By the end of 2017, 74% of all Internet traffic is expected to be video.
Wait, we’re kind of already at the end of 2017. So the next stat is even more impressive:
By 2019, 80% of Internet traffic will be video.
You got it — the best way to reach people online is with video.
We all love video. Not only is it engaging and easier than reading a block of text, but it’s also increasingly mobile.
Moreover, if you own a business, you should know that 90% of users say that product videos are helpful in the decision process. (You can find more insightful stats in my short article about why video is the most engaging type of content.)
It’s inevitable, inescapable, inexorable, ineluctable: you simply can’t ignore video. It is an indispensable marketing strategy for growing your business.
That’s why I’ve put together five pro tips to guide you in the launch of your first marketing video (or your next one).
SECRET #1
Tell a story (packed with emotions)
When brainstorming what story to tell in your video, concentrate on the value you are providing for your customers. Rather than focusing on listing your company’s features, centre your attention on how these features contribute to your customer’s needs and wishes.
Instead of saying…
“At (company’s name) we are experts in data analytics.”
…Say:
“At (company’s name) we use data to help you make better decisions that will ensure your business is successful.”
With that in mind, consider this too: whatever you want to say in your video, say it in a way that will spark emotions. You want your content to be so inspiring that your users perform the action you are ultimately asking them to do (download your app, start a trial, request a demo etc.). When I say emotion, I don’t necessarily mean having your audience laughing or crying at the end of your video — it is enough to just make them feel something.
A technique that has proved to work well is making your viewers feel as if they’re missing out on a critical feature.
First, you convey anxiety by informing your audience that their current solution is inefficient. Second, you bring in your amazing solution. In the end, if the viewer bites, you’ve successfully used fear (in a ‘soft’ way of course 😉) as a trigger to get them to complete your desired action.
This method can also be useful when showcasing a client case study. You can tell your audience the story of how one of your current customers used to have an unsuitable video editing software, and was looking to get a different one. Indicate how they then reached out to your company for a solution (or vice versa), and how happy and satisfied they became after using your software instead.
Of course, there are plenty of other emotions that convert!
We’ve all seen the GoPro video of a fireman attempting to save a kitten. This video is particularly powerful and keeps us hooked because it conveys
- Sadness — is the cat dead?
- Uncertainty — will the fireman manage to bring the cat back to life?
- Surprise — he did!
- Affection — the connection between the fireman and the cat is palpable
- Joy — happy ending
At the end of the video, GoPro cleverly places the slogan GoPro — Be a Hero. Who doesn’t want to be a hero? Especially when all you have to do is get a GoPro…
The take away: target people’s emotions to convert more leads.
SECRET #2
Keep it short
According to studies, the ideal length of a video should be around 1 minute.
Well, that’s if your viewers actually watch the whole thing.
It so happens that our average attention span is merely 8.5 seconds (yes, that’s shorter than that of a goldfish). Your audience expects you to get them interested very fast. So if you don’t want 1/5 of your viewers to click away from your video within the first 10 seconds or less, put yourself in their skin and reflect on these questions:
What element must a video have in order to make me want to watch it till the end?
What would grab my attention right away?
Think about the best (& quickest) way to hook your audience. Maybe you could start with…
- a funny joke — who doesn’t like laughing?
- a startling fact — “Did you know that over half the world’s population now uses the Internet?”
- your brand’s unique selling point (USP) — “Did you know that zipstrr allows you to invite friends to join your video?”
- a personal question — “Are you sick of crap video editing apps?”
Moreover, forget your brand logo at the beginning of the video — that will only make you lose precious time. Instead, place a watermark on one of the corners of the video and end with your brand’s credits.
The take away: Jut remember that you have less than 10 seconds to convince your viewers to watch the whole video. So make it count!
SECRET #3
Use subtitles
Did you know that 85% of videos on Facebook are watched without sound? Again, switch to your viewer’s perspective and ask yourself whether you would understand what your video is about if viewed on mute. See how the digital news organisation Now This avoids this problem:
The take away: Unless your visuals are self-explanatory, use subtitles.
SECRET #4
Include CTA’s
Call To Action buttons are essential. Effective Call to Action buttons get you conversions.
CTAs are the buttons used notably in websites, landing pages and videos to direct users towards the action you want them to take — downloading an app, signing up for an online course, adding an item to the cart. In video marketing, you usually see CTAs at the end of videos, but they can also be placed at the beginning or as pop ups during the video.
Successful CTAs may include:
- A sense of urgency — “Sign Up and Get 50% Off Today Only!”
- A giveaway— “WIN a Bluetooth speaker!”
- A free trial — “Start Free Trial”
- The fear of missing out (yes, FOMO is a thing)— “Join the Fun” or “Don’t miss our hottest updates”
- A way to get more followers — “Stay Connected” or “Follow us on Twitter”
- Suggesting another video — “Liked what you saw? You might also like our video about successful marketing tips”
- Asking viewers to subscribe to your channel
You should consider what action you want your audience to take, and then build your content around it. Do you want viewers to watch more of your content? Download your app? Sign up for a demo? Finally, make sure that your CTA button is BIG.
The take away: Use CTAs to guide your audience to your desired goal.
SECRET #5
Encourage user-generated content
User-generated content (UGC) is probably one of the best marketing strategies out there. Why? Because it taps right into the increasing issue of consumers trusting glossy marketing campaigns less and less.
Nowadays, we prefer to turn to our friends and family to get advice on whether a brand is right for us. That’s due to consumers wanting authentic, real-life stories. In fact, 70% of consumers value recommendations from their peers.
Giving customers the opportunity to share their opinions via user-generated content and then reposting it on social media gives them the recognition they need to carry on advocating for your brand. UGC will make them grow more loyal and attached to your business. Plus, UGC saves you both time and money.
The video app zipstrr is an excellent example of a company using UGC to promote its brand. zipstrr is a free app to create cool videos which your friends can join. In a B2B perspective, it also allows you to interact with your followers/customers by collecting user-generated videos.
The example below shows the app’s unique feature: the fact that users can document an event in all its angles by having their friends uploading their clips to the video too. The result is a beautiful video compilation connecting people’s visions.
If you’re not using UGC to authentically connect with your customers then you are missing out. Hugely. Master UCG strategy today by reading the article we dedicated to it.
The take away:
Conclusion
When used properly, video marketing can be extremely effective. Now that you know the ultimate tips for creating videos that convert, you have no excuse anymore. Start implementing these valuable strategies today! And don’t forget that, in average, people retain…
- 10% of what they hear
- 20% of what they read
- 80% of what they see!
The video is in your court.
What’s made your video successful? Share your experience in the comment section below!
Written by Monica — Social Media Manager at zipstrr
zipstrr is your favourite video editing & collaboration app. It is free to download & available on Android + iOS!
It doesn’t end there! Follow zipstrr on Facebook, Instagram, Twitter and LinkedIn to find out more about our video-compilation app & read our video marketing and content strategy updates.
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