16 Jul 2021
So you’ve produced a brand video…… What’s next?
You’ve realised that video marketing is a fantastic method to boost your brand’s visibility and reach. You’ve spent time and work identifying your target audience, developing a plan, and then generating fantastic video content that speaks to your prospects. Now it’s time to share your films with the rest of the world… or at least the people you want to see them.
In video marketing, we refer to this as distribution, and it simply means distributing your content to the platforms where it will be viewed and engaged the most, providing you with useful KPIs and a return on investment. Simply said, if you don’t release your films where your consumers spend their time online, or if you don’t make them easy to locate, they won’t see them.
You should have spent some time thinking about your consumers and the platforms that best fit them to release your content when working on your plan, but the more places you embed, post, and distribute your films, the more likely they are to be viewed.
Your website is a fantastic place to start. You may route web visitors to either a blog page or a particular page that pertains to your video content. Embedding your brand video on your website improves SEO, but it also lengthens the time they spend on each page. This implies that if your users watch a two-minute video, those two minutes will make your site content more relevant to your potential buyers in the eyes of Google, which is a positive thing.
You may put movies on your homepage, about part, product pages, price area, and help channel, among other places. Your own website is a great place to provide evergreen content that will stay relevant, useful, and engaging over time (meaning less frequent updates and changes for you). You may host and embed your videos on your website using your Youtube or Video channels, and you can get some useful metrics that will help you define your video strategy in the future. If you’re going all-in on video, consider using a service like Wistia, Vidyard, or Brightcove (no relationship) to host your videos and delve a bit further with those all-important metrics.
Embed a brand video into landing pages in your current or future marketing efforts as a follow-up to your website, directing potential buyers through your sales funnel and helping to boost conversions by up to 80%. You can determine the effectiveness of video on your pages by a/b testing them with and without video.
However, one piece of advise is to make the video material relevant to your landing page. A 15-minute promotional film that has nothing to do with your landing page or its final aim kills a landing page faster than anything else. If it’s a product landing page, make a video to put on top of it that answers queries and explains the benefits of the product.
If you’re marketing an event, make a video that explains what will happen during the event, in order to generate some much-needed enthusiasm and anticipation. So, to summarise, relevant material created specifically for your landing page converts far better than random video assets with no purpose. Place your video above the fold and as the page’s major feature, and don’t forget to include a call to action that tells the audience what action they should do on the page. Let’s not leave this to chance; tell the audience which link to visit, what information to fill out, and where they may purchase what you’re offering.
At the very least, I hope you are.
According to some studies, using the word “video” in your subject line may raise your open rate by 19% and your click through rate by 24%. It’s as simple as adding the word!
When integrating your brand video in the body of an email, we’ve seen customers boost their click-through rate by over 60% in nurturing and sales efforts.
These figures would suggest that adding video in your email broadcasts is a no-brainer, but, like with landing pages, make sure your video is relevant to your audience and the email’s purpose. If your email is about obtaining the latest beauty product today and the video is a 10-minute meet the team video, you will not get the above results and will see a huge increase in unsubscribes.
The most popular means for distributing your brand video material are probably social media sites. While YouTube is certainly the first thing that springs to mind, social media platforms such as Facebook, Instagram, Twitter, and, increasingly, LinkedIn play an important part in bringing your content in front of a larger audience. Working on your audience character will help you figure out which channel your target audience will engage with the most, but we’ll give you a few pointers to get you started.
Take into account that up to 90% of video viewed on these social networks is done so on a mobile device when generating your content and deciding on the ratio and orientation. This refers to square and vertical ratios rather than the horizontal widescreen standard you would see on your television. Each network has a preferred ratio for best performance, so make this a priority rather than an afterthought, since certain films will be ruined if they aren’t formatted appropriately for an Instagram upload, for example.
You’re up against quick thumbs these days, so if you’re attempting to stand out on Facebook from informative text posts and fascinating images, you’ll need to develop thumb-stopping material that will grab your audience’s attention and urge them to watch the rest of the video.
People’s attention spans are shortening, and there’s a lot of competition out there, keeping your brand video short, sweet, and informative is critical. With platforms like Instagram restricting video postings to about 60 seconds and Twitter limiting videos to little over 2 minutes, having a succinct message is critical, and producing content with a length intent will aid in the copywriting and scripting stages.
People watch videos in offices and on public transportation, thus being able to communicate your message without a voiceover or soundtrack is crucial. To cover all bases, upload your captions or embed them in your edit, but make sure all of your key information is simple to see and comprehend.
Spreading the love for individuals who took part in, say, an interview or testimonial, will result in a larger audience base and a digital handshake on platforms like Linkedin, which has a significant networking focus. The inclusion of famous hashtags will help enhance the visibility of your films, albeit the audience may not be your specific target consumer. In my opinion, the more eyes on the video, the greater the chance of interaction and chances.
Creating video content particularly for a sponsored ad on these platforms can raise brand awareness and perhaps bring in additional data to sell to. But beware: click-happy customers who have no intention of purchasing can eat up your advertising budget and leave a bitter taste in your mouth when it comes to future adverts, so effective targeting is essential.
Take a look at how large businesses are using video on the web. There’s no need to replicate or regurgitate; instead, look at how they structure, target, and disseminate their material to see if there are any methods you can use without spending as much money.
Just as essential as generating your films is distributing them, so make sure you plan and prepare properly, target the ideal audience, and make it easy for people to locate your movies online or anywhere you want to put them.
Please contact us right away if you’d want to talk about incorporating video into your marketing strategy in the future.
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