The importance of video for business websites has exploded in recent years. A study by the the Web Video Marketing Council found 73% of marketers stating that video has positively affected their marketing results and 96% of B2B organisations are now using video in their online marketing. With almost five billion views each day on the YouTube network it would be crazy to not to have a plan to use video as part of your digital marketing strategy.
In addition to the mind boggling amount of video content being streamed every day, the rise of live streaming video thanks to mobile applications such as Periscope and Meerkat, means there are even more marketing opportunities for brands to produce compelling and engaging video content than ever before.
With this in mind here are our top tips to master video in 2017.
2016 saw the rise of Facebook Live as a real-time story telling social tool. The platform now allows Facebook users and pages to stream live videos to their entire audience instantly. Organisations are already reaping the benefits of these applications and now is the time to be using this free tool. The advantage of using Facebook Live is that online video is no longer in the hands of big corporations, this platform allows any business to create low cost, in the moment content. Some examples of the benefits live streaming services can provide include exclusive inside looks into your business such as warehouse tours, short practical tips and tricks on how to use your products, and real time Q&A with your audience.
In 2017 we will be keeping our eye on Snapchat to see how they respond to the live streaming approach given their huge success with short format video.
The average attention span is getting shorter and shorter, which means for businesses the amount of time you have available to capture the attention of a potential customer is shorter too and when trying to create leads it is imperative you effectively use the time you have available to you.
According to the Statistic Brain Research Institute, the average attention span last year was 8.25 seconds, which is almost 4 seconds less than the average attention span in 2000. (source: Statistics Brain)
There isn’t a necessarily one-size-fits-all approach when choosing the length of your video, but it has been show for initial introduction and social videos, 30 seconds to a minute perform better than longer form videos. However, if you are able to fully engage your audience in the first 10 seconds, the retention percentage increases dramatically.
Most people know the importance of SEO to rank within Google’s search engine, but not as many people know that YouTube is actually the second largest search engine, and by optimising SEO for your video, it will rank higher in YouTube’s search function. This is possible through a few simple steps:
Start by finding “video keywords”, these are the videos that show up on the first page of Google searches. By taking the time to find out what words and phrases rank highly in Google, you can improve your SEO for both Google and YouTube at the same time.
Once you have found the right keywords to use, incorporate these keywords across your video’s title, meta-description and transcripts. Through the use of keywords in all areas of copy, YouTube and Google will identify these and increase your rank within searches.
Now that you know the basics to optimising your video for SEO, the next step is to ensure you are creating quality content that people will want to engage with. Low performing videos will actually negatively affect your SEO rankings and if you have high bounce rates from your videos, YouTube will suppress your ranking because it will appear as content that people aren’t interested in watching. So if possible, invest some money for a videographer/editor to help create high quality and polished videos.
If you are going to host a video, make sure you not only host this through your preferred social channel, (YouTube, Vimeo etc.) But, that you are also embedding and hosting this on your own website.
The advantages taking a two-pronged approach means that you will not only generate traffic from YouTube/Vimeo, but you will also expose visitors of your website to your video content too. Examples of the types of videos that work well here are:
Studies have revealed that “regardless of screen or ‘best viewing experience,’ smartphone video viewers are 4x as more likely to watch video on the device that’s ‘most convenient’ and ‘easily accessible.’“ (source: AOL Mobile Video Research AOL, 2015). This statistic combined with the amount of Google searches made via mobile would suggest that video optimised for mobile viewing will increase views and engagement across multiple devices. It also means that the likelihood of users sharing your video will increase too, users are more likely to share easily accessible videos to their friends through apps, email and messages than they are if the videos aren’t optimised for mobile devices.
A common shortfall of many businesses after developing content is to put it up online and expect it to perform well without any promotion. But, the reality is, that with the amount of content being published online every day, the majority of this won’t achieve a large reach at all. However, by promoting your video content across a range of online platforms you will increase your reach and the maximise the potential for positive engagement that may lead to conversions. Using paid advertisement on Facebook and Instagram is a great place to start when running video content as part of a campaign.
I hope these tips will help as you take your video marketing to the next level in 2017. As always, don’t hesitate to reach out to us if you have any questions about the points above. Happy to point you in the right direction if we can’t help. And, feel free to share this article on social media and/or within your personal network.
Ben has been working in marketing for the better half of the last decade. He has two business degrees under his belt, including a Master of Business in Management from the University of Technology, Sydney and has worked for several internationally renowned design firms before joining us at Rocket with a shift into digital. He is inspired by the diverse aspects of a marketer’s toolkit, including psychology, design and programming.
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