Tuesday 06 December 2016

Friday Five: Considerations for Marketing Your Brand With Video

Why it matters by Konrad Palubicki

Visual content consumption, particularly video, is on the rise among consumers. As people are increasingly turning to videos for information, it is vital for brands to earn and maintain consumers’ attention in order to achieve desired business outcomes.

1. Getting Started

Just as with other platforms, it is essential to create an editorial calendar for your video content. Start by answering the following questions:

  • Who you are trying to reach?
  • What type of content will best appeal to your targeted viewers?
  • How often you will be uploading new videos?
  • How will you measure success? (Video views, number of subscribers, engagement, etc.)
2. Get Your Audience Involved

Encourage viewers to engage with your content through likes, comments and shares. Shares hold a lot of weight on social networks because the act of sharing indicates that a viewer finds the content particularly compelling, thereby potentially increasing total impressions and interactions. When creating video content, ask yourself: is this something that I’d want to share with my friends and family?

Once you have an engaged audience, encourage fans to create and submit their own videos by providing an incentive, such as the opportunity to be featured in an ad or to win a prize. This is a great way to encourage users to upload their own content, and can make for compelling content for your brand to share.

3. Monitor and Adjust Your Strategy As Needed

Take advantage of YouTube Insights and other monitoring tools to pull information on views and popularity of your videos, demographics of your audience and more. Take note of the type of content that resonate best with your audience, and keep this in mind when planning future videos. Don’t be afraid to experiment with new ideas; for example, some brands see high engagement on man-on-the-street-type content, while others see success on highly-produced videos.

4. Optimize for Mobile

Not all viewers will be watching your videos on a computer monitor, laptop screen or tablet. With smartphones now outnumbering traditional cell phones, it is wise to consider optimizing your video content for mobile viewing. Be considerate of those who will be watching on small screens by avoiding small text, unclear shots and unnecessarily long video clips (Pew Research reports that the median length of the most popular YouTube videos was just over two minutes). Test your content on multiple devices to ensure a consistent experience no matter the brand of phone or size of screen.

5. Beware: Virality Can Be Dangerous

Kony 2012 quickly became known as the most viral video of all time, generating over 93 million YouTube views since its release on March 5, 2012 and spreading like wildfire across social channels. Reaching an audience much larger than planned, it sparked high levels of controversy concerning accuracy of information being presented and also the transparency of its makers. When creating video content, plan ahead and be prepared to deal with the consequences if your video content gains massive amounts of views. Be certain that you can back up the facts contained within your videos should any questions arise, and make sure you have the bandwidth to manage the video should it go viral.

What are some tips or tricks that have worked well for marketing your brand with video?

Photo credit: Rob Blatt

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