Content is king. If we accept the age-old adage (say that five times fast) that a picture is worth 1,000 words, how do you quantify the value of video content? More than half of global marketing professionals cited video as the content type with the best ROI. The measurement and resulting benefits are real. How can you best approach video content as part of your overall marketing strategy? Start with these four big things to consider when dealing with video content.
As with any marketing initiative, it’s critical to establish clear goals at the outset. These objectives will help you prioritize tasks and resources (an especially important factor if you’re investing in more sophisticated video production), inform when and where you may need to adjust course along the way, and ultimately ensure you evaluate your campaign objectively. While your larger brand strategy may dictate some of your goals, there are also campaign-specific targets you’re likely to target:
- Awareness – how will you ensure your video content reaches the broadest viewership possible? Considering that 45% of people consume more than an hour of video on Facebook or YouTube per week, those two platforms should be at the core of your video strategy.
- Engagement – if you want people to pay attention to (like, comment, share) your videos, Vidyard’s data suggests the best time is Wednesdays between 10am and 2pm. Take your video content to the next level with personalization – the average retention rate for these videos is 35% higher.
- Growing an audience (or reaching a new one) – as the unquestioned online video leader, YouTube boasts over 1 billion users and on mobile alone, garners more prime time viewers (18+) than any cable TV network.
- Sales – with consumers preferring to watch product videos vs. read about them by a 4 to 1 ratio, compelling video content can be a major difference maker in driving sales conversions.
There are multiple platforms where your video content can live, and which one(s) you select are likely dependent on your goals. No matter the choice, you should know that videos are shared on social media 1,200% more than text and images combined
Here’s a look at some of the top social platforms:
- YouTube – it’s the Godfather of online video content with an audience comprised of nearly 1/3 of all internet users. Per GoodVidio, within those 1 billion (with a B) users, more millennials follow brands on YouTube (76%) than on Twitter (47%) and Instagram (42%).
- Facebook – the longest standing social network, Facebook’s appeal is in its broad reach, with over 2 billion monthly active users, and ability to strategically target distinct audiences across dozens of segments, behaviors and preferences. Meanwhile, the platform’s popular live feature sees users watch three times longer, and comment 10 times more, than regular videos.
- Twitter – if you’re looking to reach a mobile audience, consider Twitter. While you’re limited to 140 characters of text, native videos on the micro-blogging platform see 2.5 times the replies, 2.8 times the retweets and 1.9 times the favorites as third-party videos. What’s more, Twitter videos receive six times as many retweets as photos, and three times as many as GIFs.
- Instagram – while engagement growth for videos (53% from May 2017 vs. May 2016) is greater than that of photos (46%), photo engagements remain higher. A closer look reveals that photos receive more likes per post, while videos garner more comments.
While social media is the new kid on the block, traditional TV viewing remains a huge medium to reach your audience through video content. Also known as commercials; you may have heard of them.
- Adults are watching nearly 35 hours of TV weekly (live and recorded).
- Generation Z is the biggest piece of the pie, making up 26% of all Americans in TV homes.
- There are close to 120 million TV homes in the United States.
If you want to reach a lot of eyeballs, consider building video content for TV ad space.
OUR FAVORITE EXAMPLES
So what does good video content look like? Buffalo Agency has its own highlight reel. Here is just a sample:
- This “Hello. Good Buy” video spot for GlobalGolf that you may have seen on Golf Channel.
- We crashed the celebrity-filled American Century Championship in Lake Tahoe with the help of Twitter Sports and WE ARE GOLF
- The creative spark behind this gorgeous drone footage at the Pete Dye-designed Pound Ridge Golf Club in New York.
- A fun explainer for the 18Birdies Dream Games with Paige Spiranac and PGA TOUR pros Harold Varner III and Willy Wilcox.
- This carefully detailed concept, script and storyboard for Crown and Caliber. It’s the smarter way to buy a watch.
Check out the many examples we have of our client work. What’s your favorite?
Our video content lives on multiple platforms, as described above. Whether on TV, websites, social media – or some combination thereof – video resonates strongly with your audience. 43% of people want to see more video content from marketers. They are craving it. That’s why video needs to be near the top of your content-marketing list.
So, you have great video content. How do you know anyone is watching? Tracking the results of your video content is crucial. It’s the only way to know if you spent your money well, informing what you should produce more of, and identifying what to avoid in the future.
- Social media insights and Google Analytics – great tools that offer in-depth segmentation to see how many people are visiting your social media accounts and webpages.
- Third-party services – companies like kissmetrics and HubSpot also provide a plethora of ways to learn more about the audience viewing your content.
When buying TV advertising, you will get an airings report that will show the households reached. These are things to consider for your commercial.
- Brand exposure – you will learn how many people are seeing your video.
- Digital presence – don’t forget to Make sure you check your webpage and social media accounts to see any upticks during the air times to better capture the overall impact.
- Direct response – metrics can be tied to a custom URL or phone number as part of the video ad.
KPIs (key performance indicators) should tie in directly to the goals you have established.
- Brand awareness – track social media shares and views.
- Engagement – how many people are liking and commenting on your posts?
- Sales – how many people are converting on a landing page?
Congratulations. You developed goals. You found the right platform. You can measure which type of video content is most successful. Now what? Take advantage of the greater knowledge you now have. Your best performing video content should be shared again. And again. Your audience may have missed it the first time around. Here’s some ways to ensure you’re reaching more eyeballs.
- Make sure it lives on all your social media outlets.
- Write new headline and description copy to bring the video content back to life.
- Use keywords that are relevant to the video that you’d like to place for on SERPs.
- Update as warranted, particularly in conjunction with new news or trends.
- Consider paid media opportunities to gain further views and maximize discovery.
Being creative about how to repurpose your video content will bring increased lifetime value. Make sure the hard work you put in pays off!
Want to learn more about our solutions for producing great video content? Ask us.