Video marketing isn’t new. It’s one of the most effective marketing strategies that grabs attention, garners high engagement, and skyrockets revenue if done right. In 2021, 87% of video marketers observed a positive ROI from video campaigns. 78% of companies say that they’ve seen their bottom line improve since using video marketing – making it clear why so many companies are taking advantage of this opportunity!
What has changed is the channels and platforms on which we publish video ads. With the increased usage of social media and mobile phones, more video marketing efforts are placed on these platforms. Compared to the past, when the majority (if not all) of video commercials were aired on TV, we now have a much broader platform choice.
Whether you are a digital marketer or a business owner, consider starting a YouTube channel for your brand, posting on IGTV, and sharing videos on your Facebook page.
No matter which avenue you choose, there is a lot to account for when planning your first few video campaigns. And most importantly, how do you maximize results cost-effectively?
Here are the three video marketing tactics to help you run a successful video campaign to boost organic reach!
1. Video SEO: The Secret to Boost Your Organic Reach
You probably know how powerful and essential SEO is for websites. It helps you rank higher on search engine results and attract organic traffic.
But don’t mistake it for written content only. It influences video as well.
If you look at the Google search result page, there’s a dedicated section for videos. And the videos on the first page are usually hosted on YouTube.
Did you know that YouTube is the second-largest search engine in the world, just next to Google?
YouTube is a video search engine with 2+ billion users and an astonishing one billion hours watched daily. So, your video marketing campaigns should include YouTube.
But how to rank? Let’s take a deeper look.
Optimize Video Title, Description, and Tags with Keywords
To rank on YouTube, begin with keyword research just like you do for written content. There are YouTube SEO tools you can use for keyword research and analyzing the competition.
Some of these tools are chrome extensions that show the keyword search analysis results in your YouTube search result page’s sidebar.
Similarly, you would want to target keywords with high search volume and low competition. After determining the target keywords, strategically include them in your video title, description, and tags.
There are also other ranking factors for YouTube, such as:
- Watch time
- Engagement: Likes, Shares, and Comments
To outperform these metrics, you would want to produce useful, high-quality videos. After all, nothing beats a quality video that people love to watch and share.
Rank on Google
To rank on Google, the primary ranking factors like domain authority, keyword relevancy, and backlinks apply to all kinds of content, including videos.
These four common types of queries tend to return video results in the top 10:
- How to
- “Keyword” video
If you keep this in mind when planning the video content, you’ll get traffic from YouTube and Google’s first page, which could double or even triple the amount of organic reach.
2. Plan for Multi-Platform Publishing
To further boost your reach, publish your videos on as many appropriate platforms as possible.
Nearly all popular social media platforms include video sharing functions. There are platforms with similar settings that make cross-posting straight-forward. For example, you can republish a YouTube video to Facebook pretty quickly.
But many have different requirements and best practices. For example, there are various video length constraints for Instagram stories (up to 15 sec), TikTok (up to 1 minute), and IGTV (1 to 15 minutes long).
When planning video production for long-form content, incorporate a highlight or a hook that grabs attention.
You can share the long videos on platforms like YouTube and Facebook and share the highlight clips on Instagram stories, TikTok and Pinterest.
Additionally, pay attention to the social media video specifications when sharing on different platforms. When shooting the video, make enough space and room for reframing later.
Keep the target publishing platforms in mind when planning the video production. This would make republishing much easier when the video is ready to go live!
3. Always Include a Call-To-Action in the Video
We love including call-to-action in blog posts and other written content––don’t forget it when making video content.
After investing all the time and resources to produce a masterpiece video, tell viewers what you want them to do by including a strong call-to-action. Your video should convince them to act and give them the motivation to take action immediately.
If you don’t tell the viewers explicitly what to do, they won’t know what you want.
There are video campaigns that are designed to increase brand awareness. You might just want to show your brand to familiarize the viewers. Why not include a simple CTA asking the viewers to visit your website?
Better yet, tell the viewers what they can get if they visit your website. It could be free resources, coupons, or simply learn about something valuable.
The best practice is to have a shoutout in the video and include a CTA button right next to the video.
For example, there is a CTA button right below the Facebook Ad video. Use it wisely.
In this Airbnb ad example, viewers can learn about how much they could earn by hosting, which encourages them to take action.
Design a strong CTA that links back to your campaign goals and can give viewers the motivation to act immediately. A study by Wistia reveals that mid-roll and post-roll CTA had an average conversion rate of 16.95% and 10.98% respectively. So make sure you include CTA to drive conversion – and add them mid-roll!
Take these video marketing strategies when planning your next video campaign to boost organic reach. Doing so will help you make videos people love watching and sharing!
Gloria Chow is the founder of Venturer which is a digital nomad community. She regularly writes about the future of work, entrepreneurship, digital nomads, and marketing. Connect with her via LinkedIn or Twitter.