Statistics show that the development of Internet speeds during the recent period has helped significantly enhance the spread of video content online, as video will constitute 82% of the content circulated online by 2022, according to Cisco’s report on video usage statistics.
Live video will account for 17% of all online video content by 2022, with the rate of online video posting going 15 times from 2017 to 2022, and video content being one of the best types of content used by brands in marketing in 2018, along with social media stories.
Since video marketing is considered one of the best digital marketing trends, now is the time to focus on creating attractive videos that attract leads quickly, helping to increase sales traffic.
Here are 5 tips to help you create marketing videos that attract customers:
1- Capture the scenes in the first few seconds:
No one disagrees that first impressions are significant, so if the content of a video does not capture the viewer’s attention in the first 15 seconds, they are unlikely to watch it until the end.
The average viewer’s interest span is less than 10 seconds, which is a little bit of time to tell a story, so you can create an intro to your video that includes images to grab viewers’ attention while explaining the purpose of the video. Then, start displaying your marketing message quickly.
Make sure to post short videos regularly, as training your audience to anticipate short, exciting videos and get the message across quickly will help grow your follower base and increase the number of leads for your brand.
2- Focus on your marketing message:
As in attracting viewers during the first ten seconds, people don’t want to watch a boring long story that doesn’t matter to them, so be sure to prefer quality over quantity when it comes to video length, and include only information related to your marketing message without lengthening.
Generally, most videos should be between two and five minutes to get the best engagement, while long videos should be directed to people who want to learn more about your products or services after watching short videos.
When creating video content, consider the following questions:
- Does the information provided add value to the audience?
- Does the content align with your marketing goals (for example, raising brand awareness or getting leads)?
- How interested are existing customers in learning, and does this video achieve these goals?
3- Create content that can be watched without sound:
According to Facebook, up to 85% of video content is displayed without sound, as the video that can be absorbed without sound allows viewers to follow it without interrupting their activities or disturbing those around them.
Creating video content without sound can be difficult when dialogue is essential to your video messages. However, adding text descriptions in the video will make viewers understand and share it with their friends without audio.
4- Include a call to action in the middle of the video:
For many marketers, the end of a video is the logical point to take action because viewers watching the video to the end are likelier to be most interested in your brand.
However, mid-video call-to-action processes have shown that they attract higher conversion rates when viewers are more engaged. Wistia’s analysis shows that conversion rates were higher than 15% when using a call-to-action in the middle of a video. Don’t forget that the longer the video lasts, the more people don’t watch it until the end. So, by adding a call to action, you can use a CTA – such as visiting your website or product page or buying directly – in a way that aligns with your video story.
5- Improve the appearance of the video in the search:
Optimizing marketing videos for search engines helps get more impressions through advanced ranking in search results pages, as search engine algorithms use information from video descriptions to rank and rank it, so make sure to include keywords in the video title and provide an accurate and appropriate description for your target audience.
In addition, make sure to optimize your marketing videos for mobile viewing, as statistics show that YouTube videos on phones increased by 70% versus 30% views on desktops.
