Video content can be an excellent addition to any digital marketing toolkit. Even if you're too shy to hop up in front of the camera yourself, you can create videos that will help explain your brand's purpose to consumers; depending on your industry, you might even be able to leverage video content as a way to provide actionable insight into how to solve frequent problems.
Creating video marketing content is about much more than filming (or creating) a video and just throwing it up on the internet, though. Savvy and responsible marketers will take the time to consider these best practices for video content in order to ensure that the work they're producing is valuable to consumers and adds value to their business' bottom line.
Best Practices for Video Content
Do make an effort to hook your audience quickly
If you want your audience to stick around for everything you've got to tell them, you're going to need to craft the perfect hook to keep their attention. The age-old adage that customers decide whether or not they want to watch a video within the first ten seconds is almost too forgiving; in 2019, you're realistically going to be working with even less time than that.
There's a wealth of video content out there for your audience to choose from. If you don't put together a hook designed to reel them in and hold them in place for the duration of your video, you're behind the competition.
Don't get carried away and make your video too long
This advice is nearly as old as marketing itself. All of us have heard time and time again that even written content needs to be kept short in order to facilitate reader interest and understanding; video content is no different.
Your audience is going to be scared off before they can even give you a chance if your video is too long. Deliver your message as quickly as you can without rushing or sacrificing content quality. If your video does start to run long, consider breaking it up into a "series" of sorts to prevent interest from dropping.
Do consider accessibility
There are numerous reasons that your audience may not be able to utilize sound for hearing what you've got to say. Deaf and otherwise disabled watchers will be left in the dark if you fail to implement thorough and accurate captioning throughout your video.
But have you considered that a viewer doesn't need to be deaf in order to be unable to hear audio? Anything from broken down tech to sitting on a crowded subway could be preventing watchers from cranking their volume up. You want your content to be easily accessible to anybody at any place and any time; one way to achieve that is through creating content that doesn't need your voice to carry it along.
Don't rely on jargon
Even if your intended audience is well within your niche, you shouldn't close yourself off to incoming potential clients by littering your content with jargon. Most of us know by now to keep confusing terminology out of our marketing content, but it's easy to slip up on video.
Try to have an impartial third party look over your videos to ensure that what you're trying to say is easy to understand. It's fine to sprinkle in key terms here and there-- it can help establish you as a trustworthy authority-- but don't go overboard.
Do aim to educate, entertain, and engage
Effective video marketing content educates, entertains, and engages the audience.
No successful marketing effort ever took off without managing to engage an audience and incite interest in a given topic-- why would a video campaign work any differently? You should be dedicated to creating content that draws in viewers and keeps them invested in your content.
This can be achieved in a variety of ways-- from a clever hook to the right show of personality-- but educating and entertaining your audience is a great way to ensure they remain engaged. You should always aim to teach your viewers something of value. There's plenty of meaningless content across the web; don't let your videos fall into that category.
If you're interested in learning more about how to leverage digital marketing tools to drive your organization's profitability, contact the team at Synchronicity today. We love working with goal-driven individuals who understand how essential marketing is to business success. As listeners, questioners, and collaborative problem-solvers, it's our job to help you figure out how to optimize your marketing process for success.