Ideas to Improve Video Content to Enhance Your Marketing

The average time watching videos online spent by adult Internet users in the US increased from a mere 39 seconds in 2011 to nearly two minutes in 2015. More and more brands are picking up on this trend, and the market is being flooded with all types of video content.

The saturation of video content in the market makes it difficult for brands to stand out among the noise. In order for you to avoid wasting time and money on producing videos that’ll never be viewed, a little bit of creativity is necessary.

Try out these tips to help improve your video content and get noticed.

Live streaming productions

There are a number of options for live streaming video. Facebook Live, Periscope and YouTube are well positioned in the market and new options are popping up all the time. Live streaming video gives you an opportunity to showcase your brand and interact with your target audience in real-time.

One key to live streaming video success is length. In order to draw in an optimal number of users, you need to be live for at least 15 minutes (preferably longer). This can be tricky because of shortened attention spans, but viewers are able to tune in and out during a production, so as long as you keep the content engaging, you can hold them in place.

Short-form video content

Attention spans are shrinking fast. Marketers face the difficult challenge of creating content that connects quickly and effectively, often within just a matter of seconds. In fact, if you’ve made it this far into the article, give yourself a pat on the back. Your attention span crushes today’s expectations.

Fortunately, in order to connect with those with lesser attention spans than you, there are options. Instagram, for example, allows users to record and post videos that last between three and 60 seconds. The photo-centric social media channel also recently announced a feature that rivals the stories feature of Snapchat. These types of videos, given our affinity for visual content, can really connect in just a short period.

Genuine team member highlights 

Create content that showcases your team members and your brand and highlights their expertise. Plan out a series of topics featuring insights from your team. This not only create engaging content, but it also adds value to your brand by highlighting your experts.

Ask them to narrate and be themselves while briefly exploring a trending topic with info that’s useful to your target audience. Then edit the video into a coherent piece that flows chronologically and post it to your YouTube channel. The genuine nature of the content will really connect with your audience.

Video: SE Healthcare video featuring Dr. Kevin Mosser, Senior Medical Consultant. Example of highlighting a team member.

Promote in multiple places

YouTube should be a key focus in your video efforts, but it shouldn’t be the only place you publish video content. Develop a plan to promote your video content in multiple places. Send it out in emails. Studies show that videos in email lead to an increase of 200-300% in click-through rate.

Does your company have a blog? If so, enhance your blogging efforts by adding video into the mix. Think creatively, and consider where else your videos might reside to help gain as much traction as possible. Your website, other social media channels, newsletter and other types of communication are great ways to get some serious bang for your buck with your video content.

Video is an excellent way to enhance your marketing. It’s important, however, to have a plan and consider creative ways to help your video content stand out. There’s a lot of content out there, but with a little ingenuity, your content can wind up in front of the right people and really make an impact.

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Anthony Gaenzle
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5 thoughts on “Ideas to Improve Video Content to Enhance Your Marketing”

  1. Hi Anthony,

    I need to pop back into broadcasting live on Facebook routinely. Thanks for the reminder. Live broadcasts make a strong impact on marketing campaigns for the human, real-time nature of these chats. Way different feel than text or other mediums because it adds a personal touch to your marketing strategy.


    • For sure. Video is great, and going live with that video can add an extra layer of personal touch. Watching videos, you really get that connection to the person by listening to them, seeing more deeply who they are. And with the more vulnerable nature of live video, that connection is even deeper.

  2. Howdy are using WordPress for your site platform? I’m new to the blog world but I’m trying to get started and set up my own.

    Do you require any coding knowledge to make your own blog? Any help would be really appreciated!


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