Since the work I do in advertising is primarily in video and video primarily happens online these days, it stands to reason that I get a lot of questions about best practices in this space. Recently, my cousin asked me to look at some videos his Florida monster truck park commissioned.
For the uninitiated, a monster truck park is exactly what it sounds like. It’s 520 acres of Florida swamp land where monster truck enthusiasts bring their vehicles to go muddin’.
Yes, there are alligators.
Anyway, a big piece of the park’s marketing footprint is in online video (seriously, look up mudding videos, it’s a whole thing), so getting people from YouTube into the park is important.
In short, here are the recommendations for best practices I told my cousin for making marketing videos that drive conversion. For him, conversion means awareness of events, as most of the park’s organic publicity is word-of-mouth generated at rallies staged on the property. Clicks, followers, and subscriptions ultimately supply information about those events.
Here are some important social video marketing terms:
- Conversion: The Thing You Want (clicks, purchases, followers, subscriptions, etc).
- Awareness: How many people actually know who you are.
- KPI: Key performance indicators. AKA, things you look at to see what specifically is or isn’t giving you The Thing You Want.
- Paid media: Video you pay to put in people’s feeds.
- Organic media: Video you post without paying for paid media.
- CTA: Call to action. You need this to get The Thing You Want.
- Analytics: Analysis of viewer reach and behavior.
Here’s a simple list of social video marketing best practices:
- Say who you are and what you want or do in the first 3 secs of your video. Studies show, if they don’t already know you and love you, almost everybody swipes away by :03 secs. This is your best shot at hitting awareness KPI’s (at minimum), especially if it’s paid media.
- Keep it short. Unless you’re posting an in-depth YouTube documentary, keep it at or under :30 secs. Even just the sight of a progress bar longer than that can cause folks to bounce away.
- Always end on a CTA. People who watch through to the end of your video are different from the people who only saw the first :03 secs. The best way to convert this subset is to call them to take action. Basically, just tell them what to do next. Again, studies show almost everyone will ignore this, but those who do are yet another subset. They are the converted and per my description above, they are The Thing You Want.
- Study the people who convert through analytics and determine your KPI’s. Make adjustments based on those findings. Rinse and repeat.
Obviously, there’s a lot more to this, but this is the top-level flow for video marketing. I hope to write a follow up post once my cousin implements these tactics in his social media plan and share the results. Maybe I’ll even post a gator pic.
Roast me in the comments if I missed anything.
Post photo credit: Jakob Owens, Unsplash