[Infographic] 7 Ways to Create a Killer Marketing Video

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Video content is marketing’s new sweetheart and for a good reason. Studies show that consumer demand for video content has increased dramatically, with 43% wanting to see more videos from marketers.

 

Videos and animated content have become highly significant in the conversion process, with 51.9% of marketers claiming that video has the best ROI as compared to other types of content. In fact, landing pages with videos lead to 800% more conversion.

 

Any digital marketer would be wise to adopt video marketing strategies in their campaigns to get the attention of their audience. YouTube alone has more than 1.5 billion logged in users watching more than an hour a day of videos. That’s one-third of the world’s internet users already.

 

Capitalize on the power that video content offers and create a killer marketing video today. Here’s how.

 

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1.   Determine your video’s objectives and target audience

This is where it begins. If you already have an existing digital marketing campaign that you would like to supplement with video content, then you can align your video’s goals, objectives, and target audience with this.

 

If you’re planning a new video marketing campaign altogether, then you need to consider your objectives and target audience carefully. Use the buyer journey or marketing funnel stages to guide you. Are you creating a video for the awareness, consideration, or decision stage? This will help you determine the topic, story, and video type.

 

2.   Pick the right type of video content for your purpose

For every stage of the buyer journey, there’s an appropriate type of content you can use to guide them further down the marketing funnel.

 

In the awareness stage, your video should introduce your brand and educate your audience about it. You should offer fun, informative, and free content so that you can attract your audience towards the next stage of the journey. Examples of these types of content are brand films, educational videos, documentaries, animation videos, and the latest trend, 360-degree experience videos.

 

During the consideration stage, you can assume that your audience is already acquainted with your brand. Therefore, you provide videos that can let them get to know your brand on a deeper level. Your goal is to make them like you, trust you, and consider you. You can use video email, product videos, company culture videos, testimonials, or PSAs.

 

Now that you’re at the last stage of the funnel, you want your audience to make a decision and choose your brand. You can use instructional videos, FAQ videos, tutorials, and highly personalized videos to push them into choosing your brand and making that final purchase.

 

3.   Keep it short

Statistics show that videos up to two minutes long get the most engagement. Experts also recommend keeping videos short and direct, as your target audience is most likely watching your video on-the-go, using a mobile device.

 

Five two-minute videos are also better than one 10-minute video since web users nowadays have attention spans shorter than that of a goldfish’s (at less than eight seconds). This means that the first 8-10 seconds of your video is crucial in keeping your viewer’s attention. In fact, a study shows that 20% of viewers click away from a video within 10 seconds or less.

 

So, make sure to grab your viewer’s attention within the first 10 seconds. Use teasers to pique their curiosity right from the beginning then get right to the grit of your story.

 

4.   Center it around a brand story

Focusing on the sale is quite annoying to most viewers. Videos that are pure sales and marketing pieces don’t go viral. You don’t want to be known as the brand that keeps pushing hard-sell videos on the internet that everybody hates.

 

When creating the video, focus on your brand story instead of the sale. Viewers consume videos that are entertaining, delighting, and informative. Rather than obviously trying to make a sale or close a deal, concentrate on the value you’re providing your viewers.

 

5.   Don’t be boring

On YouTube alone, 300 hours of video are uploaded every minute, and almost five billion videos are watched every single day. That’s a lot of videos to compete with! Make sure that your video is entertaining for your target audience.

 

Experiment with different styles of videos such as whiteboard videos, live action video, cartoon or animated videos, or screencast videos. Consult with animation outsourcing companies to come up with creative videos that are sure to delight your audience.

 

6.   Decide on where to put your video

So, you’ve finally finished creating a short yet highly engaging and valuable video. Where are you going to put it?

 

Where you place your videos will greatly impact its performance. While some experts recommend hosting videos exclusively on your own domain, you can’t discount the fact that at the end of the day, you want your content to reach your target audience.

 

YouTube and video sharing sites will help your video rank on search engines and generate more views. Place relevant tags and accompanying description for SEO and make sure to include a short description with a backlink to your website. Enable embedding on your video to increase the likelihood of receiving inbound marketing links.

 

Once it’s uploaded on a video sharing site such as YouTube, you can embed the video on your website, then incorporate it into your social media strategy. Distribute your video on Facebook, Twitter, and other relevant platforms to reach your target audience.

 

7.   Measure and analyze performance

Review your video analytics and KPIs to justify your investment in the medium. It will also help you determine what you’re doing right or wrong. Determine how much referral traffic your website is getting from the video.

 

On YouTube, you can analyze your engagement rates such as views, shares, likes, and dislikes. Check viewer feedback through the comments section of the YouTube video. This is a great way to interact with your audience as well.

 

Just like any marketing strategy, you need to constantly test to get the best results. Test, analyze, and repeat!

 

 

Video marketing is a powerful and effective way to get your brand message across your target audience. Follow these steps to creating an awesome video that viewers can snack on and share with their network.

 

At MicroCreatives, our multimedia artists and animators can help you create delightfully entertaining videos that are specifically tailored for your brand story and target audience. Whether it’s animated ads, corporate AVPs, explainer videos, or motion graphics, our team can help you create a killer marketing video that your audience will surely appreciate.