Building a smart video strategy
If you’ve made the decision to start including video in your marketing plan, then you are already on the right track.
But how do you know what kind of video to create? What will bring the customers to you? What will resonate with the clients you are trying to attract?
How can you get inside your clients’ minds?
It might sound tricky, but you already know what appeals to your ideal client when it comes to video. Just examine your own video viewing behaviour.
When potential customers are viewing a video, a number of considerations pass through their minds:
- How long is the video?
People actually do pay attention to the length of time as soon as they hit play. Viewers seeking information will decide within the first minute if the video is relevant.
- Does the description entice me to invest my time?
A quick description of what the viewer can expect in the video can help the viewer decide if the video is worth the time investment.
- Why is this still loading?
The fastest way to get someone to click off your video (and your site) is to have a video that is slow to load. Drop off starts after 2 seconds of delay.
Since you do not have a lot of time to grab the audience, you need to create video that is short, concise and interesting. Keep in mind the platforms being used to view video – the trend among millennials is to rely on mobile devices to deliver video content.
Want to know if your video is effective? Then forget the view count and focus on the watch time. Our top performing videos don’t always have the highest view count, but the length of time the viewer invested tells us more about the content than any other statistic.
Creating video that is watchable and shareable is not an easy task (we are still learning about that over here). Starting your video marketing strategy with a plan and some idea of what your ideal client would like to watch can help attract as much engagement as possible. The more people that you reach, the more chance you have of being shared, liked and written about.