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How to Get More Value From Your Next Video Project

We all want to get the most value out of the cash we spend on marketing. Whether we’re doing A/B tests on a pay per click ad campaign or just want to make sure we get a healthy stream of leads from our new website, getting value from our marketing spend is essential to keep tabs on what works and what doesn’t.

The thing about video is that it consistently outperforms any other marketing tool around. Hubspot discovered that people are twice as likely to share video on social media than any other type of content and that 80% of video marketers claim that video has directly increased sales. So there’s a lot of proof out there that video can make a big impact.

But more often than not, we see businesses simply upload their video content to YouTube or Instagram and then forget about it! No embedding, no tracking, no marketing, no repurposing.

If you want to get the best return on your video project, then you need to do a little more than that!

Here are 3 quick and easy ways to get the most value out of your next video production projects

 

Embed videos on your website

Video content is the most powerful marketing tool for building trust and engagement, so having video embedded on the most popular pages on your website is essential.

In fact, including a video on your landing page can boost your conversion rate by up to 80% (so say Wordstream). So whether that’s adding a promotional video onto a product page, including an event video on a sales page for an upcoming event or even just adding a simple brand video to your homepage, including video on your website should be the first thing you do to get the most value out of your video project.

If you make sure the videos are hosted from a popular streaming service like YouTube or Vimeo and implemented properly, there won’t be any noticeable effect on the performance of your site. In fact, it’s been estimated that as of today at least 82% of web traffic will be video (according to Cisco), so make sure your site is ready for video because your customers certainly are!

 

Share videos on your socials

Video is well known for getting more engagement and exposure on social media than simple text or image posts. This is for the simple reason that they capture viewers attention for longer. Twitter says that tweets with video get 10 times more engagement than those without and on LinkedIn, video posts are shared over 20 times more than any other.

But don’t just upload your videos to every social platform! The key to making this work properly is ensuring that your content is tailored to the social networks you are posting on.

The audience on Instagram isn’t the same as the audience on Linkedin, and the audience on Tik Tok isn’t the same as that on Facebook. So keep that in mind when commissioning your video and think about where it’s going to end up.

Also, it’s always a good idea to get a few different versions of your edit too. The same video project could have a number of different edits created from it. For example, you could have a shorter version edited in portrait mode to use on Instagram stories and another slightly longer edit produced in a 1:1 square format for your Instagram feed.

But try not to get too bogged down in the detail. Hubspot say that 93% of brands got a new customer because of a video on social media so there’s no time like the present to get your video out there!

 

Consider retargeting adverts

Using your videos as retargeting ads is a brilliant way to keep you top of mind with those prospects who expressed an interest in your company but have yet to make a purchase.

Retargeting video ads are adverts displayed to users who have already shown interest in the products or services you offer.

For example, a potential customer might land on a webpage, use an app or even enter a physical store and not make a purchase. But with retargeting ads, you can send these warm leads a video ad using Facebook Ads, YouTube or Google Adwords to encourage them to buy.

The best thing about retargeting ads is that they can never be seen as spam by your audience. The very nature of dynamic retargeting means that you’re showing your prospects adverts based on a product they’ve already viewed, so your video is acting as a casual reminder to click back through to the website and hopefully make a purchase.

In fact, dynamic video retargeting can improve the click-through rate of ads by 74%, and your ROI by 49% (link)

 

These are just a few simple things you can do to get more mileage out of your video project. Even doing one of these above you’ll be transforming the impact of your video content over the vast majority who rely on the ‘upload and pray’ tactic!

 

 

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