{"id":2642,"date":"2022-01-20T10:33:54","date_gmt":"2022-01-20T10:33:54","guid":{"rendered":"https:\/\/markerly.com\/blog\/?p=2642"},"modified":"2022-01-20T10:35:44","modified_gmt":"2022-01-20T10:35:44","slug":"video-content","status":"publish","type":"post","link":"https:\/\/staging.markerly.com\/pulse\/video-content\/","title":{"rendered":"5 Tips to Do Video Content Right in 2022"},"content":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><\/p>\n<p>While consumers are all about online video content, brands have been slow on the uptake. After all, video content takes more time to produce than a quick blog, and it requires more tools and skills that brands often don\u2019t have internally.&nbsp;<\/p>\n<p>It might seem like more work, but every ounce of effort you put into video content marketing is worth it. In a marketing environment where your biz is starved for mindshare, video content grabs attention and stops thumbs.<\/p>\n<p>If you still aren\u2019t sold on video content, we get it! Learn why video content marketing is so valuable and follow our five expert tips to get more ROI from your investment in video content.&nbsp;<\/p>\n<h2><strong>Why Is Video Content Important?<\/strong><\/h2>\n<p>Do you feel left out because your brand isn\u2019t making videos, but it seems like everyone else is? FOMO might not be a good enough reason for your boss to approve video content marketing, but the stats don\u2019t lie: Video content is crucial to building trust and growing your business.&nbsp;<\/p>\n<p><a href=\"https:\/\/markerly.com\/blog\/7-benefits-of-consistent-high-quality-content-marketing\/\">Video content marketing matters<\/a> because:<\/p>\n<ul>\n<li><strong>Consumers want to see more videos<\/strong>: Shoppers don\u2019t want to see a huge wall of text on your website or social media feed. In fact, <a rel=\"noreferrer noopener\" href=\"https:\/\/www.oberlo.com\/blog\/video-marketing-statistics\" target=\"_blank\">54% of consumers<\/a> want to see <em>more <\/em>videos from the brands they support.<\/li>\n<li><strong>Videos generate leads<\/strong>: Marketing is all about generating more high-quality leads and brand awareness. When you go all-in on video content marketing, you\u2019ll see <a rel=\"noreferrer noopener\" href=\"https:\/\/www.oberlo.com\/blog\/video-marketing-statistics\" target=\"_blank\">a 66% boost in qualified leads<\/a>.\u00a0<\/li>\n<li><strong>Videos encourage engagement<\/strong>: <a rel=\"noreferrer noopener\" href=\"https:\/\/invideo.io\/blog\/video-marketing-statistics\/\" target=\"_blank\">Videos get 2x more engagement<\/a> than any other type of post on Instagram. The same goes for Facebook, Twitter, and other social networks. So, if you want higher conversion rates and improved engagement metrics, video is a must.\u00a0<\/li>\n<li><strong>Video boosts SEO<\/strong>: That\u2019s right! <a rel=\"noreferrer noopener\" href=\"https:\/\/www.brainshark.com\/ideas-blog\/2013\/August\/6-cool-stats-about-video-seo#:~:text=What%20does%20that%20mean%3F,SEO%20value%20for%20your%20pages\" target=\"_blank\">Users share video content 3x more<\/a> than any other type of content, which leads to an influx of inbound links to your website. Over time, this translates into better SEO.<\/li>\n<\/ul>\n<h2><strong>5 Tips for Brands to Create Compelling Video Content<\/strong><\/h2>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img src=\"https:\/\/lh3.googleusercontent.com\/yuA84Cany57GdEJBorOEjlzYuq9imuPcpepRsmYDDPn42AOnZgpRmrTxoqHQx_UPp-a4S9zhPF3E_bbpH6fPoj6w3zJGdGzPGfqQrf4wUuumP3ly83vYxParSg1uTQHedaMaZarU\" alt=\"Video content: Tell your Story on a clapper board\"\/><\/figure>\n<\/div>\n<p>Video content marketing is a must for boosting engagement, generating leads, and improving SEO. But if you\u2019re new to video content, planning an effective campaign probably feels overwhelming.<\/p>\n<p>Don\u2019t sweat it. Just follow these five tips to create compelling video content that entertains your followers while promoting your business.&nbsp;<\/p>\n<h3><strong>1. Make a Video Content Marketing Strategy<\/strong><\/h3>\n<p>First things first, you need a plan for how you\u2019ll use video content to market your brand. Every good marketing campaign starts with a strategy, so sit down with your team to make a plan.