How to Boost Video Engagement: A 10 Step Guide
The days of relying on large screens for video content are over. We’ve entered the age of the mobile video.
Internet users are watching video via smartphones and mobile devices now more than ever. According to Facebook, 100 million hours are spent watching videos on their social network each day alone. Projections show that by 2020, video will account for 75% of total mobile data traffic. Soon, the video will be the main medium of communication between a brand and its customers.
Three-fourths (75 percent) of the world’s mobile data traffic will be video by 2020.CISCO VISUAL NETWORKING INDEX
This is great news for marketers. Video holds a lot of opportunity for engaging with your consumers in a deeper way than can always be achieved with content and static images. But, you can’t just grab a camera, film some content, post it on YouTube, and hope for the best. You’ll want to start with a solid strategy and create authentic, high quality, mobile-optimized videos.
And that’s what we’re here to help with. Check out these 10 tips for creating engaging video content so you get the most impact out of your video strategy.
10 Steps to Boosting Video Engagement
1. Always Frame For Mobile
During the pre-production stage, keep in mind that a majority of online video is watched on mobile screens.
When it comes time to record your video, you’ll have an idea of how to frame and shoot your video. If the primary purpose of the video is to be viewed online, avoid using a lot of wide angle shots, which tend to be difficult to see on a smaller screen. Don’t design for mobile as an afterthought, design for mobile first.
2. Create High-Quality Video (Which Doesn’t Have To Be Expensive!)
Video marketing across social media sites like YouTube, Facebook & Twitter is an incredibly competitive market, and it’s important that you do everything possible to make your videos stand out above the rest.
Understandably, not everyone can afford a professional camera or has the ability to hire a large production crew. But, in 2016, there is no excuse for jittery, pixelated, low-quality video content. Almost every smartphone on the market comes fully equipped with an HD camera and there are many affordable add-ons (like stabilizers) that you can purchase to make your smartphone movie-making ready.
Make sure to take your time in all the stages of production. This includes storyboarding, filming, editing and gathering opinions from co-workers, friends, and family. Remember, you’re creating the video for a specific audience, not for yourself. Multiple opinions are important.
3. Capture Audience Attention Quickly
As a video marketer, you have mere seconds to capture a person’s attention. Those first frames need to include the most important aspects of your product or organization with action shots or compelling imagery.
In video marketing, use your best content first.
4. Keep It Short (Most Of The Time)
Videos that are 15 seconds in length are shared 37% more often than videos that range from 30 seconds to 1 minute.
According to Video Brewery, you have exactly 10 seconds to capture your audience’s attention. For the desktop/laptop audience, almost 60% of viewers stop watching after two minutes. But there is good news! Mobile users tend to stick with video longer, especially tablet users who will stick with a video for up to 5 minutes on average.
Of course, 15 seconds will not work for every video you create. This is a good duration for grabbing a new audience through paid advertising or for going “viral”. Save the longer videos for your YouTube channel where your loyal and interested customers can go to see more.
5. Design For Sound Off & Use Text
85% of Facebook video is watched without sound. This makes it important to include eye-catching visuals and clear text that explains exactly what is going on in your video content — otherwise, viewers will simply glance over it.
Many people check Facebook, Instagram, Twitter, Snapchat or YouTube as they are commuting to and from work. Whether it be on a bus, subway or train, the use of sound may not be an option in public places, so develop a video that can incorporate text or subtitles in a way that does not disrupt the visuals on screen.
6. Re-Purpose Video Content For All Platforms
For Facebook and Instagram, a 1:1 aspect ratio is the most effective way to display a video. Square dimensions take up a large piece of real estate on a user’s feed, especially a mobile screen. While 16:9 widescreen video is nice on a desktop, it can be hard to see on a small screen without entering full-screen mode.
YouTube, however, performs better with 16:9 widescreen videos at increased lengths. YouTube users tend to have longer attention spans, especially if they are interested in the product or brand. Create multiple versions of your video for each of the different platforms.
7. Create Interactive Videos
Do something that lets your audience participate. 360 Video is becoming a popular tool amongst video marketers. Perhaps you own a car dealership and would like to showcase some of the vehicles you sell. With 360 videos, you can put the user inside the car and let them explore right from their phone.
Here’s an example from Mercedes-Benz:
Other options include live streaming an event or having a Q&A with your fans or customers. Facebook and YouTube both allow for live streaming and these strategies let you directly engage with users in the comments.
8. Incorporate a Call-To-Action Within The Video
A key feature of Facebook Video is that it allows for clickable CTAs that appear at the end of a video. This means that you can direct your audience to your website or eCommerce store after they’ve seen your video. You could even direct them to another video or content piece somewhere else.
You should always incorporate a CTA within the description of your post, plus the actual video itself, so that viewers see the CTA no matter what.
9. Highlight What Makes Your Brand/Story Unique
Don’t generate content for the sake of generating content. Create something that will benefit the audience and do it in an authentic way. If you have a large audience, think about creating explainer videos for the products or services you sell. When someone is interested in your products or services, they’ll likely watch for a longer period of time. This is your chance to show the personality behind the brand you represent.
10. Encourage Sharing & Stay Consistent
Encourage sharing! Get friends, family, and employees to share the video(s) across the various social media platforms.
A good method is to encourage sharing right within your Facebook, Instagram, Twitter or YouTube post. For example, if you own a travel agency and are showcasing a video about deals to New York, ask your viewers to tag someone or a group of people they’d like to go to New York City with.
Lastly, releasing consistent video content not only generates brand awareness, it also keeps your business top of mind for those who are interested in your services or products. You’ll build a following and a bigger audience to advertise to.