How to Optimize Your Video Content on Digital Media

  • Categories:

    Social Media, Media Strategy, Programmatic

  • Date:

    December 9, 2021

How to Optimize Your Video Content on Digital Media

Social Media Media Strategy Programmatic

Video content has taken center stage across almost every digital media platform available today. In fact, according to Statista, online video is one of the most popular digital activities globally, with 27% of internet users spending more than 10 hours watching online videos every week. Not surprisingly, video engagement is also at an all-time high.

If you’re responsible for your company’s digital media, this means that optimizing video content can not only improve your overall brand presence but also boost engagement.

These five best practices can help you optimize your video content on digital platforms.

1. Embrace the movement.

By 2022, online video content is expected to accumulate more than 82% of total web traffic. But when it comes to maximizing your video content through digital media channels, it takes more than uploading a video and calling it a day. Just as it’s important to upload videos to channels such as YouTube and Vimeo to expand your audience, it’s also important to leverage social media, both paid and organic, to drive more of the right traffic to said videos.

For example, Facebook and Instagram Stories are great for publishing short yet impactful video content. And, as brands are continuously searching for ways to improve engagement, live video streaming can generate additional traffic on social media, foster brand trust and help you get up close and personal with your audience in real time.

2. Incorporate YouTube into your digital media strategy.

YouTube is the world’s second-largest search engine (behind Google) and the leading video platform, with more than 2 billion active users globally and more than 3 billion searches per month.

Online video marketing through YouTube is not only a smart tactic to deliver educational and promotional messaging to your audience, but it’s also a medium that is consistently growing in viewership. Additionally, since Google owns YouTube, the video content you upload through YouTube will optimize its SEO performance on Google search. If you understand how to leverage this opportunity, you can count on driving traffic back to your brand or product.

3. Test different video assets.

Thanks to the versatility of both video content and digital media, you can take many creative approaches when deciding on the type of video assets your brand should produce and distribute. From interviews with the owner of your business to educational material, such as tutorials and how-to videos, audiences love seeing products in action.

This is especially true in the home and building category. Take our friends at VELUX skylights: The brand does an incredible job of depicting the transformative power of natural light to create a better living environment. Through the power of video and photography, VELUX puts its homeowner audience in the driver’s seat.

4. Don’t bury the lede.

While expressing your core message can seem like a simple concept, too many advertisers fall victim to a desire to be “cute and clever” with their videos — and lose possible customers as a result.

Research has shown that there are sizable dropoff levels the longer a video runs. Consider the following real-life example of a home category brand and Wray Ward client utilizing long-form videos:

If you want your target audience to connect with your creative messages, don’t waste time getting to the point:

  • Quickly identify the brand and product at the beginning of the video.

  • Consistently display a call-to-action banner throughout the piece.

  • Be creative yet direct about the key message you want the audience to take away from this video.

  • Don’t overwhelm the audience with every talking point you have. Shorter videos with focused messaging will work harder for your brand.

5. Avoid these common digital media mistakes.

No matter how you tell your brand story, it’s easy to fall prey to mistakes. So, how can you avoid missteps? Here are simple yet instrumental ways to stay on track.

  • Value quality over quantity: This is marketing 101, but rather than seeing how much video content you can create and distribute, prioritize producing fewer videos that more effectively connect to your audiences and your marketing objectives. Sometimes, the digital world can feel impersonal. However, putting a 30-second tutorial of a new product on YouTube or filming a full-length Q&A with a thought leader on Instagram can be an excellent opportunity to change that.

  • Be mindful of the tone and tempo of your content: Video is great for getting all types of messaging out in the open. However, remember that the tone and tempo of the video should be appropriate for the channel, the brand and the audience.

  • Test, test, test: How do you provide a great user experience? This is a question with many right (and wrong) answers. But when it comes to video content and digital media channels, smart brands already have a plan. Remember, it’s critical to not only test across different digital media channels, but also test different methods of storytelling — from demos and how-to videos to ways your organization gives back to its community. Once you’ve tested creative, use the learnings to optimize future content.

While there’s no one-size-fits-all approach to maximizing video content through digital media channels, these methods, tailored to your brand goals and objectives, can help bring you one step closer to elevating your digital footprint. Ready to get started? Contact me.

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