15 Inspiring Video Marketing Tips from First-class Marketing ExpertsBy Lydia Cockerham | 11:05 AM on April 20, 2016
We all want to do great stuff with video.
But sometimes, well, the whole idea of video marketing can seem just a bit overwhelming.
I've found that one of the best ways to learn is to take advice from the best.
So I got in touch with some serious marketing masters who have all used video to achieve amazing results.
Here's what I asked them:
If you could pass on a single video marketing tip, what would it be?
I'll be honest — the replies I got were better than I ever expected.
Now I've collated them all here in one post, so you can learn from, and be inspired by, the top video marketing tips from the top video marketing pros.
Bonus: Download a free version of this post in PDF. So you can view, print or share all 15 of these inspirational video marketing tips whenever you need.
"Use emotions to connect with your audience"
Use emotions to connect with your audience.
One of the big reasons to use video is to connect with people on a personal level so that way you strengthen you bond... and emotions are typically the way to do this.
"Make content people want to watch"
Make content people want to watch, don't just shout your messages.
Understand the search intent of what people are looking for and make compelling answers to questions being asked.
All while being authentic and showing your passion.
Co-founder & CEO of Vidpow
"Get in there and have a play"
Video is the most versatile marketing medium of them all.
Don't let people tell you it's 'good for top of funnel' or 'just for case studies'.
Used well, video is great at just about anything: long, technical explainers or short, emotional heartstring-pullers.
6-second Vines or 90-minute feature films.
As Homer Simpson said of the donut, "Is there nothing it can't do?"
So the tip is: get in there and have a play.
Think of video for just about any goal.
Do some with high production values and make others on your iPhone.
Just do it.
Co-founder & Creative Director of Velocity
"Know your audience and know your value proposition"
The most important piece of advice is to know your audience and know your value proposition.
That'll help you reach them every time without interruption or confusion.
Founder of Video Creators
"Focus on the first 10 seconds"
Focus on the first 10 seconds. Really.
If you look at your YouTube audience retention or Wistia stats you'll notice that approximately 20% of your viewers drop off in the first 10 seconds.
If video is important for your business, this is a very big deal.
Since I first noticed this phenomenon 18 months ago, I asked myself: why?
Well after a lot of experimenting, I found the reason: the viewer isn't sure this video is right for them.
Sure, you'll lose a good chunk of your audience no matter what. But I've discovered that letting people know they're in the right place significantly reduces this initial drop off.
For example, my older YouTube videos have these long introductions that give a high-level view of the topic at-hand. So for a video on keyword research I would say something like: "Keyword research is important for SEO because, blah, blah, blah." And my audience retention was terrible.
Today, I just reiterate what the person will learn in the video.
For example: "In this video you'll learn how to X."
Or I introduce the problem the person is having: "How do you get authority bloggers to link to your website?"
Those more direct introductions have dramatically boosted my audience retention — which means more people watching my video content.
Founder of Backlinko
"Know specifically what you want to achieve with video"
Be clear about your goals.
Know specifically what you want to achieve with video. And know what you need your audience to do to get you there.
What action do they need to take to ensure your meet your objectives?
And what mindset should they be in to enable them to take that action?
In other words: what should your audience feel, think and do after watching your video content?
If you can solidify this in the planning stages of video marketing you're on the way to success.
Co-founder & Video Strategy Director of Skeleton
"A strong story told well can resonate immeasurably"
The strength of a story carries a video.
Actually, that’s true of all content.
But it’s especially true of video, when a strong story told well can resonate immeasurably.
Chief Content Officer of MarketingProfs
"Build your audience over time"
Don't do one video... do a series.
Building a loyal audience takes time, so treat your video like an ongoing story playing out and build your audience over time.
Founder of Content Marketing Institute
"Think about how you can repurpose video"
Don't box yourself into a corner when it comes to video.
When you're planning your video content, always think about how you can repurpose video in different places and across different channels.
Yes, you want to achieve your main video objective, but beyond that — how can you maximise the usefulness of video?
Using your content across a range of places is one of the most effective ways to keep your audience engaged no matter where they might find you, and draw in the largest relevant audience possible.
And it all leads to a higher return on investment for video.
Co-founder & Managing Director of Skeleton
"Know who you're talking to and speak directly to them"
My biggest tip is to be specific.
There's a ton of content out there, 400 hours uploaded each hour.
If you don't know who you're talking to and speak directly to them you're just going to get lost in the clutter.
Founder of Epic Signal
"Capture your audience's interest then sustain it"
So many components feed into the production of effective videos.
If I were to choose just one tip, it would be to ensure your videos are of high quality and unquestionably concise.
(Was that two tips? Sorry, I cheated!)
62% of consumers are likely to form a negative perception of brands that publish poor quality videos.
Before any marketing even begins, your video production has to scream 'elegance'.
Nobody is going to stay to watch if your sound is muffled, too tinny or overpoweringly decibel rich.
Prepare to invest in premium equipment or hire professionals to produce videos for you. Otherwise, don't bother, honestly! It’s your brand’s reputation at stake.
Your visuals have to be spot-on — the difference between recording from mobile phones, budget camcorders and high-end digital video cameras is easily distinguishable. Balanced lighting is critical to complement the focal points in shot.
Lastly, brevity is your friend.
Capture your audience's interest then sustain it.
Two minutes may sound like a very short space of time in the real world but when you're viewing a video, time can pass very slowly.
Considering our increasingly attention-deficit culture, never forget this!
Founder of OPTIM-EYEZ
Being yourself on camera is the key to good video marketing! Be human!
And the best tip I know to help you do that is to get loose before a take.
Co-founder & Chief Technology Officer of Wistia
"Take the time to make it great"
The biggest piece of advice about video marketing I can provide is to make it beautiful.
The days of "an iPhone video is ‘good enough’” is over.
When creating video, even if you can’t take the time to get a well-lit, professional studio look — at least take the time to care about the presentation of it.
A static-filled Skype video interview where the audio sounds like a telephone conversation isn’t really good enough.
Take the time to get great audio, to edit carefully, to get what you need, rather than what you can.
Video can be a very powerful way to bolster the brand conversation with your audience. But take the time to make it great.
Chief Strategy Officer of Content Marketing Institute
"Be very clear about your objective"
Know what your objective is at the outset.
Whether it's a 6 second Vine or a 6 minute film, be very clear about your objective for the video before investing a penny in creating it.
This will help make expectations clear for both creator and viewer!
Former US President of Unruly
"Make the greatest video possible"
The greatest video marketing tip I can offer is to make the greatest video possible.
You can spend a fortune on video strategy, marketing planning, social media integration, PR / blog outreach and paid views but if the video isn't really good, and really shareable, it's only going to go as far as what you've paid for.
Conversely, if the video is amazing, then all that strategy leads to organic — free — sharing.
Once people find the the video, they'll WANT to share it — and all those views, viral sharing and the brand messaging exposure are free.
Co-founder & Creative Director of Supercool Creative
So there you go!
Those were the best video marketing tips from some of the biggest marketing experts.
What I found really interesting was how all of these tips revolved around 3 basic points:
- A thorough video strategy
- Awesome video content
- A deep understanding of your audience
And that makes perfect sense, because each of these points are absolutely key to successful video marketing (as we always tell people when it comes to the video production process).
If you found this advice useful or inspiring, please share this post with somebody else who might benefit from hearing it.
Now get out there — and achieve some amazing things with video!