The trend that’s worth paying attention to is the ease of which videos are shared on Facebook’s platform. According to socialbakers.com, videos on Facebook are shared 10 times more than on YouTube! Wowzers!
It helps that the king of social media has 1.86 billion monthly active users! Just over half that many actually have a YouTube account. The reason for that may be that YouTube makes its content so accessible–even to those without an account.
Whatever the reason, the organic way in which videos can be shared on Facebook has led to it becoming a prime spot for businesses and marketers to post their content.
Facebook Is Dominating the Organic “Share” Traffic
In fact, of all global video shares, reelseo.com claims that 60% of them come from Facebook alone. If you are going to view a video that has been referred to you, chances are it will be on Facebook.
That means that more videos are shared on Facebook than on YouTube, Twitter, Instagram, and all other social media combined!
It’s no wonder that Facebook has virtually caught up to YouTube in the number of uploaded videos and total time watched per month.
Now we don’t recommend dumping YouTube for Facebook. Rather a combined two-prong strategy is strongly encouraged.
If you’re wanting your posts to be noticed, I cannot stress enough the importance of video.
On Facebook, videos are shared 12 times more than posts with just text or links combined! That’s according to zmconsultants.com. And there is simply no better way to get FREE exposure than for users to be sharing your message FOR YOU.
Social media platforms like Facebook, LinkedIn, Twitter, SnapChat, Instagram, etc. have paved the way for marketers and small businesses to get their message heard. Like the internet and blogging before it, social media helps level the playing field.
While you don’t need a huge budget to run a successful social media marketing campaign these days, you DO need to educate yourself on best practices…
…And creating video content to include in your social media strategy is a no-brainer today! This is a gift in the lap of anyone wanting to make more money, increase sales, boost their brand, or get their message out! No go out there and start creating some awesome videos.
The statistics associated with video marketing don’t lie. Get this: viewers retain 58% more of what they see versus what they read, online shoppers who see videos are 1.81x more likely to buy a product and a site is 53 times more likely to appear on page one of search results if it has a video.
Not only that, but video has been proven to increase conversions for both eCommerce and SaaS companies. Are you utilizing video on your site — be it product, instructional or explainer? What about in your social media campaigns?
Now that you know the power video offers your business, here are 13 tips to consider that will make your videos CONVERSION MACHINES:
1) Answer this: Who is my target audience?
Take a moment to write down exactly WHO your target audience is. Consider demographics such as their age group, ethnicity, gender and so on when getting the script ready. How does your target audience talk, what are their passions, are they even into videos? If the answer is no, you might want to rethink the very idea of producing a marketing video as it might not give you the returns.
BrookdaleLiving, which provides senior living solutions, A/B tested two versions of their landing page. One version had an image of an elderly woman while the other had a video. They expected the video version to outperform the image version but the results turned out to be the opposite. One of the analysis for the video not doing that great was that majority of Brookdale’s visitors were elderly females who are not patient enough to sit through videos.
2) Check for compatibility
Google Analytics is a powerful FREE tool to find what browsers, operating system and devices your visitors are using and make sure your video format is supported on them.
There’s no sense investing a ton of time, money and energy on an awesome video if it is not supported on the browser used by majority of your visitors. One of the best supported video formats on the internet is MP4. Here’s a little video compatibility chart that might be useful for you.
Another metric to keep in mind is the average internet speed of your visitors. If it’s on the lower side, then you could compress your video size so that it streams faster.
3) Ask yourself: Am I targeting men, women, or both?
An example would be a study of exercise advertisements conducted by the University of Michigan’s Michelle Segar. While such ads invoked a feeling of increased motivation in overweight men, women reported slagging motivation and body image. However, overweight women responded positively when the peg of these ads was shifted to healthy living.
Keep in mind that women respond better to images which conveyemotions. Depending on the break-up of your target audience, it will be a good idea to consider these gender-specific marketing insights while writing the script and choosing the talent for the video.
4) KISS #1 – Keep It SIMPLE Stupid
You are shelling out some serious money (UNLESS YOU’RE DOING IT YOURSELF) on that video so you want to maximize every micro inch of frame. Right? Wrong! Don’t try to oversell your product in the video. This especially holds true for SaaS explainer videos. If your product has 50 features, show only the most important 5 or 10. Research has proven that too many choices can actually work against you as it leads to indecision.
5) KISS #2 – Keep it SHORT Stupid
According to a Wistia report, more people will complete watching a 1 minute video than a 2 minute video. In another experiment, two videos were shown to two sets of users. Both videos were identical except for the fact that the second one was 10 seconds longer. On an average, viewers watched the shorter one 72% of the way through while the longer one was watched 50% of the way through. And I rest my case.
6) Show PROOF of your claims:
If you are making a tall claim or breaking some myth in the video to market your product, then back up your statement with a proof — preferably a visual one.
