7 Video Content Marketing Strategies to Skyrocket Engagement

7 Video Content Marketing Strategies to Skyrocket Engagement

Marketing trends are fun, but most brands can’t risk testing the waters with new video content marketing techniques unless they know it will deliver results.

Deciding whether to use video marketing isn’t a question anymore. 85 percent of people in the US watch online video every day. In Saudi Arabia, China, and Turkey, the figure is even higher: up to 95 percent.

Brands need video content to reach their audience and keep customers engaged. With the strategies below, you can create engaging videos that stand the test of time.

7 Video Content Marketing Strategies to Boost Engagement and ROI in 2020

Instead of committing yourself to every specific strategy on the list, choose the ones that fit best with your brand, goals, and what your audience wants. As always, you can compare your video marketing analytics to track your progress and keep an eye on competitors.

1. Use Video Marketing Insights to Personalize Your Content

81 percent of people say that watching a brand’s video convinced them to complete a purchase. We’re willing to bet that all those videos were super relevant to the person watching them.

By understanding your audience, you can create personalized content optimized for engagement and conversions.

Yes, this means segmenting your audience based on demographics like age, gender, and job title. Yes, it means choosing the best topics. However, it also means:

  • Speaking to your audience in the right tone and voice.
  • Using the right imagery and culture.

The next frontier will be going beyond simple ‘curation’ to personalizing, or individualizing, the actual content itself for different individuals and companies – and doing it in a way that is fully automated, Tyler Lessard, Vidyard.

2. Tell a Story with a Branded Video Content Marketing or Series

What’s the best length for a video?

Well, it depends on the format and platform. 2 minutes is a loose rule for social media – but what happens when you completely break the rules? It can go super well if you have a clever idea and know your audience. Brands like Patagonia are doing just that.

Take advantage of streaming/bingeing culture and create a series that keeps your audience hooked. Even if you stick with a safe length, it’s still worthwhile telling a story in your videos to reduce drop-offs.

Cisco made this video to explain how ransomware works, but it feels more like a Jason Borne thriller.

3. Find the Most Engaging Video Topics for Your Industry (and Add Nuance)

Flashy bells and whistles like 360 video and personalized bingeing aren’t much use without incredible topics.

Let’s say you run a boutique hostel/hotel with a coworking space in Ho Chi Minh, and you want to attract more visitors through video content marketing.

Using the BuzzSumo Question Analyzer, we can see that informational videos about transportation and shopping may perform well. We can also see that people interested in visiting Vietnam also visit Thailand.

BuzzSumo Question Analyzer Video Content Marketing Results

When we type “Vietnam travel” into the Facebook Analyzer and filter for only video posts, we get plenty of ideas for stunning videos and even user-generated content!

Facebook Analyzer Video Content Marketing Results

Source: BuzzSumo

4. Create Interactive Video Content Marketing

Interactive content is here to stay, and social media platforms have gleefully accommodated innovative new features. Like

  • Draggable 360-degree video
  • Polls and quizzes
  • Input forms for collecting leads
  • Branches that lead to other videos or landing pages

Instead of forcing your brand into one type of interactive video, use your video marketing analytics to do some audience research. Choose a format that fits with your brand’s vision and goals as well as what your audience likes.

Toms hit all the right notes here:

5. Include User-Generated Content

Adweek found that 85 percent of consumers find visual user-generated content more influential than brand-created content.

Major brands like Coca Cola (share a Coke), Adobe, and Starbucks have all launched overwhelmingly successful UGC campaigns.

As Kimberlee Morrison writes:

Another stumbling block in the creation of UGC is that consumers feel they aren’t given enough guidelines for creating reviews or other content. More than 50 percent of consumers want some direction, but only 16 percent of brands provide any.

Make sure to give your audience a CTA with some guidelines, so they know what you expect from them.

6. Make Your Videos Accessible (and Searchable)

Everyone uses the internet to watch (and listen) to videos so accessibility matters.

85 percent of people watch videos on Facebook without sound. Not only are subtitles and captions good marketing practices, but they’re also beneficial for the deaf community.

Likewise, your video content marketing scripts should accurately explain or complement what’s happening on the screen.

However, there’s one more reason to take your script seriously: SEO. Why not give Google’s AI bots more material to scan and rank?

7. Bring the Event to Your Online Audience

Event videos make it easy to create a brand awareness ripple effect from your in-person event to a global audience. Just imagine how many events you’ve watched through live Facebook videos or Instagram stories that you couldn’t visit in real life.

You might not have the budget of a multi-camera set-up and editing crew to create a BBC-style live video, but a strategically placed tripod and lighting can get the job done just fine. Event videos are also great to use in blogs and social media posts until the next event rolls around!

