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 with low-production value
High quality, HD content is great and really highlights the prestige of your brand, but it doesn’t always connect like you want it to. High quality often screams marketing. Your target audience wants to see the real you now and then, not always the high polished perfect version.
Create content that showcases your team members and your brand in a less scripted way. One way you can do this is to ask your team members to take video on their phones when they attend events or to showcase a typical day at the office. Ask them to narrate and be themselves. 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: This video was created when I was Director of Marketing at EnVeritas Group, a global content marketing agency.
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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