Presented by Kerry Carron on 11/12/2018 2:00pm
Video used to be a difficult thing for freelancers to produce and market. The time, cost, and expertise of using video for marketing prohibited many freelancers from using video extensively. My, oh my, how things have changed.
Now, marketing campaigns are using video throughout their entire funnel systems – from campaign engagement to lead generation. This webinar is an introduction to the process of creating an end-to-end video strategy.
Statistics are showing that by 2020, video formatted content will be viewed and used by more than 85% of all the consumer traffic on the internet in the United States. We know that social video marketing has been growing and we can expect that it will continue to grow as one of the most effective ways to engage and connect with your target audience.
- By 2020, online videos will make up more than 85% of all U.S. consumer internet traffic (80% worldwide). (Cisco)
By taking a look at some of the most vital social media video statistics, we can compile a relatively comprehensive list of "to do" tips to help you optimize the video you might already have on your social channels. You'll be able to start implementing these techniques right away and before you know it, you'll have optimized your videos across the internet.
The easiest way to get the most out of video on all your social channels is to treat them just as you would written content and learn how to optimize them. Knowing what to do to optimize can be learned by understanding the myriad of statistics and applying a strategy that uses the statistics to your advantage.
Basic Principles for All Platforms
In general, there are some basic principles that can be applied to any video placed on any social media platform or website.
Keep Your Video Square
According to BufferApp, square video outperforms landscape.
Square video (1:1) takes up 78% more real estate in a person’s mobile newsfeed than does landscape video (16:9). ~BufferApp
At first glance, you might be thinking that just because square video takes up more space does not mean that it outperforms. That is true, but consider that mobile content consumption is on a dramatic rise. Then, combine this with the results of their study with Animoto, which found that square video also outperformed landscape video in views and engagement.
Furthermore, square video costs significantly less to advertise to users so it will also help you to achieve greater results for a lower cost.
When filming and editing your video, consider making them square to take advantage of this powerful optimization technique.
Just because a square video may work ideally across most social media platforms does not mean it is always the best to use. Test vertical videos too to determine which will perform the best for you.
The First Ten (or Less) Seconds Are Critical
Videos have just 10 seconds to capture and engage their audience. After that, visitors typically continue to scroll down or click away. Engagement drops off significantly beyond those first few critical seconds.
33% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes. (Ad Age)
Additionally, many social platforms autoplay video. Keeping this in mind, if you can capture the interest of users in less than 10 seconds, your video is more likely to be watched in its entirety.
To optimize your video with this technique, consider getting straight to the point of the video. Skip any lengthy title slides or branding at the beginning of your videos.
Record Sound, but Don’t Expect People to Listen
Most social media platforms will autoplay videos on their networks. But they also autoplay them without any sound. So, anticipate that your visitors may watch entire videos without sound. Cater to creating videos that will capture the viewer’s attention with no soundtrack.
Feature a message within your video asking users to tap the video to hear the sound to encourage audible engagement.
Taylor Your Thumbnail Images
Your thumbnail images should inspire your viewers to want to push play. Letting them know through imagery what kind of value they can expect is one example of a way to get them to watch the video. Try to communicate your entire message in a single thumbnail image.
Include a Call to Action
Great video content includes a well-designed user experience. Are you using video simply to entertain them? Is the intent of your video to encourage them to sign up for your email list, purchase a product, or just share your content? Or, is your video for educational purposes? Knowing the answers to these questions can help you determine how much time they’ll need to invest in watching your video:
Then choose how to make the most of your video views by adding a call to action within the video itself or in the post content. When adding it to the video itself, consider adding it in the first 10 seconds.
Keep your call to action relevant to the video content and try to demonstrate the value your viewer receives from taking the action.
Upload Native Video
One of the common elements for increasing views, comments, and any kind of interaction on any social media platform offering video is to upload each video to the specific platforms directly.
A 2017 Facebook study showed that native videos got 530% more comments than other videos that were linked and not uploaded directly. 109% higher interaction rates, 477% higher share rates than a YouTube video uploaded to Facebook. That is huge! So if you’re looking to increase engagement, upload your videos to each social media platform itself.
