The 5 elements of successful video content

by on 23rd July 2015

Video marketing is huge right now and it’s a great way to get in front of an audience that isn’t too keen on reading blog posts or following businesses intently on social media. Not to mention that Google loves videos on YouTube and YouTube comes with a built-in audience of millions of visitors per month.

1. Include Key Information

Some people create videos and leave out important bits of information because they assume people will be viewing them on their website or on their YouTube channel. But remember that videos can be embedded on other websites where no one may know about your business. So include a little introduction about yourself and your business – make sure that no matter where the video is played, people will know who created it and exactly what it is about.

2. Keep Viewer Attention Span in Mind

While you might want to create a long and elaborate video, remember that video viewer’s attention spans are generally short. Tubemogul noted that 53% left a video after one minute. Take it from TV – advertisement videos should be about 30 seconds and definitely no more than one minute. Demos and tutorials can probably go longer if you know your audience is ready to sit back and learn.

3. Use Quality Equipment

People can easily see when a video is made with quality equipment vs. a shaky handheld mobile device. You don’t have to buy a Hollywood-style camera, but definitely look into something that records HD and can be stabilized with a tripod. Audio quality is important as well – test your camera to make sure it picks up audio well and if not, consider getting a microphone or dubbing over the video later. For screen recordings, invest in good software for crisp recordings without interference and a microphone that will pick up clean audio.

4. Add Calls to Action

Near the end of the video, you will want to give viewers a call to action like visiting your website or calling to schedule a demo. This will need to be something that works no matter where the video is viewed – saying “click on the link below the video” only works if the video can’t be embedded and played anywhere else.

5. Use Good Video SEO

As with all types of content, remember your SEO. Include your business name and keywords in the filename of the video (it doesn’t help with all video networks, but it sometimes helps, especially when on your website). For videos uploaded to YouTube or other video networks, include good keywords in the video title, description, and tags. Also include a link if you can in the description – for networks like YouTube, make sure you can see the description and the link without having to click on the Show more dropdown. Also try networks like Vimeo that offer a lengthy description area for text and links.

There you have it!

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