6 Tips for Video Marketing Success
by Brad Jefferson, CEO and Co-Founder, Animoto
Video has become an integral part of marketing strategy for businesses. A recent study of 1,000 consumers found that one in every four actually lose interest in a company if it’s not using video, and four times as many consumers would rather watch a video about a product or service than read about it. Consumers are hungry for video and businesses must respond if they want to keep up with their competitors.
But with more and more businesses jumping on the video marketing bandwagon, how can companies stand out? What can you do to maximize your video success?
#1: Make it personal
There could be tens, hundreds, or even thousands of businesses selling what you sell. Showcasing your personality and uniqueness is a great way to differentiate yourself from these competitors. Through video, you can let the audience get to know your business on a deeper level. When you make an impression through sharing the personal details behind your business, it not only makes your video content more interesting, but also fosters engagement and leaves a positive brand impression.
The following example from McCrea’s Candies illustrates just how effective a personal video can be. Wouldn’t you would rather purchase caramels from a company with a video like this than one that only features photos and descriptions of their product on their website?
#2: Show, don’t tell
Video is a visual medium, yet many business videos are very text-heavy, using titles and captions to spell out every little detail about a product or service. Rather than telling us about your business, show us through photos and videos. Video testimonials can also be a great way to show viewers about your business through the eyes of happy clients.
#3: Less is more
As part of Animoto’s recent Online and Social Video Marketing Study, we asked consumers what they viewed as the ideal length for specific types of videos. We found that keeping your videos between thirty and sixty seconds is ideal. For more in-depth product videos, consumers are willing to sit for a bit longer, but not for much (1 to 2 minutes).
In today’s fast-paced, content-packed world, it’s no surprise that viewers are hungry for bite-sized content. Fifty nine percent of consumers indicated that a video being too long would strongly deter them from watching, and nearly two thirds of consumers prefer videos under 60 seconds.
#4: Include your branding
Make sure viewers know the video is coming from you so they know how to find you when they’re finished watching. You can brand your video by adding your logo at the start and/or end or displaying a logo bug in the lower corner throughout. Make sure any text, images, and colors in your video are also on-brand.
#5: Include music
Music is a great addition to video because it helps set the mood and makes the viewing experience more enjoyable. Make sure to select a track that fits with the atmosphere of the video as a whole. How do you want people to feel when they’re watching your video? Select a track that evokes those emotions. Watch this video with examples and demonstrations on how to strike the right chord when selecting a track for your promotional video.
Pro Tip: If you’re using a voiceover or have someone talking in your video, avoid music with lyrics.
#6: Call to action
Finally, help your viewers take the next step – whether it be to visit your website or to contact you – by including a call to action in your video. You can have on-camera talent actually tell viewers what to do next, include a text call to action during or at the end of your video, or even include a call-to-action button to let viewers click through to wherever you want to direct them.
By now it’s clear that every business needs to be incorporating video into their marketing strategy. With these six tips, you’re ready to get a leg up on the competition.
About the Author
Brad Jefferson, CEO and Co-Founder, Animoto
As founding CEO of Animoto, Brad leads the charge in driving Animoto to be the global standard for automated video creation. Prior to co-founding Animoto in August 2006, Brad spent eight years with Onyx Software, an enterprise software company. At Onyx, he was Director of Sales Operations and managed the national team of sales engineers. Previously, Brad managed Onyx’s Professional Services team and customer base in the western US. Through Brad’s career at Onyx he saw the company grow from a 17-person start-up to an 800-person public company, and eventually an acquisition. Brad graduated from Dartmouth College and currently resides in Oakland, California, with his wife and their two children, both of whom are stars of his frequent Animoto video creations.