Taking the first steps in the world of audiovisual marketing is cheaper than you think.
Every day that passes, the consumption of audiovisual content on the web grows considerably and it is expected that by the end of 2017 this format will represent 74% of total Internet traffic. The mobile boom fuels this explosion and it is estimated that 1 in every 2 views on YouTube is done on mobile devices.
Video Marketing is no longer a small, fun and friendly resource to become a necessity within any Digital Marketing strategy, Comparable to the importance that carries on their shoulders such as Marketing on Social Networks like Email Marketing.
Without a doubt, video marketing is one of the most effective resources to attract the attention of a potential customer and better yet, to increase the engagement of any Digital Marketing Campaign.
The explanation is simple, a person usually retains only 10% of what he reads or listens to, but when faced with an audiovisual piece this index of anchoring in memory rises almost 50%.
Apparently the classic phrase “a picture is worth a thousand words” is more in force than ever in this multimedia reality in which we move. And although it seems a lie still thousands of companies have not been encouraged to make the leap towards this dynamic format.
48% of marketers plan to include YouTube in their content strategy for 2018.
“Cinema is not a piece of life, but a piece of cake.” – Alfred Hitchcock (1899-1980)
With this audiovisual avalanche in mind, it should not be surprising that Apple has included in its latest version of iOS and MacOS the functionality of playing videos in your email app, both desktop, and mobile.
The content of the network and therefore of the actions of Digital Marketing is migrating towards moving images and no marketer who wants to maintain contact with its public can ignore it.
For this reason and with the statistics on our side, we can affirm that in order to reach the connection with our target today, the video is an ideal and necessary format.
But in counterpoint, we also know that obstacles such as time, availability of resources or even the budget often away from many Digital Marketing plans. That is why we want to share with you some tips that will help you create effective and quality video pieces at a negligible cost. Let’s start!
1 – Choose a good story for your video
Many times a good script or an original idea counteracts technical limitations.
If you cannot believe it, simply look at “Paranormal Activity” and investigate your earnings. That’s why, if your budget is limited, it’s essential that your videos have an engaging story to help get the audience’s attention for the first 5 seconds.
Squeeze your creativity to the max and do not worry so much about quality, ephemeral content like Instagram Stories, SnapChat, live broadcasts via Facebook or even an effective GIF do not need large cameras to be effective and become viral. A simple cell phone can give you everything you need for this first stage of registration.
Remember to integrate your product naturally and use humor and emotion in sync with rhythm.
If you’re worried about editing, you can at first take advantage of the powerful free tools that are now standard on all phones and computers. Keep in mind that the casual and natural content usually have a better engagement with the public, so do not abuse transitions and video effects.
Finally, always look how to involve the user with the piece. Take advantage of the interaction options offered by the chosen platform.
Fact: 55% of people watch online videos every day.
2 – Subtitling your videos
Nowadays it is necessary that you plan your audiovisual pieces taking into account that many people will click the play button with their devices in silence. To give you an idea of the growth of this strange trend, it is estimated that 85% of Facebook videos are displayed without sound.
In turn, this little work of subtitling the pieces will allow your message to reach people who speak another language or who have problems hearing. Doing it is more than simple and if you plan to upload your material to an exclusive YouTube channel you can even apply them right there.
3 – Think about searches when it comes to subtitle the videos in your video marketing campaign
Here we are faced with the duality of
Use effective tags but at the same time attractive, that lead the visitor to play videos.
Again you must bring out your creativity taking into account the importance these words entail when you highlight your piece and get it to say present along with the 4 million videos that are seen on YouTube every day.
A good tip is to take advantage of keywords called “Longtail”. Basically, these are “key terms” consisting of several words, which are usually much more concrete and, therefore, tend to have less competition and more effectiveness when highlighting content.
4 – Respect the formats and different tones in your cross-postings
Surely your company or venture has a presence in different Social Networks. For this reason, it is essential that if you plan to publish your videos on various platforms, you respect their formats and characteristics.
We know that there are marked differences in content consumption depending on what you find on Instagram, Facebook, Twitter, etc. You must take the necessary time and adapt the material both to the technical specifications of each Social Network as well as to its tone.
Never forget that the public you own in each network is used to different topics and frequencies that are delimited by the characteristics of this. If you want to delve into this before making your releases I recommend you read this interesting article: “Social Network Marketing: How Many Times per Day Should You Publish to Reach your Audience?”
Fact: 52% of marketers believe video is effective for brand recognition.
5 – Take advantage of Video Marketing in Emails
The time to include videos in your emails through captures with links is over. As we mentioned at the beginning of the post, Apple has given the right to the presence of this format in the inbox, therefore, we can say that we will see more audiovisual content in our Inbox.
Anyway, this novelty was already known and offered by Email Marketing apps and just by taking a walk through your personal box you can realize that very few companies have started to take advantage of it.
If you are going to be immersed in the world of video marketing it is essential that you take advantage of your parts in all the channels that your company uses to be in contact with the public. Are you interested in trying this form to communicate with your Subscribers? I recommend that you create a free account in Newsletters, the Email Marketing tool, and to carry out your own film.
Note that the use of the word “video” in the Subject of an Email, increases its opening by 15%.
6 – Analyze your video metrics and act accordingly
65% Of the public usually actively watch ¾ any audiovisual piece that reaches their eyes through the Internet. Follow up a close watch on your reports will help you determine both the optimal duration of your videos and the content that is most interesting for your target audience.
This will allow you to correctly plan the topics, estimate the time and calculate the money needed for the production of your future materials. Do not forget, every second you save translates into resources that you can apply in other areas or use for other purposes.
⅔ of consumers prefer videos with duration less than 60 seconds.
We have reached the outcome of this post, which gives us the freedom to comment on some spoilers of Video Marketing. We can affirm that new platforms and functions in social channels facilitate the application of this dynamic format in any Digital Marketing strategy.
Nowadays all the companies that bet by this content, see in their final reports results more than positive. During the year 2016, a third of the activity generated on the Internet was related to the videos, and it is estimated that this trend will continue to rise for a long time.
Today we know that an average Internet user is exposed to 32.3 videos per month and surely this number will continue to climb. With all these blockbusters on the net, it’s time to ask yourself: Should you miss the opportunity to implement Video Marketing? The answer is a clear and resounding “NO”.
Do not waste more time and start planning your “Opera prima”. Through the actions, you will see the benefits of Video Marketing reflected in your reports. Finally, always remember the maxim that says that “Virality belongs to people outside your circle of influence” and without a doubt, the best way to achieve them is with original ideas and innovative.
And for you to have a little fun, here I leave you one of the videos of the Video Marketing campaign SquattyPotty Company that exceeded all records.
And If you want to read some specific tips on email marketing in each social network, do not forget to read these articles:
- Marketing videos: what are they, reasons to fall in love with them and how to create an irresistible strategy in only 8 steps
- The power of video marketing; 7 tips for publishing Facebook videos that your audience will love
- YouTube Marketing: how can video advertising help your business?
- Facebook Live Videos: how to make live videos step by step along with 7 tips so they’ll be a hit in your social media strategy
- How to advertise on Facebook videos? 9 useful tips to publish advertising videos that convert
- Videos on Twitter: why use them and 13 types of videos you must publish in order to succeed on the platform
- How to upload successful videos on Instagram with 8 essential business tips to triumph on the platform
About the autor
Nacho Crespo: Partners and Integrations Manager at @fromDoppler. Social communicator. He worked in different media both online and offline. He was head of the department of Advertising in Magazine Man in Editorial Profile and analyst in IBM and General Motors.