Video is no longer optional for savvy marketing strategies, with around 85% of all Internet users in the U.S. now enjoying video content monthly on their devices, and around 54% of consumers expressing a wish to view even more video from their chosen companies – as found by HubSpot. Video can help appeal to customers who wish to consume content on YouTube, Instagram, or other social channels. As found by Animoto, around 88% of video marketers report a positive ROI from investment in video, and the demand for entertaining and informative videos is predicted to keep growing. How can you ensure that the content you upload makes a deep connection with audiences and establishes your brand as a standard bearer in this field?
Creating Accessible Videos
Around 48.9 million people are living with a disability in the U.S. This is a key figure that indicates the extent to which investing in accessibility strategies for video is vital for any company wishing to reach their audience. To meet standard accessibility goals (as recommended in the W3C Web Accessibility Guidelines), you should plan all content with accessibility in mind from the start, rather than working retroactively to add in accessible factors. You should use an accessible video player, and block autoplay (this feature can affect the functioning of screen readers). You should also provide transcripts and captions, and use audio descriptions that play alongside your video to ensure that people with visual impairments comprehend what is taking place in your video. The W3C Guidelines provide a checklist which is ideal if you want to optimize accessibility on your site or channel.
Investing In Quality Equipment
If your video content will include vlogs or outdoor footage, then investing in a decent camera (instead of using a smartphone or pocket camera) is important if you are to ensure an excellent viewing experience. Just a few top rated cameras for this purpose include the Fujifilm X-S10, the Olympus OM-D E-M5 Mark III, and the Sony ZV-1. Features to watch out for include stabilization, image quality, and built-in ND filters. You will need to invest in a microphone as well: a wireless mic is the way to go, as is the ‘shotgun microphone’, which you can attach directly to your camera.
Creating Relevant Content
In addition to presenting consistent content that is in line with your brand, your content should also be responsive to your audience’s demands. Top creators such as Daz Games, JJ Olatunji, or Sporte are all highly responsive to their fans, who request, suggest and share content via Reddit and other social channels. Relevance can also be boosted by creating audience personas (i.e. by identifying who is buying your product or service and what their motivations, goals and stories are like). Research into the keywords they use, and build your own keyword list. Use variations of relevant keywords in a variety of places – including page titles, meta descriptions, H1 headers, image alt tags, and the like.
There are many ways to boost audience engagement, aside from creating videos, that entertain or inform audiences. These include making accessibility a priority and ensuring that the quality of your content is so good that audiences are not tempted to log off. Finally, keeping things relevant and using SEO in a way that enables new audiences to find your site or channel is key if you wish to boost brand awareness.