One hundred and eighty-one days have come and gone. That’s precisely how many days in the first six months of 2019. And according to YouTube’s data, there are more than 500 hours of fresh video per minute uploaded on to its platform. That works out to 30,000 hours of new content per hour, 720,000 hours per day and a mind-numbing 130,320,000 hours of video content already uploaded in the first six months. And that’s only on YouTube.
With so much content out there, how many videos created are actually consumed by the target audience? Is your video just another skip button to them? Probably. As the video is getting so much hype and attention by consumers, marketers, and brands alike, it is no wonder the numbers above would only continue to grow. It means that it will be even harder to reach your intended audience every passing day.
Our previous article covered my presentation at SITEC on video content strategy plus some insights on how to make a better e-commerce video. In this second part, we’ll provide some basic best practices for your video content creation. These are some best practices to meet the minimum standards and ensure your investment gets the best possible opportunity to be consumed by your audience. Whether you are planning a call-to-action video or for brand awareness, these suggestions work as a checklist to help you build better content. In other words, reducing the chance of getting skipped by your target audience.
Tell Your Story
Every brand or company has a story to tell. That’s the only thing that’s unique to them. Storytelling is the most effective ways to communicate a message. Follow the time tested formula in a story arc, starting with a beginning, the middle and the pay-off in the end. Emotion in storytelling can help you connect better with your audience. So start writing something that’s is authentically about your brand story. Make your audience laugh, cry, angry, or get excited. Make them feel something about what you do and what you mean to them.
Grab Attention Early
Attention is the name of the game. Lose it and your entire investment down the drain. Torn between devices and screens, and the already thinly spread time, your content must be able to grab viewers attention at the very first moment. Make sure your narrative is well written, and your story catches viewers’ attention early. By early, we are talking about the first 8 seconds of your video. Make sure you have something very compelling to say. Is it your irresistible offer, the funny punchline or just the incredible revelation of your story? Grab attention early!
Keep It Short
The subject of video length is quite divisive. For this discussion, we are keeping it short. For the same reason, as mentioned earlier, the viewer’s attention span is limited and divided. If we want to engage them, do it quickly and purposefully. Make your message brief and clear within the first 3 to 8 seconds. It could be over before you even knew it.
Brand It First
Similar to the first two practices, take the earliest available opportunity to brand your video. Contrary to how common traditional advertising works by building up curiosity in the early part only to reveal the message or brand later. Online video should expose its brand at the earliest moment. The digital revolution gave the power of deciding back to consumers, and they do not hesitate to skip your video. But before they could do it, make sure they know who you are.
Eighty-five percent of Facebook video is watched without sound. Playing video with sound-off is a Facebook phenomenon. Sound is an essential factor in most videos, but as online and social media consumption behaviors evolved, users news feeds are fed with short videos. Sound becomes secondary during the viewer’s first exposure. And by making sure it is turned off during video placement helps your video build better engagement and a more receptive audience.
We added this because we can’t emphasize enough on the importance of optimization. If you want people to see your videos, you’ll need to optimize them. Video without SEO is like sailing without navigation. It must be searchable online to be useful, allowing more views and traffic. With millions of other videos as competition, making sure your videos turn up on more searches is probably your most challenging task in video marketing. Get someone to help you if you need toAfter all, what is a video if no one sees it?
These best practices are merely the beginning of long and enjoyable experience in creating videos for your brand. Other than the last suggestion in optimization, which requires more effort and knowledge, the rest are singled-out because they are easier to achieve all by yourself.
You should focus on getting your message across clearly and not overload your viewers with too much information. Your audience will skip if they are not connecting with you. The saying that video is today’s king of content marketing, works only if you are doing it right. By applying some basic best practices we have shared here, you are closer to achieving your goals and towards building a better company brand story with video.