Online video has made huge strides in the past couple years, and it is slated to make even bigger ones in the next few. Video will account for 80 percent of consumer Internet traffic by 2020; on mobile alone, 75 percent of the worlds data traffic will be dominated by mobile video by the same year, according to Cisco€™s Visual Networking Index.
It is clear that consumers want video, what kind of video, where and when are the questions marketers have asked. Some publishers, like BuzzFeed, seem to have mastered the art of online video: BuzzFeeds Tasty channel, which first launched on Facebook, has garnered millions upon millions of views since its launch in July 2015.
Not all publishers can follow the same winning formula but there are key pointers marketers can take from BuzzFeed and other successful video publishers, with their billions of views and millions of subscribers. Though it can seem daunting to create video, it is worth the investment, after all, over half of respondents in a CopyPress video marketing survey indicated that video had the best ROI.
1. Set a goal.
A video can build awareness, engage with consumers, nurture sales leads and more, but one video shouldn’t aim to accomplish all those goals at once. When developing a video marketing strategy, don’t just start creating videos at random. Identify what you wish to accomplish from video, and craft video series surrounding those ideas. For example, an e-commerce business selling art supplies may want to push sales by creating a how-to or DIY video series that uses their products. That same business could also attempt to engage with viewers, posting a video series about interesting local art projects.
2. Put it in the right place.
Producing a great video costs time and money, so don’t just throw it on your companies website and cross your fingers. Many companies use YouTube to host video, which makes it easy to create a channel and share on other platforms. Social video, where videos are shared video Facebook, Twitter and Vine, to name just a few, has made Tasty what it is today.
Where you post your video depends on the audience. For all content marketing, B2B companies tend to use LinkedIn (94 percent) the most, followed by Twitter (87 percent) and Facebook (84 percent); B2C companies use Facebook (94 percent) the most, followed by Twitter (82 percent) and YouTube (77 percent), according to the Content Marketing Institute€™s 2016 Benchmarks, Budgets, and Trends.
Its important to remember that one video may not work on all platforms, so make sure that the video is adapted for each one. Video on Twitter, for example, is limited to a 30-second runtime.
3. Keep a schedule.
Everyone seems to want a hard and fast rule when it comes to the frequency with which a publisher pushes out video content, but its not so simple. One rule, however, is true: keep it consistent. Don’t publish one video each day for a week, and then go silent for a month. Users like fresh and new content, and while it doesn’t have to be almost every day like BuzzFeeds Tasty, users should come to expect a video at a certain time.
4. Keep up with the times.
Online video is constantly changing, so don’t wait for the next new thing to pass before you get acquainted. One of the latest trends is live video, which 39 percent of marketers said they would be increasing use of in Social Media examiners 2016 Social Media Marketing Industry Report. Don’t be afraid to embrace new platforms, but don’t jump in too early if it is still not well understood by your organization.
5. Don’t forget about the SEO.
No business can count on consumers to simply find its content among the billions of choices available. To improve chances of your video being seen and shared, it has to be treated like any other piece of content in terms of SEO. Hosting your video on YouTube is a good start, as it has a built-in user base.
Google itself requires three items in order to index a video: a title, description and thumbnail. The search engine also recommends including video sitemaps and schema.org on-page markup, and says it supports Facebook Share and RDFa on-page markups. It is also recommended that video with spoken audio includes a transcript.
6. Start Recording
Though video usage has exploded, only about 60 percent of marketers say it has been effective, it may be due to the overwhelming number of competing videos, coupled with the overwhelming number of platforms on which video is available that marketers are having trouble. With the right goals, strategy and platform, however, any business can use video to succeed.