&nbsp;<\/p>\n<p>Make sure your video marketing strategy covers:&nbsp;<\/p>\n<ul>\n<li><strong>Target audience demographics<\/strong>: Create customer personas if you haven\u2019t already and dive into what, exactly, your followers want to see in your videos. Where in the digital marketing funnel will each video fall? You\u2019ll want to use different videos at different stages of the customer journey, so map this out before you begin filming.<\/li>\n<li><strong>Goals<\/strong>: What does your business need to accomplish this year? How will video content get you across the finish line? For example, if you want to grow your social media following, add a section to your video content marketing plan that touches on how video will boost your followers.&nbsp;<\/li>\n<li><strong>Platforms<\/strong>: You\u2019re probably doing social media marketing, right? Your video content marketing strategy needs to detail which social media platforms, specifically, you\u2019ll share video content on. For example, you might only share one video a month on your website while you focus your energy on churning out Instagram videos instead.<\/li>\n<li><strong>Topics<\/strong>: YouTube is the world\u2019s second-largest search engine, so it\u2019s a treasure trove of information when it comes to choosing your video topics. What are people searching for? What do they like to watch? See what videos are already out there and how you can put your own unique spin on certain topics to build a following.&nbsp;<\/li>\n<\/ul>\n<p>Yes, a video content marketing strategy seems like an extra step. Why does this matter?&nbsp;<\/p>\n<p>It matters because your strategy will inform the types of videos you make for your biz.&nbsp;<\/p>\n<p>For example, if you have a direct-to-consumer model, a how-to or tutorial video helps potential customers picture themselves using a new product. But if you have a B2B model, you might need to focus on storytelling or testimonials instead.<\/p>\n<h3><strong>2. Amplify Your Videos on the Right Social Channels<\/strong><\/h3>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img src=\"https:\/\/lh3.googleusercontent.com\/q2x5QmRu72N0GDzF3sE2XPgPfYx1njdc5Aov4HQZbPvXokjk244XGNVlLvmM5pQfg17ORiEQo7nzAOyI9HuZ-kaxnwdCCTYPRpkB7CVj6hVDkyAHKiMdApsCZohZGqIyuM46A8Ix\" alt=\"Video content views and likes going up\"\/><\/figure>\n<\/div>\n<p>When you create a video for your brand, it needs to engage viewers. The thing is, you have to share the right <em>type <\/em>of video for each video platform.&nbsp;<\/p>\n<p>Every social platform has its quirks, which means you need to tailor your videos to user preferences on:&nbsp;<\/p>\n<ul>\n<li><strong>YouTube<\/strong>: The ideal length for YouTube videos is <a rel=\"noreferrer noopener\" href=\"https:\/\/visme.co\/blog\/video-length\/#:~:text=The%20ideal%20length%20for%20a,as%20it%20needs%20to%20be.\" target=\"_blank\">7-15 minutes<\/a>. You can also use <a href=\"https:\/\/markerly.com\/blog\/how-to-increase-your-youtube-campaigns-reach-by-taking-advantage-of-the-new-shorts-feature\/\">YouTube Shorts<\/a> to upload TikTok-style vertical videos that are no longer than 60 seconds.&nbsp;<\/li>\n<li><strong>Instagram<\/strong>: Instagram users prefer short videos. The platform allows 60-second videos to live on your feed, but to get the most engagement, you\u2019ll want to keep the video around 30 seconds.&nbsp;<\/li>\n<li><strong>TikTok<\/strong>: TikTok allows you to upload three-minute videos, but <a href=\"https:\/\/vimeo.com\/blog\/post\/social-media-video-lengths\/#:~:text=TikTok%20expanded%20their%20max%20video,seconds%20tend%20to%20perform%20best.\" target=\"_blank\" rel=\"noreferrer noopener\">9-15 second videos perform best<\/a>.<\/li>\n<li><strong>Twitter<\/strong>: Tweets with videos are <a href=\"https:\/\/vimeo.com\/blog\/guide\/social-media-video-marketing\/twitter-video-specs\/\" target=\"_blank\" rel=\"noreferrer noopener\">600% more likely to be retweeted<\/a> compared to tweets with just an image. Twitter videos can be up to 140 seconds, although they perform best if they\u2019re 45 seconds.