Red Bull is a splendid example of a brand using video marketing insights to create event videos that aren’t even related to its product: extreme sports videos.

Find the Best Video Content in Your Industry Now

Engaging video starts with nuanced ideas. The key is to understand your audience, their problems, and even what videos they’ve already seen. From there, the video content strategies above can help you reach your ROI goals.

Start searching for your audience’s favorite video topics now with BuzzSumo. After you narrow down some ideas, you can add a little nuance to the conversation and watch the shares grow. To make things as easy as possible, we’ve got a free seven-day free trial with your name on it – no credit card needed.

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marketing trends

Seven Marketing Trends for 2019

Seven marketing trends for 2019

Which of the Seven marketing trends for 2019 do you need to plan for?

Number seven, Conversational Marketing.

If you look at Intercom, or Drift, Freshchat, Crisp and many more these are all different chat programs that you can install on your website. As a trend in Seven marketing trends for 2019 this is one to get into soon. A conversational marketer is someone that can engage and write sequences that engage with people that are on your site, that are looking for something specific. The output of these conversational marketers are chatbots, and they’re getting smarter and smarter, and over time they’re going to be able to predict exactly what people are looking for. So conversational marketers are going to become more and more critical, We think this year. It’s going to take one notch up when people talk about Ai and chatbots. We think it’s going to level up where it’s going to be able to predictably guess what people are looking for and respond to them accordingly.

Number six, Audio.

When you talk about podcasting, for example, or Audiobooks, audio is just something that’s very easy to consume. Here is an example. Imagine you speak at a conference. Moreover, someone says they listened to you on their phone on their way to work. How intimate is that? One to one connection. When you have someone’s focus like that it’s very powerful; maybe they are at the gym, perhaps they are rowing and just listening to you! It becomes an intimate thing, and if they heard you on their drive to work every single day, you’re going to build a relationship with them at scale, and the thing is when people are watching something else, it’s hard to focus, but when you’re doing audio, most of your focus is on the sound.

That attention is priceless. Try adding Amazon Polly to your website, that will create audio versions of your posts, translate them into other languages and create podcasts! Amazon Polly is a service that turns text into lifelike speech. Amazon Polly – Amazon Web Services (AWS). https://aws.amazon.com/polly/ With dozens of voices across a variety of languages, you can select the ideal voice and build engaging speech-enabled applications that work in many different countries. That’s going to help you increase the dwell time on your site, so that’s good for Seo.

Number five, Video.

Video is here to stay. It’s getting bigger and bigger as one of the Seven marketing trends for 2019. Every marketer we know has video on their agenda. Okay, everybody’s doing this video thing right now. Video is significant because now you get to visualize and you’re building a relationship. There are so many video productions solutions. Many are free, and others are a low-cost entry. Many allow you to make videos in minutes. Check out Ripl, Reevio, PowToons, Animoto and many many more. You can even record a session off your phone if you don’t have time for excellent production.

How do you build a relationship with people at scale? You can use video. Not only that, you can use it for anything, like blog updates or introduce a new service. It’s getting even more prominent and that I think it’s going to explode and 2019 because everyone needs more and more video. YouTube is the second biggest search engine after Google. We add video to every one of our blog posts to help increase the dwell time. Okay, so from a Seo perspective, do that as well. It’s going to help you improve how long they spend on your site.

Here is a little baby hack. If you don’t have time to produce your video, re-purpose someone else. By this we mean collate NOT copy. Use YouTube’s embed function to use a video from YouTube to support your blog posts or presentations.

Number four, Browser & Device Notifications

Continuing the theme of one to one communication, whats more powerful than focused communications to someone’s screen? We’ve noticed even bigger brands using browser notifications. Its one of the Seven marketing trends for 2019 you might need your developers to chip in. You know when the browser asks you if you want to allow or block notifications. It works on the FOMO principle, and you can get lots of registrations if your registration message demonstrates value. Browser notifications are not like an email, so some people prefer them as a way to stay in touch with their favourite content providers.

Seven marketing trends for 2019

Number three, Live video.

Instagram live, Facebook live, Youtube live, Twitch live. Have a look at Smule if you like music. We see people, influencers out there that are going live on all four at once, and that’s powerful because now we’re able to do so. It would help if you had a decent camera btw like Mevo. When you build the right audience, you go live. Many marketers have been taking advantage of live. We recommend that you consider live broadcasts, especially if you are in Entertainment like music. Take it more seriously because it’s going to go the distance for you, it is a great way to increase followers.

