Content Marketing Blog

How To Create Video Ideas To Engage Your Audience

Video is not a new marketing tactic, but it is still often underused. Some brands that have invested in other digital marketing tactics neglect video altogether. While those that have spent money on creating videos sometimes fail to make the best use of them. They either hide them away in the depths of their website or drop them into the social media abyss with no ad spend to save them.

Let’s see if we can solve both of those problems in a single blog post.

In this article, we’ll take a look at how you can create engaging video content to capture the attention of your audience and push them towards useful actions. Here’s what you’ll find if you keep reading:

  1. 10 video marketing statistics every marketer should know
  2. Why your videos need to be on YouTube
  3. How video can support different stages of your marketing funnel
  4. Using social media to brainstorm your video ideas
  5. How to optimise your videos so they’re easy to find
  6. Video ideas: 8 takeaways

10 video marketing statistics every marketer should know

While making videos has never been easier, users expect a smooth, high quality viewing experience on whichever device they’re using. So, chances are video will be among the more expensive line items in your digital marketing strategy.

With that in mind, here are 10 stats you can use to convince yourself or your boss about the potential upside of investing in video.

Video Marketing Stat #1

By 2021, video will account for more than 80 per cent of all internet consumption (Cisco)

Video Marketing Stat #2

75 per cent of Australian marketers use video as part of their digital strategy (Content Marketing Institute)

Video Marketing Stat #3

43 per cent of Australian marketers rate video among their top three most effective digital marketing tactics (Content Marketing Institute)

Video Marketing Stat #4

50 per cent of shoppers say videos have helped them decide which specific brand or product to buy (Think With Google)

Video Marketing Stat #5

45 per cent of consumers say brands that produce videos are more trustworthy (Animoto)

Video Marketing Stat #6

Marketers spend 20 times as much on TV ads to reach twice the audience of Facebook videos (Hootsuite)

Video Marketing Stat #7

49 per cent of Facebook users and 32 per cent of YouTube users engage with brand videos every day (Animoto)

Video Marketing Stat #8

Using videos on landing pages can have a significant impact on conversion, with potential uplift as high as 86 per cent (EyeView Digital).

Video Marketing Stat #9

Global conversions tracked on YouTube increased by 100 per cent in the 12 months to February 2018 (Think With Google)

Video Marketing Stat #10

Top 5 per cent of online videos have a viewer retention rate (people watching the whole thing) of 77 per cent (Vidyard)

Why your videos need to be on YouTube

According to Vidyard, a video platform for businesses, brands create on average 18 new videos every month. Even smaller brands (those with an annual turnover below USD 5 million) have video libraries with an average of 284 videos a piece.

Having spent all that time, money and effort producing video content, you’ll want to get the most value out of it. And the place that starts is YouTube.

YouTube is the most popular video sharing site on the internet. It’s the number two ranked site of any kind in Australia (and most other markets), according Alexa.com. And it’s the world’s second most popular search engine, handling more searches every day than any of Google’s rivals.

According to YouTube’s own statistics the site has 1.9 billion logged in users every month and more than one billion hours of video is watched on the platform every day.

So, it’s always surprising when we see brands with video on their website but no YouTube channel. Even if you prefer to use another video platform to host your content, the visibility and potential reach YouTube offers makes it an essential part of any video strategy.

What are the most popular YouTube video ideas?

Legendary US comedian Steve Martin sometimes plays the ukulele as part of his stand-up routine. When asked by a young fan how he could become a famous ukulele player, Martin told him he needed to do three things: 1) work hard, 2) practice every day and 3) already be famous for something else.

When it comes to good ideas for YouTube videos a similar logic would seem to apply. If you look at the most viewed videos on YouTube last year they were all music videos by global recording artists. So, unless you happen to be Ed Sheeran or Wiz Khalifa then your hopes of making the top 10 this year are pretty small.

Statistic: Most popular YouTube videos based on total global views as of December 2018 (in billions) | Statista
Find more statistics at Statista

But you don’t need 5.7 billion views to get a positive return on your investment in video content. And while professional music videos might dominate the top end of YouTube’s charts, there is strong and growing demand for videos from brands.

Google’s stats show that across multiple industries video is playing an important role at every stage of the buyer journey. 86 per cent of YouTube viewers use the platform to learn new things and 40 per cent of shoppers use YouTube to help narrow down their search. It is helping brands get discovered, build relationships and close deals.

Creating a presence for your brand on YouTube gives you the opportunity to provide some of the answers users are looking for. It helps you reach out beyond your own website and get your content in front of a wider audience.

How can video support different stages of the marketing funnel?

Video can play a role at every stage of your marketing funnel from creating awareness and growing familiarity to building trust and closing deals. Here are some examples of the different types of video you can create at each funnel stage.

Top-of-funnel video ideas

At the top of the funnel, your goal is to get your brand, product or service introduced to as many relevant users as possible. This is where how-to videos can be really powerful.

According to Google, how-to videos earn the most attention of any content category, including music and gaming. This is exactly the sort of content users are looking for when doing early stage research or trying to find solutions to a problem.

How-to videos should be about offering value rather than selling. Your aim here is to show potential customers that you are knowledgeable on a relevant subject and have useful, free content that they might wish to consume more of.

