By Neil Wood-Mitchell
There is no denying that video is a powerful tool. According to Forrester Research, 1 minute of video is worth 1.8m words. Video provides a multi-sensory experience – an audio, visual and emotional experience all in one.
When done properly, video has the ability to change people's behavior, define your brand position and allow you to remain firmly in the mind of your target audience.
To get the maximum benefit from your video follow these top 10 tips:
1. Know Your Audience:
Before you start the whole video process it's vital for the success of the video that you are clear on your target audience for the video and that you understand them. Knowing and understanding your audience is required to truly inspire them to further engage and connect with you.
2. Keep it Short:
Short videos are more engaging than long videos. The general rule is that your video should be no longer than 3 minutes. People have short attention spans, so it's vital you put across what you want to communicate quickly otherwise you run the risk of people not watching all the way through.
3. Make it Compelling:
Nobody is going to engage or respond to boring or poor quality video. Video content should be as visually interesting as possible, with every shot containing new information specific to your story.
4. Grab Attention:
People will decide whether to continue to watch in the first 20 seconds. Therefore your video needs to grab attention right from the start.
5. Call to Action:
So you've got the audience's attention, but one common mistake is to leave out a call to action. Your video needs to clearly lead customers towards taking an action and/or making a purchase. Let them know what their next step should be after watching.
A common mistake is to simply place a video in one location, such as on the company website. You should also share it on online video platforms such as YouTube, on your blog, in your email campaigns etc to maximize exposure.
7. Embrace Social Media:
An important medium to share your video is social media as this allows you to engage with your online community of fans and allows them to share it with their network, which will increase the exposure of your video.
8. Make it Shareable:
If you upload your video to your website, give viewers the option to share it. Again this is aimed at increasing the exposure of the video and will help search rankings.
9. Optimize it:
Any video on your website should be fully optimized as Google, and other search engines, put more search engine ranking value on online video. Forrester Research found that videos were 53 times more likely than traditional web pages to receive an organic first page ranking on Google. This means an optimized video can shoot your website up the search rankings.
As with any marketing activity, it's important to measure the results of your video. This allows you to understand what content ‘works' and what platforms are the most effective, so that you can focus more time and attention in the right places.
Neil Wood-Mitchell is the founder of Three Motion, a digital motion media company specializing in the development and production of Digital Video and Motion. Connect with Neil on Twitter: @ThreeMotionUK.