Whatever you're promoting, you know you need to do it in video format: a quick and clever visual vortex of image, sound, and information that instantly captures attention and delivers your message. Accomplishing these goals on your first try may be challenging, but it's certainly not impossible, especially if you let your creative energy flow, keeping it in check with measured marketing.
1. Choose Your Platforms Wisely
There are many social media platforms to pipe your video through, but which is best for your marketing needs? Can you squeeze your message into a really short video, appropriate for Facebook, or do you need a few more seconds (which is all you really have) to complete your communique, which would be better on YouTube? Technical specs, costs, and length are just a few of the things you need to consider when choosing your ideal platform.
2. Keep Your Sales Pitch Or Brand Message Consistent
However many videos you put into production, your brand and sales messages must be consistent. Viewers should immediately understand who you are and what you're selling, especially on your first production; therefore, you need to plot a message and/or brand strategy long before you start on your video.
3. Understand Your Audience And The Metrics Used To Measure Their Engagement
Platforms like YouTube, Facebook, and others have nifty tools to help you understand where your message is being seen and heard, how long viewers pay attention, and what actions they take immediately afterwards. Take advantage of these tools, but first target your audience so you know you're presenting to the right group in the first place. Study the statistics of the various platforms to familiarize yourself with the demographics and different data, including when people are on and when they're most likely to respond to or share media.
4. Incorporate All The Right SEO
A video is no different than any other marketing tool online, in that you need to incorporate smart Search Engine Optimization, or SEO. While video message, quality, and delivery are imperative to your success, so are the important elements of SEO:
- Optimize for mobile
- Add text and transcription for search engines
- Create catchy and competent thumbnails
- Insert clean, clear, and easy-to-index metadata
To get your first video rolling, be sure and ask employees, friends, and even family to like and share it. People are more likely to pay attention to your production if they believe others have already done so.
5. Don't Try This At Home
In some ways, video advertising seems cut-and-dry enough to do yourself, but ultimately, you need to hire help, especially if you have a lot on the line, such as a new product launch. You'll have a lot of creative input with a video advertising service; however, they'll guide you through the professional and technical hoops, so the end results are polished to perfection. Whether your first video goes viral or not, it shouldn't look homemade or amateurish, which is why you should have experienced pros helping you.
Video advertising has artistic and scientific nuances to it that are hard to master, even if you're full of incredible ideas on how to deliver your message. Understand the technicalities, too, and do yourself a big favor by hiring a marketing service to help translate your ideas into a professional and effective production.