It’s kinda crazy to see how many small businesses are still ignoring video marketing. It is perhaps the hype that came with social networks that caused mom & pops to ignore this incredibly powerful marketing too. However, you should stop ignoring video and both embrace it AND incorporate into your social media efforts. Video becomes more and more important. Facebook, for example, gives more organic reach to those pages that directly upload video to its platform. Instagram pushes video content on search, on live…everywhere…so, if you’re making video content for social media, you should be repurposing it for video sites.
Small Business Video Marketing Guide
Before we dive deep into video marketing for your small business, let us look at a few stats so you can have full grasp on just how important video marketing is:
- Almost 80% of the population watches online videos weekly
- More than half (55%) watch videos online daily
- 2020 85% of all US consumer internet traffic is expected to be video by 2020.
- After Google, YouTube gets the second most traffic.
- 1/3 of all internet users are on YouTube.
- 45% of people watch over an hour of video on Facebook or YouTube weekly.
- “How to” queries on YouTube have increased 70% year on year.
- People consume over 100 million hours of video daily on Facebook.
- 500 million people watch videos on Facebook daily.
- Facebook gives videos uploaded natively 135% more organic reach than photos.
- 82% of Twitter users consume video on the network.
- Almost 60% of executives prefer to watch videos than read online.
- The majority of people (55%) pay more attention to content in videos than any other type of content.
- 51% of video is consumed on mobile devices.
- 95% of people remember content if they have consumed it in video. This number goes to only 10% when content is consumed as text.
- Video generates 1200% more social shares than both text and image content.
- Half of internet users conduct video searches related to products or services prior to making a purchase.
- Video demos of products increase purchases by 1.81 times.
- 65% of executives have visited a vendor’s site and 39% have contacted a vendor after watching one of their videos.
- Including the word “video” in subject lines for emails increases open by 19% and clickthrough by 65%.
Small Business Video Marketing Tips
Keep it Short
People online have short attention spans. They don’t want to waste time watching a super long intro and waiting for you to get to the meat of things. How short is their attention span? 1/3 of viewers only watch 30 seconds, 3/4 one minute, and more than half by two minutes. What does this mean to you? Be direct, clear, and give them what they want.
Use Close Captions
Right now, 85% of Facebook videos are watched without sound. This could be because people are at work, because they hate cheesy background music…or plenty of other reasons. Make it easy for them to consume your content by adding subtitles. AirBnB does this in their videos which makes it easy to sneak in their content…even when the boss is nearby.
Use Custom Thumbnails
You’d be surprised how powerful a custom thumbnail can be for your videos. They will increase your click-throughs and your watch times. When you create your custom thumbnail, make sure it is not cluttered, that it is easy to read, and that it tells the viewer exactly they will get from the video.
Craft an Engaging Title
Just like a headline to an article or blog, video titles can pull in viewers. When you craft your title keep two things in mind:
- Make it appealing so people want to click and watch – no vanilla boring titles.
- Use keywords so that it is search friendly, regardless of what social network you are publishing this post to.
Include your URL in your video
When you edit your video make sure you add your URL to it. Make it easier for people to remember your brand and to head over to your website. It’s basic SEO practice that you include your URL, but outside of link building…the goal is to control your audience…and get them where they can take an action, be that a purchase or subscription, so don’t miss out on this opportunity.
Use Your Video Content to the Max
If you’re creating video, think beyond YouTube. Post it on Facebook, Twitter, Instagram, LinkedIn, Pinterest…don’t stop there. If your mail goal is to get YouTube views, then embed the video or share the link. If your goal is to get Facebook engagement, upload it directly there. Just make sure you optimize that amazing content and that you use it to reach your business goals.
How to Manage & Grow Your Social Media Accounts
Socialdraft is your all-in-one tool for Social Media management. Socialdraft allows you to:
- Schedule posts to multiple Social media accounts
- Have multiple people create and post content
- Pull Reports
- and much more