May 10, 2017

Video Marketing and Video Optimisation

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Michael Jenkins
Michael Jenkins

CEO - Shout Agency
[email protected]

Video has exploded over the past few years. From a simple tool to add engagement to websites, to one of the dominant methods for conveying information online today, video is everywhere you go on the Internet.

In fact, every 30 days, more video is uploaded to the web than the entire inventory of video created by the major television networks in 30 years.

Therefore, if you want to use video marketing to convey your message, you need to optimise your video to ensure it is the highest quality product possible.

The Power of Video Optimisation

One of the ironies of video is that as we use video more and more, fewer videos are optimised. That is because marketers think video is easier, and that they do not need to spend a lot of time on it. In fact, the opposite is true.

Those who succeed in video marketing spend time not only creating videos, but also optimising them for search traffic, web accessibility, and improved viewability.

Therefore, the first step you need to take is to ensure your video follows the best practices of the platform you use.

First, optimise the video for search: People know the largest search engine on the planet is Google. However, few know that the second largest search engine on the planet is YouTube. This means that one company dominates search. It is why so many searches on Google lead to a YouTube video.

If you want to generate large amounts of traffic, you need to have the right keywords, title tags, and meta description for your video to ensure people find the video on YouTube and Google. An YouTube advertising agency can guide you to list your videos properly on YouTube.

Just like you would use content marketing to generate search traffic, you should look at video marketing as a strategy to generate quality search traffic.

Second, focus on quality: Optimising for search traffic is splendid. However, it is not enough. Just putting in the right keywords is not enough to generate search traffic for your video.

You also need to create quality videos. Quality videos get more view time, which brings you more video traffic. This is because when you create something great, Google wants to share it. That is why they also look at how many likes, comments, and shares a video has.

Their maxim is that what is good for their users is good for content producers.

Third, be platform aware: YouTube, Facebook, and Google are all great platforms for a business. However, they are all different platforms with specific requirements. Therefore, social video optimisation has different needs.

For example, social video requires thinking about the intended audience, because different social networks or even social groups have different needs. Furthermore, the message in a social video can change dramatically depending on whether you are doing a live or recorded video, or a short or long video, just to name a few of the many different video formats.

Video Marketing Tools

  1. Clips: Apple’s new video app helps you with several editing and sharing tasks for your video.

First, it has some of the standard video editing tools, and some advanced tools like transcribing your spoken words into Live Titles. The tool goes even further by ensuring that the text in the video synchronizes with what you are saying in the video.

Second, you can use the facial recognition tool in Clips to identify the people in your video. When you are sharing content from your Clips video, you can also share it with the people in the video.

  1. Camtasia: A staple of video marketers for years, this is a great way to edit videos and create screen recordings. They have animated backgrounds, music tracks, motion graphics, icons, video effects, and drag-and-drop editing features to help you optimise your videos.

Video marketers use these videos to create training material, product overviews, and marketing videos that can be used on multiple video channels.

  1. Loom: A new video screenshot tool that is easy to use. Their Google Chrome extension lets you create a screen share video in the time it takes to make a screen share image.

Final Thoughts

When you add the right strategy and video marketing tools, you can do a lot of great things with video marketing today. The key is that you have to plan out what you want to achieve before you start creating the videos. Think about the end in mind.

To that end, we want to let you know that you do not have to do all the heavy lifting for video marketing on your own. Our team of experts is here at Shout to help you optimise your videos. Give us a shout, so we can discuss your video marketing strategy today.

Book a free 45 minute consultation today.

    Book a free 45 minute consultation today.

      Shout logo in grey

      As Founder and Director of Shout Web Strategy, Michael Jenkins is at the forefront of digital marketing. Since it’s inception in 2009, Shout has built a strong reputation as one of Australia’s leading strategic SEO agencies, assisting online businesses to formulate, implement and track successful marketing strategies. Michael is a respected thought leader and digital strategist, specialising in online strategy, corporate SEO, Google retargeting, email and conversion rate optimisation, and online reputation management. Follow Michael on Google+, connect with him through LinkedIn or visit the Shout Web Strategy website.

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