Tailor for Each Platform
Every social media site is unique, so make sure your copy reflects differences appropriately. Think about the tone, function, and most importantly the type of target market each platform attracts. Keep your messaging consistent with each platform.
Social media platforms vary in
- their level of formality,
- post length,
- audience age,
- type of user engagement
- and much more
Your best practice here is to use your brand identity, create copy that aligns with the look, feel, and standard of each platform.
The Social Media Platforms
YouTube, LLC is an American video-sharing website headquartered in San Bruno, California.
World Wide Impact With Nearly 2 Billion Users
- Over 1.9 billion logged-in users per month.
- Over 1 billion hours of video watched per month.
- Over 1 billion views generated each month.
- Over 70% of YouTube’s watch time is done on mobile devices.
- Over 91 countries have local versions of YouTube available.
YouTube is available to 95% of the internet’s entire population and can be accessed in a staggering 80 different languages.
YouTubeYouTube is the second most trafficked site, after Google. (Alexa)
It is imperative for you to pay attention to the internet’s biggest video sharing platform – YouTube. There are full-blown courses that you can take to learn about this social media platform and optimizing your YouTube videos. You can start by considering these three YouTube marketing tips as a place to begin your video optimization on this social media platform.
The Power of Influence
YouTube creators have very strong ties with their subscribers. Creators listen to and interact with their fans.
Because of this interaction, their audience is very engaged. Reciprocal interaction results in communities that look more like friendships than being a fan.
Interestingly, subscribers of channels are actually following advice from YouTube creators and influencers over that of celebrities. A whopping 70% of teenagers fall into this category.
Understanding the power of collaborating with a YouTube influencer could be a lucrative marketing strategy. However, this may also require a higher budget.
Check out this year to year growth!
- Channels earning at least $100,000/year – 40%.
- Channels earning at least $10,000/year – 50%.
- Channels with more than 1,000,000 subscribers – 75%.
Crosslink Videos for Maximum Impact
Be sure to link to other relevant videos from your channel to increase the chances of viewers consuming more of your content. Creating a series of videos that focus on a particular topic and linking between videos is a great way to inspire greater engagement.
Focus on Tutorials and How-to Videos
Offering viewers valuable information on a subject that’s within your company’s realm of expertise will most certainly help foster trust and nurture engagement more effectively than pushing sales or brand-centric messages.
More than 8 billion videos are watched by over 500,000,000 people on Facebook every day. Interestingly, on Facebook, videos get 135% more organic reach than photo and image posts.
It will important to consider that most (85%) Facebook videos are watched without sound. To ensure that your video does not get missed add captions and calls to action that can be read to your Facebook videos. One example might be to feature a message within your video asking users to tap the video to hear the sound. Keep in mind that your call to action can also be duplicated and included in the content of your post.
As mentioned as a best practice for all platforms, it is especially pertinent to upload native video to Facebook, and here is why. Facebook has a marketing feature that allows you to target native video to your most relevant users. You can also control who your videos will reach by restricting access to certain audience groups, targeting your audience and engagement to those you already know are interested users.
The top reason that people come to Twitter is to discover something new. In 2018 Twitter surveys 3.7 million users and found the following 4 behaviors among those who tweet a lot.
- There is more engagement with tweets made between noon and 10 PM local time.
- Tweets work better during the week rather than on weekends.
- Mondays are the best days to tweet
- 1 or 2 hashtags works best
- Hashtags increased engagement by 100%
Before we get to the videos, it is worthwhile to hesitate for a moment and take a look at GIF images. GIF images “move” and are more like a video that an image. Users tweeting and using a GIF had 55% more engagement than those tweeting without a GIF – Even more interesting is that only 2% of ALL tweets are GIFs on Twitter! Talk about a potential place to increase engagement!
Videos are six times more likely to be retweeted and get ten times more engagement than photos on Twitter.
Here is another nice bit of news… using video in promotional campaigns are less expensive and can save you more than 50% on your cost per engagement.
- The majority of all the videos on Twitter are shorter than 30 seconds.
- Videos that run 60-90 seconds have the best engagement.
