15 Tips For Creating Video Content That Converts
Video content is a major trend in 2016. Your business should be investing in video content marketing if it’s not already.
Why video? And why now?
First, internet bandwidth finally allows us to watch video from any device without much hastle. Thanks Netflix.
Second. Mobile technology, both hardware and software, is driving innovation in video. Our smartphones are now very high quality and easy to use video cameras and even editing suites. We also see more and more apps from Instagram to Snapchat to Periscope and beyond, making it easier to create, share and view video.
Lastly — content saturation is driving many businesses to invest more in video content. With so many Tweets and images and blog posts out there it’s getting harder to stand out, to make a splash. There is less competition with video content, and thus more opportunity.
We hosted a webinar last week with Cision and video content expert Jeff Barrett about video content that converts. It was the most engaging topic we’ve seen.
Here are some of the top video marketing tips from Jeff and I during the webinar.
1. Don’t try to create a moment
Instead of creating videos you want to go viral or start a trend, try creating video content that taps into existing conversation on the web or in your industry.
2. Video works best when it is something you have not seen before
Create something truly original is difficult if not impossible. But knowing what your audience is use to seeing or what your competitors create can help you. Do videos from your parking lot. From your car. From the warehouse or the rooftop (please consult legal before creating any rooftop videos).
3. Don’t stress about video quality
People connect with things that feel more real. Interviews, iPhone video, and shaky selfie videos are authentic to our daily lives. You want to create a video that is visually easy to understand and does not make me nauseous because your moving the camera too much, but don’t be afraid to drop the tripod and lighting kit for a different feel.
4. Stick to a schedule
No matter the platform or video type you want to create, look for opportunities to create consistency. If you are able to convert your viewers to a routine, it greatly helps your long term success.
5. Influencers are uniquely important to video distribution
Build a base of influencers to help share your video content. This might include employees, customers, industry leaders, content creators, and the media. And likely all of the above. Cultivate this audience before you need it. Include them early in the process, give them special access. Video is a very snackable and shareable medium — plan for that.
6. Create pre-packaged video
Create video and animations in advance that can be used to respond to as a specific emotion or respond to a common questions/topics your business engages in conversations about online. This is especially useful for customer service, frequently asked questions, and events.
7. Don’t stress about posting daily to Snapchat
On Snapchat, you do not have to post every day to be successful. CyreneQ is a Snapchat influencer that can earn $10k per branded story, or more. She posts once or twice a week and still has a very engaged audience with a 90% or higher response rate to her stories. If it has been 8 days since you last posted on Snapchat, that’s fine.
8. Promote your Snapchat stories every time you post them
Your Snapchat content is a silo. Not everyone in your audience tunes in every day. When you do have something to say on Snapchat, plan for that and use your full resources to let your audience know.
9. Use video on your landing pages
Video can increase your landing page conversions by 80% or more. Keep these videos shorter, at around 30 to 60 seconds, and make sure to give one clear call to action.
10. Facebook video generates higher engagement
Video is still being heavily emphasized by Facebook in their newsfeed. Combined with the fact that video content is more emotionally engaging to start, and it’s no surprise that video creates more response on Facebook than other content.
11. Ideal video length is 60 seconds
Jeff recommends 60 seconds for the length of most of your video. At Social Fresh most of the expert recommendations we have curated land between 30 seconds and 3 minutes. The reason is simple, your total engagement drops the longer your video gets.
12. Use a better mic when possible
Audio quality is more important than visual quality.
13. Edit out background noise when it is distracting
Free software like Audacity can help you reduce or eliminate distracting background noise in your videos. You can keep background noises in when it helps tell your story and not distracting.
14. For Facebook video, test video without audio
Autoplay videos do well on Facebook, but autoplay does not work as well if the audience NEEDS to hear the audio. For various reasons on Facebook and other video channels, audio is not an option for your viewer, or is a barrier. Subtitles and videos that focus on engaging visuals improve results. Focus on visuals that hook the viewer in the first few seconds.
15. Measure your video content success in 3 ways
A. Keep track of the time and resources needed to create a video. Video content success depends on how much it costs you to create each video. B. Define platform specific engagement metrics. C. Always have a conversion point. This can just be sharing your video or making it to the next video in a series. Or it can be a traditional lead gen or sales conversion.