The start of the new year is always exciting. It’s time to start fresh, make new goals, and hit the ground running. If your goal is to ramp up your video marketing this year, here are several video production tips to keep in mind throughout the process.
Create a budget.
Not only for video production, but for distribution too. Whether that means adding more to your marketing budget this year, or reallocating funds from somewhere else in your marketing budget to devote to video production. If you have a tight budget, you should still be investing in video in 2015. You will just have to be more strategic with the kinds of videos you create and where and when they are distributed. Business documentary videos or customer testimonial videos are great, high ROI video production projects to get you started.
2014 was a huge year for video on Facebook, and they are not slowing down in 2015. To kick off the new year they are adding even more video features for Facebook pages, and more options for lead generation. If you have a Facebook page, don’t wait to start creating and posting videos.
When creating videos for the internet, keep in mind that a large portion of viewers will be watching from a mobile device, either while they are on the go or as a second (or third) screen.
Recent research by Google shows that 98% of 18-34 year olds watch video on their smartphone daily. That’s compared to 81% who say they watch TV daily. Not only did they watch video on their smartphones more than TV, they were less distracted when watching video on their smartphones too. The research also showed that millennials are 2 times more likely to focus only on smartphone video vs. TV.
Add paid ads to your video distribution plan.
The internet becomes more and more crowded every day. You should have a robust distribution plan for your videos after they are produced, and you should also add paid advertising to that plan in 2015. If you are creating a video for Facebook, you need to be putting some dollars behind promoting that video to your target audience.
Pay attention to analytics.
This is especially important if you are on a budget, because you will want to spend a good amount of time optimizing your video production process for maximum effectiveness. Start by nailing down what your goals are for your videos. Then, get to know the analytics tools that Facebook, YouTube, and Google Analytics provide, and determine which measurements line up the best with your goals. Finally, make sure you are tracking those measurements monthly at the very least, if not daily.
Did you know that Instagram surpassed Twitter in 2014 for number of active users? Instagram is a great place to start investing in video production during 2015, especially if you are a B2C company. Instagram would also be a great place to start if you have a small video production budget. Create a series of 15 second videos at one time with your video production company and then post them throughout the year for relevant and dynamic Instagram content.
Customize your video to the platform you are posting it on.
If you are posting your video on Facebook, don’t start the video with a graphic that steals the screen for 3 seconds, because by the time the video starts, the viewers have already scrolled past it. Instead, start your videos with compelling action that doesn’t need sound, which will make viewers stop scrolling and click to watch more of the video with sound. If you are posting the video on YouTube, include interactive elements that coincide with YouTube features such as associated website links and subscribe links.