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Melt Digital
December 19, 2016

What do I need to get started with video?

When it comes to video content, the statistics speak for themselves.

Videos are shared 1200% more times than links and text. Video attracts two to three times as many monthly visitors, doubles visitor time spent on-site and has a 157% increase in organic traffic from search engines. These figures can’t be ignored.

Actions speak louder than words, and in today’s time-starved world of short attention spans, video content is a quick way to engage an audience. Video is easy to digest, providing light relief from daily routine. And video content is far more likely to tug on the heartstrings than words – seeing, after all, is believing.

Yet every minute of the day, YouTubers upload 72 hours of new video and with all that noise, it’s becoming harder to be heard. Maximising the enormous value of video content requires effort, time and, above all, a solid strategy. Here’s how to get started.

  1. Know Your Audience

Producing impactful video content means knowing your customers. You need to know what they’re talking about, what they’re saying about your brand and which social media channels are best to reach them on. Get started by delving into social media conversations, sending surveys and using reputation management tools such as Social Mention, which can help you track mentions and sentiment.

  1. Set Your Goals

Set your objectives and never lose sight of your desired outcome. Whether it’s increasing brand awareness or boosting sales, your objectives need to form the foundation of a solid strategy. For example, increasing sales means content should have a product focus – such as a blogger review – and a clear call to action.

  1. Brainstorm Ideas, Decide Your Story

Funny, heart-warming and inspirational content that spikes an emotion is far more likely to be viewed and shared, so it’s important that you have a clear idea of your script before you get started. For example, the Always #LikeAGirl campaign has over 62 million YouTube views thanks to its emotional and evocative approach to a delicate issue.

  1. Develop a Social Marketing Strategy

If you did your homework on your audience, by now you should know where your customers spend their time online. Use this to develop a rigorous social marketing strategy. Devise relevant hashtags, decide when, where and how often to share, decide whether to pay to promote and consider when to start your campaign.

  1. Create Your Content

Producing high-quality video content requires time and investment. As a bare minimum, you need to invest in a decent camera, lighting, audio and editing software. If videos are core to your social marketing strategy, seek out trusted suppliers to ensure your content is of the highest standard. This will require hammering out rigorous briefing documents to make certain your requirements are met exactly.

  1. Share, Share, Share

Upload your video to YouTube and share it across social media networks. Include a link and screenshot in email newsletters and ensure all titles, tags and metadata is in place so Google recognises and credits your work properly.

  1. Monitor and Measure

Producing video content can be time intensive and pricey, so it’s important to track its impact and incorporate any feedback into future campaigns. Measure the number of views and how much of the video viewers watch. Analyse comments, sentiments and shares. Finally, is it hitting your objectives and creating an upswing in traffic or a surge in sales? Weave any feedback into your strategy and make the most of it for your next campaign.


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