Do’s and Don’ts for Video Marketing
We’ve spent a lot of time over the years being exposed to the good, the bad and the ugly in video marketing.
Whether you’re an experienced video marketer or just getting started, these do’s and don’ts are good reminders for everyone.
Do...Invest in SEO
Video can propel your content to the top of search pages – if you do it correctly. It’s not enough to simply embed a YouTube video on the home page of your website. Pay attention to your video title, tags and description, and invest in a video hosting service.
If you’re new to video marketing or looking to refresh a tired strategy, an experienced consultant or video marketing firm can get you on the right track.
Do...Make Your Content Relevant and Useful
This one seems like a no-brainer, but too often we see companies producing content that serves their needs, not the needs of their consumers. Create profiles of your target audiences and develop videos that they actually want to watch. Evergreen content, like how-to videos, is effective, but timely responses to industry happenings or current events can also drive views.
Do...Have a Clear Call to Action
Begin with the end in mind.
Do you want people to share your video on social media? Click through to purchase a product? Sign a petition? Watch another video?
Don’t waste time and resources producing videos that leave your viewer guessing. Make a clear ask, and measure whether your video effectively inspired them to respond.
Do...Test Your Strategy
Just like any other marketing strategy, you need to monitor and test your video marketing results. Not sure where to start? We’ve written before about helpful metrics and user-friendly testing tools, like Google’s Brand Lift surveys .
Don't...Ignore Aesthetics
Your videos don’t need Hollywood production value, but quality speaks to your credibility. If you don’t have the in-house staff to create videos with the quality you want, a consultant or firm can help.
Don’t...Shamelessly Self-Promote
Avoid producing videos that do nothing but talk about how great your company is. Show your value instead. Create content with a personality that people want to share on social media, feature testimonials of satisfied customers, take your customers behind the scenes, or offer free advice about your industry.
Don’t...Make Your Videos Too Long
Attention spans are short. Make sure your video doesn’t exceed them.
Break up long tutorials into digestible parts, tease longer videos with short social media teasers, and use those metrics we talked about to identify when people stop watching your video.
For more tips about effective video marketing for your brand or company, say hello.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
