We are living in a time when information is delivered on demand to millions of users around the world. Businesses are struggling to fight back against the noise from their competitors and shine in an oversaturated market. Entrepreneurs and other small business owners are always looking to new mediums that allow them to share their content to a large audience, and video has proven to be one of the most effective ways to reach a broad group of people all at once.
With more and more businesses using video marketing to get the word out about their products, services and blogs, it’s clear that video content is an essential part of a successful marketing strategy today. Let’s take a look at why companies are creating video content and how this new marketing tactic can help your business grow.
Increased Social Engagement
Social media is growing up right alongside video media. Almost half of the global population uses social media, and this figure is only rising. As reported by multiple sources, social videos have a 1200% share rate compared to video and text combined.
Remember that people love sharing videos that entertain, as opposed to educational or fact-based videos. The exception to this rule is when the creator can merge their entertaining personality alongside an educational or fact-based video. In other words, the additional commentary drives engagement, not necessarily the source material.
It’s vital that you create content that resonates with viewers. If the people watching your videos don’t relate to your content, there’s little opportunity for increased social engagement. For example, imagine if someone in the construction industry watched a video for code developers; do you think they’ll appreciate jokes on coding logic? Probably not. Customer personas are designed to help you learn more about your ideal customer. You can use information from persona charts to learn more about what kind of content will engage your target audience.
If you’re a marketer who wants to reach the mobile crowd, video is the way to go. Include video links on your website, YouTube account and other social media profiles. In my experience, folks who are using smartphones are more likely to watch your videos and land on your website.
There are several factors you should consider when creating content for mobile users. First, be mindful of your video thumbnail to increase the likelihood that viewers will click on the video. As a best practice, always make sure you’re creating thumbnails for your mobile viewers since images are more likely to scale up correctly. Otherwise, your thumbnail may appear blurry on mobile devices, which could decrease the number of mobile users watching your content.
You should also pay close attention to your video dimensions when you’re uploading video media to your website. I advise using a width of 580 and a height of 325 for videos. This size allows for consumers on both desktop and mobile to view your content without it becoming distorted or clipping.
Improved SEO Ranking
Believe it or not, creating video content can improve your SEO ranking. The first reason is that video content keeps consumers on your website longer. It’s estimated that if a web page contains a video, users are likely to stay on the page 2.6 times longer than they would have if you just posted text and images.
Another reason your page is likely to appear higher in search results after you include videos is that the transcription of your content will allow Google to index your page appropriately. In this sense, you’re refining your SEO and improving the odds that more people will discover your website.
One thing to keep in mind when trying to get your video to the top of the search engine is context. All elements of the page where you’re featuring the video must align with the video you’ve created. It’s possible to improve your SEO ranking for videos merely by adding more context. For example, businesses are now putting full transcripts on their videos because it makes their content more accessible, and it adds context. Google web crawlers treat transcripts as text copy, which can help the bot index your video appropriately.
Adding video content to your website or social media channel helps give your brand personality. Consumers today prefer shopping with businesses that have their own identities. When making videos with personality, you can hire actors — or do it yourself — and portray your brand values through tone and mannerisms.
One great example of a lively brand personality is the energy drink, Red Bull. Even if you’re not a fan of the sugary, caffeinated beverage, you probably know that Red Bull will “give you wings.” The reason we are aware of this is due to Red Bull’s high energy ad campaigns that focus on animated characters participating in extreme sports or having a late night out on the town. When consumers who fit this persona see this type of advertising, it resonates with them, making them more likely to buy the product. Audience insights can help you make decisions on defining your brand personality based on the traits of your average customer.
We watch tons of videos and ads every single day. Many consumers have taken to this change and enjoy using their laptops and mobile devices to watch videos online. If you want to enter this populated market, you have to be prepared to face off against competitors who may be creating similar content. As you can see from the benefits listed above, mastering video media is well worth the effort and can give you an edge over other people in your industry.