Take the case of SixPackAbsExercies.com which saw a 46% increase in conversions after adding a video on its sales page. In the video, personal trainer Carl Juneau goes about breaking the myth that you can get well-defined abs by just doing crunches and sit-ups. He cites the example of a record holder who trained his abs for six hours a day and still didn’t have six-pack abs. Carl then shows the image of the guy working out to back up his claim. Here’s a screenshot of the video:
Crazy, isn’t it??!! I already want to know more about this, as I am working on a 6-pack myself for an upcoming cruise!
7) Not just quality, but CREATIVITY:
Obviously you want to develop trust in the mind of your viewers, so it’s important that you don’t produce poor quality videos. However, there are plenty examples of low-budget videos going viral on YouTube. These are typically shot on shoe-string budgets, have the staff as the talent and are not that high on production values. But what works in their favor is a smart script and an unconventional approach. Take the case of the epic Dollar Shave Club video. It was produced for just $4500.
$4,500 may seem high for a single video, but that’s not uncommon. But if you’re a small business, entrepreneur or marketer on a budget, I’ve reviewed the TOP 4 VIDEO CREATORS UNDER $100. So, focus on the quality but don’t let it stop you if you can’t afford thousands of dollars for someone else to produce video for you.
8) Create a “Call To Action” (CTA)
You’ve done the research, produced a creative and engaging video, and you are driving traffic to it… Now it’s time to put in a clickable call to action button urging them to buy your product or sign up for your free trial or whatever that your goal is. See how Moz does it in its video:
To add the CTA, simply overlay your video with an image once the video has stopped playing. Or you can use a tool like ViewBix which allows you to add CTAs, integrate e-mail links and social share buttons on the page.
9) Create multiple versions of your video
If you have customers sitting around the globe, you could get the voiceover of the video recorded in multiple languages so that a person sitting in Spain can watch the video in Spanish. Fiverr is an awesome resource for inexpensive voiceovers. There are also various personalization tools that help you show targeted messages based on geo-location data of the visitors.
You should also consider creating multiple lengths of the same video. For example, you may want to show a short, 1 minute version to draw people to your site with a more detailed version to a returning visitor or a visitor who reaches a certain ‘engagement threshold’ you have set. You could test to see which version works by using Visual Website Optimizer which allows you to segment your data.
10) Take a little extra time when uploading to maximize SEO
Google, Bing, and other search engines cannot readvideos so you have to get the title, description, tags and categories right. These are the things through which Google will be able to identify your video. Make sure the tags clearly identify who, where and what is featured in the video.
11) Be careful WHERE you put the video on your site
Your video is done. It’s awesome! And you can’t wait to embed it in your site, but be careful on which page you decide to post it. The purpose of the video is to give information and convince the visitors.
If we take the AIDA marketing model, this is what you can do:
Awareness: Ask: Is this where the viewer is just getting to know you? It’s safe to put the video here.
Interest: Is this when they are getting curious, so they might be checking your Feature page? Thumbs up for a video!
Desire: These are your key convincing pages of your website. A video will help.
Action: This is when the visitor is making a purchase. Putting a video here is a BIG no-no. There might be situations where a video is required on the purchase process but most of us will probably never come across that situation.
Once the video is up on the website, you could test the following:
# Thumbnail image
The default thumbnail image could be non-representative of the content or could be plain confusing. Take time to create a thumbnail that best represents your video. Try A/B testing different images to see which one leads to more clicks. Read this to figure out how to run this test.
# Size of video player
According to this report, shoppers who view videos in a larger player are 2 times as likely to purchase. May be it’s the same logic as for large and smaller images? Why make guesses. Test if it works for you.
# Placement on page
“If the video occupies the top left of the page, then it mimics the positioning of video players on video sharing sites such as YouTube, Metacafe and Veoh. This position brings with it an expectation of entertainment and or information. Placed elsewhere, the video may appear to be more of an ad unit which may impact the expectations of the viewer, but you won’t know for sure unless you test it.’
You can test if just having the play button works better or a play button that is accompanied by ‘Play Now’ or ‘Click to Play’ text.
# Show video length
Do you want to tell the viewers upfront how much time do they exactly need to invest? CrazyEgg has people telling that they will be taking just 2 minutes of their time.
# Auto play vs play on click
Now this is highly controversial. I personally get all flustered if videos start auto-playing (especially when I am not at all expecting a video on the page). It’s as disempowering as being forced to open links in new tabs. But you might want to test how it works for you.
You could actually test three versions — Auto Play, Play on click and Play on Mute with the option to turn restart and turn on sound.
13) Use the video at multiple places
You don’t have to restrict the video to just one lonely corner of the website, place it on your newsletter or see how WebEngage cleverly uses it in its pop-up box.
Video marketing increases purchase intent by 97% and brand association by 139%.
80% of online visitors will watch a video, while only 20% will read all your content.
40% of people will respond better to visual information than plain text.
But video production is expensive!
Hiring a production company to produce professional branding videos, product testimonials, social media videos, or animated tutorials can bevery costly. Many charge hundreds or even thousands of dollars for a single video!
