When business owners come to us to create their videos, they usually have a single focus and a mindset: How can we make the video viral?
Going viral is the single most irresistible feature video owners want to achieve. The term itself is “sexy”. And many video owners want the “sexy back”.
Going viral should NEVER be the focus or the objective on any video marketing campaign. NEVER! EVER! Unless of course you are a musician.
A well planned video marketing strategy ensures that you achieve realistic objectives previously planned. Your objectives should be to propel your social media forward with striking, compelling, and inspiring videos that inspire action by your audience (at the completion of the video). Here’s a look at the top 5 trends to plan your video marketing 2018 campaign.
1. Concentrate on the Story – Not the Sale.
Nobody likes to be sold! But everyone would rather be entertained and be informed. Don’t let your brand become the ugly sales head. Instead concentrate your video around a story and plan to (1) Entertain (2) Educate and (3) Inspire your audience. The same should be applied to your written content as well.
2. Make the BEST of the FIRST 10 seconds.
Less than 20% of viewers will click away from your video within the first 10 seconds or less (and often may go watch a competitor’s video). Imagine the risk involved? You CANNOT ignore this. So get right to the point, ask the right question, and manage expectations from the outset. Try speaking directly to the audience curiosity. Ask questions. Use teasers to hook their attention. This way your video creates value and convince your audience “why” they should keep watching the video. Should they watch it because it will make them laugh? Because it will entertain them? Or will it educate them to learn something new?
3. Everyone loves being entertained – Stop Being Boring!
Nobody likes a yawn fest. Your video audience is no different. They are not as excited about your product or service as much as you are. Your audience wants to be entertained. They want to laugh. They want to be enlightened. They want to learn something they already don’t know. They want to be inspired.
Take a risk. Try and be funny. If it won’t work on the first video, then become even more creative in your next video. Try not to emulate what your competitors are doing. Have your own signature… because everyone loves being entertained.
4. Optimize for Search – Get Creative with Video Titles and Descriptions
What good is a great video if people can’t find it? The FIRST thing to maximize the SEO value of your video is to find the “ideal” title. Your video title should include the main keyword you want your video to rank. This has to be included in the first 58 characters of the video title. Then comes the video description. Your main keyword should also appear on the video description to bolster the SEO value. This has to be at the very beginning of your video description (first 120 characters). Also important is to tag the main keyword of your video.
Another thing to keep in mind: Your video title should also be the video file name prior to uploading to your own domain or to YouTube. This will ensure that the Google spiders crawl more information related to the main keyword when ranking your video.
5. Focus on Solving Problems and Improving Lifestyles.
Majority of your video audience are visual learners. Use this to your advantage. Try educating your audience on how your product/service or idea can solve their daily problems. Show them how your product or service can greatly improve their lives.
Videos can also show social proof of your product or service. The best way to do it? Put your most loyal customers and clients in front of the camera and ask them why they love doing business with you. Ask them how you have helped them and how you solved their problems. Video testimonials have a GREAT! Way of showing what you can do for potential clients and customers. Here’s one of ours.
So when you get to your drawing boards to strategize your video marketing campaign for 2018. Keep these in mind, and make sure to keep improving as you move along. Good luck – Vijith