A guide for marketers looking to get results from their investment in video.
Note: This is intended to be a quick summary. If you are looking for a more detailed outline or personalized guidance, feel free to get in touch with me at firstname.lastname@example.org.
Many marketers know that it’s time for video because at this point, we all know that video drives sales. In fact, it’s overdue. But that doesn’t seem to change that fact that video seems confusing and resource-intensive. If you’re reading this, there’s a good chance that you immediately start to get a headache when you start to think about your company’s video creation process.
Take a deep breath.
In order to get started, the first thing you’ll absolutely require is a strategy. Forget how you’re going to create videos (we’ll get to this later) and consider what results you are trying to drive. The answer to this should be easy. It’s the thing that gets you promoted. Sales! Revenue! Measurable business growth that can be directly attributed to your videos. Maybe I’m just self-centered or too focused on my own career success, but I always want to know when my work is directly responsible for driving company growth.
Next, where does your audience live? For most B2B businesses, the obvious answer is Linkedin. For B2C, the obvious answer is Instagram. But it’s always a combination and usually also includes Twitter, facebook, and YouTube. Increasingly, it includes Instagram Stories, Snapchat, and even TikTok. You’ll want to make sure all of your videos are optimized for each platform — some horizontal, some vertical. Some 6 seconds, some 10 seconds. Some with captions, some without.
The one thing that will hold true for pretty much any social video is that it should be short, snappy, and end with a CTA. If you’re putting 60 second videos on Facebook, you should seriously reconsider your approach (unless of course A/B testing shows that 60 seconds work for you… And if they do, wow! Kudos).
Finally, where are you driving your traffic to take the action that can be tracked and leads to business results? It rarely makes sense to create snackable social videos unless there’s a next step. For example, “Watch this teaser and click on this link to come back to our landing page and view the longer video, and then get prompted to give us your email.” When you start seeing these landing pages showing up in Tableau as a top contributing factor for your top of funnel, you know your strategy is working. And if you’re asking “Why doesn’t YouTube work as a destination instead of my landing page,” you should probably also give this a read.
Look, social isn’t perfect. Zuckerberg didn’t design Facebook for brands, and marketers will always deal with this kind of resistance from social platforms. But if you consistently post videos that make your audience smile and can drive this traffic over to an owned property, then you’ll end up with a healthier top of funnel.
Ok, so to summarize:
- Create a strategy that focuses on business results
- Develop and publish short-form videos that are optimized for each channel
- Drive your audience to an owned landing page with a trackable action that feeds your business goals
Now how do you iterative on your videos quickly and get them to support this top of funnel growth? Email me at email@example.com and I’ll let you know.
About the Author: James runs client success at Sightworthy, a platform for affordable and fast social video creation using pre-existing video assets.