Lights, Camera, (Call to) Action: Why Your Content Strategy Needs Video

September 26, 2019

If content is king, then video reigns supreme.

One billion hours of YouTube videos are watched every day. It’s easy to understand why video is so addictive. It’s fun, fast and easy on the eyes. And it gives us a much needed respite from the never-ending scroll of words on our screens.

This is also why video has become an essential tool in content marketing. It can boost click-through rates, increase social sharing and enable consumers to connect with brands in a way that promotes lead generation and sales. Video content converts 64 percent of viewers into consumers, and 90 percent say that video influences their purchasing decisions.

Here’s the scoop on how you can successfully incorporate video into your digital marketing strategy to help drive engagement and ROI to benefit your brand and your bottom line.

Communicate customer stories. While copy can elicit emotion and reinforce important messages, it is one-dimensional. Alternatively, video is a dynamic, engaging medium that is particularly effective for consumers to share their experiences with your brand on a personal level.

Go live! In today’s on-demand world, live-streaming allows your audience to have more meaningful and memorable interactions with your brand – in real-time. It enables immediate interaction and genuine connections to build a brand community in a new way.

Ditch the links and go direct. Make things easier for your viewers. Uploading video content directly to social platforms like Facebook, Linked In, Twitter and Instagram increases organic reach and strengthens the tie between the content and your brand.

Repurpose existing content. Have a blog post that performed well? Repurpose it into a video to extend its reach and life and simultaneously engage consumers in a more exciting way.

Give your video an email send off. Emails with video outperform those with text alone. Just by including the word ‘video’ in your email subject line can increase open rates by 19 percent!

Editorialize. Stay organized by creating a monthly calendar to align with business goals and stay on top of the ability to cross-promote content over multiple platforms.

Timing is everything. When creating videos, make sure you are aware of how they will perform on each platform. According to Hubspot, videos should follow the following video length format for each platform: Instagram/30 seconds, Twitter/45 seconds, Facebook/1 minute, and YouTube/2 minutes.

Include a call-to-action. Ultimately, you want your video to drive traffic to your website. Be sure to include a call-to-action or link to direct viewers to your site either throughout your video our at its conclusion.

Video is here to stay. Understandably so. With conversion rates of 80 percent, video is not only profitable, it provides the ability for brands to have fun with their content and gives consumers a more personal glimpse into your company’s products, services and value.

Allison Hefner
Social Media + Content Development Manager

Image credit: Image by StockSnap from Pixabay

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