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We’ve entered strange and uncertain times. With entire industries either feeling pressure to close their doors, or already being out of business while the pandemic ranges on, finding opportunities to continue trading has quite literally become what puts the zeros in your bank account.

Luckily, we’ve taken the guesswork out of knowing where to spot opportunities to continue being in business, providing a service to people, and maintaining distance all in one. The answer is looking to digital marketing.

Marketing and video go together like salt and pepper

There’s no doubt that one of the favourite pastimes of people nowadays is watching YouTube videos on end, playing on Snapchat, sharing dynamic content on Facebook, Twitter, and Instagram, even more so than the number of people watching television. It’s been noted that more videos are uploaded to YouTube in 30 days than television programs created in the past 30 years. That’s a lot of content, and each piece has a viewer and a community that it caters to.

With this in mind, it’s important to note that videos wouldn’t be consistently shared in this way if it weren’t for their viewers. Meeting the needs of a generation so entitled to convenience in every aspect of their lives is an aspect a smart marketer will realise is ripe for exploiting in the best way to drive clicks and views, and in turn, profit.

Straight up facts

  • More than 75 million people in the United States alone watch online videos every day.
  • The click-through rate on an email increases by 13% just by mentioning the word ‘video’ in the subject line.
  • Nearly 50% of all videos are watched on a mobile device.
  • Videos shorter than and up to 2 minutes long get the most engagement.

So, how does the eager marketer use these statistics to their advantage to help increase traffic to their respective business? For starters, knowing so many people are interested in watching video tells us that there is a definite market for video content compared to still images or even text-based information.

What will set your content apart

Attention spans are becoming shorter and the patience to sit and read an article just isn’t the same. Because people lose interest in traditional methods of information sharing, getting clever with how you put your message out is all the more important.

People are spending more time on their phones as more are isolating and staying home without much to do. This is prime video marketing time! Your message is more likely to be seen and interest sparked through careful copy and relevance to the viewer.

Keep your content short. We know now that people want to watch for up to 2 minutes, and if your message hasn’t been seen by then, you’ve lost a potential customer. Include easy to understand, digestible content that intrigues and keeps the viewer actively engaged throughout the precious approximately 120 seconds you have with them.

On that note, curiosity killed the cat, but it will definitely keep your views alive. Creating an air of I-have-to-keep-watching-this is valuable in building a relationship with the viewer and getting them to engage or act on calls to action – do this by asking questions, creating relatable scenarios, and not being afraid to tease by means of a cliffhanger.

Strike an emotional chord with your viewers. This is especially important considering people are open to receiving emotional information at this time, be it positive in the form of motivation and support, or negative in sensationalism in the media. You will do best to stick to positive messaging.

Your video doesn’t necessarily have to have sound, as 85% of videos watched on Facebook are watched with the sound off. Instead, focus on attractive visuals and a strong message. Make the format square as well, as with the 50/50 divide between mobile and desktop, this is the format most convenient as the viewer doesn’t have to rotate their phone (convenience is key!)

Plus, paid ads are getting cheaper. Use this to help you!

Find purpose

What is the ‘why’ behind adapting your video strategy? Are you looking to drive more traffic to your website? Are you looking for higher engagement on social media platforms? Or are you just trying to put a message out into the world with the hopes that it will reach as many eyes as possible?

Consider creating from the viewpoint of inspiring change, hope, and resilience. If there is a way for you to use your skills and what you have to offer to give back to your community, start there.

Finally, don’t lose sight of the countless opportunities that will continue to show themselves in the weeks and months to come. All it take sis looking out at just the right time to take something and use it to drive your purpose while serving customers and in turn making an ever-growing success of your business.