By: Valerie Noel – Bayshore Solutions Digital Marketing Team
Can you believe on February 14, 2015 the video-sharing website YouTube will turn 10 years old? It’s almost unfathomable the amount of videos on YouTube, which boasts over 100 hours of video uploaded every minute.
YouTube may be the biggest, with more than a billion unique users monthly, but depending on the type of video you’re looking for, there is no shortage of outlets for video content, including:
- Vine – a short-form video sharing site where all videos are 6 seconds or less
- Vimeo – a video-sharing website that was launched a year before YouTube
- Wistia – offering video hosting and analytics for businesses, and even sites like
- Powtoon – that create animated videos for you if you can’t film live action.
How to Incorporate Video Marketing
You may be wondering how video can apply to your brand if you aren’t a celebrity or business that already uses video in some capacity, but don’t over think it. Try re-purposing some existing content to see if it translates to a visual medium. If so, you can use what you already have to start a YouTube channel to communicate in a new way. Keep in mind that video is just another channel to reach your potential customers, just like your website, offline marketing efforts and mass media. Keeping your message consistent across all of your channels is important.
Show & Tell and Instructional Videos
With the prevalence of smartphones and tablets, the ability to watch videos is only going to increase. Did you know that 15% of all online video hours globally are viewed on a tablet or smartphone? Shopping videos can be a great way to showcase your product in a real-time fashion. If you have a product that is complex to understand, an instructional video is a great way to make sure your potential customers have a good experience.
Inside View Videos
For B2B businesses, videos are a way of personalizing your company. Reading about the benefits of your company goes a long way in learning about a business, but what about a video from your last company luncheon showing the people and stakeholders in their element? Videos have the ability to be very influential and persuasive, when done correctly.
Much like learning about your company from the content on your website, customers are also very likely to read feedback about your company from third-parties. Testimonials are very common on websites in 2014, but wouldn’t it set you apart from your competition if you have video snippets of people giving testimonials about your brand?
Don’t Forget Video SEO
Producing a video and adding it to your website is not sufficient, however. The traditional rules of Search Engine Optimization also apply to videos, such as:
- Optimizing your website to increase your chances of appearing in the Search Engine Results Pages (SERPs). Help make your site easy for crawlers to find your video files by adding to your navigation a directory or subdomain that only houses your videos.
- Add a Video Sitemap to your website for optimal crawling and indexing.
- Utilize in-file metadata to describe your video, this includes the Title, Description and Keyword tags.
- All videos should have individual pages on your site with optimized Title, Description and Keyword tags, like your video metatags.
- Opt for embedded video players instead of pop-up players so visitors stay on your site. YouTube provides the HTML code needed to place an embedded video player on your site.
If you’re looking for ways to add video production to your digital marketing strategy, Bayshore Solutions can help you brainstorm, produce and edit videos for your brand. Contact us today for more information!