&nbsp;<\/li>\n<li><strong>Facebook<\/strong>: Viewers tend to watch <a href=\"https:\/\/vimeo.com\/blog\/post\/social-media-video-lengths\/\" target=\"_blank\" rel=\"noreferrer noopener\">1-3 minutes of Facebook video content<\/a> before tuning out.&nbsp;<\/li>\n<\/ul>\n<p>Aside from tailoring the video length to each platform, you should also diversify how you share videos. So, if you frequently post in-feed videos on Instagram, you should try Instagram Live video, Stories, or Reels to jazz things up. The same advice applies to Facebook\u2014do a Facebook Live from time to time to keep your followers engaged.<\/p>\n<h3><strong>3. Optimize Video Content for SEO<\/strong><\/h3>\n<p>Because more and more people are making video content, it\u2019s harder to get ranked on Google\u2019s video results or on YouTube\u2014but that doesn\u2019t mean you can\u2019t try to become number one in the algorithm!<\/p>\n<p>Search engines like Google aren\u2019t able to \u201csee\u201d video content, but that doesn\u2019t mean you can\u2019t optimize your videos. In fact, some of the most successful brands make a few small tweaks to their videos for a big SEO boost.&nbsp;<\/p>\n<p>Follow these quick tips to optimize every video you upload for more search engine visibility:&nbsp;<\/p>\n<ul>\n<li><strong>Optimize video metadata<\/strong>: Add your target keywords in the name of the video file itself, its header, in the description, and in the video tags. This is an easy win that most brands overlook!<\/li>\n<li><strong>Add captions<\/strong>: This is a must for accessibility purposes, but it also allows search engines to \u201csee\u201d your video content thanks to the text.&nbsp;<\/li>\n<li><strong>Prioritize one video per page<\/strong>: If you\u2019re adding videos on your website, keep in mind that search engines usually only index one video on a landing page. If you really need to put two videos on one page, make sure you place the one you want indexed higher on the page.&nbsp;<\/li>\n<\/ul>\n<h3><strong>4. Partner With Influencers to Create Content<\/strong><\/h3>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img src=\"https:\/\/lh5.googleusercontent.com\/B6p3GqIqaTRSEqgxZdsUcIqdfV2wKjTI8fHEAAbmgD65JuWi2QKYLwZMs6WAwhF6yuDYty118EJhKZuJI24n2QIcI9L3fTB2mYI_mwMz6WEJv0HAcdFkmhyxHk9-lsoI4HtpgZ2u\" alt=\"Content creator recording himself\"\/><\/figure>\n<\/div>\n<p>Is your head already spinning? We understand. Creating video content is a lot of work, especially if you have a small internal marketing team.&nbsp;<\/p>\n<p>That\u2019s why so many brands <a href=\"https:\/\/markerly.com\/blog\/how-to-find-influencers\/\">partner with content creators and influencers<\/a> to make their video content. Not only do you work with an expert who already knows the ins and outs of video production, but you also get immediate access to their audience. It\u2019s a win-win!<\/p>\n<p>Influencers know what consumers want to see. As long as you partner with the right influencer, you can lean on them for:&nbsp;<\/p>\n<ul>\n<li>Video ideas<\/li>\n<li>Scripting<\/li>\n<li>Filming<\/li>\n<li>Editing<\/li>\n<li>Promotion and marketing<\/li>\n<\/ul>\n<p>Whether you want to do an account takeover, an explainer video, demos, or behind-the-scenes sneak peeks, influencer video content will help you master video marketing for less hassle.&nbsp;<\/p>\n<p>Need help spotting the right influencer?<a href=\"https:\/\/markerly.com\/campaign-management\"> Markerly\u2019s full-service influencer campaign management platform<\/a> matches your business with influencers who are already masters at video content.<\/p>\n<h3><strong>5. Use the Right Video Content Marketing Tools<\/strong><\/h3>\n<p>Whether you make content internally or rely on influencers for an assist, you still need a handful of tools to do video content marketing right. Everyone\u2019s tech stack is different, but these seven tools are a great starting point:&nbsp;<\/p>\n<ul>\n<li><strong>Filming equipment<\/strong>: You don\u2019t need a lot to start filming, but you do need the basics. Make sure someone on your team has <a rel=\"noreferrer noopener\" href=\"https:\/\/www.tomsguide.com\/us\/best-phone-cameras,review-2272.html\" target=\"_blank\">a high-quality camera on their phone<\/a>. You also might want to <a rel=\"noreferrer noopener\" href=\"https:\/\/www.podcastinsights.com\/best-android-microphones\/\" target=\"_blank\">buy a microphone<\/a> and <a rel=\"noreferrer noopener\" href=\"https:\/\/www.tomsguide.com\/best-picks\/best-ring-lights-for-phones\" target=\"_blank\">ring light<\/a> for filming.