Video – One Essential Tool in Your Content Marketing Toolbox
By: Barbara R. Call | 06/26/2017
We live in a video-centric world. According to popular stats, consumers and buyers spend 1/3 of their online time watching videos.
It’s no different among technology decision makers, according to IDG Enterprise’s 2017 Customer Engagement Survey:
- 95% of tech decision-makers watch technology-related videos
Where are they watching?
- 71% watch on vendor websites
- 65% watch on YouTube/video channels
- 64% watch on tech content websites
And video in content marketing has real bottom-line impact, according to these stats compiled by Adelie Studios:
- Companies using video enjoy 41% more web traffic from search than non-users. (Source: Aberdeen)
- Videos on a landing page can increase conversions by 80% or more. (Source: Visually)
- Companies using video grow company revenue 49% faster year over year than organizations without video (Source: Aberdeen)
So, what does that mean for content marketers? Seems clear: Produce more video.
But not just any video will do. Viewers aren’t typically looking for 5-minute, composed and heavily scripted videos. In our “limited-attention-span world,” we’ve found 15-second animated clips, 30-second snippets, and 45-second compressed storylines work best.
Want to jump in? Here’s how to get ready for producing best-in-class videos to augment your content marketing efforts.
- Keep it short and sweet. Less is more. Heavily-produced and -scripted videos are useful – but only in specific cases like how-to videos. In most content marketing, short and effective is best. Think of 15-second video clips like tweets and posts – you need a high volume, with maximum impact at first glance.
- Adjust your message for timing. If you really want to understand a 15-second video, try recording yourself on your smartphone for 15 seconds. Shave off 1-2 seconds for an introduction and a call to action, and you’re left with about 12-13 seconds for a message. My point? Focus on 1-2 data points on screen. This isn’t the time for a big value prop conversation.
- Consider a range of digital styles. Animated videos, whiteboard videos – I personally like hand-drawn sketches of workers morphing into actual people. Cool stuff. Ask your Content Strategy and Creative teams what’s possible (within your brand guidelines, of course). And my next point…
- Keep brand guidelines front of mind. This is essential. Don’t work in a silo and be drawn in by the latest animation style or super-cool digital effect – make sure what you produce fits into your overall brand guidelines, and your overall campaign messaging.
- Adjust your messaging for timing. No, this isn’t a mistake. It’s critical, which is why I’m mentioning it again. Many video briefs or scripts have word count limits – our general rule of thumb is less than 25 words for a 15-second clip. Need to boil down a 1,200-word case study into a 45-second clip? Outline the essentials: Problem, solution, ROI.
I’ll close with one disclaimer: there are no hard and fast rules when it comes to video. Some rules are meant to be broken – and thinking outside the box is always encouraged.