Video marketing is everywhere online, with promotional content on social media platforms, shoppable videos, webinars, and more. With phone cameras and easy-to-use editing apps and software readily available, creating promotional video content for your business has never been easier.
Video catches potential customers’ attention better than print advertisements or still images. It has also caught marketers’ attention: in 2024, 91 percent of businesses plan to use video as a marketing tool, with 88 percent saying that video is an integral part of their overall marketing strategy.
But how can you effectively reach your target audience with video marketing? Let’s explore some ways you can optimize your video content so it appears in front of potential customers on search engines and social media.
Why Optimize Video Content?
Millions of hours of video are uploaded every day to social media sites, YouTube, and elsewhere on the internet. With so much content for your target audience to watch, making your videos stand out from the crowd is vital. After all, if you’re putting time and effort into creating compelling promotional content, you want people to watch.
Social media sites and search engines work through optimization, improving your content’s relevance using tactics like keywording, metadata, and best practices. Optimization will help your content rank higher on search engine results and help put your promotional content in front of the right people.
You’re creating promotional video content with a goal in mind: you want it to be watched, liked, and shared. A good promotional video can increase engagement with your company, improve brand awareness, and ultimately attract more clients.
Let’s explore tactics that can help you optimize your video content for search engines and social media.
Keyword Research
Using targeted keywords is the foundation of any successful SEO strategy, and video content is no exception. Start by identifying relevant phrases and keywords that your target audience will likely use when searching for content related to your industry or product. Online tools like Google Keyword Planner can help simplify this task or give you a starting direction. The ideal keyword is relevant to your business with a high search volume and low competition.
Once you’ve identified some target keywords, incorporate them into your video titles, descriptions, and tags. Avoid keyword stuffing or using too many keywords in a way that doesn’t sound natural. Keyword stuffing can negatively impact your video’s visibility and make potential viewers less likely to click on your content.
Metadata Optimization
Metadata can help your videos be recognized and seen as relevant within search engine algorithms. It can also encourage people to watch your content.
Create a compelling, descriptive title for your video that includes your target keyword. Next, write a brief description, incorporating your target keyword and a call to action, encouraging viewers to engage with you. Use relevant tags to optimize your video further and make it more findable.
When posting to platforms like YouTube, create a visually appealing thumbnail that accurately and cleanly represents your video’s content. A good thumbnail will grab people’s attention and encourage them to watch.
Understand Platform-Specific Best Practices
Each social media platform has its own best practices for video content. Requirements can change, so staying up to date on each platform you use is advisable. Social media sites also regularly release new features, and being an early adopter can help you stand out.
Before creating and posting a video, check each platform’s supported file types, maximum file size and video length, resolution requirements, and aspect ratio. Ideally, you should optimize your video content for each platform. Also, remember that most people use social media on their phones and often watch videos without sound. Quality captions are essential to promotional videos, making them accessible to everyone.
Should you post content on every social media platform out there? Not necessarily. Optimizing your online presence means picking and choosing which platforms to post your videos on. Market research will give you a good idea of what platforms your target audience is using. If your target audience is young and social media savvy, they’re likely spending time on Instagram and TikTok. An older audience may be more likely to see your videos on Facebook.
Engage With Your Audience
Followers are the key to growing your brand’s reputation online. Encourage viewers to comment by putting a call to action in your video or its description. Like and reply to comments that people post on your video. Not only does this improve your reputation as a business, but active engagement is seen positively by social media algorithms. This can help boost your visibility, putting your promotional content in front of more potential clients.
Analyze, Learn, and Improve on Your Strategy
Once you’ve posted some videos, you can analyze the performance and improve your strategy. Metrics like views, likes, shares, watch time, and engagement rates can tell you a lot about how your target audience receives your content.
Are certain types of content more popular than others? Are videos with a particular keyword more effective? What videos are people commenting on and engaging with, and why?
There’s no one secret strategy to gaining tons of views, but analyzing your data can help you refine and grow your content. This process takes time and is ongoing.
Work With a Professional Video Production Team
Need help directing your vision? Partnering with a professional video marketing production team can take your promotional videos to the next level. They can help you tell your brand story in a way that humanizes your company and makes you relatable.
Creating compelling video content can be daunting, especially if you’ve never done it before or have big goals. A professional team can handle all aspects of video production, like planning your concept and script, assisting with development, and conducting any necessary casting or location scouting. Professionals can even assist with your marketing strategy to help your videos reach your target audience.
Ready to start filming your company’s promotional content? Contact Pretzel Logic Productions to bring your creative vision to life and take your video production to the next level.
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Binary Blogger has spent 20 years in the Information Security space currently providing security solutions and evangelism to clients. From early web application programming, system administration, senior management to enterprise consulting I provide practical security analysis and solutions to help companies and individuals figure out HOW to be secure every day.
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