I Love to read industry related articles. One I recently came across dealing with video since this is one of our main services we offer was a survey that Cisco did. They estimate that by 2021, 82% of all consumer internet traffic will stem from video content, which will be viewed at a rate of a million minutes per second. As the video market grows, how are businesses and brands going to use the data and the numbers video is going to create to gain any market share? Here are some tips I found useful in creating or producing marketing videos.
#1 Using the right insights can lead to great video successes.
Personal insights or personal content which fits your audience is tough. Use what you know will work with your followers and expand on that. Using data that you know what works and does not work will help keep your content fresh.
#2 Digital audiences and Old Skool TV audiences are in fact different.
It is so important that you make sure you create separate content strategies for the two, in addition to developing content unique to each platform. You don’t want to us the same content from TV directly for social, because what audiences want to watch on their phones isn’t the same as what they like on TV. They want shorter, 2-5-minute clips. Also, if you are using video for TV or desktop viewing note that formatting is totally different with aspect ratio. Smartphone apps such as Instagram have a totally different aspect ratio. So, besides the shorter video, know how to edit so your visual story will actually fit.
#3 Times and technology have changed You really have to as well.
Trying a new format or social platform might not be what you’re used to, but it could result in great strides in your digital video efforts. Your TV shows won’t look the same on platforms like Facebook and YouTube, for example, and that’s actually quite good, because it presents individual opportunities to grow those properties online vs. just in a linear setting. I know, I am older than you may think and I am a old analog guy from television. Going into digital was a ice cold shower for me when I started.
#4 Take Negative Feedback As A Positive For Fixing What Does Not Work.
Some types of audience feedback, even the negative kind, are more useful for measuring and improving your content than other forms of engagement. This goes for all platforms you may use and getting your followers to those platforms.
#5 Your Goal Is To Get Your Audience and Followers To Share And Like
No matter how well you think your content will do, your audience’s preferences will ultimately show you what they care about. Your goal is to determine how to identify content that is not only worthwhile but meets their tastes. If you can take what you learn to create content that’s both highly shareable and highly worthwhile, you’ll be nearer to the sweet spot of successful digital video.
#6 Make Sure Your Branded Video Content is Real and Authentic
Branded Content has been known for its ups and down. It works as long as it’s done in an authentic and truthful bonding way. Use branded content to create that engagement and interaction. It is OK to tug on your viewers emotions, make them ask questions, and smile.
#7 Know Why Certain Video Content Worked Well And Capitalize!
If you find a winner with your videos that is getting a lot of shares or likes, find out why by the data. Your followers have a reason why they enjoyed it. Focus on those videos and create similar content.
TAGS: #video, #social media, #digital video, #brandiing, #marketing