The highest ranked performers in social media platforms record upward of 22 billion video views daily. That number is on an upward rise. Communication professionals/ practitioners in media who haven’t yet integrated video into their campaign strategy are likely missing out on reaching significant portions of their target audiences. But before they start using video, they need to draw up a solid game plan.
The business outcome that you want to drive, and how video can drive the same outcome should be the guiding question when using video to support story
After careful research, my effort unraveled the following checkers for communicators and practitioners in media launching a video campaign:
Set out your ROI from the start.
Depending on your business, ROI on your video campaign could mean more leads to your website, donations, increased investment or awareness about your product or service. Without a clear purpose, video campaigns will fail. Fortunately, there are many opportunities to create calls to action within video content. This is good news for those who define ROI through conversion metrics (insinuating that using video, you can ask your audience to share a link, visit your website or sign up, etc.)
When they said that pictures are worth a thousand words, they forgot to mention that for video, words are worth a thousand views.
Majority of social channels measure the success of video content based on view length. It’s important to develop strong descriptions for your content so that viewers/users searching for that content will feel convinced that it will eventually be useful to them (keywords, captions, video description, etc.).
Test and analyse.
Video metrics should be the guiding principle when analysing the performance of video campaigns. And don’t just focus on the number of views. It’s recommended that practitioners in media analyse the time at which viewers dropped off on average and find out what didn’t work. Did you have a strong distribution strategy? Did you have the most compelling content? Did you focus on the audience, or yourself? The medium itself may not be wrong, but perhaps the execution was. Did you miss out on distribution opportunities or miscast your brand ambassador. These are some of the hard questions you should ask to keep you on the right track.
Leverage with paid media.
There is so much content being churned out in social media distribution that it’s imperative to push content to the audiences most likely to find it useful. This sometimes means leveraging paid media. What channels should you be pushing your content on, and what can those channels’ metrics tell you? What time of day is most of your audience likely to watch video content? Be familiar with statistics on when each social channel sees the most active users. This will impact the number of views you get and improve the quality of the audience you reach. Peak hours on LinkedIn, for example, tend to be noon and 1700-1800 hours, Tuesday through Thursday, while Fridays after 1500 hours tend to do nothing for brands on Twitter.
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