This year has been called 'The Year of Video Marketing' as businesses find new, inventive ways to use the medium to reach customers. Videos stand out on social media, giving customers a quick overview of a product or service without overwhelming them with text. In less than thirty seconds, a customer can get the information he needs about a business through a short, visually-appealing video. But it’s still important to carefully craft a strategy for your video-marketing activities to maximise your reach.
Social media has revolutionised the way online users communicate with each other, with short, concise statements trumping longer forms of content. Micro-video apps shorten videos to less than ten seconds, making them ideal for sharing on sites like Twitter, Instagram and Vine; with Instagram allowing 3-15 seconds per video, and Vine allowing precisely 6 seconds, users are even more likely to create and share videos from their smartphones. In this format, customers can quickly view a message as they scroll through their social media feeds. Brands can quickly send a message that will be seen by a larger audience, especially on Vine and Facebook, where they automatically play as a user scrolls past.
Just as you time your tweets and Facebook posts to run consistently, your video marketing plan should have legs, as well. Instead of posting one video about a new product or service, think of your campaign in terms of a series. What type of story can you tell that will allow you to post it in multiple parts over the course of several weeks?
Once you’ve determined the content of your videos, set up a schedule. Space the videos out evenly, timing them to lead up to a big product launch or event. Continue to strategise new video campaigns that can keep your brand fresh in customers’ minds long after that big date.