29 Feb How to Create Effective Video Content
Online video is an extremely effective marketing tool that accounts for 57% of all consumer internet traffic. Captivating your audience with effective video content is necessary, and with the right tips, you can effectively engage your audience – increasing sales for your website and social pages.
The length of your video: Today’s fast-paced online marketplace creates impatient viewers, and a lengthy video will have people quickly skipping over your video content. Nearly 20% of an audience will abandon a video clip within the first ten seconds of playback and 60% of users click away from a video after two minutes. Due to audiences’ shortened attention spans, your online video should last between 30 and 90 seconds for a maximized ROI. After two minutes, you are at risk of losing valuable views of your video.
The message behind your video: Your message is extremely important if you want your video to be effective. Emotional appeal, especially in the nonprofit sector, helps your viewers make a deeper connection with your brand which in turn, increases recognition and donations to your cause. A great example of using emotional appeal comes from the Make-A-Wish Foundation’s video of McClain’s wish. For businesses such as retail, you want to choose a story that resonates with your audience. If they find something familiar in a video, they will remember your product, service, or business.
Target your video for a specific audience: Targeting a specific group on Facebook through location, demographics, or behavior increases brand awareness and online reach. Using more targeting options allows you to deliver relevant content to the people who share your interests.
Include a call to action: Video can increase click-through rates by more than 90%. Concluding your video with a call to action – a push to make a purchase or donation – increases conversion rates by providing guidance for your viewers.
Search Engine Optimization (SEO): Make sure your video can be easily found by your targeted audience through the use of online tags, accurate titles, and sharing on social sites.
Use A/B Testing to improve conversion rates: A/B testing for video allows you to compare the results of two or more videos to see which one performs the best. Although this is not a required practice, it is a great way to increase your leads generated, sales, and revenue.
It is clear that video facilitates the buying and sharing of a business’s products and services. Without video, brands are missing out on a deeper level of engagement with their audiences. We hope you can find success in creating effective video content and encourage you to share these tips with other professionals in your industry.