Article

Laura Stack
Laura Stack 16 March 2016

11 Dos & Don'ts for Your Video Content Marketing

By the end of this year, it’s expected that video will account for up to 60% of all mobile traffic, so it’s not surprising that you’ve started thinking about drafting video into your marketing strategy.

We’ve put together some of the most common traps marketers fall into so you don’t have to find out the hard way.

1. Don’t think a long video will impress your audience

.. It’s more likely to bore them. You’ll have lost more than a  third of your viewers by the one minute mark so keep your video as short as possible, without losing your message. Remember, many TV ads are only 15 seconds long.

2. Do keep your message simple

Have a single theme for your video and don’t try to include too much as it will confuse your audience. If there’s lots of information you want to get across, make a video for each individual piece of information. If your user wants to know more, they’ll continue to click to the next video. This tip also helps to keep your video length down.

3. Don’t take a DIY approach

.. Unless you want to invest in an in-house production team. Amateur video gives the impression of an amateur company and low quality video on your website will lose it credibility and may well harm your conversion rate. Want to see the difference between footage filmed on professional equipment and that filmed on an iPad? Watch our video below.

Professional vs Amateur Video from Bespoke on Vimeo.

4. Do optimise your video

Use the tools available to you to maximise your video’s searchability, which includes correctly filling out titles, descriptions and tags. Write detailed descriptions which includes keywords and phrases that will help your video be found. Also, make sure your video is the best format for the platform you’re using - refer to the website’s guidelines on this.

5. Do promote your video

500 hours of video is uploaded to YouTube every minute. While good optimisation practices helps users find your video, you have a lot of competition. Use your social media channels to share your video. Send out a link in your next email newsletter. Let your audience know it’s there.

6. Don’t make your video a sales pitch

Online video is a great way to subtly market your brand, so don’t put users off by being too sales-focused and promotional. Instead, offer them some advice and build their trust, so they make a connection that your brand equals knowledge.

7. Do use your logo and brand

As a minimum, package your video top and bottom with your company logo. A moving logo works well to front your video and end with a call-to-action like a website link. Best practice involves getting the brand and logo into your actual video footage. Put signage in the background, ensure staff are wearing branded uniform and place branded merchandise on surfaces.

8. Don’t overdo the visuals

Overlaid graphic text and images should only be used if they add to the value of the video or are necessary to highlight key points in a complex topic. Don’t simply repeat information that can be heard in a voiceover with text over the top as this is distracting. In most instances, either use a voiceover or text explainers, not both.

9. Do use good background music

Background music can help to set the mood of your video and give it a completed feel. Most films have a musical soundtrack running through them, which sets the mood and builds suspense without being overpowering. Avoid using free commercial music that sounds cheesy, it’s better to pay for music you feel really represents your brand well.

10. Do be conversational in your language

If your video has a voiceover, it needs to be scripted. The written word is different to the spoken word, so write it how you would say it using natural, everyday language, humour (if appropriate and not forced!) and without jargon. Remember, you’re trying to make a personal connection with your audience.

11. Don’t expect too much

Creating a viral hit is challenging and only happens to certain types of content, namely entertainment. Think quality over quantity when it comes to views. Statistics show that almost half of viewers will take some kind of action after watching it, which includes continuing to research the topic, making an enquiry or even making a purchase, so even with 2 views, you can say you’ve made an impact.

Bespoke has a team of video specialists that can help you with all things video from planning to production. Get in touch on 01772 591100 or email laura@bespokeinternet.com.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Infographic - The Best Times and Days to Post to Social Media

Infographic - The Best Times and Days to Post to Social Media

With the social media landscape changing literally every single day, it's become a full-time job for social media managers to merely stay up-to-date on emerging and shifting trends and best practices. It's tedious, time-consuming, detail-oriented, and, quite frankly, a bit of a headache. But thanks to this new infographic, some guessing can be taken out of social media management.

Will Price
Will Price 21 September 2017
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more