Middle-of-funnel video ideas

Once you’ve introduced yourself it’s time to start qualifying potential leads. Your how-to or explainer videos can get people off search engines or social media sites and on to your website. But eventually you want to turn these website visitors into paying customers.

Product videos are a useful tool here. Videos that show off particular product features are an appealing way for users to learn more about what you sell and how it can meet their needs.

Users who view product videos qualify themselves by showing you what they’re interested in. This opens up opportunities to target them much more effectively with tailored follow-up content via ads or email.

Bottom-of-funnel video ideas

At the bottom of the funnel it’s all about ensuring prospects choose you over the competition. Their money is going somewhere at this point, it might as well be to you.

What you want now are video case studies and video testimonials. This type of content helps to highlight your USPs, build trust and provide the social proof you need to get prospects over the line.

Video has an advantage over other formats, such as blogs and landing page copy, because prospects are more likely to watch it, more likely to feel a human connection with it and more likely to have an emotional reaction to it.

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Using social media to brainstorm video ideas

Social media is one of the most popular places to share and promote video. According to Vidyard, 72 per cent of brands distribute their videos on one or more social media sites. Each month, 400 million people spend at least one a minute watching videos on Facebook.

But social media isn’t just there to help you share, promote and monetise your videos. It can also be a useful tool for generating new video ideas.

Keeping tabs on the competition

First of all, you can use your competitors’ social media pages. Other brands with the same marketing goals, targeting the same people will have done some of your market research for you.

Check out their Facebook, Instagram, LinkedIn or Twitter pages and see what types of video content they’ve been sharing and how it’s been performing. Video that’s getting a lot of engagement or has been featured in ad campaigns could be worth emulating.

Identifying trending topics

Creating content that taps into trending topics can win you useful short-term bumps in traffic. In order to take advantage you need good forward planning and a responsive creative process. That’s especially true with video, which is likely to be more complex and time-consuming than bashing out a blog post.

There are plenty of sites that track trending topics on social media. Check out tubular insights for some decent analysis and examples. You might find some inspiration here that helps you tap into the next trending topic.

Accepting free help

YouTube and Facebook (including Instagram here) are the big beasts when it comes to online video. Both offer extensive free support to help brands create more effective videos. They have vested interested here because better videos improve the experience of their users and encourage brands to spend more on ads.

YouTube has its Creators Academy and Facebook has its video ads hub. Both work with third parties to help provide the tools and creative ideas that can support high quality video.

How to optimise your videos so they’re easy to find

We already touched on getting your videos found when we highlighted the importance of YouTube, But there’s more to getting video views that creating a YouTube channel. Here are 5 tips for getting your videos seen by more of the right people.

Video Optimisation Tip #1

Once you’ve posted your video on YouTube take some time to write a meaty, relevant description. YouTube descriptions can be up to 5,000 characters. This copy will be used to index your video and return it in search results.

Video Optimisation Tip #2

According to this snazzy animated infographic, 400 hours of video is uploaded to YouTube every minute. So, it’s a pretty competitive space. If you want your video to cut through the noise you will likely have to support it with some ad spend. The same applies to social media sites where organic reach for brands continues to shrink.

Video Optimisation Tip #3

After YouTube and your website, you’ll probably look to Facebook and Instagram to distribute and promote your video content. Our first tip here is to use native video players to publish your videos. Facebook’s algorithm, for example, is known to favour videos on its platform over links to YouTube and other video sharing sites.

Video Optimisation Tip #4

More than half (56 per cent) of the videos brands create are under 2 minutes in length, according to Vidyard. Video length is an important consideration for optimising your video. You should consider the content, video type and where you plan to promote it before you create anything.

Video Optimisation Tip #5

Google’s search algorithm likes video, so landing pages and blogs that feature video will often do better in search results. But it’s important to remember that Google and other search engines still rely heavily on text to index pages. So, make sure that your videos are supported by plenty of original, relevant and well written copy.

Video ideas: 8 takeaways

Thanks for reading this far. To wrap things up, here are our 8 takeaways.

Takeaway #1

YouTube is essential for video marketing. The world’s biggest video sharing site is also the world’s second biggest search engine. YouTube videos also dominate Google’s video search results.

Takeaway #2

While the uber popular videos on YouTube are music videos, there is strong demand for how-to videos from brands and therefore lots of opportunities to connect with potential customers.

Takeaway #3

Use how-to videos to target top-of-funnel users with useful, valuable content that doesn’t pitch your brand, product or service.

Takeaway #4

Product videos are a great way to qualify users who have already engaged with your content. Once you understand more about what they’re interested in you can tailor your future marketing messages.

Takeaway #5

At the bottom of the funnel, video case studies and testimonials can build trust more effectively than alternatives that use just text and images.

Takeaway #6

Social media can be a good place to find video ideas for your business. You can use social media to see what’s working for your competitors, find trending topics and get free creative support.

Takeaway #7

Videos, like any content you create for your website, need to be optimised for search. Google and other search engines still rely heavily on text to index pages. So make sure your videos are supported by plenty of relevant, keyword-rich copy.

Takeaway #8

YouTube and Facebook are the biggest sites for sharing online video. Both require ad spend to cut through the noise and get your great video ideas in front of the right people.

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Adam Barber
Adam Barber About the author

Adam is one of Castleford's founders and remains actively involved in the day-to-day running of the business. He started out as a writer and still contributes regularly to our blog, covering SEO, CRO, social media and digital strategy.

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