Number two, Collaborations and Partnerships.

Whether we’re doing YouTube collabs or tagging people on Instagram, figure out ways to work with others. Leverage each other’s channels to grow yours. Try to do it with other people that have a similar size.
Maybe they’re bigger than you. Perhaps a little smaller than you. When you’re collaborating with people, you’re building relationships, you’re getting able to tap into their audience, and you’re building more goodwill. Really, really simple.

Number one, Automation.

I’m talking way more than automated CRM emails to prospects and cart abandons. Marketing Automation via a CRM like Hubspot or eCommerce automation like Nosto is old school. Even auto scheduling and posting to social media via Buffer is simple stuff. With tools like Zapier and IFTTT and many other cool technologies, more and more marketing tasks can be automated and we believe this will be the biggest of Seven marketing trends for 2019. From you being emailed automated analytics reports to prospect mining to automated sales emails to so much more.

If marketers are not using more and more automation this year, you are missing a trick and losing out on time to build a strategy. By way of using APIs and custom scripts, the possibilities are endless.

In case you have not read it here is a piece on SEO factors for 2019 you need to think about.

Check out Mary Meeker’s internet trends for 2018 as a recap

Facebook Video Marketing

Facebook Video Marketing – Results from 100 Million Videos 2017

Facebook Video Marketing – Results from 100 Million Videos

Ever wondered if Facebook Video Marketing was any good and worth your time ? Well find out the Results from 100 Million Videos analysed by Buzzsumo.

Facebook Video Marketing is more likely to reach and engage audiences according to Locowise. The average video post in April 2017 reached 12.05% of the total page audience, just ahead of photos at 11.63%, links at 7.81%, and status updates at only 4.56%. Videos also had the highest levels of engagement.

What Type of Content Performs Best for Facebook Video Marketing ??

The Image Below gives us a better insight.

Facebook Video Marketing

So now you know the best performing Video Content on Facebook but how long should Videos for your Facebook Video Marketing be in length ? Well the image below tells us that very short videos don’t get much engagement and people generally won’t bother with silly 10 second Gifs.That’s for Tumblr & Twitter Idealy.

However on the other hand very long videos do not perform well either, perhaps because people are busy with their daily lives and don’t really have the time to spend watching a 30 Min video on Facebook.So somewhere in the middle is the perfect time duration for your Facebook Video Marketing Content.Around 1Min or 1min 30 Secs got the Best Engagement rate.

Facebook Video Marketing


How Long should Facebook Live Videos Be and do they work ??

The number of Facebook Live video broadcasts are growing rapidly. In April 2017, Facebook’s head of video, announced that 20% of all Facebook videos are broadcast live and that the daily watch time for live videos had quadrupled in the last year. This is partly to do with priority given by Facebook to grow Live video broadcasts.

Expert analysis of Facebook Live videos found that interactions increase the longer the video lasts, until about 15-16 minutes. After this time the interactions remain fairly stable.However short Facebook live videos did not perform well , which makes sense as why would anyone join and engage with a 2 min Live video.They would much rather be involved in longer lasting Videos of an average time of 20Mins.

Your Target audience will love Real time interaction with your Business or Brand and may lead to more conversions overall.Why not give it Try ? It’s Facebook Free Service after all.

Facebook Video Marketing

The Average Interactions For Live and Non-Live Facebook Videos

Overall the average engagement with Facebook and Facebook Live videos was very similar.

  • Facebook videos: 928 average interactions
  • Facebook Live videos: 1043 average interactions

This was surprising as many people are reporting much higher levels of engagement with Live videos.

Facebook Live videos attract a much higher number of comments relative to overall interactions. Around 25% of the interactions were comments. This makes sense as it’s a live session with people asking and answering questions and responding in real time.

So if you want more Interaction & Feedback about any topic  it’s a Good Idea to set a Facebook Live Session and engage your audience in Real time for Maximum effect.


Also Have a Look at Video Content Marketing Stats for 2017 Infographic.


Most Used Content Marketing Tactics

image stats content

study this graphic to find the best tactics for content marketing.

The above Graphic gives a good insight to what content marketing tactics you should be using for best ROI .Blogging and Social media get you the furthest reach by far. Case Studies ,Press Releases Newsletters & Videos are also very powerful ways of reaching out to your target audience.Mobile content ,Print Magazine & Mobile Branded Apps are some of the less effective formats for content marketing.


skill share

Growth Tip #012 – Learn More with skillshare

Growth Tip #012 – Learn More with skillshare

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skillshare offers learning courses in advertising, business, design, fashion, style, film , video, food ,drink, music, photography, technology,writing and publishing.

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