Video is playing a bigger part in digital marketing strategies, so how can it be used effectively without breaking the bank?
Video doesn’t have to be expensive
There is software available you can rent, to create your own content from templates and there are companies who will help you to create short branded videos from their own content libraries, with voice over for as little as £100.
Equally marketers are filming and editing content on their iPhones, capturing key messages and creating step by step guides, which are being uploaded to YouTube channels and shared via social media.
What does video add to the mix?
Video is a great way to put a face to the company and reflect your brand values. If your brand is built on trust, expertise and personal service, video clips demonstrating problem solving can be highly effective.
Videos are great ways of attracting attention and drawing crowds especially at trade events. Facebook Live clips promoting product launches and offers can generate new leads.
How can we measure the effectiveness of our videos?
Viewing figures can be an indicator of how engaging the content was and view-through rates can tell us how long an audience was engaged. Was it relevant? Did it generate a response? Was it too long? Pre-testing can give you an idea of how your audience will react, but measuring and adjusting for your next video will help you improve overall effectiveness.
How do you adapt video for different platforms?
On YouTube, it is important to make the first five seconds count. Short punchy videos, typically have higher audience attention rates. It is important to have strong and clear visuals without feature dumping general information. Like any content, you need to grab attention, engage the audience and provoke the right reaction in a very short amount of time.
Facebook videos (not Live) need to work without sound and for mobile devices square or portrait-aspect ratios work better.
Jola is a leading provider of hosted telephony, internet connectivity and mobile solutions to a channel of IT and Telecommunications companies. We work with partners to help their customers upgrade their office communications, including offering content and graphics for videos.
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