According to a 2023 Marketing Report, 91% of businesses use video marketing tools. Video is no longer an option in marketing, but a necessity.
At The Harbinger Group, we’ve honed our expertise in crafting compelling video content that resonates with target audiences and drives meaningful engagement. Our Vice President of Digital Marketing, Tony Bosma, shares his top eight proven video marketing techniques to help elevate campaigns and achieve success.
1. Embrace the Power of Short-form Videos
Short-form content has taken the video marketing world by storm, and for good reason. A whopping 96% of marketers agree that the optimal length of a marketing video is under 10 minutes. Keeping videos short – around 30 to 45 seconds – is best. It’s hard to hold people’s attention for very long these days, so short-form videos tend to have the highest ROI and are the number one content format for lead generation and engagement.
2. Harness the Potential of Social Media
Social media has become the premier platform for video marketing, with 76% of video marketers leveraging the power of social media. The Harbinger Group’s success with Powering Chicago’s “The Power of Better” series on LinkedIn exemplifies this trend. To maximize impact, companies should select platforms based on audience demographics, video specs, and engagement metrics. While social media leads, blogs and websites remain effective for video sharing and lead capture. Combining these strategies, such as linking landing pages from social media video ads, can further enhance marketing outcomes.
3. Harness the Potential of Social Media
Every video should have a clear purpose and a strong Call-to-Action (CTA) to guide viewers. Emails with a single CTA significantly increase clicks and sales. When developing video marketing messages, align them with buyer personas and campaign objectives. Determine your CTA based on specific goals such as lead generation, brand awareness, or website traffic.
4. Harness the Potential of Social Media
Many viewers consume videos silently, especially on social media. Tony Bosma recommends optimizing for silent viewing by using subtitles and balancing audio. Present key content early to capture attention, providing an overview without revealing all main points immediately. This approach helps viewers understand what to expect and encourages them to watch the entire video.
5. Harness the Potential of Social Media
With the prevalence of various social media platforms, it’s essential to tailor video content for different channels. When targeting individuals on YouTube, The Harbinger Group created visually compelling videos that deliver all the important information in the first 30 seconds. If viewers are kept engaged, they are more likely to watch beyond the 30-second mark, which helps the video reach more people through Youtube’s algorithm. On the other hand, for videos featured on LinkedIn, more animation is often used in the copy to provide a good user experience for someone, possibly at work without the ability to play audio. To learn more about how the team at The Harbinger Group leveraged multi-media platforms in this specific campaign read here.
6. Harness the Potential of Social Media
Visually engaging content is key to audience retention. Tony Bosma stresses this importance, as compelling visuals increase viewer engagement and watch time. In fact, emails with multimedia elements, such as videos and photos, have a higher performance for engagement. The Harbinger Group uses A/B testing to optimize video visuals and length, monitoring performance across platforms to refine strategies for clients and incorporate effective tactics.
7. Harness the Potential of Social Media
The Harbinger Group optimizes video marketing campaigns through continuous data monitoring. Successful tactics are promoted until performance declines, while underperforming strategies are quickly abandoned. This agile approach ensures the best results for clients.
To efficiently leverage data and analytics, define your video goals and choose key performance indicators (KPIs) for tracking success. Avoid relying solely on platform metrics; select KPIs aligned with your specific goals to ensure you’re measuring what matters most.
8. Experiment and Stay Ahead of Trends
Video marketing remains a dominant digital strategy, with live streams gaining popularity. Success depends on understanding audience needs, setting clear goals, and efficient resource allocation. New video formats continue to emerge, with 35% of marketers planning to leverage live video for the first time. The Harbinger Group offers expert video marketing services, delivering tailored strategies that yield remarkable results across various objectives, from brand awareness to sales growth. Our expertise spans the entire spectrum of video marketing, ensuring effective campaigns that resonate with target audiences. For more information on our digital marketing services and processes read here. Contact us today.