Are you looking to take your video marketing to the next level? If so, then read on because we have curated a list of the top 10 tips for online video marketers interested in boosting their content’s performance.
1. Create video content that humans desire.
Nowadays, people are more engaged with content that they deem authentic, entertaining, and informative. According to HubSpot Blogs research, video consumers prefer content that is funny, informative, and entertaining.
What’s more is that consumers identify video content that is based on facts and presented in an engaging way as more authentic and informative. To ensure your videos will perform well, present engaging content that is authentic and informative.
2. Use keywords in your video’s description.
When someone searches for a product or service online, the order of the results often determines how well each video will perform in response. In the same way, the video’s description holds great weight in garnering a viewer’s interest in your content. In the same way you would write a compelling description for a traditional article, you can craft a compelling description for a video to draw viewers into watching your content.
3. Establish yourself as an informational resource.
People generally trust authorities more than they do strangers when it comes to information, particularly when it comes to sensitive information. For instance, if someone’s searching for information about breast cancer, they’re more likely to turn to a trusted source. If you establish yourself as an expert in your industry, or a go-to source of information for your niche, you’ll gain credibility with your audience.
Consider creating a resource page on your website that contains valuable information about your niche. You can also consider establishing yourself as an authoritative voice in your industry through guest blogging or speaking at industry events. If you’re a business owner or manager, consider becoming an authoritative figure in your industry through membership in professional organizations.
4. Customize your video’s metadata.
Each time a user accesses your content, whether through a social media platform or a website, they’ll see information about the video such as the date it was published or updated, the name of the author, a brief summary, and the number of views. In the same way you would optimize an article to drive traffic to your site, you can customize the metadata for your videos to improve their performance.
5. Post regularly.
Consistency is important in attracting and retaining customers. When customers see you consistently delivering value, they’ll believe that you always will. To establish yourself as an authoritative figure in your industry, consider publishing regular blogs or webisodes that are informative and valuable. These posts will then become searchable items on your site.
6. Create a brand voice and pitch it throughout your content.
What is the voice of your brand? Does it match that of your product? Does it match your service? Does it match your industry? Take time to think about these questions and consider the responses you give to them. Your brand’s voice will become more apparent throughout your content as you consistently use it to engage with your audience. If you’re looking to create an identity for your brand, consider the language you use, the images you showcase, and the type of content you produce.
7. Identify your target audience and learn their key needs.
In the same way you would write an educational piece for a specific group of people, you can write an informative piece for a specific group of people you’ve identified as your target audience. Once you’ve determined the needs of this group, you’ll be able to create content that addresses these needs. Think of your target audience as a list of people you’ll need to turn into regular customers. Once you’ve got this audience, take time to think about what they want and need, not simply what you want to sell them.
8. Use video software to generate ideas.
If you use a video software such as Vidyard, you can generate ideas for videos by simply entering your industry, niche, and key words into the tool’s search bar. From there, you’ll see a list of matching videos, complete with thumbnails and descriptions. You can either watch these videos or download them for later review. This is a great way to quickly generate ideas for your next video without having to search the internet for a topic or theme. Plus, you can always come back later and edit the downloaded videos using the software’s free, basic version.
9. Experiment with different styles of videos.
While most people prefer a video format, this is not always the case. To really stand out among your competitors, you should experiment with different styles of videos to see what resonates with your audience the most. Do you want to use animated graphics or photographs in your videos? Does music help drive your videos’ momentum? Determine the answers to these questions and consider what would make your videos more accessible or engaging to your target audience.
10. Use analytics to track video’s performance.
To really know how well your videos are performing, you must track their results. Whether you use a standard digital analytics tool such as Google Analytics or a specialized tool designed for video such as Hotjar, metrics about your video’s performance, including views, clicks, and unique visitors, are readily available. These tools can help you determine what’s working and what needs to be changed to increase your video’s performance. In addition, once you’ve determined the most effective version of your video (typically the one with the best performance), you can benchmark this version against past behavior and determine whether it’s resulting in increased engagement with your audience or brand awareness.
With these 10 tips for online video marketers in mind, you’ll gain a greater understanding of how to put video to work for you online.