In a single day, SnapChat users watch a collective ten billion videos, while Facebook users watch a collective 100 million hours of video. By 2021, analytics predicts that video will be the source of 82% of all consumer traffic on the internet.

The takeaway: If your marketing team isn’t investing in video and
using it regularly to communicate and share ideas with prospective
customers, you’re missing out.

A decade ago, blogging was typically the most important source of content for marketing teams. But as consumer preferences have evolved, producing video content has become more and more essential. Many consumers now prefer video over other types of media, and one reason for this preference is video’s authenticity. While other types of media are easy to automate, with video there’s always a real person in front of the camera. There’s no hiding. As a marketer, you have to be real.

These days, making and sharing videos isn’t enough. To gain an advantage over your competitors, your videos need to stand out, and for best results, they need to be part of a broader video marketing strategy.

In this section, our experts will share best practices for making this a reality.

Experts quoted in this section:

Using Data to Make Your Videos More Attention-Grabbing

Drift Modern Marketer Playbook Harris Beber

We are in a constant battle for attention. In today’s always-on world, the average human now loses focus within eight seconds (meaning we now have a shorter attention span than a goldfish). This translates to faster drop-off rates for videos. So, if you don’t capture your audience’s attention in that first few seconds, you’ve lost your chance with a potential customer. Higher engagement is also important for making sure your videos get seen in the first place since Facebook and other platforms use engagement to prioritize videos in their feed.

Knowing attention is limited and fleeting, how can you make sure that someone cares when they see your video? Do people on Twitter, Facebook, Instagram, Snapchat, LinkedIn, YouTube and your website all care about the same thing? You need to be thoughtful in your approach to each
platform, using your eight seconds of attention wisely. That means not only being a more creative storyteller, but also surfacing the right part of the story that will matter most to your audience on each platform. And how do you know the right part of the story? Data, of course.

With analytics tools, you can look at the engagement of all the videos you published across multiple platforms, all in one place. This can help you understand where viewers are dropping off and how it differs for each platform. Knowing what viewers care about—and more importantly what they don’t—will make sure that every resource you invest in video provides a return in the form of engaged viewers that care.

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The Art of Branding Your YouTube Channel

Drift Modern Marketer Playbook Neil Patel

Branding is important no matter the marketing channel. Many features for branding your YouTube channel are free and should be taken full advantage of. Customizing the background of your channel, showcasing your other social networks and creating a custom header are just a few of the many ways to brand your presence on YouTube.

Branding your channel helps bring a consistent experience to your viewers and subscribers on YouTube that they would see similarly reflected elsewhere. It’s important to let each marketing channel have its own feel, but also be tied together with other channels as well. Highlighting your most important videos on your channel, alongside your other social networks is a helpful way to help flaunt your digital savvy and help make it as easy as possible for your online advocates to connect with you wherever they’re active.

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Measuring the ROI of Your Video Marketing Efforts

Drift Modern Marketer Playbook Andrew Capland

Metrics like impressions, play rate, and viewer engagement are table-stakes in most video platforms these days. And as such, they’re typically the first stop on your list when it comes to analyzing the success of a video.

Hard and fast numbers are necessary for proving the ROI of your videos, however they don’t tell the full story on their own. There are also qualitative benefits that contribute to long term ROI. It’s important to consider both hard data and the following qualitative factors when deciding how successful a video is.

Brand influence:

You can actually keep track of this one qualitatively to some degree—social media monitoring tools or even simply the comments on your blog can give you a better idea of how video is impacting your brand.

Product education:

There are several ways to abstractly quantify improvement in customer understanding: metrics like volume of new customers that come from word-of-mouth, number of support requests per new customer, and
ratings like Net Promoter score.

Trust in your business:

We’ve said it before and we’ll say it again—featuring friendly human faces and voices on camera creates trust within the viewer (it’s science)… Don’t lose out on the vital human connection that you can build by putting your employees on screen.

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The 3 Keys to Running Running Your Marketing Like a Reality TV Show

Drift Modern Marketer Playbook Andy Raskin

Drift follows an approach to marketing unlike any other company’s, opening up a window—through a stream of videos, podcasts, and social posts—into the real lives of its employees, customers, and extended community members. Recently, I summed up Drift’s approach in a tweet:

I mean this as the highest praise possible: @Drift isn’t a vendor. It’s a reality tv show.
— @araskin

But if you think that all you need to achieve Drift’s success is to let the cameras roll and fill your social feeds with posts brimming with personal factoids, think again. Specifically, here are the 3 things Drift does incredibly well, and that every team should emulate:

Celebrate believers:

After all, every reality show needs recurring characters with whom its viewers
can form attachments.

Embrace the unmeasurable:

Video is obviously the most powerful medium when it comes to building a reality show—that is, to celebrating believers—yet many leaders underestimate it due to membership in what I’ll call the Cult of the Measurable.

Invite others to participate in the show:

Videos like these are the lifeblood of Drift’s reality show because they’re spontaneous and unpolished, but more importantly because they let audiences participate. Participation can happen through likes and comments or when others are inspired to create reaction videos.

Ultimately, a reality show is a great metaphor for branding because both sell belonging.

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Narrowcasting: Using Targeted Content to Boost Engagement and Conversion

Drift Modern Marketer Playbook Tyler Lessard

Today’s marketer needs to be smarter to cut through the noise and to establish relevance and interest amongst real potential buyers. Entertaining or inspirational content can be a great way to get their attention, but it’s time to move past the high-level brand video and get serious about targeting your message to distinct audience segments. It’s called ‘narrowcasting’ your content, and it’s the key to boosting audience engagement and conversion.

What is narrowcasting?

Narrowcasting is the practice of tailoring your marketing materials to specific buying personas. Narrowcasting helps your message to be clearly understood since you can speak in specific industry terminology and go into depth on use cases or details only your target would understand. In turn, narrowcasting helps pre-qualify leads. Anyone that doesn’t find your content of value, or even doesn’t understand what you’re talking about, probably wasn’t a good lead to send to sales anyway.

Throwing away the broadcast approach means designing content with your target audience top of mind. Get into their heads and get to know them like you know your best friend. This means more than just what industry they belong to or even what position they hold as the decision maker.

90% of marketing respondents prefer video over all other mediums. 

The more specific your video is, when speaking to a narrow niche, the better it will perform when it comes to conversion because it won’t be burdened by unqualified viewers and it will excel in relevance with your intended buyers.

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