You can even involve your customers by creating success story or customer testimonial videos . Who better to toot your horn than the people who already love you ?
4 . Keep it Short and Sweet Let ’ s face it , the attention span of the average internet user is dwindling by the second . No one scrolling through their Facebook feed on their lunch break has the time to watch a 30-minute product video . This is probably why Vidyard ’ s 2018 Video in Business Benchmark Report found that 56 percent of all online videos published in the last year are less than two minutes long .
So how do you find that sweet spot ? Here are a few platform-specific suggestions for you :
FACEBOOK No more than two minutes long . Multiple studies have shown that for most videos posted on Facebook , engagement tends to fall off after the two-minute mark . For this platform , focus on short videos that are fun and informative and are able to be easily understood without sound . Captions on the bottom help immensely , too !
TWITTER Twitter won ’ t let you post video content over 30 seconds , so this platform has already made the decision for you . Consider using twitter videos as a way to tease full-length content and send viewers to your website or YouTube page .
INSTAGRAM If you ’ re uploading to your feed , keep your videos around 30 seconds . Data compiled by HubSpot shows Instagram videos that received the most comments typically average about 26 seconds in length . Also , time-lapse and looping videos are popular on Instagram . Use their Hyperlapse and Boomerang apps to easily create these fun videos .
YOUTUBE As the primary digital video platform , YouTube lends itself to in-depth video content like product demos , tutorials and more . You should consider YouTube your digital video library and store all your video content here . Two-minute videos still have the most engagement on this platform , but you can also play around with longer content to see what your audience prefers .
5 . Include a Call-to-Action If your viewer makes it to the end of your video , you ’ ve captured their interest and won the video marketing game . But now what ? You need a way to take them from video viewer to loyal fan . You can do this with a call-to-action at the end of each video .
Recommend some of your related content , provide contact information at the end of the video , or invite them to participate in more of your content like upcoming webinars or live events .
6 . Don ’ t Forget Analytics It ’ s easy to get wrapped up in the fun part of video marketing , but you can ’ t forget about the analytical side . You need to know if that content you ’ re working so hard on is actually working .
On the surface , you can always check out your number of views to see how many people you are reaching . But , you can also go a bit deeper than that , which is what makes video marketing so lucrative . Keep track of numbers that show actual engagement like duration of views , repeat views and drop-off rates .
Finding the Right Content Now that you ’ ve got your strategy down , you need to start making your awesome content . If you ’ re not a professional videographer , it can be intimidating to get started . What kind of video should you make ? How do you know what your audience wants to see ?
According to Magisto ’ s 2017 study , Video ’ s Payday Part 2 : The Role of Social Media in Today ’ s $ 135 Billion Video Marketing Industry , customer testimonials and product / service overview videos are the most popular videos for distribution on social media . As you can see from the chart below , howto / educational videos aren ’ t far behind .
TYPES OF VIDEOS CREATED BY US MARKETING DECISION MAKERS
CUSTOMER TESTIMONIALS PRODUCT / SERVICE OVERVIEW HOW TO / EDUCATIONAL VIDEOS EVENT PROMOTION / RECAP STORYTELLING VIDEOS ( ABOUT THE COMPANY )
43 %
VIRTUAL TOURS
38 %
INDIVIDUAL PROFESSIONAL PROFILES
32 %
ENTERTAINMENT
29 %
THOUGHT LEADERSHIP
20 %
SOURCE : Magisto , “ Video ’ s Payday : Part 2 : The Role of Social Media in Today ’ s $ 135 BN Video Marketing Industry ,” Dec . 14 , 2017
49 % 48 %
51 % 51 %
46 PULSE ■ August 2018