Although the popularity of video marketing is growing steadily, make sure not to neglect the important basic requirements to ensure the produced clips are as successful as possible. Nowadays, it isn’t enough to create well-produced film material or to attempt an original idea in a low-budget way. The success of video marketing depends on how well the content spreads, therefore one has to make it as easy as possible for the user to share the content.
Company-owned social media channels on Twitter and/or Facebook often have a small reach since the number of organic likes is relatively hard to achieve. The followers are usually the company’s own employees or users that are close to the business in some other way. YouTube is most popular, since the platform specializes in videos and short clips.
In addition to Google, YouTube experiences the most search requests by users from around the world. A successful clip won’t just remain a local phenomenon, but will also spread further afield. If the focus is on international spread, you should make the video easy to understand and, if possible, add subtitles.
The subject of the video must be appealing to the user and the message should be easy to understand in a short time. However, besides the content, the keyword ‘optimization’ is also crucial for the video’s success. For a good hit rate among users, you should include the appropriate keywords in the video’s title and description. Research these first and use the ones that are searched for the most frequently.
In addition to YouTube, there are other platforms on which the public can find your videos. For users with more artistic requirements, Vimeo is a good place to start. Compared to YouTube, this platform offers better technical possibilities for uploading high-quality videos online. The compression rate is not as severe as it is with the competition, and for a small fee, you can upload entire movies in high framerate and resolution via a Premium account.
Social media top dog, Facebook, has also jumped on the video marketing bandwagon. The network recently introduced the autoplay feature, which automatically starts video clips as they appear in a user’s feed. Users’ reactions to this new feature weren’t as good as hoped, since it made it almost impossible to escape from videos in their feed. However, from the perspective of advertisers, the autoplay feature offers higher chances of click rates and shares.
The fastest booming section of the web is the mobile sector. In video marketing, it’s therefore essential to optimize clips for tablets and smartphones. The younger generation is using mobile devices more than computers, and the platforms are adapting to this. It’s possible to make use of all of Instagram and Snapchat’s functions on mobile devices.