5 requirements for successful video campaigns

One recommendation we have from the outset is to carefully consider whether video actually is the right way to communicate your message. Sometimes simple text or charts can actually convey the desired information faster to users and provide a quick overview at a glance. Videos make sense and gain attention, but only if they are worth watching for the user.

Strong images from the first moment

Your video should captivate within the first few seconds, so that mobile Facebook users for example keep their thumb in place instead of scrolling on down the screen. The first three seconds of video are crucial and should contain very strong images.

As a general rule, the shorter a video is, the more frequently it is viewed. Longer clips only work if the story is truly captivating. Technically, the images should also be impeccable with high resolutions for full-screen viewing as well as good lighting and sharpness.

Sound should only be an optional add-on

Videos should work even without sound, because most videos are viewed on the go and it is not always possible to switch the sound on. To take advantage of the Autoplay feature in the Facebook newsfeed, videos must first stimulate interaction without sound. Subtitles can be a good solution. An additional transcript makes what is said in the video accessible even to the deaf and also bears ranking benefits.

Multichannel publishing

Publish your video on multiple platforms to reach different target audiences and to fully exploit the possibilities of strategic marketing. In addition to special B2B video portals such as productpilot.tv, the following distribution platforms should be taken into account:

  • YouTube
  • Facebook
  • Vimeo
  • Myvideo
  • Dailymotion
  • Kewego
  • Businessworld

Think about SEO!

The title, file name and link name as well as the descriptive text should include important keywords used for indexing. YouTube provides a keyword tool to find the right words. The descriptive text can also include other basic information and links, which direct traffic to your own website and social media channels.

Increase your video’s popularity

Get people on board, who are relevant influencers in the topic area. Invite bloggers and journalists to watch the video and to provide feedback. In the best case, they will share it with their networks and thus increase the level of popularity.

Tools like Klout, Kred, Peerindex, FollowerWonk and BuzzSumo can be used to find influencers on specific topics.

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