Today, consumers find videos are more memorable than traditional marketing content. Consumers also find videos more convenient to engage with.
This makes videos posted in social media a must for any digital marketing strategy.
There is an art to creating the perfect social media marketing video.
You only have seconds to grab a viewer’s attention. Quality produced videos are what is grabbing consumers attention.
Here is a typical sales-funnel showing how to use videos in social media.
Understand Why Consumers Are Watching
When a viewer clicks to watch a video you only have as little as 7 seconds to not only grab their attention but reassure them that the message being delivered in the video will live up to their expectations.
7 Seconds is not a lot of time and is very difficult to capture consumers attention in that short of amount of time. You need to consider the number of distractions and competition on social media platforms the consumer have to wade through to get to your video.
When creating a video, it’s very important to understand your audience’s goal. Why are they watching your video in the first place?
- Do they have an issue or problem they are trying to alleviate?
- Do they have an issue they might not even know about, but will so?
Don’t force the product or service on them. Again, knowing the reason they are watching will help you better shape an opening.
Whatever you do, you need to connect to their specific needs or issues. So start by introducing the issue or pain point they may be experimenting with direct language like “you” or “your company.” Ask them questions or set up a story that capitalizes on human emotion and walk-through the issue they may be having.
Gotta Have Attention-Grabbing Thumbnail on YouTube
With the speed consumers scroll through their social media feeds, you have to do something that grabs their attention to get them to stop on your video.
Some tactics that work well are placing banners in video thumbnail that have a question similar to a banner with a statement like: “Don’t miss this opportunity!” An out of the ordinary picture can get viewers to stop scrolling.
Deliver Quality Value
Grabbing and holding the viewer’s attention long enough to state the value of the product or service and how it can solve their issue is paramount in any video produced. So, how can you hold their attention once you have it?
Deliver value and always use subtitles. Do not be afraid to give away your company’s “awesome sauce.”
If you can give consumers actionable advice they can actually implement themselves and it works, then they will trust you.
Always deliver as much value as possible to gain credibility and trust.
Your product or service pitch has to tie in flawlessly into the video. It’s important to do not affect your viewer’s thought process.
If you place a product or service pitch in the wrong place or time in the video, you could potentially lose the user’s interest because they weren’t ready for it.
Always make sure the pitch ties in and is properly placed in the video.
To pique interest, deliver your pitch quickly and get to the point. Don’t go overboard with accolades or too much information.
You can link information to your Calls-To-Action or next steps in the video.
Respecting the viewer’s time by walking them through a problem and offering a solution speaks volumes on the value your product or services delivers..
Call To Action
Always include a Call-T0-Action in your video. Don’t just leave the consumer hanging.
- If there is a button or link provided, have them click it to learn more.
- If your content is engaging enough and delivered enough value, they will take action.
- At the end of a video, point to where the link or button is depending on the platform.
YouTube is by far the best platform for marketing, YouTube offers the ability to have buttons for viewers to click to “Contact us.”
At the end of every video say: “Click the ‘contact us’ button” while pointing to wherever you plan on the button to be on the screen. It makes the video seem even more real.
Whatever route you decide to take, make sure you indicate in the video — whether it’s in your words, annotation or lead forms — you are giving a clear next step.
A viewer’s time and attention are sparse, so when you (digitally) take their hand and show them next steps, it will greatly increase the chance they will take that action you want them to take.
Remember, you need consumers to trust you before you can ask them to do anything.
Contact SyncLab Media to learn more about all of our video-centric digital marketing solutions. Click HERE to email us!