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Customers and entrepreneurs alike have seen a big upward pattern in video content material over the previous couple of years, however what does this pattern seem like virtually? A current report by Hubspot sheds mild on some key figures: 85% of businesspeople use video as a advertising software, up from 61% simply 5 years in the past.
Maybe crucial stat for entrepreneurs, although, is that 99% of people who use video content material achieve this once more the next yr. As soon as video is deployed, the outcomes communicate for themselves.
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That’s, if you happen to use the medium accurately. Video can take model voice to new ranges, however the kind is just not a simple one to grasp. If you wish to get essentially the most out of your video technique, you’ll must tread rigorously. Listed here are a number of key issues to remember:
Capitalize on present video platforms
Although video-embedded banner advertisements have gotten more and more standard, the very best vacation spot on your video content material is on platforms already primarily based round video: YouTube, Tik Tok, Snapchat, Hulu, and so forth. If customers can seamlessly go from watching content material of their alternative to observe well-curated advertisements, they’re extra possible to reply to what they’re seeing.
Specialists say that YouTube Adverts are the following “blue ocean,” a spot the place entrepreneurs can count on to make between 4 and 5 instances their typical ROI. Customers on platforms like YouTube are already primed for video content material — it’s as much as you to ship it to them. And as a substitute of ready for these prospects to seek out your movies organically, you’ll be able to shortcut the method by focusing on them utilizing YouTube’s advert platform.
Ship high quality earlier than amount
With a lot pleasure about the way forward for video, it may be tempting to leap in headfirst. An essential factor to grasp, although, is that customers are already bombarded with extra movies than they may ever hope to observe of their lifetimes. In the event you’re hoping to chop via all that noise, you’ll want to supply top-quality video content material.
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Hootsuite has revealed a useful information for understanding what video codecs and qualities work greatest for every platform, however your quest for excellent content material must transcend orientation and pixels. Make movies that you simply your self would wish to watch, movies that may stick to folks after they watch.
Display your product — don’t peddle it
It’s one factor to inform somebody to make nice movies, however really demonstrating how is one thing else totally. The 1st step is to make movies which have a elementary respect for his or her viewers. Customers know the way worthwhile their time and a spotlight are to you, and your content material must earn it.
It’s essential to remember that over 70% of individuals really feel that advertisements are extra intrusive now than they had been three years in the past, in keeping with shopper insights company Kantar. Your video ought to mix in naturally with the content material round it and will by no means explicitly promote your product. As an alternative, show your product’s worth and emphasize a few of its key parts – you’ll be able to belief customers to attach these dots on their very own.
Be a storyteller
In the event you can land content material on a platform that helps long-form content material, lean onerous into the storytelling facet of issues. Video is maybe the best-suited of all advertising media in direction of storytelling, and customers are prepared to reply in flip: 55% of shoppers who love a model’s story are prepared to make a purchase order in keeping with researchers on the College of West Alabama.
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All the data you’re hoping to share via video content material could be molded right into a narrative. Hoping to share product specs? Weave them into the story of the product’s conception and improvement. Need to promote a brand new low cost? Present what went into making that worth drop potential. Prospects will acknowledge and reply to your efforts, which means severe ROI down the road.
Observe the three “E”s
If all else fails, you may have three easy commandments to comply with: interact, educate, and energize. You interact potential prospects by inserting your video content material in the suitable place on the proper time, making certain that your viewers is strictly who and the place you need them to be. You educate them with well-written content material that’s elegantly produced and accommodates data related to them. Most significantly, you energize them to have interaction together with your model additional, securing a brand new relationship for your small business.
Whereas no two firms will wish to produce the identical content material, following a number of of those tips can go a great distance in refining your output. 2021 is poised to indicate simply how far video content material has come, and each enterprise value its salt ought to journey that wave so far as it takes them.