How can you maximize the value of your video marketing content
Modern marketing is undergoing a metamorphosis. A growing number of people turn to video content to watch and stay amused (and educated) as they make purchase decisions all while navigating the increasingly cluttered world.
The barrier to getting into the market can seem high. Time and expense of building concepts, production planning, and distribution can make a strong video strategy appear beyond reach.
Thankfully, there are easy methods to integrate more video into your marketing mix. When you've got your content on the table, there are a number possibilities to increase the quality of the reach of your audience and grow your business.
In this guide, we'll share how anyone could get more value from their video strategies by sourcing and optimizing, repurposing and studying video content to entice viewers and increase engagement.
This article explains:
- Three types of video marketing content
- How to get video content
- Tips for optimizing the video's performance
- Six ways to reuse video content
- Important video performance analytics that you must know
- Click-through rates
- The organization of video marketing assets in a single, secure place
3 kinds of marketing video content
In order to build a video marketing machine, the marketer must have a few tried and true techniques to create exceptional videos that tell stories visually.
We spoke to the's artistic team to get their perspective on which types of videos are the most effective, simple to understand, and simple for marketers to use.
Customer stories
"Think about your audience. understand what the audience has to overcome, what their objections to purchasing from you and create testimonials that are centered on that. Make sure that the messaging has a clearly defined purpose." Elise London, Senior Content Production Manager at
Videos of the product
"Find your pain point and problem that your intended client has and connect the issue to a solution or feature of your product. Prior to worrying about making sales or re-inventing terminology for marketing, your first goal should be to simplify. An easy, succinct story and message is more likely to stand out and get noticed." Gabriel Towles, Creative Lead at
Product videos typically introduce the problem that your customers are facing demonstrate how your product addresses the issue and also include the opportunity to engage the viewers. A product video is perhaps the most successful when broken into these parts:
- Description of the problem or an opportunity
- A story or message of how your product can address the issue or opens up a new opportunity.
- A viewer could do to begin with the product
Branded video clips
Remember that videos with a brand name aren't required to be selling items. Their goal is to trigger the emotions of customers and help build a stronger bond with the brand, and gain a better understanding of its beliefs and goals.
"Focus is the word of the game " here. Brand videos and campaigns zoom to create an emotional connection with the customer by using powerful storytelling. They may tell a story about the company's mission, values, or heritage. They may also highlight the personality of the brand or its culture. Tone and approach is key in establishing the brand's distinctness from the competition."
Gabriel Towles, Creative Lead at
Gabriel states that branded videos are based upon a thorough understanding of who you want to reach out to. In order to improve your video messages and story, make sure you've got an accurate picture of who your audience is, and the reasons they are there. Ask yourself:
- What do they care about?
- What are their wants and needs? desires?
- What are their motivations and where/how do they access information?
How can I find videos?
One of the most difficult obstacles to creating video content is figuring out how to make and get it to the right source. In this section we've listed eight easy ways businesses can fuel their advertising with video.
Video footage to shoot
Develop script ideas
Record face to camera or capture your screen
Screen recorders are excellent for displaying product demos, announcing new products and feature updates, or capturing testimonials and quotes from customers.
Collect user generated content
UGC, also known as user generated content, UGC is content created by consumers about certain items or brand names. The content is created and published on social media and other platforms. Similar to customer testimonials, user generated content provides genuine reviews, feedback and advice for consumers using brands-branded products.
Use clips from stock footage
Stock footage is an asset for any video marketing plan as it can cut the time and cost of the overall production.
In general, stock footage is used for B-roll purposes to enhance your video's main content. Also, you can overlay it with narration to make commercials, instructional videos, product videos, social media content as well as branded video.
Utilize animation
People are highly visual and are more likely to comprehend ideas that are presented visually. Complex and simple ideas are easier to communicate and distilled through animation.
Imagine describing the movement patterns of penguins or the design of a diagram for a system. In both cases, animations consisting of abstract representations can aid in making the message more memorable. Think about creating a video that is entirely animated or creating ones with animated parts interspersed.
