Unlike other content marketing efforts video grabs peoples’ attention. Videos are easy to engage with, which makes them an ideal way to showcase your brand and spur your audience to action. Embedding a video to your website exponentially boosts your SEO rankings, which increases your chances of ranking on Google search results by 50x.
With your brand identity and target audience in mind you can start making production decisions, including everything from the script to the filming location. Set a clear goal for your video. This will make it easier to pick which tools, video format, and platform will best reward your marketing efforts. A short video announcing a sale will be very different from a two-minute brand story video. The former might include a call to action, and success metrics and stats will be focused on conversion rates and click-through rates, while the latter’s success might be gauged by engagement rate and raising brand awareness through impressions.
Plan which platforms are best for your audience. Younger audiences tend to watch videos on social media channels, if social media is your final destination, you’ll want to plan for smartphones and smaller screen sizes, creating shorter content. You may even consider a talent budget to hire an influencer. For longer content, embedding a video from your YouTube channel or Vimeo is a better option, as these venues allow for high resolution streaming without long loading speeds.