Videos can convey your message more effectively than text. Research indicates that videos are up to 50 times more likely to receive an organic first search page ranking than a text based page. The problem for marketing professionals is knowing how to stand out when there are so many videos vying for attention. Here are my tips:
1) Have a clear objective and message
Think about who you want to watch your video. Are you trying to reach members, the general public, policy makers, or other stakeholders? The way you approach your subject will depend on who your audience is.
2) Concentrate on the start
The image at the start of the video is key to grabbing someone’s attention in their busy social media timeline. Also, most viewers will decide whether or not they’ll want to continue watching within the first 30 seconds – so you need to hook them in quickly.
3) Make it look good
An obvious point but your video reflects your organisation; viewers may gain their first impression of your professional body from watching your video so it is important to get it right. You don’t always have to go to the expense of hiring an external company to produce the video (although I think there is an element of ‘you get what you pay for’). There are plenty of apps available to help you create a great video. Ensure the video is on brand and reflects well on your organisation.
4) Think about going native
Many organisations upload videos to YouTube and then share it across all their social networks, but this isn’t always the most effective way to share video content. It can be more successful to add the video natively – where the video is uploaded on the network itself. Quintly, a social media analytics platform, carried out some recent analysis which reported that Facebook native videos received 4 times more interaction than videos hosted on YouTube.
5) Beat the video silence
Most video hosting channels now offer autoplay as standard (especially when uploaded natively), so when users go to their stream it starts to play. The videos will play silently until the viewer chooses to interact with it. If you want people to understand your message then adding subtitles lets them appreciate what you have to say without needing sound. If they read something that interests them they can click to watch the video and hear the sound.
6) Keep it short
Don’t try to put everything into one video. It is best to focus on one or two main points and ensure that your audience understands it. Some of the best videos are less than two minutes in length. If you have more to say, why not produce a series of short videos, rather than one long video. The longer your video, the more likely it is that your audience will switch off, and not make it to the end of your production.
I love this Association of Project Management video outlining what project management is. It has an impressive 17K views.
What do you think? Have you used video as part of your communications?