Whether you like it or loathe it, there can be little doubt that the focus of the digital world is changing.
That’s particularly the case for social media.
The days of text-focused content are numbered; now the lens is fairly squared on photo-focused content. But will it continue to evolve? Well, if Facebook and Twitter are anything to go by, then the answer is yes.
The focus has started to shift once more and now it’s aimed predominantly towards video marketing.
Facebook has made no secret of the fact that its platform considers video to be paramount for the future of social media. But Facebook isn’t the only social media platform to spot the trend: Twitter’s got in on the act too. Twitter has made it easier than ever to use video, with native mobile uploads, embeddable videos, and the acquisition of Periscope to take a swing at live streaming. Video-focused content is where it’s at whether you like it or not.
But why is video so important in today’s social world?
Well, it’s all a question of numbers and reach. Every day 100 million internet users watch at least one video online. What’s more, 90% of users are reported to buy from e-commerce stores more after watching a video, and the fact that video views are increasing exponentially, with multi-national networking giant, Cisco, reporting that by 2017, 69% of consumer internet traffic will be to videos; and you have the answer.
So if you are considering getting a slice of this video action, what can you do? What vital information do you need before you take the plunge into the world of digital video? Well, the simple answer is to have fun and to experiment. Test out different formats and subjects and see what works best for your business.
However, you’ll also need to remember these simple rules:
Make sure you’ve got a video marketing plan.
Although it may be tempting to cram in as much information as you can into your video, remember that short videos work best – those lasting around 30 seconds or so. Choose your platform carefully too. Vine videos are great but they only last for around 6 seconds, so you’d be pushed to get memorable information across in that time. If your message is short; try Instagram instead as you get up to 15 seconds on that platform.
If you’ve got a lot of interesting information or thoughts to share; break these up into shorter videos. In this way you can script your video marketing content and start a campaign which can be posted over several weeks.
You may have a smartphone with video capability, but that doesn’t make you Spielberg.
It may be incredibly easy to knock up your own video, but sometimes it’s better to get help from experts who know their trade. What you’re looking for is a professional and polished video, so you may have to bite the bullet and dig in your wallet.
Have an objective in mind before you start filming.
What do you want to achieve with the video? What are your goals? Do you simply want to make a stylish and slick video, or are you looking instead at influencing your audience and becoming a kind of thought leader? If you are, then you might consider producing tutorial videos. If you want to showcase your products, then try video product reviews. By starting your video shooting with a definitive goal in mind, you should be able to easily determine what sort of video will be best suited to the purpose.
Never forget the call to action.
Your video may be stylish and it might look really cool, but if it doesn’t prompt viewers to do something or persuade them to convert, then it’s a wasted effort. So make it clear: tell people exactly what you want them to do next.
Not all videos have the potential to go viral, so settle instead for making an impact and connecting with users.
The chances of you making the next viral video are slim at best. So don’t set that goal in stone. It’s much better if you manage to engage with users. Very few videos are spread globally, but many resonate and speak to viewers and that can be priceless – more valuable, in fact, than 15 seconds or so of transient digital fame.