As the majority purchasing consumer audience continues to skew younger, their preferences become ever more important — and that means video is ascendant. According to Wired magazine, YouTube now reaches more Millennials than any cable network. Even more importantly, video is influencing purchasing, making a video marketing strategy that much more valuable.
A study from Animoto shows that 80% of Millennials use video when making a buying decision, while 76% follow brands on YouTube. And if you think those numbers are impressive, just wait a few years until the even more video-focused Generation Z achieves the same level of buying power as Millennials.
So how can businesses capitalize on this shift? It’s simple: Create and distribute the kind of video content that catches attention and converts potential customers.
Tips for creating a stellar video marketing strategy
Given that a staggering one-third of all time spent online is devoted to watching videos, businesses can no longer afford to ignore the impact of video marketing if they wish to remain competitive. And the traditional reasons many companies have given for avoiding video (cost and time) no longer apply, thanks to the emergence of new technologies.
Preparation and planning, however, are key. So to help you craft a truly effective video marketing strategy, consider the following tips:
1. Define your goals and establish key performance indicators
Before getting started with content, you need to have an overarching objective: What do you hope to accomplish through video marketing? You’ll also need to measure the efficacy of your strategy, so you’ll need to establish performance indicators and then track your progress.
2. Create an attention-grabbing title
Have you seen YouTube titles lately? You’ll notice they share many of the same characteristics: Capital letters, lots of human faces making animated expressions and intriguing descriptions. All of these things are proven to increase engagement.
3. Focus on the first ten seconds
The first few seconds of your video are the most important; they need to jump out at viewers and seize their attention. If a video is too slow to build momentum, viewers will drop away.
4. Don’t be overly focused on what you’re selling
Younger viewers love videos, but they don’t love the hard sell. Let interest in the product build organically by taking a subtle approach.
5. Ensure that it’s optimized for mobile and search
Even the best video will be ignored if it doesn’t play properly on a smaller screen or if it’s inaccessible to your audience.
6. Go behind the scenes
This is one of the more popular video trends of late — and for good reasons. Viewers love behind the scenes videos, and they offer an easy way to create compelling content.
The takeaway
It’s hard to understate the importance of video marketing, as the statistics illustrate just how pervasive the form has become. As a top Florida advertising agency, we’re experts at creating the kind of eye-catching video marketing content that wows viewers — and converts them into customers. Contact BIGEYE today to implement a video marketing strategy that converts.
