Welcome to the second part of my guide to video marketing! You can read the first part here.
This time I focus on ways to create engaging content, and how you can measure the impact your video has made.
Knowing the different kinds of video is one thing, but how do you keep audiences engaged? Try some of these hacks to get the most out of your content.
The first three seconds
The first three seconds of your videos are the most important when gaining your audience’s attention. Data taken from Facebook shows that people spend 1.7 seconds on average on a piece of content on mobile compared to 2.5 seconds on desktop. Try hooking your audience with motion, bright colours or text to grab their attention.
Know your audience
There are many factors which influence the way audiences behave online, including industry and age. Adults, for example, are 70% more likely to use a smart phone to go online. Knowing who your audience is can help you make creative decisions to maximise your impact.
Call to action
A call to action (CTA) is a statement designed to get an immediate response from the person reading or hearing it. This could be asking viewers to visit a website or purchase a product. Try using short and punchy copy to prompt a response from your audience. Additionally, personalised copy has been found to perform 202% better than basic call to actions.
Once you’ve shared your video online, it’s useful to track the impact it’s making. There’s a host of measurements which can be used to track video performance, depending on what you’re trying to achieve. Here are some useful metrics to know:
If you’re trying to measure audience size, shares are a great indicator of how many people you’re reaching. Additionally, this metric is a useful insight into how audiences perceive the value of your content. Highly shared posts indicate that audiences find that topic or type of content particularly interesting or helpful.
Measuring how many people are interacting with your posts is key in determining what’s working and what’s not. This can be done by measuring engagement, which includes comments and likes. If certain content has low engagement, consider why this might be and focus on high-performing posts.
If you’re trying to measure awareness of your brand, views are a useful way of tracking how many people you’ve reached. In addition to this, views are a great metric to use to show others how much of an impact you’re making.
Demand for video isn’t limited to entertainment. In fact, 93% of businesses say they’ve captured new customers thanks to video on social media. Use this guide to see how you can use video to make a positive impact.