We’re saturated in a culture that obsessively photographs the daily minutia of life and instantly publically shares it on social channels. As such, it’s become relatively easy for brands to quickly click, edit, and share snapshots of their day, their brand, and their products, and culture. Video sharing is another beast entirely. Unlike photography, you cannot simply create a video on the spot. Your video requires precision planning and a battle-like tactical approach. Anything short of calculated strategy will result in reel failure. On the other hand, reel success requires getting creative about content, understanding timing, and knowing how to market videos.

Why Video
Aside from video increasing conversion rates for online retail destinations and increasing brand authority, having a video also makes your site/web page 53% more likely to pop up on page 1 of a Google search result. Video also attracts two to three times as man monthly visitors, with a total of 157% increase in organic traffic through coveted search result findings granted to sites with video. Getting people to read traditional content is also a growing challenge, where even the most loyal well-read viewers are finding it difficult to carve free time to read content. Video solves that problem with an average of 88% spending more time on a site when there’s video. (Source: Mist Media and MarketingSherpa)

According to Brainshark, video also equals higher viewer retention: the information retained in one minute of online video is equal to an estimated 1.8 million written words.

Get Creative About Content

Video content isn’t just about direct talk on your product or service. According to Hayzlett.com, in a post titled “Why Video Marketing is Key in 2014,” you can also:
1. Share big announcements with your customers through video.
2. Add customer reviews and testimonials via video to your website.
3. Use video to create content through webinars and video blogs, which are also easy to social share.
4. Use demos, training, interviews, and live event coverage as an opportunity to create more video content.

If you’re really stuck on content, consider the type of content you already have in other forms, including text and images. For every piece of content, there’s no reason you can’t create a short video equivalent. For starters, you should have a video that introduces the brand, another that acts as a candid conversation, a third for visually sharing your product/service/or tips, and a fourth that answers a sort of Q and A.

Timing is Everything

According to Digital Sherpa, 45% Of Viewers Will Stop Watching A Video After 1 Minute & 60% By 2 Minutes. Video Brewery, on the other hand, says you have about 10 seconds to rope in your viewer – which according to my calculation, is about 3 seconds more than you have with an online text-heavy site. Keep in mind that desktop viewers tend to stay engaged longer than mobile users, but that most videos are accessed on mobile technology. Video Brewery reports that “iPhone users tend to watch for about 2.4 minutes. Android users give a video three minutes to engage them and Symbian users stick around for just over 4 minutes. iPad users have the longest attention spans of all, sticking with a web video for an average of 5 minutes.”

Marketing and Analytics

When considering marketing, most people forget about analytics. According to Video Brewery, “detailed video analytics will tell you who’s watching your video, how long they stay engaged and exactly where they click away. Armed with that information, you can sharpen your message and target it more precisely.”

The last takeaway is to make sure to embed or link your video in your email marketing campaign. Email campaigns that included videos (particularly where the word “video” was also included in the subject line), saw a 96% click-through rate as opposed to traditional text campaigns.