Videos are hot stuff again these days. Sure, they’ve always been useful when trying to learn how to change a headlight in a car or properly cook a brisket. But during the stay at home orders in the different states, more and more are beginning to turn to videos and all they provide. 99% of marketers using video will continue to so throughout 2020. On top of this, 95% of these marketers expect to increase or maintain their current spend on video marketing. In terms of those marketers who are not currently using videos, 59% expect to start doing so this year and this was before the Corona virus.
What does this mean for you and your business? Well, simply put, it means you need to consider incorporating video into you marketing plan. For some this is right up their alley because they have no problem talking or being in front of a camera, natural “movie stars.” For others, this could be full of anxiety and excuses as to why I can’t do it. There are ways around this which we’ll discuss in point suggestion number 2. But the bottom line is, you need video marketing.
- Choose Your Platform
There are a variety of video platforms out there to choose from, which can become a roadblock in and of itself. Each will have its own audience, its own purpose and its own way of doing things as you can quickly figure out as you explore. I have picked out three of the most popular and diverse to briefly discuss.
YouTube – This is the one video app everyone is most familiar. This is where you can learn how to do just about anything from engine repair to BBQ Right (thanks to Malcom Reed). There are 2 billion logged-in monthly users with 73% of adults in the U.S. using YouTube. 81% of 15-25 year olds in the U.S. use YouTube so it is little wonder why folks like Jenna Marbles is so popular and earns an approximately of $10 thousand to $163 thousand per month. This will make her annual income around $122 thousand to $2 million. All because she makes videos.
Patreon – Considerably smaller and less well-known than YouTube Patreon is gaining traction even among the YouTube crowd. It’s a membership driven video service with only about 3 million active users so it would be a bit easier to get noticed and get paid, which is the most attractive part of this. Monetizing is where people will pay to subscribe to your channel, or you have companies who want to advertise with you there. It’s easy to use because all you have to do is upload the link to your YouTube video and viola you’re there. There is a bit more to this than I can describe in a paragraph, but it would be worth your while to investigate.
TikTok – In 2019, TikTok increased its U.S. user base by 97.5 percent compared to the previous year. In 2019, TikTok had 37.2 million users in the United States and 800 million worldwide. Although known for its lip-syncing and dancing all within 60 seconds, TikTok is quickly becoming the app marketers are going to. Gary Vaynerchuk (Gary V) says businesses should be on Linked-In and TikTok if they want to make an impact for their company. You are beginning to see more and more companies have their own TikTok as the most popular users are becoming more mainstream (check out the Sabra Hummus commercial from this past Super Bowl). Again, there’s money to be made as you gain followers (Charli D’amelio has 53+ million followers and is worth $4 million because of TikTok).
- Show the Subject
Back to the topic of being on video. Do you remember the last line from the Dukes of Hazard theme song which addressed this very thing? Allow me to insert it here, “I’m a good ol’ boy, You know my momma loves me, But she don’t understand They keep a showin’ my hands And not my face on TV.” Although this is a funny line in a song, you need to know in order to get the most traction from your videos you’re going to need a “personality” folks can relate with or be entertained by. However, there are many successful ‘how to’ videos which simply show you how to do something. Using TIkTok as an example, you have 60 seconds, at most, to get your video creation across to the watcher and many just show clips of them putting the food together. All you see of the person is just their hands and never their faces nor hear their voices. So, there are ways around getting on video without being on video but let me encourage you to shine your light and be the face, not just the hands, of your brand.
- Engage Your Audience
How many of you have started watching a video then the next then the next? How soon into those did you decide to move on or finish the video? When you’re in speech class your professor said you have about a minute to capture your audience’s attention before they decide to check out. When making a video it’s considerably less. You have about 10 seconds to engage with your audience then they’ll decide to stay or go. Also, circle back to address their comments or questions. They’ll appreciate you for being available to them. Be both entertaining and informative.
- Be Consistent
The biggest mistake many video marketing creators make is the lack of consistency. Malcom Reed puts his “How To BBQ Right” videos out like clockwork every Thursday. Jay DuCote says (in regards to blogging) be consistent so your audience knows when they can expect something from you. This is key when doing your video marketing. Look at your schedule to determine when you could have a consistent release date for your video. The decide if this will be once a week or more or less? Then stick to your schedule. However, keep in mind, the most successful are those who consistently release once a week.
- Give a Call to Action
When I taught speech classes, I would always tell my students, “At the end of your speech, ask yourself, ‘what do you want your audience to do with the information you’ve given.’” This call to action can be anything but it has to be there. Do you want them to subscribe to your channel, buy your product, follow you on social media? What is it you want to accomplish with your audience? The one thing to keep in mind, is don’t make it too many action items. Keep it simple, with just a couple things to do, maybe just one, like subscribe to your channel.
- Quality is Job One
Ford had this as a slogan for several years. Gunter Wilhelm uses the hashtag #qualitymatters. Jim Collins in his book Good to Great, opens with the words, “Good is the enemy of great.” All of this is saying the same thing, quality is vital to success. Ford and GW want their customers to know that if their name is on a product the utmost care was given to make it a quality product. Collins throughout his book was addressing many people settle for ‘good enough’ when, with just a little bit more, you could have achieved great. This rings true with your video as well. How’s the lighting, the camera (now days your phone is of high quality), the set in which you’re filming or even the outline of how you want it to go? Never settle for ‘good enough,’ seek to achieve the highest quality you can in your video marketing.