By 2021 it is estimated that the average person will spend 100 minutes every day watching online videos. This is great proof that video content is becoming increasingly more popular and ever more accessible, especially with the addition of stories on the majority of social media platforms. Any business should be increasing its video content marketing efforts in order to boost conversions and sales.
The importance of video content marketing is becoming prevalent in any businesses content strategy. Today we’re going to highlight some key points to boost sales with video content marketing in 2021.
Cracking the video content algorithms to boost sales
A lot of marketers underestimate the work that goes into creating top-performing video content. While it is possible to create high-quality content with just your phone, with social media becoming saturated with video content, just simply picking up a phone and hitting record won’t always cut it. If you truly want to see video views turn into conversions to boost your sales, then you must be ranking on Google and creating engaging content, as well as creating videos your target audience actually wants to watch and engage with.
The majority of algorithms on social media are based on simple video metrics. Metrics help us determine how well something is performing. For example, tracking the level of engagement through certain actions taken on your video. Videos that have been liked, commented on or shared are considered to have a higher engagement rate and therefore will rank better in the algorithms. When creating your video content you should be thinking about these metrics. What kind of content will get your audience commenting, liking and sharing with their friends, family or peers?
Whilst getting engagement on your video content is great, how will this help you boost sales? Having your video shown to more people increases the chance your video will help you earn conversions, as long as there is a strong CTA (call to action).
Optimising video content for Google Search
How do you make a video searchable so it has the opportunity to rank in search engine results pages? One way to do this is by adding closed captions to your videos which allows Google to understand the context of your video a lot easier. If you are uploading your videos to YouTube you have the option to add timestamps. These allow Google to show certain snippets of your video on Google search results pages that are relevant to the user’s search. You should be uploading subtitles to all your YouTube videos.
Making sure your video content is optimised for Google will increase the chances of it ranking higher in search engine results. Therefore it is important to have a reason and call to action within your video to guide these organic views towards either your website or another action. For example, to purchase the product head over to our website ‘www…’ or click the link in the description.
Complement your products with video
Having videos on your product pages is a great way to boost your sales. You can fit a lot of product information into a 60-second clip. Video works especially well for higher-priced items. This is typically because the consumer will have to consider the purchase a lot more. Therefore video allows you as a business owner to show off your product in ways that images cannot.
Things to include when filming video content for products:
- Multiple angles of your product
- Different versions (if applicable)
- Main features and benefits
- Demonstrations of the product or service in use
- Reviews from previous customers
Thumbnails increase click-through rate
Thumbnails are a major contributor to increasing click-through rate (CTR). The higher the percentage of the click-through rate, the more views your video will receive. This is also a metric that affects whether or not your video will be shown to others. If you have many users clicking on your video the social platform will show this to more users with the same interests. Whether this is on Instagram’s explore page or YouTube’s recommended video feed. This is why you should put some effort into your thumbnails rather than just choosing a shot from the video.
Some things to consider when creating a thumbnail are to use a template to help with consistency across your YouTube channel, stick to your branding and make sure the thumbnail is eye-catching. However, make sure the thumbnail remains relevant to the video. Miss leading titles and pictures can cause low watch times that can negatively impact the potential for it to show organically in social feeds.
Making sure your thumbnails stand out from your competitor’s videos is a great way to improve CTR. Getting more clicks will help your video be organically displayed to similar audiences. 88% of marketers state video content marketing provides them with positive ROI. In comparison to only 33% saying this in 2015. This shows if you’re not already utilising video content within your business, you could be missing out. You can start creating video content today. Read our blog on how to shoot and edit a YouTube video with just your phone. To increase your sales using video content you should be using all the tips mentioned in this blog.