About 1 billion hours of videos are watched every day on YouTube. That’s the significance of video content which has already started transforming the way digital marketing works.
Platforms like Instagram, that were established to be an image sharing network, now have a great revenue share coming from videos. Almost every social network now allows users to upload and share videos.
There is no denying that videos catch more attention from users than any other form of content does.
To understand this, let’s take your today’s ride on Facebook for example: You took out your phone from your pocket, drew the pattern or used your finger to unlock it, tapped the Facebook app icon, and started scrolling through your timeline. And if you realize, you spent most of your time watching videos on your Facebook.
Now imagine it from a marketer’s standpoint. Informative or explainer videos on your website/landing page can increase conversation rate by 80%.
Think how much traction it would generate for your brand’s marketing or how much traffic or engagement it would bring for you!
Videos give you better ROIs than any other way of marketing does, in addition to building and strengthening the trust factor between you and your audiences.
You as a brand too can use the power of video content to improve your search ranking and the overall performance of your digital marketing. The substance of video content will continue to grow in 2021 and beyond.
If you still haven’t kick started your video content strategy, this blog will guide you through. Here is how to use video content to improve your ranking on search engine –
Focus on the Quality of Content –
Videos are a great way to boost your visibility, engagement, conversation, and ROI. But that simply does not mean – any video could give you all those gains. You will need to work on the quality of the video.
First, you should have a separate video content strategy, which ideally would be a part of your organization’s content or marketing strategy. It should have important mentions related to the quality of video, the type of content, the duration of the video, and the time it will go live, and so on and so forth.
The quality of your videos should be able to help you establish your unique identity. Meaning, your videos should be like: after a watching a few videos, a user should be able to recognize that this content belongs to your brand.
Apart from that, you will need to find your actual audience – the people who you are creating the video for. Monitor the behavior of users on each video, and make changes in your content strategy based on that.
Here the best way to gain user attention is to focus on the pain points of your audience. Address the challenges your users face on a daily basis. Try to resolve their pain through your videos.
And don’t forget to design an attention-grabbing thumbnail; because this is what catches the eyes of the user at the very first sight.
Optimize for Search Engines –
Web pages with video contents have 53 more chances of appearing in top search results.
To make your videos appear in search results, you will need to optimize them for search engines the same way you optimize your texts and images on your website.
Search engine optimization has changed a lot in last few years. You now see videos on the main search result page. Of course, there is still the “Videos” tab on search result page. But the videos you see on the main page are the top results from the videos tab.
Video title, description, transcript, keywords, length of the video, and tags are some of the key factors that are behind the videos appearing in top search results. You will need to optimize these texts strategically, keeping in mind your brand and trending keywords.
If done right, your optimized videos can bring a huge amount of traffic to your website. And if it goes viral, it will be an added source of revenue for brand.
Engage –
One of the surefire ways to get your videos ranked on search engines is to engage with your audience. The more you engage the better.
Do not miss a chance to engage with those who leave comment(s) on your video. This surely includes liking and replying to their comments. It adds to your SEO efforts.
You can promote your videos on other social networks too. You could also create email campaigns and newsletters to bring likes, shares, comments, and views on your videos and subscribers on your channel..
Deploying marketing automation tools, you can create and show your videos for specific audience (living in specific regions or belonging to certain age group or gender). Doing so enables you to show the right video to the right user at the right time.
Increase Time Spent –
Your website’s search engine ranking also relies on the time users spend on your website. In order to improve your ranking position, you could consider embedding or having videos on your pages.
Did you know that on top 100 highest-trafficked web pages that include video content, visitors spend around?
The time a user spends on watching a video on your website adds to the time a user spends on your website. It could be a boost to your search engine ranking. The more time they spend, the more Google values your website for top positions on SERP.
Encourage Sharing –
The best part of video content is, it is highly shareable. It is can be downloaded and shared and if it is already on social network, then a user can share its link with his/her near and dear ones without downloading it. That’s the reason why video has dominated the world of social media.
And the more your video gets shared, the more chances your video or page has for getting a space in top search results.
Final Thoughts
If you still are not planning to include videos in your content or ad strategy, here are some of the insights about the effectiveness of video content that will convince you to go for it in the New Year –
97% of marketers claim that videos help customers understand a brand or product better. On the other hand, 90% of customers claim that videos help them take informed buying decisions. And for 81% of brands video content is already a part of their digital marketing strategy.
Do you use videos in your digital marketing optimization? How is it working for you? Let’s discuss in the comments section!
