7 Best Practices for a Visual Social Marketing Video

By Krista Neher

Video can be an important component of a visual social marketing plan. Based on the videos that are frequently shared on social networks and frequently viewed on video sharing sites, a number of best practices can increase the success rate of your video.

These are only guidelines, however. Based on your unique objectives, you may violate these best practices, and a number of videos have been wildly successful despite not following them.

Use this list as a guide for your video strategy:

  • Length: Start with short, 1- to 3-minute videos. After you’ve mastered video marketing and you have an audience, you can consider increasing their length. Most YouTube videos that generate a lot of views fall into this range. Experiment with deleting slower parts of your video or any dialogue that doesn’t support your main communications objective.

  • Post regularly: Creating one video for your website is a useful way to start. If you want to grow an active audience for your videos on social networks or video sharing sites, create a regular posting schedule. If you create a video that people love, they’ll want more.

  • Talk naturally, and avoid overscripting: Some videos sound like the person talking is reading a script. Though having a plan in mind is important, script reading takes away from the authenticity and genuine appeal that can make a video powerful. Unless you have hired actors for your video, ditch the script and try to capture the passion.

  • Apply branding intelligently into your video: Your video should have some branding that links back to your business, but don’t overbrand and distract from your video. Evaluate the best way to add branding to your videos without distracting from the content or storyline.

  • Include a call-to-action: If appropriate, include on your video a call to action that directs people where to find more information and resources. If you have a video that talks about your product, make a special offer at the end and include a link to your website. Don’t hesitate to drive people to act from your videos.

  • Specific topics work better: The more specific the topic, the more likely it is to generate views. For example, a video labeled “Video Marketing” is vague and fails to give you a good idea of what specifically you’ll learn. Instead, a video titled “Ten Ways to Maximize Views on YouTube” is more specific and can generate more views.

    Don’t make your videos to fit into too much of a niche, but choose topics that communicate clear value to the viewer.

  • Optimize the video’s title and description for searchers: YouTube is the number-two search engine by volume of searches, and videos are often displayed in regular Google search engine results. If you optimize your videos, therefore, they’ll be found by searchers.

    When uploading your video online, whether it’s to your website or to a video sharing site, choose a title that represents the content of the video while also using words or phrases that people might search for. Also, add a description that clearly shares what the video is about. Search engines such as Google don’t understand what your video is about unless you tell them in the description, so make your description count.