Here’s hoping everyone is staying safe in this pandemic. And since most of us are quarantined, and are looking for strategies to grow our businesses. I thought this might be a good time to share some insights on video marketing in 2020.
Adding video marketing to your 2020 strategy can greatly benefit your business. Let’s start with some video marketing stats. Did you know that in the next few years, 82% of commercial internet traffic will come from video. In that time, it’s expected that over a million videos will cross the internet, every second. That’s an extraordinary amount of video. But what does this mean for your business? Video isn’t going anywhere, so if you don’t hop on the video train soon, you’re going to be left at the station.
With everyone hopping on the video marketing train, it’s going to get pretty crowded. As a business owner, you’re going to have to get more creative and your approach to video will have to be really unique, in order to stand out. However, that’s easier said than done.
To help out, I have some tips for growing your video marketing strategy in 2020 and beyond. If you want your 2020 videos to stand out, you’re going to have to understand your audiences viewing habits. Naturally, the pandemic has changed a lot of things, however the basics of video marketing will still serve you well.
TIP #1: CUSTOMIZE YOUR VIDEOS FOR EACH PLATFORM
Where you post will always depend on who and where your audience is. And even though YouTube is the only game in town, do not ignore the other social platforms. Facebook and Instagram posts with video, tend to get more engagement, depending on your type of business and your goals.
You may also see success from posting videos on LinkedIn. Aside from where you post, your engagement rate is something you will need to keep an eye on, as this will generally be affected by your video length. A 10-minute video will probably perform well on YouTube, but someone scrolling through Facebook isn’t going to stop and watch such a long, if they even stopped at all.
TIP # 2 – KNOW WHAT DEVICES YOUR VIDEOS ARE BEING WATCHED ON
I don’t think this will come as much of a surprise. But you should create web videos with a mobile first mindset. People watch videos on social media. And where do they access social media? On their phones…Look at your video analytics to see where people are watching your content. You might still get a decent amount of views from desktop computers, so don’t ignore this audience, if it’s still present.
The other big thing with mobile video, is that a lot of people watch videos without sound. 92% of people surveyed in the US, watch videos without sound on mobile. Therefore the solution to this problem is captions. If you caption your videos you’re giving people a way to watch your content without turning up the volume. This simple suggestion can impact video engagement greatly.
TIP # 3 – UNDERSTAND HOW PEOPLE ARE SEARCHING FOR YOUR VIDEOS
Search engines have always been big in presenting information we are searching for. But if you search the same term in 2020, you’ll notice that the search results now include videos related to your search term. It makes much more sense to make a video showing people how to update their website, for example. Rather than a full explanation of text. Digging into search results can help you understand what people want to see in your 2020 video marketing content.
As I mentioned earlier, YouTube has become a staple for the consumers, decision making process. Google knows this and now has a “KEY MOMENTS” feature for YouTube videos and websites. You might have seen these results when you search for a how to query on Google. A video pops up in the search results on mobile, featuring different segments related to your search.
To get your YouTube videos to pop up for a search term, make sure to break down your video into timestamps in the YouTube description. In addition, make sure your website supports rich markup structured data.
TIP # 4 – USE DATA TO PERSONALIZE YOUR VIDEOS
Personalization will win in 2020, especially in the world of video. You might have seen personalized videos on social media, or in your email that feature your name throughout the video. It’s a super cool way to connect with your audience, using information that a user may have provided interacting with your business. look at the data you have. Do you have a weekly email newsletter for your customers? These can all be opportunities to personalize your video content.
There you have it. Four powerful ways to boost your 2020 video marketing strategy even in these crazy times. Let me know your thoughts in the comments.