When an organization tells its story through video, it has an opportunity to create an emotional connection with the consumer. That connection creates engagement with the brand and boosts long-term favorability, but the video needs to be seen for this beneficial impact.
At Martin Communications, we recommend the following six video strategies to improve consumer video engagement.
Use an engaging thumbnail.
A thumbnail image is often a viewer’s first exposure to a video. An appealing image will drive higher click-through rates. When designing a thumbnail, consider the following aspects to increase your click-through rate (CTR):
- Use high-contrast colors. It is crucial to ensure your image stands out in the cluttered space of social media or a video feed on YouTube. While adhering to a brand’s style guide, choose colors opposite on the color wheel to achieve the highest contrast, particularly when overlaying text on an image.
- Leverage human nature. People are naturally attracted to the human face, prioritizing it when reviewing a cluttered environment. If a thumbnail includes a face, particularly with an eye line looking toward them, they are more likely to engage.
“When designing your video thumbnail, remember that over 60% of US web traffic is mobile. The thumbnail should work equally well on a widescreen monitor as on a smartphone. Be sure to make text and imagery large enough to be read on small screens. Position important elements toward the middle of the thumbnail.” Michael Keesee, Lead Designer, Martin Communications
When considering the other elements, text and imagery that will go into the thumbnail, keep in mind that they should be relevant to the topic of the video. This will build trust. Conversely, when users click through to a video that does not relate to thumbnail elements, they will leave, lowering the completion rate.
Build for a silent environment.
More than 80% of videos through social media are viewed without sound*. Considering the majority of viewers will never hear background music or voice-over tracks, it is essential to assess how your video will be viewed without sound.
- Is the message still evident in a sound-free world?
- Will the consumer understand the critical information the video is trying to convey without audio support?
To ensure a video message reaches the consumer, build in alternatives. For example, including an SRT file will allow subtitles to be included on many platforms.
“Reporting from Facebook shows the inclusion of subtitles will increase view time by 12% on their platform.” Colleen Jones, Media Director, Martin Communications
Consider the length of your video.
The length of your video should be adjusted to fit the ideal length of its environment. We recommend the following video lengths by placement:
- Facebook: 2 minutes
- Instagram: 30 (reels) to 60 (feed) seconds
- Twitter: 45 seconds
- LinkedIn: 5 minutes
- YouTube: 15 minutes
- TikTok: 15 to 30 seconds
“When creating a video, look for the key information that can be distilled to meet the shorter length requirements of social media.” Michael Keesee, Lead Designer, Martin Communications
By adhering to the recommended video lengths videos have a higher completion rate. When a viewer completes a video, they have been exposed to the entire brand message.
Use content that reflects your target audience.
Consumers want to see themselves reflected in the media they access. When creating a video, it is important to consider who the intended audience is. Before creation starts, consider the demographics you want to highlight:
- Age
- Gender
- Ethnicity
- Location
Each of these demographics provides an opportunity to create a touchstone with the consumer. The more touchstones reflected in the video, the greater likelihood of more prolonged and deeper engagement.
“We have seen an increase in importance on consumer data, particularly first-party data. We encourage our clients to collect demographic, behavioral, and psychographic information. This type of information, when shared with the creative development team, can improve response and drive higher engagement.” Colleen Jones, Media Director, Martin Communications
Engage your audience early.
The consumers you want to reach live and work in a busy world. They have multiple screens at their fingertips, and vast amounts of information pushed to them throughout the day. An engaging, related headline and thumbnail will help drive viewers, but to keep viewers from clicking away, a video needs to engage the audience early in the process.
When working with videos over 30 seconds in length, there is an initial 8-second window to connect with the audience. During these 8 seconds, the viewer asks, “what’s in this for me?”
This early connection can use multiple tactics to create more extended viewership.
- Feature a well-known spokesperson or celebrity, local, or national.
- Highlight the value to the user of the information that will be shared in the video.
- Share impressive facts that will be further explained in the video.
“When measuring the effectiveness of your video opening, test different approaches and rely on the reporting provided by most video platforms. Every audience is different, and tactics will yield unique responses. Until you test, you will not know what works best.” Michael Keesee, Lead Designer, Martin Communications
Revisit your evergreen video content.
Evergreen content represents information intended to have a long shelf life. It is an integral part of a video communications strategy. Evergreen content can be a how-to, glossary, or other educational videos. No matter the format, it provides an avenue for new and current customers to re-engage weekly without the pressure of creating new content tackling trending topics and issues.
While evergreen content is highly valued for its ability to drive engagement over long periods, it cannot be left untouched indefinitely. It is important to review longstanding content every one to two years. When reviewing, ask the following questions:
- Are the statements and facts expressed in this video still valid?
- Has key information (names, addresses, or contacts) remained unchanged?
- If staff is featured, are they still with the company?
If any of these questions are answered with a “no,” the video will need to be reviewed.
“Video content is a powerful tool, but to be effective, it requires an investment of time. From gathering subject matter experts, to filming, editing, and after-launch reviews, video projects require more time than the average person expects.” Michael Keesee, Lead Designer, Martin Communications
If users are met with old, inaccurate information, they are less likely to complete a video or watch more of your video content. To ensure the overall effectiveness of your video strategy, revisit your evergreen content and ensure its accuracy.
What should you consider before you launch your next video campaign?
As consumers are watching more videos than ever before, doubling their consumption since 2018**, and more delivery options come online with associated targeting vectors, video is an essential component of any marketing campaign. To successfully tap into the strengths of video, consider the following before building your next video:
- Who is your target audience?
- Do you know the audience’s demographic information?
- Where do you want to release your video?
- Can you build the right length of video for the medium?
- Does your design work when viewed without sound?
- Do your intended graphics work in a large (widescreen monitor) and small (phone) environment?
If this process feels daunting, you are not alone. The creative team at Martin Communications can help you launch a successful video strategy. Reach out today and let us help you build your customized plan.