We’ve been blogging regularly about the growth of video as a key trend in digital marketing. The amount of online video being watched is increasing by the day, and getting the content right in the first place is paramount to ensuring high levels of engagement, yet it is also very easy to get caught up here and slip at the final hurdle when making the final edit and amplifying your content on your channels.
As video has been proven to give significant return on investment when done right, here are our three most common pitfalls to watch out for.
Think carefully about online video length
Although it can be tempting to get as much content and key messaging in as possible for your brand, this is likely to end up doing more harm than good. Recent eConsultancy research shows that average viewing time for online videos is 1 minute 30 seconds. Whilst this will differ depending on the style and subject matter, and your video doesn’t have to end at exactly that mark, it does pay to get your important points across within this time frame to have the best chance to engage people before they switch over.
Give your search terms some love
It’s amazing how easily a video can be lost in the online sea if the correct search terms and tags aren’t used when uploading. This is the last thing you want as it makes the effort you put into producing the video a total waste of time. If YouTube description keywords sit in line with what your customer is naturally searching, your video will appear higher in the search results. Use a keyword analysis tool such as Google Analytics to generate suggestions, or even type in suggestions to the Google search bar to see what it suggests. If you’re working with influencers, be sure to get their insights into what terms work well for their content.
Keep your consumer journey as visual and seamless as possible
When promoting your video, be sure to give it the best chance of people watching it by making it as easy as possible for them on the channels you use to amplify. For example, Business Insider reported earlier this year that people are now watching 100 million hours of video on Facebook every day, but much of this is the silent autoplay content in their news feed. This makes it all the more important for your content to get its message across visually – don’t leave it all up to the voiceover. As an even simpler tip, be sure to upload the video itself rather than including a hyperlink to it in your post.
We predict the possibilities for video marketing will continue to grow, so it is vital to get the basics right now to keep scoring the best return on investment as the competition for views gets fiercer and the tactics get savvier. Bring on the next video revolution!