Online video presents a huge opportunity for you to add great value to your brand, whether your overall goal is to increase conversions, improve brand confidence or show you care. No matter your budget or ability, you can create valuable video content due to the rise of social streaming platforms, such as Periscope, as well as access to easy-to-record HD video and easy-to-use editing software.

Still, creating video content may seem a daunting task, especially since YouTubers alone upload 72 hours of new video content every minute of the day. Where to begin a video content strategy? How to improve an existing video content strategy? This blog will answer those questions.

First, this blog offers 6 video content stats that urge you to use video as a marketing tool. Then, the blog starts by offering a way to create a video content strategy. After that, you will read 40 video content ideas, so you can get started with the content generation. This is followed by 5 ways to increase video views on YouTube. However, people make mistakes, so this blog also offers you 7 common pitfalls marketers make developing video content, so you know what to watch out for. Finally, 4 final video content hacks are listed that will make it easier for your video content to be successful.

6 video content stats that urge you to use video as a marketing tool

Before asking yourself where to begin or how to improve your video content strategy, you should know why video content is such a vital element of your marketing mix. Matt Aunger of Buffer has collected 6 stats that urge you to use video as a marketing tool.

  1. Video generates 3x as many monthly visitors to a website as other content.
  2. Visitors spend 88% more time on a website that includes video.
  3. Organic traffic from search engines increases by 157% with video.
  4. Consumers are 46% more likely to seek information about a product or service after seeing it in an online video.
  5. Consumers are 85% more likely to buy after watching a product video.
  6. Consumers have 57% more confidence in their online purchase with video.

The 6-step process to creating video content marketing

Michael Litt of MarketingLand and Aunger both describe several steps that form a video content marketing strategy. I have combined their two lists into one and taken out some steps that I thought were general best practices. I feel this is the ultimate process or framework for a video content strategy. The best practices left out are part of the 4 final hacks at the end of this blog.

1. Dedicate resources

Ideally, you will produce enough content for different stages of the customer journey and release a new video every couple of weeks. That may sound excessive, but you can dedicate the right resources without breaking the bank. You do not have to spend millions to outfit your own studio and hire a dedicated video team.

If you can only invest in one dedicated hire, start with a videographer, as he/she can shoot and edit all of your footage and produce at least one short video per week for about $1,000. Also, you do not need an official studio and top-of-the-line equipment. Quality is important, but so is authenticity. Shoot in the office instead of a studio, and you can get a great HD-quality camera for a few hundred bucks.

Your viewers will be more impressed by your smart, funny and helpful videos than whether the lighting is just right.

2. Listen and understand your audience

You will need to find out what your audience wants to see. Making the effort to understand what your audience wants can add a huge amount of value to your video. Therefore, before settling on an idea for your video, spend some time getting to know your audience, looking at what they want to know about your brand and what they are talking about in the industry.

3. Align with your brand goals

After you have taken time to understand your audience, look at your brand goals and see how these align with the needs of the audience. It is a tough thing to do, but will help you focus on the most valuable ideas for both the brand and audience.

4. Create the content and make it resonate

What change in thinking, motivation or behavior do you want your video to affect? To make your video more interesting and shareable, take some time to think about the psychology and emotions behind video content.

Christina Desmarais describes 18 psychological responses for which your video should aim:

  • Happiness
  • Exhilaration
  • Amazement
  • Inspiration
  • Hilarity
  • Contempt
  • Disgust
  • Sadness
  • Warmth
  • Pride
  • Nostalgia
  • Surprise
  • Knowledge
  • Shock
  • Confusion
  • Arousal
  • Fear
  • Anger

The positive emotions are the ones that are most effective at driving social shares. The first five emotions in particular are great indicators of a successful video on social media.

5. Share

To get the most effective results, approach sharing your video the same way as any other content and spread your social posts out over a long period of time. You could be sharing your video and adding value consistently for days!

It is tempting to upload your videos on YouTube or your own website. The best strategy is to do both AND add Facebook to the list. YouTube performs well in Google search results and is free. Nevertheless, you sacrifice control: YouTube could refer your viewer to unrelated or, worse, competitive content. You should complement free channels with a dedicated and secure hub for videos on your own website.

6. Measure. Analyze. Understand.

Measuring performance is the only way to know whether your videos are successful. Do not settle for vanity metrics such as the number of views. That will not lead to more leads and deals.

Collect data on how your videos are watched and how viewers engage with them. Check the duration of views, repeat views and drop-off rates. That data helps you know whether your videos are working.

In addition, track those stats down to the individual viewer. Your sales team pursues a lead who has watched three videos all the way through differently from one who turned one off after 10 seconds.

40 video content ideas

Now you know why video content is important and how you can create a video content strategy, it comes in handy to have a list of ideas, just to get your content generation started. Below, I summarize an extensive list that Juste Semetaite has created.

