If you’re making video content for your brand or business, you’re doing a great thing! Video is the most powerful marketing tool available to us, so making it a priority in your business is a smart move. But if you’re looking to yield more positive results from your video content, then you’ve come to the right place!
How to Improve Your Video Marketing Results
It’s true that video outperforms almost all other types of content. You’d be hard-pressed to find anything that produces higher engagement and increased brand awareness the way that video does. However, it’s also true that having a plan or strategy in place is crucial to appreciating all that video has to offer.
Here are 7 tactics you can use to improve your video marketing results!
1 | Begin With Your Goals in Mind
It’s difficult to know where you are going when you don’t have a destination in mind. Your goals should serve as the foundation of your video marketing strategy. Are you looking to increase sales? Increase brand awareness? Increase engagement? All of the above? Make sure that you outline your goals (on paper) so that you have a clear idea of what you want to accomplish. This is an important first step to improve your video marketing results.
2 | Create High Quality Content
As with any content creation, it’s important that what you put out there is high quality. Especially when it comes to video, which is all visual! This doesn’t mean that the content needs to be award-winning, but it does need to be the best you can possibly create. At a minimum, you want to avoid any glaring problems, as this will be immediately obvious to your viewer and could become a distraction. You’ll want to make sure that the video is in focus, properly exposed, properly color balanced and the sound is clear and easy to understand.
I recently published a video on my youtube channel about lighting your videos. if you’re struggling with the concept of lighting I recommend checking it out!
3 | Have a Consistent Distribution Strategy
The last thing you want to do is spend all this time (and possibly money) making video content that no one knows about or sees. This is where your promotional strategy comes in. It’s important to make sure that you have a consistent promotional strategy for your content.
It should be worked into a schedule so that your content is in a cycle of promotion. How often and where you share it will depend on you, your goals, and preferences. However, there is a line between spamming people and promoting! A good way to avoid the “spammy” feeling is to make sure you have created an abundance of relevant, evergreen content. The more content you have, the larger your promotion cycle.
Don’t have the time to manually post your content? There are many tools out there available for scheduling your content.
For twitter, I like to use their tweetdeck platform. It’s really easy to use and it’s FREE! Just login to your twitter account and go to https://tweetdeck.twitter.com/ and start scheduling! Facebook also has their own scheduling tool through their pages.
For instagram and Pinterest, I recommend tailwind. It is not free, but it’s an excellent tool. I have used tailwind for a couple of years now specifically for my pinterest posts and it’s been an incredible value to me!
4 | Optimize Your Content
Taking advantage of SEO is critical to the performance of your content. If you don’t use searchable keywords and make sure that your content is properly optimized you are leaving many possible views on the table. Luckily, there are a lot of tools you can use to make sure that you properly optimize your video content!
If you have a blog, you’ve probably heard of the YoastSEO plugin, but did you know there is an app for Video Optimization as well? Especially if you plan to host your videos on youtube (which I highly recommend that you do). VidIQ is an excellent tool to help you make sure that you are not only optimizing individual videos but optimizing your overall youtube channel! They have free and paid versions, the free version gives you a lot of key metrics to make sure that you are on track to optimizing your content successfully. I have been using VidIQ for a few years as well and it’s an excellent tool! It will even show you keywords used by others which is great for keyword research! Using a tool like VidIQ will put you on the path to improve your video marketing results.
5 | Focus on Stories
People love stories, and as an advocate for storytelling myself, I know first hand the power a story can have. Companies that focus their content around telling stories as opposed to their specific goal (like sales) realize stronger results. This is because people can easily get lost in a story, they can connect to the content and it makes them want to watch.
There are a few creative ways you can implement stories into your video marketing. First, you can start with telling your own story. As the CEO or founder, you have a story! You may think that people don’t care, but that is far from the truth. Customers have reported that they want to see more videos from brands that they support. If they are connected to your overall message, products, or services they will most certainly want to hear your story.
Why you started your company, what led you to that point, and how you feel about the world and your impact in it are just some of the topics you could cover. All of these things are compelling and will help you to connect with your audience and customers. A few years ago, I worked with a makeup artist to create a series of videos for her studio, one of the videos was a “founder’s video” telling her story.
This video performed very well for her, and when she posted it to her instagram people connected to her story and let her know as much in the comments! I’ve done this for other clients as well, it always realizes positive results.
In addition to telling your own story, you can tell other people’s stories that help to market your business and realize your ultimate goals. For example, you can do customer testimonial videos where they give a brief background into what led them to try your product or service. Depending on what you do, you can even follow specific customers and create some “mini documentaries” around them. A great example of the former is what Microsoft did for their surface pro ads.
Each of these videos tell a story from a customer’s perspective while very subtly mentioning the product and how it impacts their work.
Another great example is from the investment firm Invesco QQQ:
In this example they are telling a story from a customer’s point of view while at the same time allowing him to talk about his own business, what it is about, and how their product made a difference.
Stories That Are Aligned With Your Brand Mission
You can also indirectly promote your business by covering stories that make sense to your overall brand mission and values.
A great example of this comes from Invesco QQQ as well:
This commercial tells the story of a young man who wanted to start a clothing line business. He details how mentorship and learning about investing helped him to think differently to achieve his dreams. If you look at their youtube channel you will see that they did a series of videos like this and even more videos with this specific young man. They never mention their business directly or what they offer directly, but the concept that “investing can change your life” is likely an idea that Inveso QQQ believes in. By creating content like this, they are subtly communicating to the audience that investing is important, and that they can help you achieve your dreams.
Mini Documentaries or Short Films
Really the sky’s the limit when you open your video marketing to storytelling. You can even get completely creative like what Apple did with their “work from home campaign” here:
This is basically a mini film, but notice how they subtly insert the use of their products into this video. You are getting a story that many of us can relate to (especially right now) trying to work from home, plus you are getting to see how Apple products can seamlessly work in your life, making things a little bit easier for you.
Bottom line, focus on stories and you’ll see promising results!
6 | Create Interesting Thumbnails
This is more of a necessity for youtube, but it’s still important. If you want to generate organic views through youtube, then it’s important that you design compelling thumbnails. Within any given search, viewers are going to receive many results. A low quality thumbnail will not catch your viewers eye and they are more likely to scroll by. Think of the thumbnail as the first introduction to the content, it’s a good idea to make sure it’s designed well.
If you aren’t sure how to do that or what a good thumbnail should look like, you can find inspiration by searching within your given topic! Videos with higher views will likely have a well designed thumbnail.
7 | Consistently Brand Your Videos
You want to make sure that your videos match your overall branding and style guide. If you don’t have a style guide, you may want to consider having one made. A style guide basically lays out the look you want to follow for your branding across any platform. It will detail your logo, fonts, colors, favicons, everything. Ideally, you’ll want everything to match so that it’s uniform no matter where your ideal customer happens to find you.
This goes for your video content as well! You want to make sure the fonts you use match. If you have a logo or favicon, you’ll probably want to add that to your videos as well, the most popular placement being the bottom right hand corner. This is a great way to help your customers connect the dots about who you are and what you’re about. It’s also a subtle way to help customers remember you.
Improve Your Video Marketing Results
These 7 tactics will help you get better results out of your video marketing!