The Value of Adding Video to Your Content Marketing Playbook
Video is one of the most powerful types of content that content marketers can use to engage their audiences and drive brand awareness. Video content offers a fun and effective way to not only connect with your audience but to do so on a personal level that adds a human element to your brand.
Before we jump in, I would like to take a moment to familiarize yourself with these stats as it’ll help give context to why video content is so valuable in your content marketing and brand building. These are only three statistics too. A quick Google search will reveal an alarmly overwhelming amount of statistics out there.
- Visuals are processed 6000x faster than text.
- Viewers spend 100 percent more time on web pages with videos.
- Viewers are 85 percent more likely to purchase a product after watching a product video.
Why is there an emphasis on video? Video content has become mainstream in part due to the advancements in technology where now any device can support playing video, coupled with the oversaturation of written content. Facebook (the number one social media player) favors video content in their newsfeed algorithm, evident by their continuing support of live streaming both on Facebook and Instagram.
The consensus video length seems to be around 60 seconds, with experts recommending anywhere from 30 seconds to 3 minutes depending on the platform the video will call home. All of this and more can be found in a recap of SocialFresh‘s webinar discussing tips for creating videos that convert.
As you plan out and create your video, I want you to keep these 4 tips in mind.
1. Have a personality.
I can almost guarantee you that you’re not the first one to record what you’re recording. If you are, you’re a content marketing genius and we must meet! It’s your personality that will make your video different than any other before it. People love brands with a personality they themselves can relate to.Explain what you’re doing. You know your product or service better than anyone else. Don’t fall into the trap of assuming that everyone else will be able to follow along with your video. Your video might be the first contact people have with your brand. Make sure you come across as being helpful and conscious of their problems.
2. Explain clearly what it is you’re doing.
You know your product or service better than anyone else. Don’t fall into the trap of assuming that everyone else will be able to follow along with your video. Your video might be the first contact people have with your brand. Make sure you come across as being helpful and conscious of their problems.
3. Bring value to the table.
Why would someone stop what they’re doing and watch your video? What makes it stand out from the unending noise we’re faced with day in and day out? The more knowledgeable you are and able to share insights on a given topic, the more valuable your video becomes.
4. Frame it as a story.
Is there a beginning, middle, and end in your video? Does it present a problem and offer a solution?
There are two marketing masterminds I recommend following if you want to learn video marketing from the best and they are Gary Vaynerchuck and Jay Baer.
While your team is talking strategy, it’ll be important to answer the following 4 questions which I cover in-depth in 4 Questions Your Video Marketing Strategy Should Answer:
- 1. Who is your target audience?
- 2. What is your purpose?
- 3. What are the details?
- 4. Where will you be sharing your video?
Homework Assignment: Set aside a few minutes today and record yourself talking about your brand’s story, specifically what your brand’s mission and purpose is. You don’t need any fancy equipment or video production skills. All you need is your phone and a quiet space. In-the-moment video is quickly catching on as one of the more influential forms of video content, just ask Snapchat and Facebook. This short video will do wonders by putting a face to your brand. It’ll also present your brand as more personal and approachable.