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Customers and entrepreneurs alike have observed a big upward pattern in video content material over the previous couple of years, however what does this pattern appear to be virtually? A recent report by Hubspot sheds gentle on some key figures: 85% of businesspeople use video as a advertising and marketing instrument, up from 61% simply 5 years in the past.
Maybe crucial stat for entrepreneurs, although, is that 99% of people who use video content material achieve this once more the next 12 months. As soon as video is deployed, the outcomes communicate for themselves.
That’s, in the event you use the medium appropriately. Video can take brand voice to new ranges, however the type will not be a straightforward one to grasp. If you wish to get essentially the most out of your video technique, you’ll must tread fastidiously. Listed below are a couple of key issues to bear in mind:
Capitalize on current video platforms
Although video-embedded banner ads have gotten more and more fashionable, the very best vacation spot in your video content material is on platforms already primarily based round video: YouTube, Tik Tok, Snapchat, Hulu, and so forth. If customers can seamlessly go from watching content material of their alternative to observe well-curated adverts, they’re extra seemingly to answer what they’re seeing.
Consultants say that YouTube Adverts are the subsequent “blue ocean,” a spot the place entrepreneurs can count on to make between 4 and 5 occasions their typical ROI. Customers on platforms like YouTube are already primed for video content material — it’s as much as you to ship it to them. And as a substitute of ready for these prospects to seek out your movies organically, you possibly can shortcut the method by concentrating on them utilizing YouTube’s advert platform.
Ship high quality earlier than amount
With a lot pleasure about the way forward for video, it may be tempting to leap in headfirst. An vital factor to know, although, is that customers are already bombarded with extra movies than they might ever hope to observe of their lifetimes. If you happen to’re hoping to chop by way of all that noise, you’ll want to supply top-quality video content material.
Hootsuite has revealed a useful information for realizing what video formats and qualities work greatest for every platform, however your quest for nice content material must transcend orientation and pixels. Make movies that you just your self would need to watch, movies that may persist with folks after they watch.
Reveal your product — don’t peddle it
It’s one factor to inform somebody to make nice movies, however truly demonstrating how is one thing else solely. The 1st step is to make movies which have a basic respect for his or her viewers. Customers understand how helpful their time and a spotlight are to you, and your content material should earn it.
It’s vital to remember the fact that over 70% of individuals really feel that adverts are extra intrusive now than they have been three years in the past, in accordance with shopper insights company Kantar. Your video ought to mix in naturally with the content material round it and may by no means explicitly promote your product. As an alternative, show your product’s worth and emphasize a few of its key components – you possibly can belief shoppers to attach these dots on their very own.
Be a storyteller
If you happen to can land content material on a platform that helps long-form content material, lean onerous into the storytelling facet of issues. Video is maybe the best-suited of all advertising and marketing media in the direction of storytelling, and shoppers are prepared to reply in flip: 55% of consumers who love a model’s story are prepared to make a purchase order in accordance with researchers on the College of West Alabama.
All the info you’re hoping to share by way of video content material may be molded right into a narrative. Hoping to share product specs? Weave them into the story of the product’s conception and improvement. Wish to promote a brand new low cost? Present what went into making that worth drop potential. Clients will acknowledge and reply to your efforts, that means severe ROI down the road.
Comply with the three “E”s
If all else fails, you could have three easy commandments to comply with: interact, educate, and energize. You interact potential prospects by inserting your video content material in the appropriate place on the proper time, making certain that your viewers is precisely who and the place you need them to be. You educate them with well-written content material that’s elegantly produced and comprises info related to them. Most significantly, you energize them to interact along with your model additional, securing a brand new relationship in your business.
Whereas no two firms will need to produce the identical content material, following a couple of of those tips can go a great distance in refining your output. 2021 is poised to indicate simply how far video content material has come, and each enterprise value its salt ought to experience that wave so far as it takes them.