Create virtual events, webinars and other online activities.
Make use of a virtual or webcasting platform to live stream or record the keynote speaker, panel discussions, and Q&As. It is possible to share the footage in real-time after an event to attendees. Also, it can be edited or used in its entirety to create new video.
Tips to optimize video performance
Creating and sourcing videos is half the battle. Making a strategy to improve and enhance your video for the largest possible audience is another matter entirely.
We talked to Jon Henshaw, Director of Search Optimization at and Zahia Reguieg the Senior Social Manager for , to narrow down a list of strategies for optimization and efficiency that will give you more value for your buck.
1. Focus on the hook
Hooks are short and compelling story that connects with your viewers and grabs the attention of viewers. Jon Henshaw emphasizes the urgency by stating, "focus on capturing the viewers' attention in the first few seconds of your video."
You can choose between a variety of different types of hooks, depending upon the content of your video. A few types are: a question hook, a narrative hook, shock hook, a statistical hook, the humor hook and a visual hook, amongst many others. Hooks have the common objective of getting a person's focus and increasing the chances they watch the entire video through to the end.
2. Trim the dust
3. Sound-off design for the sound system
Digiday claims that nearly 75 percent of viewers watch video with no audio. No matter what content you're presenting on your video, you'll want to make sure the message is conveyed even without audio.
"Videos should be able to communicate your messaging without sound. Make use of closed captions, or overlays with graphics to ensure that your message is conveyed even if the user decides to sound off." Zahia Reguieg, Senior Paid Social Manager for
4. Interactivity can be added
5. Make your own ideas using AI powered tools for video creation
AI powered tools won't replace human creators, but they will greatly streamline creators' workflow, and increase the quality, speed, and the quality of their output.
"Marketers should expect generative AI tools to be improved and improve the process of creating videos. efficient, but the success of their videos will continue to depend on human creativity as well as knowledge and experience." Jon Henshaw, Director of Search Optimization at
Six ways to reuse video content
Creating compelling video content takes time and effort, which means businesses should plan to repurpose videos into a set of client assets after production. Videos can be divided into multiple modular scenes or components that can be connected into highlight reels, short takes, long takes, or other video clips. In addition to saving time and energy, the process of repurposing videos can result in uniformity in appearance and style over multiple media pieces.
A one-size-fits all marketing approach has less value to businesses. Research shows that 67% of customers use multiple channels in order to make a purchase. An Omnisend study revealed that businesses that used three or more channels saw an 18% engagement rate and a 250% increase in purchase frequency. A well-planned strategy to include video on every single channel including websites, social media, mobile apps, emails and more. -- can make a huge difference to your profitability.
From a hero video, branded video, or events, marketers are able to create an array of unique videos that are able to be utilised across various marketing channels. Below, are a few examples of of custom video cuts made from the same video
1. Social cuts-downs
Social cut-downs can be described as short videos that are that are taken from longer videos. They allow marketers to maintain an ongoing presence of their brand on social media and also increase the chances that they reach a wider audience.
The size and length of each video is a must and should be customized to particular requirements for every social media platform. When editing your clips using the original footage, create cuts which quickly capture your audience's attention as they browse across their news feeds.
"Webinars and/or video interviews (really any form of video) is always a great source to use for use on social media as it can be cut into multiple, snackable sized videos I can post to any channel. This is a win-win situation because it increases ROI on the material and helps me implement my overall strategy for content." Heidi Jackman, Social Media Manager at
2. How-to content
How-to videos are extremely well-liked and provides valuable advice regarding a certain subject or job. Repurposing video content to be either in short form or long-form how-tos your business can show an expert in the area and establish trust with their audience. Videos should be able to break down complex concepts or procedures into easy-to-follow steps to ensure viewers acquire an understanding of the subject.
3. Quotes, speaker spotlights and speakers
Using spotlights for speakers and unforgettable quote from your existing video material (especially occasions) will help you capture the big idea in small bites. These clips showcase key points or other insights offered by the speakers, thought-leaders, or experts within your video content. It is possible to share these clips via social media and other platforms to increase the impact of your speakers' insights as well as bolstering the credibility of the material and strengthening your brand's message.
