Importance of video content for brand advertising in 2020… and in the years to come.

Why each social network requires a different type of video?
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Much has been said about the importance of videos in a brand’s marketing strategy, however, let’s talk more specifically:

Are videos important as part of an effective brand communication strategy?

Let’s listen to the market.

Regardless of the country where your brand wants to project its content, video content today has become very important on all platforms and channels. Video is no longer just a part of your overall marketing plan. It’s critical to your communication efforts and marketing campaigns… especially your social strategy. Why is this important? If you’re not creating a video, chances are you’re falling behind.

Today video has become a complete business strategy and has a holistic business approach, which means that all teams in the company must produce video content in a conversational, actionable and measurable way.

According to a HubSpot Research report, more than 50% of consumers want to watch branded videos… more than any other type of content. This report brings to light relevant aspects such as that video on landing pages is capable of increasing conversion rates by more than 80%, and the mere mention of the word “video” in the subject of your email increases the open rates by 19%. 90% of customers also say that videos help them make purchasing decisions.

Video is definitely important, but apart from having a professional marketing strategy and having a deep knowledge of the market we are targeting, our videos, what characteristics must they have to be effective?

What are the key points of video content to be effective?

Topic and relevance

The topic and relevance of your video are crucial components that will directly impact the performance of your work. You want to make sure that the idea you are covering in your video (regardless of the type of video) is something of interest to your target audience.

You also need to make sure that it provides them value in some way. Maybe you will make an explanatory video on a complex topic that interests them, or a video of a company history that will entertain them and allow them to get to know your business better.

Whatever it is, the main idea behind your video should be to provide value.

Structure and duration

Adjusting the structure and duration of your video so that they are accepted by social networks is one of the changes that will bring more positive results.

Some social networks, such as Instagram, Twitter or Tiktok, favor short content; But on others, like YouTube and Facebook, audiences are more comfortable tuning in for longer. It is essential that you take into account the particularities of the chosen platform and try to shape the content based on its environment. Only then can you benefit from the sense of familiarity that audiences expect from the formats they have become accustomed to.

We recommend that you read our article to clarify the subject: Why each social network requires a different type of video?

Miniatures and determining beginnings

The first seconds of your video are paramount. Most people scroll videos with complicated or unclear thumbnails, or will leave a video in the first few seconds if they feel that it is not directly addressing what its title says, or what the description or thumbnails suggested.

Some platforms take the first frame of your video as a thumbnail and / or automatically play its beginning without audio when someone scrolls through it. Because of this, you should strive to make these items flawless and as eye-catching as possible.

It is these details that will often determine the number of people who actually click to watch and the number of people who remain throughout the entire broadcast.

If you are convinced that producing a good commercial for social media, VOD or TV helps your brand reach your audience and increase sales, then we can help. Professionally producing a commercial for your brand is inexpensive. See the solution in the following link:

Upload it on each platform

A lot can be said about the benefits of using the native hosting of each platform you decide to share your content on. This means that if you plan to share a video on your YouTube and Facebook channel, you should upload your video individually on both platforms, rather than uploading it on one and sharing the link on the other.

This may influence when segmenting your audiences or affect SEO with these practices, but in the end, loading specifically gives you a number of advantages that are difficult to ignore. Native videos rank better on Facebook, for example. And there is also something to be said about people’s preference for content hosted on the platforms themselves.

Optimization

There are many people and companies who neglect SEO and content optimization.

Hashtags aren’t just for fun. Descriptions should not be left blank. Titles should not be riddles. Keywords must be researched and used effectively.

Each platform has different sections and features that allow for search engine optimization, and you should do your research and start applying them if you haven’t already. The difference can be huge once you start doing it.

Call to action

Do you know what is one of the most reliable strategies to get retweets consistently on Twitter? Just asking for them. That’s the power of well-placed and well-executed calls-to-action, and it’s something your videos shouldn’t be without.

Determine what your goal is for your video content. Is it to get more followers? Is it for people to share? Is it for them to visit your website?

Determine your focus, then include discreet and compelling calls-to-action that direct people to do something at some point in your video, usually in the middle or end.

Even though most of these tips are relatively simple to implement, their effectiveness cannot be underestimated. Its benefits are compound in nature and will show up once you start applying them to your content.

Start refining your video production process on social media and remember the tips above. From that moment on, you will begin to see a healthier and more consistent stream of engagement and responses to your videos.

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