Grab the Popcorn: How to Make Video that Rocks Your Marketing Strategy

in Digital Marketing Strategy & Trends | by Amanda Baird

In the digital world, video reigns supreme, and that isn’t going to change any time soon. It’s estimated that by 2019, eighty percent of internet traffic will be video. Ready to give your marketing strategy a boost with video content that rises above the rest?

Our video geniuses have rounded up five essential steps to creating impactful video that amplifies your brand storytelling.

1. What’s your WHY?

Understand the purpose of the video that you’re creating, who you’re targeting, and what you want to achieve. It’s key to know what message you’re sending, who is receiving it, and when. Your viewers need to know what to do with the message you’re sending them, especially since viewers retain 95% of a message when they watch it in a video, versus only 10% when reading it in text. Give your video a clear, actionable call to action so your viewers understand and remember your message.

2. Give it Context

Where does your video live in the customer journey? Is it a stand-alone, or part of a series? Are you explaining a concept, demonstrating your expertise, or showing off a product? Video content is a great tool to guide your customers toward making a purchase. Roughly 50% of internet users look for related videos when shopping for products and services, so be sure to show off what you have to offer!

3. Tell A Story

Knowing whether your video should purely educate or push to purchase will inform the story of your video tells. Be sure to have a clear beginning, middle, and end, all of which tie back your message. Viewers look for authenticity, originality, and relatability in brand videos. When done well, video increases brand recall by as much as 33% and brand likeability by as much as 40%.

4. Execute Intelligently

The technical specs behind your video help make the most of your efforts. Be sure to stay concise, as videos under 2 minutes have the best engagement rates. Consider your resolution and aspect ratio based on your overall plan for your video. While widescreen HD videos are great for web use, lower-resolution videos stand up to compression social media and vertical or square videos translate easily to mobile feeds. Don’t forget to caption to not only make your videos accessible to a wider audience, but also make them easier to watch in noisy situations. About 85% of Facebook videos are watched without sound.

5. Distribution

Each distribution platform has a different purpose, and knowing the difference can make or break your video strategy. Short-form social media videos offer quick and easy message delivery with high engagement, with video generating 1200% more social media shares than text and images combined. Website video drives traffic and conversion by keeping people hooked on your message: users spend 88% more time on websites with video than websites without. If you’re at an event or have breaking news about your brand, consider going live on social media to engage your audience in the excitement! When it comes to inside access to important events, 82% of people prefer live video to social posts, and 80% prefer live video to reading a blog.

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Creating video content that fits into your greater marketing strategy is no small task. Here at Sparxoo, we know your brand strategy needs to work for you, and how to make video cooperate with your overall storytelling strategy. By following these tips, you’re all set to make a video that keeps your audience asking for more.

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ARCHIVE: 2017 Digital Trends Report