  1. Introduce your team
  2. About us
  3. Interviews with industry experts
  4. Video testimonials
  5. Interviews with clients
  6. Case studies
  7. Information visualization
  8. How-to tutorials
  9. Behind-the-scenes video
  10. Company culture videos
  11. Video show reels
  12. Market overview
  13. Product videos
  14. Making-of videos
  15. Product reviews
  16. Event videos
  17. Animation videos
  18. Feature demos
  19. Seasonal greetings
  20. Report summaries
  21. Stats & data
  22. Q and A’s
  23. Important company announcements
  24. Entertaining content: parodies, office life, cool nonsense
  25. Unique product uses
  26. Unboxing/unpacking
  27. Business trailers or explainer videos
  28. A public poll
  29. Time-lapse videos
  30. Frequently asked questions
  31. Round-up video clips
  32. Before & after
  33. Office tour
  34. Pre-launch videos
  35. Conference summary
  36. Opinion piece
  37. Competition announcement
  38. Publicity stunt
  39. Busting myths
  40. Thank you video

5 ways to get your video viewed more on YouTube

Since YouTube is the second most-used search engine, you can do these following tips, offered by Gerry Moran, to make your video be seen more often on YouTube.

1. Optimize your YouTube video title

Make sure your video has a title with a non-brand keyword. This type of title drives a higher ranking from Google. Also, make sure you place the word “video” at the end of your video. People who are looking for a video will typically include the word “video” in the search!

2. Tie your YouTube video into blog posts

Readers love video, so make sure to link your video to a blog post. Many readers will click the video link and help drive views to your YouTube accounts.

3. Use your YouTube description area

Create a 250- to 1000-word keyword-dense description, as Google search loves that. This use is especially important since Google immediately optimizes your description. Make your video description work hard by using key words, name and anything else that describes your video! Make sure the key components of your description include your company URL, the name of your company (after the URL), and links to your social media accounts.

4. Call-to-action

Tell your viewer what you want him or her to do in the body of the description! Integrating a call-to-action is a key YouTube marketing tip and it is one of the key things that is missing in most blogs and social media communication.

5. Tagging

By including six tags in your video posting, video success is more likely. Even though you cannot publicly see these tags, you need to include them to help others find your video.

7 common pitfalls for marketers developing video content

By now, you know why video content is important, how to implement a strategy for it, where to get starting using the idea list, and how to improve YouTube views. However, people make mistakes. I know I do. I bet you do too.

This is why I also want to mention things that can go wrong, so you can prevent these mistakes from happening. Erika Trautman lists 7 common pitfalls for marketers developing video content and explains how to sidestep them.

1. Setting your sights on a viral hit

Producing a viral mega-hit can obviously do wonders for your brand, but it should not be the centerpiece of your digital strategy. The key is to shift your thinking to sustainability. Instead of breaking the bank with something that may or may not go viral, turn your attention to creating a steady stream of engaging video relevant to your core audience.

2. Posting videos irregularly

To cultivate a loyal following, brands need to be consistent and reliable about how often they publish new content. Sporadically posted videos will probably be missed by your target demo, simply because they did not know they were coming. On the flip side, viewers will tune in if they are expecting engaging content.

3. Forgetting to optimize your video for mobile

Did you know that 92 percent of people watching video on their mobile devices share it with others? Any brand trying to reach a millennial audience knows that it is the only way a major chunk of this demographic views content.

Seamless viewing absolutely needs to extend from desktops to smartphones to tablets. Do not use too many plug-ins, media files and other heavy add-ons in order for your video to have a fighting chance on mobile. If poor Wi-Fi is enough to tank your video, it could translate into a major roadblock.

4. Pushing “salesy” videos

Viewers will walk away if they feel like they are watching an infomercial. Video content should be short, engaging and relevant. Delivering solid, original content is key, as it creates a more dynamic, satisfying brand experience. The plus side is that these attributes are also the same ones that make for shareable videos.

5. Failing to integrate social media

With more and more consumers discovering, viewing and sharing video content on social media, these platforms double as a bullhorn for brand messaging. It is more important than ever to utilize these channels to bring your material to the masses. Optimize your video’s shareability by including social sharing directly within the content.

6. Forgetting viewers want to participate

Consumers are more likely to spend time watching a video if they have the chance to interact with it. This means that if your video is more of a one-way dialogue, you are missing a huge opportunity for engagement. Providing choice points and opportunities for your viewer to control the experience can make or break a video.

7. Quitting once the video is live

Producing a video, putting in the work, and then releasing it online is not where the story ends for digital marketers. On the contrary, it is absolutely vital to monitor your video’s performance. This refers to the analytics parts of the strategy mentioned above.

4 final video content hacks

Below, you will find 4 final video content hacks that will make it easier for your video content to be successful.

1. Show people instead of just products

Litt explains that product explanations are important, but they do not always make the most compelling stories. Interview members of the C-suite to put a human face on the company. Involve customers by featuring their success stories. Let your partners talk about their businesses and why they work with you.

2. Keep the videos short

Viewers have short attention spans, so Litt wants you to keep it short, especially in the beginning. As you build your video library and measure viewership, you will start to see where there is demand for longer in-depth videos.

3. Never fade to black

If your viewers have watched to the end of a video, do not just leave them with a blank screen. Litt urges you to provide a call-to-action. Recommend a related video, give contact information to learn more, or promote an upcoming webinar.

4. Deleting a poorly performing video can dramatically improve your channel’s overall ability to rank

You might have an anchor on board on YouTube. Owen Hemsath claims that videos with poor watch time, thumb downs, or negative comments might indicate you have got a channel killer. Deleting it might help your good videos perform even better.

These 62 tips should help you get started with video content creating. Alternatively, it should give you a couple of ideas on how to improve your video content strategy. If you need help reaching an audience abroad, please do not hesitate to contact me for translations. Send an email to [email protected], send me a tweet (@GdenHolder) or fill out the quotation form.