Other Twitter Behaviors to Try
- Include your brand’s logo in Twitter videos if you are selling on Twitter – doing so should increase purchase intent around 9%.
- Tap into the power of live event type video to build excitement, inspire engagement, and increase your brand’s favorability by up as much as 63%
- Upload video directly. Twitter’s autoplay feature for native video has been proven to increase views and user engagement.
Since it’s the most visual social media platform, your Instagram video marketing campaigns need to be aesthetically pleasing, while also remaining short and sweet. Instagram videos are limited to just 60 seconds, so focus on creating succinct, eye-catching and meaningful (yet focused) content.
Animation or Explainer Videos Work Well on Instagram
Colorful, animated video is a great way to grab attention on Instagram (as are short, how-to videos), but with a limit of 60 seconds, you need to be creative with how you spend your time. If you don’t have the capability to execute animation in-house, it’s worth finding a video production company with the skill and experience to execute exciting concepts that further your brand’s messaging and draw attention to your product.
Hashtag Use on Instagram
Hashtags can help increase the exposure that your video receives. Three to five of the most relevant hashtags works the best for each Instagram video you post.
Ask For Engagement
Use your video as an opportunity to solicit engagement. Asking users to share posts using the hashtags you’ve created. If you shared a short recipe video, for example, it would make sense to ask viewers to share their variations of that recipe by using a hashtag that features your brand name.
Because LinkedIn is a B2B-focused social platform, it’s perfect for identifying and building relationships with potential customers. LinkedIn has only recently introduced native video for users, but that means it’s the perfect time to beat your competitors to the punch by formulating a social video marketing strategy.
You’re The Expert
LinkedIn is known as a site to connect with other professionals and share industry knowledge. Remain consistent with your industry’s genre in your video posts on LinkedIn.
Videos that Do Well on LinkedIn
- FAQs video related to your products
- FAQs video related to your services
- Product demos Showcases
- How-to videos
Sharing and Not Selling
This tip should really be applied to every social media platform, but with LinkedIn, it’s particularly important. LinkedIn users are more attracted to valuable information, rather than sales messages.
- Provide insight
- Mention additional products or services
- Add value to your message when the timing and context are appropriate
Cater to Creating Demand
LinkedIn allows for a 10-minute video length, but just because you CAN doesn’t mean you should. Starting with videos shorter than 2 minutes has been proven to work better in attracting user engagement. The thing to remember is what kind of audience this social media platform attracts – busy professionals. Busy professionals might not make time to engage with longer content until you’ve built up a demand for it.
What Makes a Good Video Marketing Strategy?
It should go without saying that you’d probably not attempt video marketing without some sort of strategy, right? There’s a reason to have a organized content creation and a video marketing strategy. It’s the same reason web designers build upon a solid foundation like WordPress.
But even the top-performing video marketers have struggled to build a well-planned strategy. If you ask most of them, they’ll tell you that it was one of the biggest hurdles to their success.
Any marketing strategy always seems to be just out of reach for many freelancers. Approached as an elusive, shiny “wish-I-could” object that you’d get to if you only had the time. But if you did have time, your complete video strategy plan would include the following steps.
- Establish Video Goals
- Identify Content Needs
- Identifying Video Opportunity
- Build Basic Campaign Rules
- Craft Your Distribution Plan
- Brand Your Video
- Set Guidelines for Viewer Behavior
- Organize Your Process
- Measure Video Success
We’ve included our Video Marketing Strategy Planning Guide as a handout for this presentation. Click on the button near the video replay to download your copy after logging into your member area.
Take the opportunity to ensure that the videos you are presenting are optimized to increase your return on investment because a video is more engaging, more memorable, and more popular among consumers than any other type of content.
Presenter Bio: Kerry Carron
Kerry Carron is a loving wife and mother of three grown boys. As a freelancer, Kerry has built hundreds of WordPress websites and assisted other freelancers and small agencies with WordPress support and business development. She is the founder of OwnWP, a production of Ultimate Solution, LLC.
Kerry specializes in processes and creating systems. She is passionate about helping others find their path to success and her aspiration with OwnWP is to encourage other freelancers in finding and using the right combination of tools and skills they need to do more than merely survive!