Video marketing in 2020. 5 game-changing tips from FrameHounds

Even though going viral should never be the video marketing campaign’s objective, the term is now extremely popular. Marketers are aware of hundreds of stats, including these:

• • On YouTube, 5 million videos are watched daily.
  • Social videos generate 1200% more shares than images or text combined.
  • Landing page videos increase conversions by 80%.
  • 80% of users can recall video ads they’ve seen in the last month.

With these stats in hand, marketers can’t deny the power of making videos go viral. This is why today we’re focusing on the best practices to make sure a video marketing campaign reaches all its objectives and can drive your social media forward.

Below, we will discuss the tips we like the most because they’re extremely effective so you can use them to craft actionable, inspiring, and compelling videos for your online platforms.

Make Story, not Sale, the Focus of Your Video

If there’s one thing the Internet doesn’t lack is salesy content that actively repels and annoys customers away. You don’t want your brand to have that effect on people, which is why your video marketing should be focused on the story, not the sale.

Now, remember: video marketing is ruled by the same principles of written content marketing, so focus on showing customers what you can do for them and the value you provide.

You must use emotion to appeal to your customers’ needs and desires they’re not even aware of. And if you’re afraid this will cause you to lose leads, then you can always use a relevant and strategic CTA with a tracked URL at the end of the video. Just make sure this CTA and URL are relevant to the overall story you’ve told in the video; it needs to be a natural part of it.

If you want an example, look at the video ‘How Glasses Are Made’ by Warby Parker. This video is a great storytelling example that places the focus on the brand’s origin, ethos, culture, and people to showcase their eyewear.

Make It the Best 10 Seconds of Their Lives

One-fifth of viewers will close the video in 10 seconds or less. This is why most experts recommend you make videos that are short and concise. We advise you to get right to the point of your story and manage your customers’ expectations right off the bat, in the first 5 to 10 seconds.

You must appeal to their curiosity by asking questions and using teasers. These things will help you get your customers’ attention quickly. More than that, your video must convey its value and immediately answer the question “Why should I watch this?”, which you can bet is on your customers’ minds.

And why should they? Is it because it’s going to make them laugh while inspiring them to act? Or because it will teach them something new? Whatever the answer may be, your video needs to convey it very clearly.

Why So Serious and Boring? Use Your Humor!

Cisco’s Social Media Manager, Tim Washer, says that “people in the corporate world get nervous about using comedy and think it doesn’t belong. But, if it will help you express your point efficiently and economically, why wouldn’t you try it and see if it works?”

It’s important to understand that your audience wants to laugh, they want to be enlightened, to be pulled from their boredom, and to forget about the stress of life for a little bit.

When it’s done right, a brand can benefit greatly from using humor in their video marketing. For this reason, you shouldn’t feel constrained by the status quo, by what everyone else has done for as long as you can remember. If your competitors have a boring, stiff script, that’s not something you want to imitate. On the contrary, you want to stand out and take a chance. Being funny can help you do that!

SEO-Optimize Your Video

Of course, a marketing campaign, no matter what kind, is nothing without SEO-optimization. The first thing you must do to maximize the SEO value of your video is to host it on your own domain, to enable embedding, which will help you increase the chances of receiving inbound marketing links.

When it comes to SEO for video, descriptions are essential because they allow Google’s search spiders to understand the content of the video and make sense of it. This is why you need to make sure your videos are tagged with the right keywords.

Not only that, but you also must make sure your video is fully explained with detailed descriptions and use unique titles. Every box has its purpose and Google needs you to fill it out, otherwise, it can’t help you rank on the search engine.

Educate Your Audience

When 65% of your audience are visual learners, you can’t fail to use your videos to educate them. What’s great about education is it can be done in many different ways. For example, you can educate your audience on how to use your products and provide tips to get the most value out of them.

Another option is to create a webinar to share your industry knowledge, provide a ton of value, collect leads, and position your brand as a leader. Your videos can also provide social proof, which will focus on your customer’s success story, which was enabled by the use of your products or services.

Summing-up

To conclude, creativity and data are the two main concepts that we use at FrameHounds. This approach improves radically the engagement of our videos. So, plan carefully your own communication, learn about your most engaging audience, and measure success with transparent metrics. That way your brand will skyrocket!

If you want to continue learning about how to make your video content on YouTube, Instagram, and TikTok more interesting to your audience, leave your feedback below in comments. We have a lot of insights to share with you.