Doing it yourself requires skill, money… and TIME!
When running a business, you know that all your energy needs to be focused on your passion. That means there’s little time to be learning complicated editing software like Adobe After Effects or Apple’s Final Cut Pro.
Not only that, but the costs of these programs range from hundreds to over $1,000 per program!
THERE IS AN ANSWER!
Online video editors and easy-to-use apps allow users with little to no training to quickly and inexpensively create dazzling video content in just minutes. With only a few keystrokes and mouse clicks, you could create professional-looking intros, product testimonials, social media videos, animated product reviews, and more!
Here are the top 5 DIY video editing platforms for under $100.
1. Promo by Slidely (FREE to try)
Promo gives you quality video clips, licensed music and a built-in text editor so you can easily create stunning video content. Here’s how it works:
Content included: Promo is the only service that gives you access to millionsof premium video clips and hand-picked music complete with lifetime licensing.
Ridiculously fast: Their lightning fast engine means you simply add your logo and text and, literally, in secondsyou have a professional, attention-catching video.
Stunning results: Wow your audience with cinema-quality videos at a price that supports the social video campaigns you need to succeed.
VideoMakerFX is powerful software that allows you to create whiteboard videos, explainer videos, kinetic typography, video sales letters, lower thirds and other graphics overlays, logo openers, slideshows, and more! It’s really incredible!
Integrate your own video
Royalty-free music tracks included
Customize the templates by eliminating what you don’t want
Works with a Mac or PC
I tested this by letting my grandma use it, without giving her any training other than saying “make a video in this”, and it took less than 2 minutes for her to make a nice 30 second clip using some of her photos. Learn more…
Here’s a sample video created with VideoMakerFX:
5. Hydravid ($19.95)
Hydravid is a powerful tool for submitting your video content to multiple platforms at once. While it’s not actually for creating content, this tool is incredible! Here are a few features:
Post your video to multiple sites simultaneously
Automatic “spin” posting: each video upload has unique title to avoid duplication
Social backlink creator for higher rankings
Completely cloud based with no need to download anything
There are also some great “free bonuses” they offer with the product to sweeten the deal, but Hydravid alone will pay for itself with your first submission. Read more…
Runner Up #1 Vegas Movie Studio 13 Platinum ($79)
The only reason Vegas Movie Studio 13 Platinum is not on the list of TOP 5 is that it is a slightly more advanced platform, but whether you’re new to video editing or just new to Movie Studio, you’ll find learning to make a movie is a breeze.
With effective Help Bubbles and interactive Show Me How tutorials, video creation has never been so easy.
The Vegas Movie Studio family of products features some features you won’t find in other editors of this price range:
Boost colors, apply slow motion, or add other effects to enhance any video project. Use the new Color Match tool to achieve a consistent color look from one scene to the next.
Video Go Round has to be the EASIEST VIDEO-CREATION RESOURCE ANYWHERE! I don’t think the end product is anything stunning, but I cannot stress how easy it is to create tutorials, product descriptions, video blogs, etc. with this web-based system.
Here’s what the software creator says:
“Our video interface is simple enough for a child to use, yet powerful enough for the “Navy Seals of online marketing”. It’s web based, meaning you can log in and use it 24-7. No downloading. No hassle. Just login and begin cranking out instant videos!”
Video Go Round takes text and turns it into an animated video narrator who “reads” your text in a video. It’s pretty cool. Perfect for:
Users who are camera-shy
Those who don’t want to hear their own voice
Marketers who want to crank out high-converting videos quickly.
This amazing software will have you creating your own business overview, product testimonial, and social media marketing videos in no time! Learn more…
Check out our tutorials page where we show you step-by-step how to use these tools.
I’m no expert, but I’ve seen what the experts have said about using video in your marketing efforts:
Experts say video is #1
Nearly 60% of business to business marketers rate videos as the most effective content marketing topic according to visual.ly
Experts say video should be our highest priority
76 percent of marketers plan to add videos to their sites, making video a higher priority than Facebook, Twitter and other blog integration. Source: socialmediaexaminer.com
Experts say EVERYONE is using video
Well, there is that 7% of marketing pros who are not using video to promote their products and business. Seriously… 93% of marketers use video for online marketing, sales or communication. Source: syndacast.com
Experts say video converts better
A whopping 71% of professional marketers confirm that video content converts better than any other content online! That’s according to reelseo.com. Are you losing money?
Experts say video is the BEST bang for your buck
We all know that marketing takes time and money. But did you know that visual.ly has found that 52% of marketing professionals worldwide agree that VIDEO delivers the best ROI of any marketing content?
But while it may be true that video provides the best return on your investment, there’s no doubt that professional video content is EXPENSIVE!
You can’t afford to miss out on posting great video content, so what are you going to do?
We’ve reviewed 5 simple tools that make video content creation a breeze for anyone… and they are each UNDER $100! Check it out: DIY Business Videos