With sounds, music, images, 2D & 3D animation, and other engaging elements, video marketing has all the bells and whistles needed to attract viewers. On average, it is projected that an adult will spend 80 minutes per day watching digital videos. Luckily, we are not limited to TV-style ads and traditional videos. There are numerous ways that videos can be used in your marketing strategy.
Video marketing is mainly used for marketing or promotional purposes. It helps to provide an overview of the product or service offered by a company and highlight its benefits in a visually appealing and memorable way. Video advertisement provides a perfect platform for short video storytelling that helps connect to your audience more deeply.
As video marketing continues gaining popularity, using them in your marketing plan is essential. Social media sites are becoming video friendly too. Facebook, Twitter, Linkedin, and Instagram created features that allow people to upload and share videos.
We’ll look at how you can make the most out of Video Marketing by keeping in mind these key points that will drastically help you grow your brand’s awareness and business.
Choosing the length of the video
The reason for determining the perfect length of a video is the correlation between video length and engagement; for example, the shorter the explainer video, the higher the view-through and engagement rate.
The video should also be long enough to include all the information while being enthralling but not so long that it breaks the viewers’ interest, causing them to leave the video mid-way. That’s why most companies prefer to keep the average length of the video to 2 minutes. Which is enough duration to fit in all the necessary information while ensuring viewers don’t get bored and miss the main message.
Short explainer video
A short explainer video is less than a minute and is used when the focus of attraction is straightforward, familiar, or well-liked by the intended audience. Short explainer videos convey the message swiftly and are preferred to increase brand awareness or share social media. These videos are usually between 30 to 60 seconds and are targeted at all audiences. A short explainer video helps improve SEO, as search algorithms favour short videos due to their higher retention rate.
Long Explainer video
A long explainer video ranges from a duration of 60-120 seconds. Long explainer videos are created to describe complex goods or services with additional capabilities so that everything is addressed properly. Longer videos offer time and an opportunity to address complex or significant topics in detail without overwhelming or rushing the audience toward the end of the sales process. The video must demonstrate why it should be viewed by concentrating on the content and keeping the customer interested.
Facebook – Most users only watch videos under 15 seconds long, but videos between 2 and 5 minutes can also receive good engagement.
Twitter – The best video length for Twitter is approximately 15 seconds.
LinkedIn – LinkedIn videos that are under 30 seconds perform the best for brand recognition.
Instagram – The ideal duration for Instagram videos is 26 seconds; the shorter, the better.
The ideal video length is one of the debates you face when creating video content. But truth be told, no matter how short you keep your explainer video, people will only engage with it if it’s boring.
Aiming higher engagement rate
Video engagement means holding the viewers’ attention and gaining their interest. Did the viewers watch your video till the end, or did they stop in the middle?
Video engagement measures: Likes, Comments, and Shares on social media.
Nowadays, there is so much access to different types of content on the web. Naturally, they’ve become more selective about where to focus their attention and need a reason to stop and engage with your video advertent. Video Advertisements must be relevant, compelling, and highly targeted to specific audiences to encourage a positive reaction to your brand.
Engagement includes the interactions with your brand with the audience, which is done through likes and comments on your post; through this, we can see the emotional effect of the video on your viewers, and it will help to work on future topics to focus on. View counts are a great way of seeing how often your ads are watched, but they are a vanity metric.
Engaging your audience with fast-paced shots and memorable imagery can make video advertisements engaging. Brands can experiment with live-action, stop-motion, and 2D and 3D animation videos and see how their audience perceives them. Engagement and click-through rates can be increased by Adding interactive elements to your videos. Through video advertisement, you can show virtual storefronts with product feeds to display your products to the customers.
Choosing a social platform and target community
Every social media platform has its form of video, so there is plenty of real estate to incorporate into your strategy. If your brand has never used video marketing on any platform, you should be in with the ones where you already have an established audience.
You should also identify your target audience and be very specific as it will make the decision making. Ask yourself: Who is your typical customer? How old are they? What is their income and education level? What interests them except for your product and service? Using the answers to some of these questions will help you build out a profile of your audience.
Now that you have a clear idea of who your target audience is, you need to find your audience and to do this; you have to determine which platform your audience uses. This can be done by checking the users’ demographics on each platform, and the activeness of the users on that platform is to be considered. For example, the younger generation is rarely on Facebook but very active on Instagram. Other than these, how an individual uses that platform also matters.
To help you find your audience, there is a guide below for all the major social media platforms.
Facebook is used to build relationships and keep in contact with old friends. Facebook is valid for connecting and building loyalty with your existing customer base without attracting new customers. For acquiring new businesses, Facebook is not a suitable platform. It will work if you want to contact your dedicated clients.
Twitter is a good platform for building your brand’s awareness. Twitter utilizes the hashtag, searches hashtags, and tells you what people are talking about so you can craft your tweets to participate in popular conversations.
YouTube
YouTube has over 2 billion monthly users, making it one of the biggest search engine platforms. Most searches are for “How To” videos. Service industry businesses that can offer this type of content work well on this platform, along with lifestyle and educational videos.YouTube ads are a great way to capture viewers’ attention to increase brand awareness.
LinkedIn has the distinction of being the most utilized platform for older audiences and working professionals. LinkedIn is distinctive as it has a narrow focus. LinkedIn is used for job searching and networking professionally. Linkedin is useful for B2B lead generation, general networking, and recruiting employees.
Instagram is one of the fastest-growing platforms. Instagram uses photos or videos for conversation. As a result, this platform works well for businesses using video content. This platform helps generate leads and increase brand awareness and engagement rate because your reach is broader.
Conclusion
Creating an explainer video requires a substantial investment, so to make it of excellent service and achieve the intended outcomes, the marketing strategy should be appealing to your audience with the ideal length.
One of the best choices you can make for the effective execution of your video marketing is to trust a skilled team from a video production company for your explainer video. It helps to significantly improve your video’s performance while choosing the ideal length and platform.
Working with a professional video company can make or break your project, so you shouldn’t consider it lightly. When selecting a professional video company, one should keep variables like expertise, portfolio, client testimonials, cost, and experience.
Muffin Media is a leading video production company specializing in creating customized video content that connects brands with their audiences. With its clients ranging from small startups to Fortune 500 companies, they are trusted worldwide for its exceptional video content marketing services. We’ll be pleased to help you with any video production services.
Consult us now for your video creation needs.
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