9 Expert Tips For Marketing Your Videos Like A Pro
Once you have an idea about the types of marketing videos that will work best for your brand, the real challenge begins: making them and marketing them. Here are 9 expert tips for marketing your videos like a pro.[RELATED ARTICLE – Ultimate Guide To Video Marketing In Business ]
1. Build a video marketing strategy
Think you’re ready to start filming? Make sure you create a video marketing strategy first. Coming up with a strategy will help you get clear on your video marketing goals and how exactly you’re planning to achieve them. It’s the foundation of all your video marketing efforts. First off, cover the items in this pre-production checklist:
- What’s your goal? — Do you want sales or just traffic? Do you want to impress, or just inform? Different goals necessitate different approaches, so answering this question is step one. You’ll also use this to set the metrics of success.
- Who’s your target viewer? — What do they want to see, and where will they look online to see it?
- What’s your budget? — Filmmaking is famously expensive (unless you’re making a low-budget film on your phone). Set your budget early so your creativity doesn’t overshoot your finances.
- What’s your deadline? — When do you want the video finished? This is an important factor when hiring a film crew, especially if you have to wait for their availability.
- What’s your branding style? — In other words, how does your brand personality translate cinematically? A brightly-colored cartoon about horses or a black-and-white film noir with real actors?
Having clear answers to these questions sets the course going forward, so don’t be afraid of being too specific with your answers. Here you can learn how to build a video marketing strategy from the ground up.
2. Stick to what you excel at and outsource the rest
Do you know when to use a wide-angle shot as opposed to a close-up? Are you 100% sure you know what a wide-angle shot is?
Don’t feel bad if you don’t—it’s not your job. You’re not a professional filmmaker. If you’re an expert in marketing or managing a business, that’s where your time is best spent—not wielding a camera.
Rather than diving into the deep end, you’ll get better results if you spend your time on strategy and marketing while outsourcing your filmmaking needs to a professional crew. Freelance filmmakers already understand the ins and outs of their craft; all you have to do is explain the style and tone you’re going for, and they’ll know the cinematic techniques to create it. And because they’re freelance, you can hire them in whatever capacity you need.
3. Stay consistent with your brand
Your video is a reflection of your brand, perhaps the most influential one, too, if it’s the first impression for the viewer. But it won’t have much of an effect unless you tie it together with your other branding efforts. Aside from echoing your brand personality, which we’ve been discussing, you also want to continue using visual branding cues. This includes your brand’s color scheme, which should show up in your videos, and also mascots and spokespeople. If it reminds people of your brand, it deserves a cameo in your marketing video.
You can even use video as an opportunity to build upon your brand image. A prime example is an animated version of your logo. Most logos are designed for static imagery, such as a product label or web page graphic. But video is a medium of motion; adding some movement into your logo can breathe new life into it, and leave a more lasting impression on the viewer.
4. Aim for the heart
Many shoppers make purchasing decisions based on feelings rather than rational facts—they trust their gut more than their brain. For a powerful storytelling medium like video, this can be a huge advantage to marketers.
If you’re shooting a short film, you definitely have to prioritize emotional connections over promotional sales tactics. But even if you’re doing a dry explainer video, you still want to include narrative and sentimental moments. Even the basic dramatic elements go a long way—character, conflict, resolution, etc.
Rather than showing images of different people using the product, consider having a single relatable character going through some kind of journey to resolve his problem. You can still show off the product the same, plus the more dramatic aspects add personal context that helps the viewer put themselves in the shoes of whom they’re watching.
Even straight-forward videos like real-user testimonials can benefit from more emotionally oriented story-telling. Knowing how to use the right cinematic techniques at the right time, i.e., when to zoom in, when to stay wide, can accent the emotional beats and make the viewer understand the speaker even more
5. Use animation strategically
We’ve all seen those animated explainer videos with basic, flat design visuals. They’re done in a simple style that seems to suggest “cartoons for adults.” Flat design is clearly quite popular for explainer videos, and for good reason. When you combine flat design with animated motion graphics—which we explain in detail in this article on animation and motion graphics—it’s a great visual aid for teaching. For one thing, the easy-on-the-eyes visuals make these otherwise boring videos fun to watch. Smooth animation alone can be hypnotizing, making the viewer more receptive to learning something new, whether they want to or not.
Moreover, this style helps with comprehension. Like the Crazy Cap example, a lot of modern products and services can be hard to grasp and involve concepts the viewer has never heard before. The flat design style of motion graphics can make these ideas easier to understand, essentially improving the viewer’s understanding more than if the video had used real actors.
Of course, this playful style can undermine more formal or professional brands. Other times, if your brand centers around something inherently emotional, real people may convey those feelings better than animation. The kind of brand you are and the goals of the video will determine whether or not animated motion graphics are the way to go.
6. Give yourself a head start
Just like search algorithms sometimes favor videos over other types of posts, so too do they favor videos with lots of views over those without many views. So making a video popular early on increases its chances of being popular for the long haul.
But that’s easier said than done. The best way to start your video off with plenty of views and likes is to stack the deck. Let your company employees, friends, and family access it before the public launch so that your customers don’t mistake your new video for an unpopular one.
Another strategy is to send the video to your email subscribers as “exclusive content” before the public launch. This rewards their loyalty with special benefits and gives your video a head start right out of the gates.
7. Be in the right place at the right time
You’re not responsible for showing your video to all its viewers—they’ll also be finding it on their own through searches. That’s why you want to make your video as easy to find as possible.
For one thing, that involves posting it on the right platforms, meaning all the platforms your potential audience is active on—whether that’s Youtube, Instagram, Facebook, or all the above.
And you want to post at the right times. Each social media platform has a different “golden hour,” so change up your posting schedule accordingly. Sprout gives a comprehensive guide of the best times for each one.
8. Make your videos easy to find
Be sure to use a clever title and description that include the keywords your audience would search for. Good titles explain what the video is about without giving too much away—they draw people in and make them curious to watch. You should tailor your video titles to match SEO keywords. In particular, you can target long-tail phrases, a string of SEO keywords that match whole or partial sentences users enter into search engines, like “What is Coachella?”.
On top of that, make sure you’re using the right tags and hashtags (if the platform uses them). Combine the most popular tags with lesser-used ones to attract different kinds of viewers, and research which ones your target viewers prefer.
9. Make it accessible with closed captions and transcripts
Accessibility is about making your content available to users with disabilities. For videos, this equates to closed captioning and transcripts, but you’ll find these accessibility concerns can benefit your brand as much as your viewers.
Users with hearing disabilities rely on subtitles and closed captioning to fill in the audio portions of the video. While you can use an automatic caption generator in a pinch, these are far from foolproof and your captions would benefit more from a review by human eyes. Using captions is also a great idea because most people who encounter your video on social media will watch it without sound.
Users with sight disabilities may not be able to enjoy your videos to the fullest extent, but they can still get something out of it if you include a transcript. A screen reader can narrate a transcript with no difficulty, and you get the added bonus to your SEO by including a block of text full of keywords.
Conclusion: Are you ready for your close up?
Are you ready to make your marketing video and enter the frontier of video marketing? Just stick to the tips in this guide and you’ll be able to market your videos like the pro you are.