Video marketing is an important part of your online marketing strategy. However, just because it’s quick and easy to create beautiful professional videos for your brand, that doesn’t mean you shouldn’t double check your work.
The last thing you want to do is click “publish” on that YouTube video or Facebook video ad only to find that you’ve made a mistake that needs to be corrected. Even something as simple as a spelling error can cheapen the effectiveness of your content. Worse-case scenario, you type your web address or phone number wrong. That’s a one way ticket to Oopsville! Population: you.
Mistakes happen and it’s important to double-check in order to make sure you’re putting out the best video marketing content you can. However, beyond your average spelling error, you also want to make sure you’re getting the most out of your content in other ways.
Whether you’re a veteran video maker or a newcomer, remember to check these 5 things before flipping the switch on your next piece of video marketing content.
The first and easiest thing to check is that your spelling and grammar are proper. This includes the name of your business, your web address, phone number, and other identifiable information. Give your subtitles and call to action a review as well.
We get it, it’s easy to say you’re going to proofread and then go ahead and not do it at all. Yup, we’ve been there too. Unfortunately, that’s how mistakes happen, so don’t skip out on a 5-minute proofreading session.
Mistakes are easy to fix. Outside of errors, you also want to make sure you’re putting out the best content you can. Every video needs a strong headline to grab the attention of your viewers and pull them in. Ask yourself: does my headline/video title do this?
Strong headlines prompt interest and make the audience want to find out more. Consider using numbers to entice your viewers, i.e. “3 Reasons You Need A,B,C.” Asking questions is also effective such as “Are You Tired of Paying Too Much For Insurance?
Another great option is to include an offer in the headline. If your video is talking about an upcoming sale, for example, let your audience know, i.e. “Shop At Bob’s Today And Save 25%”. This establishes the value early on and will lead to more people tuning in and paying attention.
Your headline should be short, not more than a single, brief sentence. The ideal length is about 40-60 characters. Of course, this is not a set-in-stone number. However, when in doubt, err on the side of shorter rather than longer.
“Save 25% At Bob’s Grocery Store This Weekend” is a much better headline for a video then “Come to Bob’s Grocery Store on 5th Avenue Today and See Why Our Grocery Store is Better than That Other Grocery Store Down the Street.”
The longer title may be a 100% true statement, but it’s far too long for a video headline. Sorry, Bob. Less is more.
Meaning is in the eye of the beholder when it comes to a painting by Salvador Dali. When it comes to your video marketing content, you don’t want to leave a lot up to interpretation. Ask yourself if you are clearly conveying the message in your video. Is it immediately clear to the audience?
When it comes to creating great video content, smart businesses know that short and sweet is the best way to go. You want your video to catch interest, but not drag on. You want to establish the point early and grab attention without boring them quickly thereafter.
Your ideal length for a marketing video is somewhere between 30 seconds and 1-minute long. This is enough time to fire a good opening shot, grab your audience’s attention, and give them the info that they need.
Effective video marketing content is also focused in its message as opposed to being vague. If you’re talking about an upcoming promotion, make that the focal point of the video and leave out unnecessary fluff. There’s always time to create more videos for other topics later.
Make sure your call to action is clear and well-defined. If you’re running a video ad, make sure the link is working and going to the correct location. Also, make sure you’re using an ideal call to action in order to maximize your engagement.
Clear calls to action leave no ambiguity as to what the next steps are. If you want people to download your app, make sure your CTA says that. If you want people to visit your website, make sure that’s clear as well.
Clear CTA’s let the audience know what action you want them to take. Don’t rely on defaults like “Click Here” or “Learn More.” While these may be effective, it’s always better to be specific rather than vague.
If you’re using music with your video (and you should be), make sure you select music that fits the vibe you’re going for. You wouldn’t promote a mardi gras party with somber violin music, would you?
Beyond that, make sure the music and visuals synch up in a way that works for the video. Also, don’t be afraid to explore other track options until you find the perfect one.
Okay, deep breath. You’ve checked off all the boxes above and it’s finally time to unleash your video marketing content on the world. Many of the steps above may seem obvious. However, it can be easy to forget the little things – for example, be sure you haven’t broken any YouTube copyright rules before you download if you’re planning to publish there!
There’s nothing worse than creating a great piece of video marketing content and not getting the most out of it. We want you to be successful, so keep your eyes open and make sure you’re setting yourself up for success!