Five Tips for Effective Video Marketing

Michael Litt
Marketing News Exclusives
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Video marketing
Key Takeaways
  • ​Marketers can track results to learn which videos close the most deals and are responsible for the most revenue.
  • The average attention span of a Web user is eight seconds, so marketing videos should be three minutes or fewer.
  • In content marketing, the story shouldn't be about your company but about what your company can do for others.

You may already know that video is an effective way to make meaningful customer connections, but when and how should you include it in your marketing mix?

Videos drive results, and with the analytics and reports available, marketers can track results to learn which videos close the most deals and which assets are responsible for the most revenue. Here are five lessons to help you boost your video ROI.  

1. Keep it short. As reported in BBC News, the average attention span of a Web user clocks in at around eight seconds. While you might have a lot to say, you have only seconds to gain their attention, and your audience will not stick around for more than three-minute stops. As a rule, keep all of your videos three minutes or fewer to ensure that you hold your audience through to the very end of a video and they engage with your call to action.

2. Tell a bigger story.  The biggest lesson in content marketing is that the story shouldn’t be about you but about what you do for others. If you sell solar panel software, your video message should be focused on saving the earth and the fight against global warming. If you sell telecommunications software, tell a story about connections and real people. Ultimately, tell the bigger, umbrella story for your brand, not about what you sell. Aim to build emotional connections around a theme bigger than your company.

3. Narrow your audience.  Even though you want a lot of eyeballs on your videos, it’s more important to get the right ones. Don’t make a video campaign that appeals to everyone in the world. You only need to hook your niche market, and you can do this with the very first sentence in your video. By making the first sentence really specific, you’ll filter out random viewers at the beginning, and you’ll know to follow up with those who make it all the way to the end of the video, as their strong attention spans are a clear sign of qualified interest.

4. Set and track measurable goals.  Before you release any video campaign, tie your video to real business goals. You could aim to generate 350 new qualified leads and have 600 people engage with the video’s call to action, for example. Additionally, brands should try to hold more than 60% of the audience’s attention span until the very end of the video. If you keep improving your videos over time to suit your niche audience’s preferences, you’ll maintain more and more viewers, which is your best chance to convert.

5. Plan a comprehensive distribution strategy.  Getting your niche audience to notice you can be tricky if you stick to only one distribution channel, so make sure that you’re taking advantage of every location that makes sense for your brand content. Beyond YouTube, embed your videos on your website, your blog,  partner blogs and social media, and in press releases.

This article was originally published in the April 17, 2014, edition of


Author Bio:

Michael Litt
Michael Litt is CEO and co-founder of Vidyard, a video marketing platform provider based in Kitchener, Ontario.
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