Plotting Your Trip to Reach Your Video Goals
Unless you’ve just time traveled from the past in a DeLorean, you’re aware that video has quickly become essential to your marketing strategy.
Before racing right into your video content, it’s a good idea to consider viewing habits of your target audience. Thinking about where your video will be meeting viewers will help you craft a more effective message. You’ll be able to set yourself some educated guidelines about the proper type of video, video elements, and length of time to tell your story.
This infographic focuses on popular outlets for your video (like YouTube, Facebook, Email, TV, etc). Rather than a checklist, these are considerations for choosing the right “pitstops” for your target audience to reach your “destination”, or video goal.
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Chances are you already have a video goal in mind. Maybe it’s to introduce your company or unveil a new product. Whatever it may be, your video goal is your destination.
Before you can jump right into building content, it is important to lay out a roadmap for your video strategy. Know where you’re going so you don’t get lost along the way.
Meet your audience where they are with an effective, appropriate message. This resource focuses on popular outlets for your video to help you consider how the destination can affect the story you tell. Rather than a checklist, these are considerations for choosing the right “pitstops” for your target audience.
Choose your video location wisely since this is often where you’ll be leading potential customers from ads and posts.
- Home: If you have no video on your site, your home page is likely the best bet.
- Content page: For product or service video definitely place it on a relevant content page.
- Blog: Add a transcript or craft an article so the content is “Google-friendly.”
- Landing page: The video/landing page combo is a quick way to show and tell your message to increase conversions.
After your website, this is the next most important consideration. Why?
- YouTube is the internet’s 2nd largest search engine, with over a billion active users.
- It reaches more 18 to 49 year olds than any broadcast or cable network on mobile.
- According to Hubspot, 48% of marketers plan to add YouTube to their marketing strategy for 2018.
- Though Facebook will play videos with sound (pre-2016 were auto muted), autoplay is still typically set to silent by users. Optimize your video to be played without sound by using engaging visuals and snippets of text.
- Recent algorithm changes emphasize users finding meaningful content and connectivity with others. Create content that encourages meaningful interactions from your audience.
- U.S. adults on Facebook: 81% are ages 18-29, 78% are 30-49, 65% are 50-64, and 41% are 60+.
- Tweets with video in them are 6x more likely to be retweeted than those with just photos.
- Marketers are more confident in their ability to create video ads that convert on Twitter than on Instagram.
- Teaser video tweets can get viewers to click through to full web content.
- U.S. adults on Twitter: 40% are ages 18-29, 27% are 30-49, 19% are 50-64, and 8% are 60+.
- Videos with the most comments average 26 seconds.
- Don’t forget to use a few relevant hashtags to broaden your video’s reach.
- U.S. adults on Instagram: 64% are ages 18-29, 40% are 30-49, 21% are 50-64, and 10% are 60+.
- 38% of marketers have published video on LinkedIn and ¾ of them found it effective as a part of their marketing strategy.
- Remember, this is a B2B platform so keep your message and video quality professional.
- U.S. adults on LinkedIn: 29% are ages 18-29, 33% are 30-49, 24% are 50-64, and 9% are 60+.
- Email technology hasn’t yet evolved to send a video directly to someone’s inbox (at least not across all platforms). Fortunately, linking a video thumbnail or gif to a landing page still encourages engagement.
- Since people generally prefer watching a video to reading, the word “video” in an email subject line tends to increase open and click-through rates.
BROADCAST OR CABLE TV
Though the advertising trend is leaning toward online video, don’t underestimate the value of TV if your demographic watches it. A good ol’ fashioned commercial spot could do the trick! These are usually sold in :30 or :15 spots.
WANT MORE? YOU CAN ALWAYS RIDE THE TRAIN!
If your video has a lot of content to cover, break it down into a series of short videos. This can help your audience retain more complex information.
READY TO ROLL!
You’ll obviously want to choose the “detours” that make the most sense with the type of video message and your target audience. For instance, if your audience is over 65 years young you may opt for a TV commercial and skip Twitter (only 8% of Twitter users are 65+). The key is to meet your audience where they are with your video strategy. Or if your target audience has traveled farther down the sales cycle, they may be more likely to watch a longer video.
Once you plot where your video is going, you’ll be able to craft your script and begin rolling with no bumps in the road!
Please reach out if you'd like to brainstorm your next video project or if you simply have a few video questions.