Millions of digital video producers are struggling for space in the overcrowded marketplace. How to have your business succeed in the video realm involves learning different techniques to attract more eyes and keep them coming back for more. There are some brands who generate billions of views every week. Then, there are others who generate little to none. Decide where you want yourself to be amongst this activity.
The Less Ads on your Videos, the Better
Consumers are willing to tolerate limited ads but they won’t be impressed if you layer your video with multiple, meaningless advertisements. When most consumers are coming to your video on mobile platforms, that means limited screen space. Limit ads. The last thing you want to do is have your video come across as an excuse to share spam. Create high value content with limited ads and you’re almost guaranteed to generate more plays. Think about it. Nobody is going to want to go back to any site with a spam-y layout. Approaching video content should be done similarly.
Turn Long-form Video into short, shareable Clips
Take late night television as an example. YouTube is dominated by short clips from Jimmy Fallon, Jimmy Kimmel, and others. They take long-from content and break it down into shorter, easily watchable clips. This approach has worked on all video platforms, including Facebook Video as well. Even for long-form interviews and similar content that would normally be shared in 10+ minute format, it can be much more effective to break that down into clips of 5 minutes or less.
Get to Know the Platforms you Use and keep Updated
Video sharing platforms and their algorithms do change over time. Essentially, you’re at the mercy of these platforms and algorithms. Know the limitations and what they require. Work those to your strengths. Most importantly, keep up to date as they change over time to ensure that you continue to maximize your reach at every possible opportunity.
These 3 Rules are Merely a Start
Companies, entrepreneurs, and brands seeking to be video-first publishers are well advised to begin from these three rules as a starting point. At the end of the day, it is about reaching as many people as possible and with a relevant, meaningful message. Throughout all of these changes, if you are able to accomplish this, you’re doing it right.
Everyone should be on a continual journey through learning how to market video correctly online. No matter your category, video and images are becoming the go-to for consumers.
Think about the biggest brands dominating your category and chances are that they have some sort of video marketing strategy ongoing. If you don’t know where to start, maybe going to your competition is where you want to look at. Seeing what’s working for them content-wise may provide you some ideas on where to start.
Remember, this is an ecosystem that is always changing so it’s important to continue your learning as a video production company in this marketing space throughout the months and years to come.