Video Marketing. Tips and Tricks


Short-Form Videos

Social media has altered the way people talk to each other, with lesser words and compact lines KO'ing longer forms of content. Micro-video apps shorten videos to less than ten seconds, making them ideal for sharing on sites like Twitter and Instagram.

In this format, customers can quickly view a message as they scroll through their social media feeds. Brands can quickly send a message that will be seen by a larger audience, especially on Vine and Facebook, where they automatically play as a user scrolls past.

“With the emergence of micro video apps like Twitter’s Vine and now Instagram’s video sharing feature, we’re seeing even more movement toward real-time video sharing,” says my friend Jayson DeMers, founder and CEO of AudienceBloom. “And not just any videos; with Instagram allowing 3-15 seconds per video, and Vine allowing precisely 6 seconds, users are even more likely to create and share videos from their smartphones.”

Never Fade to Black

Measuring performance is the only way to know whether your videos are successful. Don’t settle for vanity metrics such as the number of views. That won’t lead to more leads and deals. Have a call to action on each video.

Collect data on how your videos are watched and how viewers engage with them. Check the duration of views, repeat views and drop-off rates. That data helps you know whether your videos are working. Even more powerful: Track those stats down to the individual viewer. Your sales team would pursue a lead who has watched three videos all the way through differently from one who turned one off after 7 seconds.


I realize this is a lot to think about. Ten years ago, marketers were intimidated and skeptical of using social media, too. Today, nearly every company in the world dedicates resources to social media. Some have teams of people working on it. Video is on the verge of taking off, too. The challenges of getting started are minimal compared with the rewards you’ll reap.

Share, share, share!

Share your video across numerous blogs and social media channels. The more often your video is shared, the more visibility it will receive. Similar to link building, if your video is picked up on numerous websites, the search engines will view this content as more powerful which can improve your organic ranking for the video.

Additionally, more people will see the video, the more viral it will become which will result in more publicity.

YouTube is certainly the best bet to receive optimal online exposure for your video. That being said, uploading your video to sites like DailyMotion, Vimeo and Break will be beneficial for added exposure. Sites like Vimeo cost money to sign-up for but depending on your wants and needs for your video, it could very well be worth it.


People love stories. The most clicked videos are actually those that have stories in them, other than a simple video introduction of a product or company. You’ll want to create more videos with stories, with clever ideas that will get your audience hooked each time they click play. Ask help from your team and brainstorm fun video ideas for your company. It will bring life and humanize your brand.

Nowadays, many businesses are focusing more on people’s stories or their missions rather than just their brands. Creating emotional viral videos will deliver more traffic and recognition for your company. Aside from inspiring and emotional videos, videos who could pull up a good humor also earn many views and shares.

Take this clever marketing video of Dove for example.

Create a series of videos

One-off videos are great, but the key to attracting a larger audience is to create series of several videos that deal with certain topics. Plan each video to follow on from the next, in a logical manner. When you do this, you encourage viewers to watch one video after the next, which means more views and more clicks to your business website.

This is especially effective for educational videos in specific niche markets. It also gives you the opportunity to promote the entire series, instead of a single video. People will spend hours watching your videos, like they watch series on television—and all because you’ve made the effort to package them like this!

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