How to Make Your Marketing Videos Engagement-Worthy

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Every piece of marketing communication your brand uses is typically based on supply and demand. Right now, video content is in high demand from consumers. 87% of people would like to see more video from brands during 2019. Social media platforms like YouTube, Facebook, Instagram, and SnapChat make it easy for brands to push out the video content their audience is asking for.


Brands are increasing their investment in video marketing year over year. If you aren't doing video marketing already, now is a great time to start. To reel in the engagement from your audience, you'll want to create engagement-worthy videos. There are some strong traits that all engaging videos have in common.


Accurate, Informative, Simple


Adobe conducted a survey at the end of 2018 to highlight consumer trends when consuming mobile content. The top characteristics consumers look for: accurate, informative, simple.


This aligns with the same principles of storytelling. All of your content – video included – needs to be to the point, valuable, and be easy for consumers to digest. Videos that make it easy for the viewer to find value in your brand and overall message will lead to increased click-through and sales conversions.


There are also pitfalls you need to watch out for when you create your video content. Consumers say they are the most frustrated when they encounter content that is spam, slow-loading, and irrelevant. If your video content contains any of these traits, your audience will head straight for the door. Strategy and execution are critical for success in video marketing.


Personalized content is a way to convey authenticity to your audience. Consumers engage more with personalized content compared to branded content that isn’t personalized. In fact, one-third of consumers are more likely to make an impulsive, unplanned purchase when viewing personalized content from brands.


Authenticity is essential to consumers now more than ever before. Traditional branded content is everywhere, and your audience isn’t tuning in when you put it out there. People want to do business with people, not companies. Adding personality to your content and giving a peek behind the scenes are ways to resonate as authentic and get your audience to identify with your brand.


While personalized content can go a long way, some brands are putting out content that is too personalized, to the point of creepiness. There are also brands not putting out personalized content whatsoever. If we picture "no personalization" and "creepy personalization" at both ends of the personalized-content spectrum, make sure your brand is striking the right balance somewhere in the middle.  


No sound, no problem


We’re addicted to our phones. In the U.S. alone, consumers check their phones 52 times a day. We check it when we wake up, while we sit at work, in the waiting room at the doctor’s office, and while we binge watching our favorite shows.


85% of Facebook videos are watched on mute. Maybe that’s due to the majority of us having the decency to not disturb others around us when we’re on our phones. It could also be the fact that 28+ million American adults are deaf or hard of hearing. If your video doesn’t contain subtitles, it increases your chances of getting scrolled over. Adding subtitles is effective even when the sound is on, as it gives your viewers a better understanding of your message.


Videos with subtitles receive:


·       15% more shares

·       17% better reactions

·       26% more CTA click-throughs


Short and Sweet

Shorter is better with video marketing. Your videos are competing for attention with everything else your consumer sees each day. If you're able to educate your audience quickly and concisely, then your video has added value to your consumer's day. You can create a series of videos and convey digestible amounts of information in an episodic format.


Keeping it shorter also helps with budgeting. This makes it more feasible to create a series of marketing videos around one central message that can be uniquely used for each social media platform.


HubSpot conducted research to see what the ideal video length was for the top social sites: YouTube, Facebook, Twitter, and Instagram.

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Closing Thoughts

Videos are becoming the preferred method of communication between brands and consumers. It's a chance for your brand to get some long face time with your audience – adding a personal touch through digital interaction.


Brands are investing more in video content year over year, and consumers are ready for it. People prefer brief, helpful, and authentic video content over any other form of branded content. Video marketing works for most company budgets, from large to small. No matter what level of investment, always aim to create quick and engaging videos that lead your customer to take action.


An engaging video will make a consumer stop and give you thirty seconds of their time. That's a significant amount of time, considering you only have approximately three seconds to get their attention. Some brands need a bit longer than 30 seconds to wow their audience, and that’s okay too! A good rule of thumb is to always keep your videos under 2 minutes long. The shorter, the better!

Taylor Landrum