With the advent of social media, video marketing for startups to large corporations has skyrocketed. Promoting your business with the use of engaging and relevant videos is not only a way to establish yourself as an authority in your industry, but it is also useful in garnering loyal followers and potential customers. It is a proven fact, that video marketing builds more trust, thus increasing your bottom line. While some videos used for business go viral, it’s important to consider various factors that drive users to watch the videos, share them, and relate to the product or service that is promoted. Video marketing is also one of the fastest growing segments in todays age of digital marketing.

Consider Your Audience and the Demographic You’re Targeting

Before creating a video for your business, it is essential to keep your target audience and demographic in mind. Some of the most popular social networks that allow for videos not only include YouTube, but also extend to Instagram, Snapchat, Facebook, Twitter, Pinterest, and even LinkedIn. Prior to writing a script for your video, choose language that is relevant and not “too corporate” or condescending based on the age group you intend to reach. 

Incorporate Branding

Every video you produce should incorporate a similar style that resonates with your audience and incorporates your brand. Utilize your logo, color scheme, and even fonts that match your website’s format. Establishing credibility in any market is key to gaining trust and loyalty with new users and returning customers. Branding your videos with similar themes, voice overs, or actors helps others remember your company’s name, keeping them coming back for more content. 

Video Quality Matters

Avoid publishing videos of low quality or content with cheesy or “over the top” scripts. Select individuals who appear in your videos that are professional and can deliver a message with the personality that flows well with your brand. Dull, monotone voices and personalities is a quick way to turn individuals off from learning more about your brand and what you have to offer.

Length of Videos

When an individual stumbles upon a video you have created and shared, it is imperative to keep the length of your published material in mind. Avoid creating videos that are overly long and drag on. Instead, aim for videos that are between 30 seconds and 3 minutes to make the most out of gaining viewership while getting your point across. Even if your video does not blatantly promote your product, keeping videos short and sweet on social media keeps users’ attention and can generate new leads and potential sales down the road.

Consistency is Key

Ever see a video from a company that you are interested in only to never see another piece of content shared or produced by them again? One of the quickest ways for users and potential customers to lose interest in a brand is a lack of consistency in terms of sharing on YouTube and other forms of social media. Set a schedule for shooting videos and generating content to ensure you are maximizing exposure while appealing to more users with each new update.

Keywords and SEO

A major factor to consider when you are creating content and shooting videos for your brand includes keywords and SEO. SEO is important as it helps individuals find your website and social media channels through the use of popular search engines such as Google, Yahoo!, and Bing. With each video you create and upload, you have the option to not only add a description of the video, but relevant keywords that are most likely to be searched to find your video. Be sure to include keywords that describe the content you are sharing along with your company’s name to increase visibility within any network of your choosing. Even in traditional blog posts or content you share, keywords help to target specific individuals with similar and relevant interests that are related to your brand. 

Additionally, when using networks such as Twitter, Instagram, and Facebook, implementing a few hashtags without going overboard is another method to cater to an audience who may be genuinely interested in your video or the content you are sharing. Avoid going overboard with hashtags, as this can interrupt your SEO ranking and turn others away who find hashtags “annoying” or “overdone”. 

The more insight you have about your audience and the type of videos you want to create with your video marketing plan, the easier it is to market any small business. Take the time to review competitors who also develop videos to better align yourself with content that is most likely to go viral or resonate with potential customers who are seeking the product or service you provide. 


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