“Video is on the rise” has been a pretty popular sentiment over the last few years. 2019 statistics have shown that video is the most effective form of content for engagement and ROI; 40% of marketers consider video to be the best-performing format, compared to 22% of photos/graphics. Likewise, when landing pages offer users a choice of text or a short (<1 minute) video, 72% of viewers would choose to watch the video over reading the text.
I recently attended the 2019 PR Summit in DC where media experts presented a list of ten tips to plan for a better video strategy:
- Be transparent
This refers to what you say on your creative brief. Be honest about your objective, so your video crew and your team have the same understanding of who the viewers are – which leads us to our next point.
- Know your audience
This brings us back to Marketing 101: if you don’t know how your audience consumes content, where they live, where they work, and at which times their mindset is most open to receiving your message, you are not set up for success.
- Align your stakeholders early in the game
The sooner you get your stakeholders’ feedback on the direction and goals of the video, the fewer surprises you’ll uncover. We recommend spending some time soliciting individual feedback, rather than unveiling the video in a crowd or a group meeting setting.
- Show and tell
85% of Facebook users watch videos with the sound off. Captions need to be part of your plan if you want to deliver your message successfully. Additionally, if your video requires you to explain something further to anyone, it means it needs work. “if you are explaining, you are losing” as Thorsten Ruehlemann, CMO at Service Year Alliance said.
- Make it simple and beautiful
According to Hubspot, the first three seconds of a video are key to keeping the audience engaged through to the end. Make sure you use a vivid first frame to catch their attention.
- Integrate the video as a part of your PR/marketing campaign
Video shouldn’t carry all the weight in your PR/marketing campaign, but instead be part of a more holistic approach. That said, you want to make sure you have all your measurement tools set up before the campaign takes off, and that you target your video using the right set of keywords to improve search engine optimization (SEO).
- Target your audience
Decide on which platforms you want to host your video. You can place the master video on one platform, and create a distribution plan, involving other versions of the video, to deliver different messages to audiences.
- Create a clear Call-To-Action (CTA)
As obvious as this might seem, you need to ask yourself – what do I want my viewers to do after they’ve watched your video? Contact you, of course! Provide them with a simple way to do just that.
- Let the video do what it does best
Emotional videos and transformational videos (“before and after”) work because we tend to remember how the video made us feel, more than the facts and information presented.
- Stay focused on your goal
Last but not least, once you’ve carefully planned and set up your video strategy, stay on course and stay focused on your objective through to the end of the campaign.
Keep these 10 tips in mind when planning your next video strategy and you’ll ensure that your message gets relayed loud and clear.
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