&nbsp;<\/li>\n<li><strong>TubeBuddy<\/strong>: <a rel=\"noreferrer noopener\" href=\"https:\/\/www.tubebuddy.com\/\" target=\"_blank\">TubeBuddy<\/a> is a must for growing your YouTube channel. It has a free browser extension for optimizing your videos, but the paid version also includes helpful keyword research, templates, and analytics.<\/li>\n<li><strong>Adobe Premiere Pro<\/strong>: Sure, you can use a free video editing app on your iPhone, but if you want a lot of firepower with your video content, go with <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adobe.com\/products\/premiere.html\" target=\"_blank\">Adobe Premiere Pro<\/a>.&nbsp;<\/li>\n<li><strong>Vidyard<\/strong>: <a rel=\"noreferrer noopener\" href=\"http:\/\/vidyard.com\/\" target=\"_blank\">Vidyard<\/a> has a free option that allows you to capture your face, screen, and mic all at once. It\u2019s great for recording webinars or software demos.&nbsp;<\/li>\n<li><strong>Vyond<\/strong>: If you don\u2019t want to be on camera yourself, you can use <a rel=\"noreferrer noopener\" href=\"https:\/\/www.vyond.com\/\" target=\"_blank\">Vyond<\/a> to create animated videos.<\/li>\n<li><strong>Adobe Stock<\/strong>:<a href=\"https:\/\/stock.adobe.com\/video?ef_id=Cj0KCQiA_c-OBhDFARIsAIFg3ezTjhmUbkp6k29NnnwOj6FUlJbBiSHRpcPdsxxnP74y8WTfaJgY2P4aAgtOEALw_wcB:G:s&amp;s_kwcid=AL!3085!3!330595060996!e!!g!!adobe%20stock%20video!1056314561!53570843884&amp;as_channel=sem&amp;as_campclass=brand&amp;as_campaign=US%7CCPRO%7CStock%7CPURCH%7CAS_Brand+Video%7CGG%7C%7C&amp;as_source=google&amp;as_camptype=acquisition&amp;sdid=7N826F7V&amp;mv=search&amp;gclid=Cj0KCQiA_c-OBhDFARIsAIFg3ezTjhmUbkp6k29NnnwOj6FUlJbBiSHRpcPdsxxnP74y8WTfaJgY2P4aAgtOEALw_wcB\" target=\"_blank\" rel=\"noreferrer noopener\"> Adobe Stock<\/a> has a library of royalty-free stock footage that you can buy to create more professional-looking video content.&nbsp;<\/li>\n<li><strong>Otter.ai<\/strong>: <a href=\"https:\/\/otter.ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">Otter.ai<\/a> transcribes video or podcast audio, which is perfect for accessibility and SEO.<\/li>\n<\/ul>\n<h2><strong>The Key to Better Video Content Marketing: Influencers<\/strong><\/h2>\n<p>Who says video content has to be a hassle? With the right approach, you can boost engagement, connect with more new customers, and even boost SEO with quality video content.&nbsp;<\/p>\n<p>Follow these five tips to ramp up your video content marketing efforts. If you need help with the filming or promotion process, lean on Markerly\u2019s network of pro content creators and influencers. See how <a href=\"https:\/\/markerly.com\/contact-us\">we help brands recruit the best influencers<\/a> for video content marketing.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> Learn why video content marketing is so valuable and follow our five expert tips to get more ROI from your investment in video content.<\/p>\n","protected":false},"author":8,"featured_media":2643,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[],"_links":{"self":[{"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/posts\/2642"}],"collection":[{"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/comments?post=2642"}],"version-history":[{"count":4,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/posts\/2642\/revisions"}],"predecessor-version":[{"id":2647,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/posts\/2642\/revisions\/2647"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/media\/2643"}],"wp:attachment":[{"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/media?parent=2642"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/categories?post=2642"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/tags?post=2642"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}