Essential Video Marketing Do’s and Don’ts
Video marketing has been around for decades in the form of commercials, but today video advertisements and video marketing has been revolutionized by the advent of internet technology and more recently, mobile phone technology. The rise of mobile phone technology has created a unique shift in video marketing that definitely needs to be considered by all businesses that use video marketing in their marketing campaigns. The following are some essential video marketing do’s and don’ts to consider, including tips for mobile video marketing in the modern age.
Do: Create a backlog of videos
The most common mistake businesses make with their video marketing plans is not creating a backlog. Instead, their plan is to create a new video each week or within each specific marketing timeframe, releasing it once its done and then going back to work on next week’s video. This is a mistake because, while it may work in the beginning, it inevitably leads to missed deadlines, poorly made videos due to the pressure of the time crunch, and it can even lead to the total crumbling of a video marketing campaign.
The best way to go about video marketing is to create a backlog, so that you and your business are never at a loss for new videos. That way, in case of an unplanned situation—such as a writer becoming unavailable or a video file being corrupt—there will always be something for the marketing team to post. It is more productive and less risky to spend a few days a week creating 20 videos that can be spaced out over the next 20 weeks than try to rush 1 video per week for 20 weeks.
Don’t: Make long videos
Unless you are creating a video as part of a business client marketing presentation, your video marketing towards customers should be short, simple, and sweet. This is especially true with the rise of mobile technology, since the attention span of viewers using mobile technology is much shorter. Even a 5 minute video can be too long in some cases! It is a good idea to check out successful videos from similar companies to get a feel for what your audience wants—some types of businesses benefit from short (1 minute and under) videos, while others can get away with something a little bit longer. Studies have also shown that a viewer’s engagement is determined within the first 30 seconds of a video, so it’s best for your video marketing to jump right into the action rather than waste time on a set up.
Do: Create video demonstrations when applicable
Instruction manuals aren’t always included in products—and people love to visually see a product being used and demonstrated on video. Whenever possible, create video demonstrations that show your customers and potential customers how the product or service is actually used. Again, keep the video length in mind when creating video demonstrations. They should be long enough to show people how the product or service works—and that’s it. Don’t overload the viewers with too much information or they’ll simply stop watching. You should also always include a follow up offer in these demonstrations—such as, “Any more questions? Ask us on Facebook/Twitter/etc!” with a link to that website.
Don’t: Skimp on the equipment and work
It doesn’t matter how quality your products and services are if you can’t advertise them in an appealing way. You don’t need to spend a blockbuster movie budget, but you should never skimp on paying for quality video equipment, quality video editing software, as well as a quality employee who knows how to use that equipment and work with editing software. It can be tempting to cut corners on video Business Marketing, but that is a surefire way to set up a video marketing failure. Your videos need to look professionally shot and professionally edited—to make sure to get professional equipment and workers to achieve that end result.
Do: Advertise on social media
It’s not enough to post your video on Facebook or YouTube. You need to advertise your video marketing on social media in order to get a wider audience. One of the better ways to advertise on social media is to ask people to “like” and “share” the video, which can lead to many more views and clicks than simply posting the video alone. You should also ensure that you are advertising the video on your own social media, particularly social media that lends itself to sharing and reposting—such as Twitter, Tumblr, and Facebook. The more people that share your video, the more potential views you have. Getting exposure on social media takes patience and a knowledge of how different social media types work, but the potential payoff for that exposure is well worth the patience and effort involved.