We’ve already covered (and you’ve already read) why video content is a crucial component of any worthwhile marketing plan.
So now that you’re taking the plunge into making your own video, or hiring an agency that can, you need to recognize that new eyes will be watching your company.
Let’s talk about how to make your videos perform better.
What does your customer base care about?
That’s the most important question to ask before creating your script, storyboard or budget.
Why?
Understanding what matters to your customers will influence all the above. You don’t want to waste time and energy on videos that won’t convert.
So, how do you find out what interests your audience or what information they need?
A good first source would be your website’s analytics to see which pages are visited most often (obviously).
You could also tap into social media and read topics on forums dedicated to your industry.
Even better, you could engage fans and followers directly on your social media channels by asking them to answer a poll. Give them a wide range of topics to choose from and go with the one people seem drawn to the most — either in number or sentiment.
How long should your video be?
Answer: It depends. And no, we’re not trying to dodge the question.
The fact is, people are willing to invest different amounts of time depending on where they are in their decision making.
Vidyard has a great breakdown of what time target you should be aiming for based on this factor. The whole thing is worth a read, but if you’re crunched for time (see what we did there?):
- Top-of-funnel (awareness): 30-90 seconds
- Mid-funnel (how-tos): 2-10 minutes
- End-of-funnel (demonstrations or sales presentations) 5-10 minutes
Think of it this way: People will invest more time researching the closer they are to spending their hard-earned money.
So, tease them with something short and memorable when they’re just beginning to browse — and spend more time convincing them when they’re about to buy.
The shape of the screen (and frame) matters
Here’s something most people don’t give a second thought to: The shape of the video they watch — or make.
When it comes to viewing completions, interactions and overall performance – the stats that matter – square vs. landscape presentation matters. A lot.
For instance, square videos perform better (i.e. higher completion rates, views and engagement) on mobile.
Why?
They take up way more screen-estate. (That’s a word, right?) 78% more to be precise.
It’s harder to avoid something if the thing in question is bigger.
Conversely, landscape videos perform better on desktop or laptop.
Most people pull the purchasing trigger from their desktop. So, it’s reasonable to infer that landscape videos would be best suited on a product page and square videos on a landing page (or Facebook/TikTok/Instagram).
What’s Your Hook?
Social media sharing is certainly one of the most affordable ways to get more video views.
But regardless of how people eventually view your cinematic skills, one thing is constant: That first frame counts more than anything.
We’re not talking about the first second of the video (although that’s important); we’re talking about the exact frame you choose as a thumbnail image to give a one-one-thousandth-of-a-second impression.
Choose the most interesting or vivid millisecond of your video and make that the image to reel in your viewers.
And while text overlays are generally – but not always—advised, try associating a provocative question or tantalizing benefit as a super (the text that overlays an image or video).
You know people should watch your video. Tell them why right off the bat.
Align your CTAs
Here’s a counter-intuitive business statement: Selling isn’t always everything.
At least directly.
Most assume (rightly so) that every video should end with a prompt to buy, call or sign up.
But here’s the thing: Most people will do that without being told to if they like what they see.
Sometimes, every once in a while, it’s okay to ask them to do something different.
Maybe you want more social visibility; so ask for a like or comment.
Or, maybe you just want your audience to be more creative. You’re simply asking them to use their imagination… preferably with your product.
Whatever you ask them to do, make sure it’s appropriate given their likely position on their buying journey.
You don’t want to be too soft when the deal is all but sealed, but you also don’t want to come on too strong too early in the process.
That’s a Wrap
And there you have it: A smattering of things to remember when you’re creating your first (or fifteenth) video to attract and retain more customers.
Still deciding what type of video makes most sense for your marketing goals?
Check out our reel for inspiration and reach out to discuss how Stealth Creative can help.
