It's the end of Q3 and you know what that means. It's time to start planning your strategy for 2024. Wild, right? We like to plan at least a quarter ahead, but there's no reason to avoid experimenting with fresh ideas now while you ramp up to smash it in 2024. Let's talk about a few little but impactful changes you can make to your video marketing strategy now and a few little but impactful changes you can build up to for 2024 that will make a significant difference in the success of your video marketing efforts.
First, let's tackle accessibility. These first two changes are straightforward and really only impact the Delivery Stage of your videos. Your in-house production team or your video production partner can make these alterations without drastically impacting your delivery schedule.
1. Make sure your videos are mobile-friendly: With the majority of videos being viewed on mobile devices, it's important to make sure your videos are optimized for mobile viewing. This means ensuring that your videos are formatted in a way that is easily readable on smaller screens and loads quickly on mobile networks. Consider using a responsive design that adjusts the video size and layout based on the viewer's device. By taking the time to optimize your videos for mobile, you can provide a seamless and enjoyable viewing experience for your audience.
2. Include subtitles or closed captions: By making your content more inclusive, you can engage with a broader audience. Subtitles or closed captions provide a text version of the audio content in your videos, allowing viewers who are deaf or hard of hearing, are in a loud setting, or a setting isn't conducive to noise (library, quiet car, surreptitiously watching videos while their kids watch cartoons) to follow along. Not only does this make your videos pantopic, but it also improves engagement and retention because viewers can easily understand your message.
These next four tips should be considered at the beginning of your next campaign, so it may be best to start planning to include these for your 2024 efforts.
3. Create an engaging thumbnail: We all know that first impressions matter, and in the realm of video marketing, thumbnails are the first glimpse viewers get of your video. So, it's important to create an engaging thumbnail that captures attention and accurately represents the content within. A visually appealing and relevant thumbnail can entice viewers to click and watch your video. Consider using bold and vibrant visuals, compelling text, and images that accurately represent the subject matter of your video. By creating a visually appealing thumbnail, you increase the chances of attracting viewers and generating more views for your video.
4. Use storytelling to create an emotional connection: People are more likely to engage with a video if it tells a story they can relate to and creates an emotional connection. Storytelling allows you to connect with your audience on a deeper level and evoke emotions that resonate with them. Consider incorporating personal anecdotes, real-life examples, or testimonials into your videos to make them more relatable and memorable. By weaving narratives into your videos, you can create a lasting impact on your viewers and increase their engagement and willingness to share your content. By the way, storytelling is our passion so should you need help in this department. Give us a call!
5. Use videos to educate and inform: People are looking for information, so make sure that your videos are informative and educational, as well as entertaining. Provide valuable insights, tips, or tutorials that address your audience's pain points or answer their questions. By positioning yourself as a knowledgeable authority in your industry, you can build trust with your viewers and establish yourself as a go-to resource. Remember to present the information in a clear and concise manner, using visuals and graphics to enhance understanding and engagement.
6. Use calls-to-action: Encourage your viewers to take action by including calls-to-action at the end of your videos. A call-to-action is a prompt that tells your audience what you want them to do next, whether it's subscribing to your channel, visiting your website, or making a purchase. By clearly stating the desired action and providing a compelling reason to take it, you can increase the chances of viewers following through. Make sure to place the call-to-action at a strategic point in your video and make it easy for viewers to take the desired action, such as including clickable links or buttons.
The timing to test out this last tip is somewhat flexible (we think). If you have an email campaign scheduled that could use some punching up, see if your team thinks adding a recent video could help.
7. Use video in email marketing campaigns: Adding video to your email campaigns can increase click-through rates, open rates, and conversions. Including a video thumbnail or a GIF that links to your video in your email can capture the attention of your subscribers and entice them to click and watch. Videos have a way of conveying information quickly and engaging viewers, making them an effective tool for grabbing attention in a crowded email inbox. Consider using videos to showcase new products or services, provide behind-the-scenes glimpses, or share customer success stories. Experiment with different types of videos and track the performance to optimize your email marketing strategy.