kind of information would benefit to this user the most? How do I convey this information in a way that would interest this user and make him or her want to share it with his or her friends?” That’s when it’s all about the viewer.
- Tell a story
Your video content should include a clear, focused mission statement—a “higher purpose” that will inspire your viewers to get involved with your campaign—and this purpose should be delivered in the form of a story. Ideally, your videos should include a human presence, a visible narrator who appears at points throughout and makes eye contact with the viewer while speaking in a conversational style, discussing your campaign’s goals and how they will make the world a better place.
For greater reach and exposure, tell your story in a series of short (about one to three minutes long) videos that you publish regularly. Remember, the average user today has a short attention span and a robust desire for fresh new content, so delivering your message in a series of easily-digested chunks is often the most effective approach.
Storytelling, through is vital tactic, has become imperative for brands to inculcate a cohesive stream into their content marketing strategy. To learn more about storytelling in video marketing, visit this outstanding blog by the SME.
- Don’t forget to include a call to action in your videos
Just because your videos aren’t obvious promotional vehicles, it does not mean that your brand should be invisible; on the contrary, the mark of a successful video marketing campaign is enhanced brand awareness and, of course, increased conversions. As such, you should always include a segment at the end of each of your videos where the viewer is asked to take some kind of action, e.g. you ask the viewer to visit your website to learn more, to join in the conversation on social media by following your various accounts, or to sign up for your newsletter. This will effectively use your videos to direct traffic back to your website and help to nurture your overall social media presence.
Here’s our CTA (call-to-action) example at 0:41 and onward in this video below:
- Have fun
Above all else, don’t be afraid to enjoy making video marketing content: as content creation expert Ann Hadley, author of the book Everybody Writes, so aptly put it: “Content Marketing has the heart of a storyteller, the soul of an artist, and the playful spark of spontaneity.” The more you engage with the production process, the more your audience is likely to engage with you—So get creative, be innovative, experiment, and let your content take both you and your audience on an adventure.