Video is well on its way to becoming the whiz-kid of content marketing. The form is mobile and dynamic, highly shareable, and, if employed correctly, can be far more engaging than standard text-driven marketing. To help you get started or take your video campaigns to the next level, we’re presenting some of our favorite do’s and don’ts for executing killer video content marketing.
1. DO explore multiple types of video content
From tutorials to testimonials and beyond. A video can and should be more than just a face and a camera, and each video medium has a different purpose and effect. Consider the most compelling attributes of video as a form: the ability to show your audience something, rather than just telling them about it. Video is a powerful and visceral medium, perfect for content that is emotional, highly visual, or personal.
2. DON’T go on too long
Studies show that audience engagement drops sharply after 30 seconds, especially if customers are unfamiliar with your brand. A good rule of thumb is to aim for maximum impact in minimum time.
3. DON’T bite off more than you can chew
While it’s true that anyone with a smartphone or laptop can make a video, that doesn’t mean that everyone should. A bad video – one with poor audio quality, shoddy lighting, or jumbled editing – can be even worse than no video at all. If you’re able to hire an expert, please do!
4. DO invite your audience in
Include a clear call-to-action that will mobilize your viewers and potentially engage them to create a video of their own.
5. DO consider your video marketing distribution
YouTube, Vimeo, or Wistia are great places to host your video, but make sure you’re thinking about how to get your content out into the world. Embed the video player into pages on your site and make sure it’s clearly branded if it get’s embed elsewhere. Engage all of your social media outlets to promote your new content.
6. DO make sure your videos align with your overall marketing strategy and brand
While it can be tempting to seize the opportunity video provides to create spontaneous, loopy content, your messaging should be consistent even in this new form. Videos should adhere to your company’s tone and style, whether that be exploring animation and humor for tech startups or intelligent and informative interviews for financial brands. Video can enhance any company’s message, but only when used with an eye towards consistency.
This is an adapted extract from Business2Community. Read the full article here.