4. Trailers
Trailers are designed to generate anticipation for events that are coming up as well as new products or releases. Only include snippets of the most compelling and intriguing portions of the original video in order to attract viewers and make them curious to know more. Making trailers available on different platforms, like social media or embedding them on websites, will increase engagement and build momentum.
5. Highlight reels
Highlight reels are compilations of unforgettable and thrilling moments from past events, like conferences, webinars, or launch of new products. They recap the essence of an event, or highlight the most exciting elements of a series. They can also be used to capture attention from the audience and summarize key takeaways.
6. Adverts, commercials or advertisements
Advertisements and commercials allow marketers to develop polished promotional materials that inspire viewers to act. Commercials and ads are typically brief and concise, therefore are ideal for advancing particular campaigns in marketing. Adverts and commercials should have an appealing message that connects with the audience along with the ability to clearly call for take action.
Video performance statistics that you must know
Most video platforms capture various interaction metrics including view count, engagement and watch times share, click-throughs, click-throughs, and conversions. Knowing these statistics can help a brand or creator create content that appeals to a certain audience or meet specific goals.
View Count
View count is the sum of people who have viewed the video. What counts as a "view" differs from platform to platform and will vary from 30 seconds to more equivalent to viewing on YouTube, 3 minutes plus on Facebook and Instagram while 2 seconds are the norm for Twitter and LinkedIn. On , the view count is the quantity of times the video plays.
Keep in mind that you can only communicate the message you want to convey in 2 or 3 seconds. Therefore, a view count may not always be a useful metric to gauge whether the content can convey its message. View counts can be a useful base for measuring the number of viewers who were enticed into watching the video initially because of a captivating title, thumbnail, or placement.
Engagement
Engagement may refer to different terms across different platforms, however it usually, it is the measure of viewer interactions on videos. It could refer to clicks, comments, likes and reactions. If a film evokes an emotion in viewers and makes them feel something, they are more likely to interact in it, and also be able to remember what they saw.
Time to watch
Watch time Watch timerefers to the sum of all the time all viewers spent viewing the video, including replays. The long watch time is a sign of captivating content that pulls viewers in and keep the viewer engaged. Videos with long total watch time are most likely resonating with viewers and effectively transmitting an idea.
Social part
If a person refers another person (or the group of persons) to view a video via embedded sharing tools or just copying a link, this is referred to as an "social share. Consider social sharing as a free form of advertising that anyone in the field of marketing will assure you is worth every penny. Videos with a high share metrics are something that people are eager to see.
Rate of click-through
Click-throughs Click-throughsare the frequency at which viewers click on a hyperlink in the video. If a video advertises a particular product or service for instance it will show the amount of times that viewers click to an external site to find out more information about the product or service. The percentage of click-throughs is the ratio of click-throughs over total views.
Conversion
If a user fills out a contact form or becomes a client, this is considered to be a conversion. This number can sometimes be hard to measure as it often involves integration and reports on multiple platforms, however it is the ultimate goal of all marketing efforts.
Hook rate
In paid marketing an effective video hook rate is the percent of all people who view your advertisement and view the initial 3 seconds. Video ads with a good hook rate usually have a high conversion rate. A good hook rate is dependent on your industry and the type of content, however, it is generally believed to hover around 25%.
The organization of video marketing resources all in one secure location
The process of planning, filming, editing or repurposing video can be a huge achievement, however content doesn't exist in a vacuum on your local hard drive.
"My team is located in Dublin but I'm actually in Croatia We also work alongside colleagues from Dubai and Australia," says Genevieve Deschenes of the Content & Event Specialist at Allianz Partners. "Sometimes our work can be messy, but thanks to our system all of our information in all one location."
The process of creating a video can be messy, but with the right equipment along with the right inspiration and techniques every business is able to create and expand a video plan that connects with customers no matter where they are.