By now, businesses are aware that video content has become a crucial part of any digital marketing strategy. In fact, it is estimated that video content will make up 82% of all internet traffic in 2022. When creating video content, there are a lot of best practices to keep in mind when creating top notch content.
Keep the copy to a minimum. More than 75% of videos are watched on mobile devices, which means smaller screens and limited space. Copy should be easy to read within a quick glance and should not dominate the space or take away from product images being shown.
Video length matters so keep it short and to the point. Most businesses try to convey too much information at once, all while viewer’s attention span continues to shrink every year. According to recent studies, 58% of viewers will watch the entirety of a video if it is 60 seconds or less. Each social media platform may vary slightly in the suggested length of a video, but most say that videos around 30 seconds seem to perform the best.
If possible, try not to rely on sound to convey your message. 92% of videos are watched with the sound off and 50% rely on captions. This means you need to ensure your message is clear to the viewer, even when they don’t have sound turned on. If sound is needed, make sure that captions are enabled to deliver your message to all viewers.
Don’t forget the call to action. No matter whether you add a link to purchase your product, have them enter their contact information, or visit you in store, make sure to clearly identify the action for your shopper. This step is crucial. For example, you may have an amazing video, but without a call to action, your shopper will move on without being shown how to find your product or how to interact more with your brand. We worked with our clients at Tyson Foods to show recipes being made with their deli products as a meal solution that anyone could make at home. With this content, we showcased the main deli product in the first few seconds, had minimal copy, a length of under 30 seconds, and included a call to action directing shoppers to the deli for these tasty meals.
Whether your videos are focused on brand storytelling, promotions, product information, etc., video will continue to play a crucial role in every marketing strategy. If you’re not sure where to start, contact us today! We’ll help execute engaging content tailored for your brand and products.
