Public Relations & Social Marketing Insight

Luckily, more user-friendly video tools are emerging on the market, which means even if you’re the one-person marketing powerhouse of your company, you can create shareable, memorable videos that drive engagement and conversions.

 

In this post, we’ll walk you through the metrics you should be tracking on your videos, the crucial elements of an on-brand video, and exactly how to post and promote your video on every channel using HubSpot....

By now, it’s clear that video is an essential channel for marketers.

 

But what makes a great video? And what keeps viewers engaged? Is it a good story? Or maybe it’s all about reaching the right audience at the right time.

 

We teamed up with Wistia and sought to find out. We looked at some of our favorite examples of video marketing and uncovered some traits they have in common.

 

Here are 7 secrets to creating successful video content. We hope these tips will help you as you plan and create your own video content....

Not convinced video marketing is the way of the future? Here are a few statistics to help you understand exactly how popular video marketing has become in recent years, according to news shared byHubSpot:

- Video is projected to claim more than 80% of all web traffic by 2019.

- Adding a video to marketing emails can boost click-through rates by 200-300%.

- Embedding videos in landing pages can increase conversion rates by 80%.90% of customers report that product videos help them make purchasing decisions.

- According to YouTube, mobile video consumption grows by 100% every year.

- 64% of customers are more likely to buy a product online after watching a video about it.

- 87% of online marketers are currently using video content in their digital marketing strategies....

In content marketing, we want to create value. The magic happens when we start to publish pieces of content that do more than simply propagate our sales. In the end, it is about generating loyal fans who come back to what we create.These fans are a great source of inspiration for more content and they will also help to spread the word.

 

YouTube does a lot to help video creators to create better content. One of these efforts is the ’10 fundamentals of a creative strategy.’ Below you’ll find these fundamentals made actionable and see that they are enriched by a new one. These rules apply not only to content marketing on Google’s video platform, but they also help to optimize your efforts in video content marketing strategy....

It might be easy to assume that the shorter the video ad, the better the completion rate. But maybe things change when it’s on a social platform. According to Q2 data, video ads that were between 30 and 60 seconds long fared better than those of less than 30 seconds on Facebook.

During Q2 2016, Kinetic Social tracked data based on 2 billion social ad impressions, including ad spending for all ad types on Facebook, across both desktop and mobile channels.

Kinetic Social is a programmatic social media platform that delivers paid social ads, and more than 90% of its clients are US-based.

According to the data, almost half (or 44%) of 30- to 60-second video ads on Facebook were viewed to completion. Meanwhile, those that ran 30 seconds or less saw a 26% completion rate. Interestingly, 2-minute or longer video ads had the second-best completion rate of 31%....

Without ever getting into YouTube, you can do short videos on several social media sites. On Vine, they last six seconds, Instagram they are 15 seconds, and on Google+, LinkedIn, and Facebook the videos can be as long as 2–3 minutes. Once videos are created, they can also be pinned on Pinterest.

You don’t need expensive camera equipment, though it will add to the quality if you do use something different than you smartphone camera. It should do a decent job until you have the funds to invest in something better. Short videos are like a dessert or snack, just enough to satisfy and not so much that in the middle you’ve had enough and are trying to figure out how to end it sooner rather than later. And getting the story or information visually is almost always preferred to reading about it.

Blog posts, ebooks, whitepapers, and other forms of written content can do this quite well, but written content just can’t beat video content on a number of levels.

Video content:

- Has a lower price of entry (easier to watch a few seconds of a video than read a few sentences in an ebook)

- Can convey a larger amount of information in a shorter amount of time (not always the case, but often the case)

- Is more accessible to some audiences (not everyone can read/wants to read/can read well/finds reading enjoyable)

- Is more engaging (audiences are more engaged by video content than by written content)

- Can more easily and more powerfully engage an audience emotionally....

Now, we know that video works. According to a recent study by Animoto, over 76 percent of small businesses say they can measure a marked result from the video content that they’ve created. Plus, we have the anecdotal information from places like Facebook and Twitter and every single platform is integrating video into their application today. So that’s not the question. Video is here to stay. The question is, what should we put in our videos, and how long should they be?...

And I know I’m not alone. According to another study by our friends at Vidyard, 56 percent of videos created by businesses today are two minutes or less. And the audiences are responding to this. 53 percent of videos that are 90 seconds or less are watched to completion. That means that over 50 percent of people who are watching videos that are 90 seconds or less are actually completing them, which is pretty good given our attention spans are now, what, seven seconds or less? But compare that to videos that are 30 minutes or more, and you’re only getting a 10 percent completion rate. So if you want people to watch your videos, shorter is better....

Explainer videos are a killer way to get information out there. Getting all that awesome information out in an effective, colorful way is a wonderful method of increasing brand authority and gathering online traffic. However, a video that’s too long, fuzzy, or boring are pretty common mistakes. Here’s our least favorite errors and some of the simple fixes that will give your video a boost.