Four Simple Steps to Crush Video Marketing

January 25, 2019Katherine Wolf


When it comes to digital marketing and storytelling, video is the future. It’s estimated that 80% of all internet traffic this year will be video, because no medium is quite as effective when it comes to creating captivating content. Don’t believe us? While viewers only remember about 10% of a message they read in text, retention catapults to 95% when watched in a video.


Clearly, using video in your digital marketing strategy is more than just a fad. If your brand is ready to get on board, how can you optimize your video budget for increased reach and maximized ROI? We’ve got you covered with four simple steps to crushing video in 2019.


1. Create a clear vision. Maximizing your video budget starts with strategically planning your overall content strategy. Before you begin shooting, map out which platforms you’ll post various videos on, the specific audience each is speaking to, and what your campaign goals are. Whether it’s to simply spread awareness, directly drive sales, or solve a problem your customers regularly face, spending more time up-front on strategy and pre-production will help reduce bottlenecks in the more expensive phases of production and editing.


2. Check your specs. Not all video is shot the same, as the format and framework will depend on its purpose and the platform you’re planning to place it on. High definition, full-screen videos are great for longer-form pieces, website homepages, and brand sizzle reels. Square or vertical videos are best for social media and mobile devices, and since over half of all video is viewed on mobile, you’ll definitely want to keep that in mind when shooting. Don’t forget to caption your videos, as 85% of all Facebook videos are watched without sound.


3. Show your value. No matter how amazing your idea is or how stunning your visuals are, you won’t achieve the ROI you’re aiming for unless your video content is actually valuable to your audience. A recent Google survey uncovered that most viewers turn to video for very specific reasons: over 70% are looking to solve a problem in their job, studies, or hobbies, and 86% said they use online video as a tool to learn something completely new. As video becomes a more commonplace and popular marketing tactic, ensuring that you’re genuinely helping your viewers learn, answer questions, and solve problems is the best way to break through the video clutter and ultimately foster long-term loyalty to your brand.


4. Optimize for social. Making sure your video is social-ready is crucial, as video generates 1,200% more shares than text and image posts combined. If you’re already creating a video to use elsewhere, such as in an email campaign or on your website’s homepage, good news—you don’t need to create something completely new for social! Instead, consider creating 30, 60, and 90 second snippets of your video to leverage on various platforms. You may want to use a 90 second version for a Facebook or LinkedIn post, then use a shorter snippet for an Instagram story or Tweet.


By following these four steps, you’ll be well on your way to crushing video. Want to know more? Reach out to our experts for strategic support and stellar video services, and check out our video below: