Video Will Dominate The Marketing Landscape This Year
Hop on the bandwagon, you're missing out!
Last year we saw the importance of visual content, such as video, emphasized by the changes that took place across almost every major social network such as Facebook, Instagram, Snapchat, and Twitter. Most notable were the launch of Facebook and Instagram’s live feature, Facebook’s pre-roll video ads, and Instagram stories. We have all experienced it by now. It’s obvious that videos have become powerful tools for brands looking to communicate efficiently with their target audience. With more than 60% of marketers and small business owners saying that they plan to increase investment in video marketing in 2017, you’re going to have to keep up. If you’re not including video marketing as part of your overall marketing strategy, you’re likely missing out on some serious leads.
Here are some key reasons to include video in your marketing strategies:
Higher Retention Rates
By creating quality videos you can increase overall viewer retention. According to Animoto, 1 in 4 consumers actually loses interest in a company if it doesn’t have video content. That means a quarter of all possible leads will be lost, simply because you don't have a video. Furthermore, BrainShark suggests that the information retained in one minute of online video is equal to about 1.8 million written words. That’s a lot of information relayed in a small amount of time considering the average human can only read about 300 words per minute, It’s important to take advantage of that opportunity.
Animoto says that four times as many consumers would rather watch a video about a product than read about it. And according to Syndacast 74% of all internet traffic in 2017 will be video. We must give them what they want. We must give them video.
Google Loves Video
SEO is an important factor when trying to stand out among your competitors. Adding a video to your website can increase the chance of a front page Google result by 53 times. Of course, that’s when you do it right. Check out these tips from Moz CEO Rand Fishkin to learn more about how to properly optimize your videos for search. You’ll notice that he has a video at the top of the page.
Video converts more customers than traditional methods. Four times as many consumers would rather watch a video about a product than read about it, and 85% of customers are more likely to make a purchase after watching a product video.
Hopefully, you have been convinced to use more video to increase the effectiveness of your marketing efforts.
Here are some tips on how to get the best possible quality with what you’ve got:
1. Use a good quality camera
With displays becoming higher and higher in resolution It's important to shoot at the highest possible quality so your video looks crisp and clear on any screen. A video camera works best but high-quality smartphone cameras will do the trick it used properly.
2. Shoot in landscape
In order to get the best shot and help maintain your viewer's attention, make sure you shoot your videos in landscape orientation. By shooting in portrait orientation (or upright) you are not only missing out on the background of the subject which can help provide context but you are losing out on valuable real estate which can be used to display supporting content such as text, pictures, and other information. Shooting in portrait orientation will also make video appear small on wide screens such as computers and TV’s, and leave the viewer looking at large, distracting black bars on the sides of the video and contribute to a very amateur feel.
3. Good lighting
There are a lot of cameras that do well in low light, and there’s some that don’t do so well. Try to locate a light source to light up your subject and make sure your subject isn’t backlit or lit so much that they are forced to squint. Wistia has an excellent guide on how to create a great, low-cost lighting kit.
4. Keep them short
According to Hyperfine Media, 5% of viewers will stop watching after 1 minute and 60% will stop watching after 2 minutes. Keep you videos short and to the point to ensure you are getting any important information across before your viewer loses interest.
5. Include text or subtitles
When 85% of videos on Facebook are watched without sound (Digiday), you’re going to want to ensure viewers are taking in information while watching your video. By including the option for subtitles or adding engaging text, you not only are lending a hand to those who are hard of hearing but you are getting your information to those who either, choose not to listen to your video, or are in the middle of class scrolling through their Facebook feed with the sound off. It’s not your responsibility to know if someone is on Facebook in class, however, it is your responsibility to make sure they are receiving that information.
You can’t escape the year of the video, so embrace it. There’s still plenty of time left in the year to get in on the video marketing game. But remember, poor production quality may have the reverse effect on a consumer and actually drive away prospective business. However, with these tips, you should be you on your way to creating great videos, whether it’s an interview, or a how-to video to share with your readers. You just have to get started.