Your video content has 15 seconds or less to grab viewers’ attention before they hit back or scroll through their “recommended” list.
Remember, you’re fighting to earn screen time against countless other videos. The list is endless: branded videos, newly-released music videos, recaps of sports games, late night talk show clips - it goes on and on.
As a marketer, your video must work hard to grab attention, much less sustain that attention and persuade viewers to act.
With the right strategies in place, your video can serve as one of your strongest marketing assets, earning a high number of views and driving your viewers further along the customer journey.
Let’s face it - unless you’re a YouTube star or a trending celebrity, no one is going to spend their time and energy looking for your video. They don’t know you and you shouldn’t expect them to know you. That’s where good SEO practices come into play because, at the very least, your video can appear in a user’s search results if it’s properly optimized (and is relevant to the user).
SEO is the chameleon of digital marketing. It’s constantly changing its colours to match and suit the trends taking place in the digital landscape. And now that we’re almost in 2019, there are some new standards to keep in mind to make your video more discoverable on search engines.
You wouldn’t haphazardly move into a neighbourhood because that could mean moving next to noisy neighbours and having a 2-hour commute to work. You’d spend the time to choose a neighbourhood that compliments your lifestyle.
Start thinking of video uploads as a form of digital real estate. The right choice of platform takes the load off of your shoulders in terms of optimizing your videos because you will naturally put it in front of the right people.
The more traction these videos are able to receive organically, the more credible it will seem to search engines when pulling search results.
Keep these characteristics in mind, because your video may perform great on one platform and poorly on another. Of course, you can always upload your content onto multiple platforms to see which one it performs better on (the results may surprise you).
The other side of the video optimization coin - SEO being one face - is optimization for web browsers and physical devices themselves. Aside from keywords and text descriptions, search engines weigh video UX when ranking videos.
Tragically, many videos with great content lack in terms of load speed, frame size, and display quality. Remember, today’s viewer has little patience and spends more time on their phones and tablets than they do on laptops or desktops.
So do your viewers and yourself a favour by ensuring your video looks crisp on all browsers and devices. After all, not every member of your audiences uses the same browser or devices.
Here’s a common occurrence - someone clicks on a video and starts watching it, enjoying the content they see. But then they notice the run time - it’s 20 minutes long. They may tell themselves, “hey, this video looks cool, but I can’t watch this right now - it’s too long.” They never return to it.
On the flip side, someone might click on a video about a subject that they’re really concerned about or would like to learn. They click it, start watching, but then realize there are only two minutes of content. So, they skip it and look for a longer video that has more to offer.
The lesson? Video length matters. Of course, it goes beyond merely deciding whether it should be long or short - what really matters is the strategy behind the video’s length.
FB Video Cover - 20 - 90 Seconds (maximum)
Profile Video - 7 seconds (maximum)
Ideal Overall Video Length - 60 - 90 seconds
Maximum Video Length - 2 hours
FB Live Streams - up to 4 hours
Ideal FB Live Stream Length - 15 minutes
FB Stories - 20 seconds (maximum)
Maximum Length - 2:20 minutes
Ideal length - 43 - 45 seconds
Maximum length - 60 seconds
Ideal Overall Length - 30 seconds
IG Story Ideal Length - 15 seconds
IG Live - 1 Hour
IG TV (smaller accounts) - up to 10 mins
IG TV (larger/verified accounts) - 1 hour
Ideal Length - 5 - 7 minutes
Maximum length - 12 hours
|Maximum video length - 10 minutes||
Maximum video length - 30 minutes
Ideal length - 15 - 30 seconds
The crew who will produce a brilliant product demo won’t look like the crew who will produce an emotional branded film. Video production is a multi-faceted beast, and it takes different skill sets and personalities to tackle different video formats.
Your internal team should obviously play their part no matter what type of video you produce because you know your product/service better than anyone else. However, you have to know when to take charge or get an outside perspective for a video you want to work on. How do you do that? It boils down to matching the right talent with the right format.
Creatives → Artsy folk such as film directors, writers of film/TV, novels, conceptual visual artists (photographers, painters), actors/comedians/musicians.
These folks will excel at creating glossy branded films that depend heavily on narratives, humour and high-art concepts.
Marketers/Sales → More than likely, the people on your team/in your department - the copywriters, salespeople, strategists, product designers and managers.
These are the teammates you rub shoulders with daily. With a little outside support, you can produce videos such as product demos, tutorials, behind-the-scenes culture videos, live streams and personalized videos.
Educators → These are people who are people who have lessons and insights to give. They can include marketers and salespeople on your team, but also, subject matter experts (SMEs), researchers, teachers, journalists and influencers.
Anyone can fit the category of “educator”, providing they are experts in their particular field. These individuals can serve as consultants or direct contributors for videos such as explainers, documentaries, reviews and Q&A (interviews).
One of the most appreciable qualities of video marketing is variety. There are numerous types of videos, each with different strengths and weaknesses, and levels of popularity among differing audiences.
Choosing the right format should revolve around your strategy. To start, review your buyer persona/audience profile because different age groups and subcultures gravitate towards certain video formats.
But don’t forget to see what your competitors are doing so you can learn from them. Watching your competitors will give you a sense of what opportunities they have yet to capitalize on, and what gaps you can fill with your own video content.
Finally, look at trends. That means looking at past videos of yours that have performed well and video trends in the marketing realm that have proven to be effective for your industry and audience. In this regard, if there’s already a winning formula, there’s no need to deviate from it.
This may look like an exhausting list of tasks to complete, but incorporating these techniques can mean the difference between massive video success or viewer apathy.
There’s no doubt in mind that you want your video to be in the former category, so it’s essential to have a robust strategy in place.
And don’t fall for the trap of “viral” success. Many of the world’s 30-second videos that went viral were actually the result of months upon months of planning, strategizing and building upon previous failures. Very rarely were they lightning strikes of random genius.
Remember, this saying: “It takes 10-15 years to become an overnight success”. You certainly don’t need to wait a whole decade to taste success, but it’s important to remember that results won’t come immediately.
So stay patient, stay hungry but more importantly, stay persistent.