“I am so poor … I cannot pay attention!” Yup, this is a popular comedic one-liner. Not any more. The tables have turned. In a world evolving through all things digital and networking through social media, it is time to create rich videos that grab and hold attention. ‘Attention’ is a precious commodity, and brand marketers are vying for it. In the Game of Consumer Acquisition, the mother of all battles takes place in the visual domain.
It is a well-known fact that in today’s world of digital saturation, human attention span is getting shorter. A Microsoft study estimated that between the years 2000 and 2016, the human attention span shortened from roughly 20 seconds to eight seconds on average. Therefore, it is paramount to front-load the first few seconds of your video with the most engaging content, hook in the target audience and continue to keep them glued through the rest of your video. The most creative and engaging videos have the most likely to go viral on social media – whether it is a video ad or informational video asset – earning you brand visibility, earning links and growing your authority for better SEO performance.
Video content supports many business objectives such as customer acquisition, education, retention, extended loyalty and further growth through consumer advocacy. The overarching goal of the video is to promote a narrative, product, service or brand awareness, and recall.
The overarching goal of the video is to promote a narrative, product, service or brand awareness. It is no wonder then that video is becoming an integral part of an effective content marketing strategy.
This is how a marketer can augment visual consumption in an attention economy. Videos that are consumed the most are fun and entertaining, thoroughly engaging via visual storytelling, and innately inspiring to connect with the deeper human emotions. For effective use of video, you don’t always need specialist video marketers. Ideas for a creative video can come from within your marketing team.
Take your video marketing strategy one step further. While the tips above can improve the quality of your video and the engagement it gets, optimizing your video for search engines can and take the returns from your marketing efforts to the next level.
These are just a few of SEO best practices for optimizing a video. By sharing your video on your own domain before sharing on social media and implementing these tips, can help search engines find your video, send the right traffic, increase the chances of click-through rates, and overall conversions.
It is also a known fact that we are all tuned in to the world of instantaneous satisfaction with binge-watching, where you get to eliminate the long anxious gaps between episodes. According to a Deloitte survey, nearly 73% of Americans binge watch. This goes to prove that if the audience can relate to the content or likes the content, they do pay attention and watch.
Although short attention spans and binge watching are two ends of the spectrum, it is clear that a fun engaging video has risen to the top of the effective marketing campaign tool list.
Hubspot surveys validate the rising effectiveness of videos:
LinkedIn recommends inserting a simple form fill for lead generation about 1/3 of the way into the video-watching experience. While there’s a risk that the form fill could cause somebody to stop watching the video, LinkedIn says that if lead generation is an important goal, a form fill is needed.
It is recommended that you replace your video with a newer optimized version that incorporates learnings from audience engagement analytics such as what percent of the video was watched and where did the audience drop off.
It does not matter if you are B2B or B2C, your potential customers and target audience are watching a video of some sort, work related or otherwise. This opens up a huge opportunity for you to engage your audience with videos that increase engagement, reviews, ratings, and comments. Videos can lead to rich user-generated content, in the form of reviews, ratings, comments, and feedback. This can help you build authority and increase ROI from your online marketing strategy. Bottom line is, create a video that will get a tweet, a share, and engagement.
I’d love to hear your stories about how you’ve used video content marketing strategy to grow your business.