MARKETING MATTERS

Are You RECording?

A beginner’s guide to promoting business with video marketing

this year, it’s all about video. Thanks to old standbys like YouTube making it easy to post and share clips on other social media channels, a video can go from homemade clip to latest Internet sensation in mere hours. But these platforms aren’t just for funny cat videos anymore.

Following on the heels of their target audiences, marketers have hit the ground running in pursuit of more face time with their current and prospective customers. And it’s working. According to Unruly Media, online videos increase purchases by a staggering 97 percent and brand association by 139 percent.

So what does this mean for your business? Well, it means that with a little creativity, your smartphone, and these helpful tips, you can take your business marketing to new heights with the click of a (record) button.

No. 1 TIMING

Attention spans aren’t what they used to be; so, you want to get in and get out before viewers get bored. Most social media apps have time limits, with the common consensus being around 15 seconds. Think of your video as an amuse-bouche: a single, bite-sized morsel to create excitement and leave viewers hungry for more.

No. 2 FOCUS

With the time limits on most social apps, it’s important to stay focused on the task as hand. Instead of trying to pack multiple messages into one video, pare it down for more impact. Promoting a newly launched eyewear collection? Feature just one or two styles. Having a flash sale? Talk about the date, time, and discount. The key is to keep your message simple so it’s easy to remember.

WHET YOUR APPETITE

Not all apps are created equal. As with other social media platforms, it’s important not to spread yourself too thin and concentrate on the ones that best suit your needs. Here’s a rundown on the most popular video apps on the market.

YOUTUBE

Nielsen estimates that YouTube reaches more U.S. adults ages 18 to 34 than any cable network. Add in the fact that more than six billion hours of video is watched each month, and YouTube is a great first step for video sharing. Simply create a channel, upload your video, and with a few clicks, you can share your masterpiece with the masses across your social media platforms. Also, the comments feature allows viewers to interact with you directly.

INFO: youtube.com

INSTAGRAM

This photo-sharing app took it up a notch last year when it added 15-second video sharing to its repertoire. It features a number of filters built specifically for video to enhance the overall aesthetic, and users can select their favorite scene from the video to serve as a cover image when not playing. Also, Instagram was recently purchased by Facebook, so sharing on both platforms is easy.

INFO: instagram.com

VINE

With a following of 40+ million users, Twitter-owned Vine, shows no signs of slowing. Vine appeals to the short attention spans of youngsters, enabling users to film and post short video clips of seven seconds on a loop—just enough time to show off a new frame or announce a sale.

INFO: vine.com

SNAPCHAT

Geared toward teens and young adults (ages 13 to 25), this cult favorite is a photo- and video-sharing app that releases timed posts. Subscribers can send “snaps” (photos and videos) to friends with a set viewing time limit from one second up to 24 hours with the new Snapchat Stories feature. A dark horse in the marketing arena, what Snapchat lacks in stability (snaps are erased from memory after expiration and are not stored), it makes up for in exclusivity. Think mobile coupons, flash sales, and top-secret, limited-edition previews.

INFO: snapchat.com

No. 3 FOLLOW UP

As with any advertisement, the point of the video is to get your audience on the hook. But then you need to follow it up with a call to action, especially if you’re posting the video somewhere other than your website. Something as simple as “visit us online” and providing your website address is sufficient. Including a clickable link in the comments section is a good idea, too.

No. 4 KNOW YOUR AUDIENCe

Aside from posting videos to your company website, there are many social media apps from which to choose, and thus many opportunities to spread your message. The hottest apps right now include YouTube, Instagram, Vine, and Snapchat (see sidebar for more information), and most make it easy to cross promote on Facebook, Twitter, etc. Chances are, those who follow you on YouTube will be different from those who follow you on Instagram, and so on; Snapchat and Instagram, especially, are popular with the younger crowd. So be sure to tailor your content to the specific intended audience.

Videos are a great addition to any marketing campaign and make promoting brand identity, special events, and products a breeze. Today’s gadgets and apps make it easy to join in on the fun. So, if you haven’t done so already, there’s no time like the present.

—Alicia Hoglund