Linda CroweIn 2015, there are several near certainties when it comes to online video: viewership will continue to rise, and marketers will continue to further develop engagement strategies. It is also expected that industries will continue to shorten the length of their videos while implementing SEO tactics and developing impactful storylines.
So, when it comes to optimizing your video marketing strategy, there are a few hidden obstacles that need to be avoided.
1. Driving Customers Away From Your Site
With any outreach campaign, the goal is to create brand awareness, instill customer loyalty and drive traffic back to the company’s website. The use of video is a smart approach to achieve these goals and is on the rise: 76 percent of marketers will include it in their strategies in 2015, as compared to 70 percent in 2013. Naturally, getting video content up and accessible to viewers is a no-brainer, but turning to free platforms such as YouTube to accomplish this creates its own set of problems. There is in fact a high cost to free.
While YouTube is an important channel that helps with your overall SEO strategy, it also encourages your audience to stay on YouTube, watching other videos that aren’t yours. Viewers are driven away from your site and your voice quickly weakens; instead of watching a video that immerses viewers into a complete brand experience, they are watching one of a billion YouTube videos that are branded just as that.
Marketers need to develop a strategy that empowers them with control of their video experiences and provides an opportunity to engage with viewers in the most valuable way.
2.Underestimating the Mobile Device
If you’re not thinking about your brand experience on mobile, you’re missing a huge opportunity to reach consumers where they spend their time. Video consumption on desktop devices is up 30 percent year over year, but video consumption on mobile devices is up 330 percent year over year. Mobile is on track to be at the center of everything we do and before long it will be mobile first, desktop second.
It is essential that you cater to mobile devices if you want to creative a truly effective video marketing strategy. Investing in video is excellent, but if those videos don’t work across mobile devices, then your asset isn’t getting optimal reach and, consequentially, weakening its return.
3. Delivering Content That Will Engage Your Audience
Since we are still in the beginning of this video marketing “revolution,” it makes sense that many brands want to implement video but don’t know where to start. Due to this, many focus on creating any type of video content and slapping it up on their website. Although this is a start, brands need to refine their approach and, first, develop a plan for their video content and take the steps to make sure it’s an engaging experience for viewers.
You should think about the type of content that will engage your audience; create a storyline, integrate impactful calls to action, and ensure consistent and high-quality delivery. According to recent research, over a third of consumers (35 percent) cited brand video content as more memorable if it is of high quality. Delivering a high-quality, relevant and engaging video experience will result in increased loyalty, higher brand engagement, more content sharing, and higher referral rates.
With more people watching video than ever before, your content is their first exposure to your brand and has the power to dictate whether or not they pursue further action. As the saying goes, there is never a second chance to make a first impression, so the experience needs to be memorable. This year, video marketers need to create deliberate strategies around video creation, distribution, and engagement in order to achieve optimal success. By providing easily accessible, engaging and high-quality video content, marketers stand to significantly grow their audiences and boost their bottom lines.
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