How To Grow Your Organic Reach With Video Marketing

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Are you getting the most from your video investments?

So, you’re creating fantastic content on your social media and blog, but for some reason, you’re not getting engagement.

Many businesses experience this issue, and your analytics can leave you confused and unsure of how to increase your reach.

With over 1.28 billion users, Facebook can leave you feeling like a little fish in a massive pond. That’s not to mention all the other social platforms that are jam-packed with people as well.

With so many people sharing content, it’s getting harder to reach your ideal clients organically. The key is figuring out how to use these social platforms to your advantage. What is the best way to grab your audience’s attention?

The key tactic for extending your online reach is video content marketing.

Statistics don’t lie, and more than ever, people are opting to watch video content, overwritten. As many as four times the number of consumers would prefer to view videos of a topic, rather than read a written post.

In this day and age, people are all about convenience. It’s easy to watch a video and takes less work mentally to process the content than if you’re reading. Your brain can comprehend visual content 60,000 times quicker than written content. It’s no surprise then that most people view an average of 206 videos each month.

There are many platforms on which video content is used to reach consumers. These include YouTube, Tiktok, Snapchat, Instagram Stories, and of course, Facebook.

But how can you use video content marketing to reach your audience effectively?

Well, we’ve got some great tips for you.

Let’s start by looking at the platforms at your disposal and the statistics around video marketing on each.

Video Content Marketing On Social Media Platforms, By The Numbers:

Facebook

- Since 2014, Facebook sees approximately 1 billion views per day on video content.

- The majority of people using Facebook around both men and women between the ages of 25 and 34.

- Facebook messenger is the second highest used app on the market.

- Globally, there has been a 3.6X increase in video content on Facebook each year.

- In America, over 50% of Facebook users watch a minimum of 1 video on Facebook each day.

Youtube

- There are over 1 billion users on Youtube.

- In the US, Youtube reaches a broader audience of those aged 18-49 than any cable TV network.

- The majority of Youtube videos receive mobile views.

- There has been a 50% increase each year of Youtube channels earning six-figure incomes

Instagram

- There are over 400 million daily users on Instagram

- The largest user group is between the ages of 25 and 34.

- The majority of users follow business accounts

- Over 200 million users utilize the Instagram Story feature

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Snapchat

- There are over 166 million users on Snapchat

- In the US, over half of the users are over 25 years old

- The typical places we see Snapchat mobile use is restaurants, the airport, the gym and at home

Twitter

- Almost all videos views on Twitter are on mobile.

- Over 82% of those on Twitter watch video content

- Those on Twitter want more video content from brands, users and celebs

-Third-party videos on Twitter don’t do as well as native video

How to Use Video Content to Your Advantage

Before you decide to post your video content, there are a few things to consider that will ensure you maximize your reach.
1. Make it original.

Post video content that is unique and shareable. Your audience is looking for something different from everything else they see online. It needs to be worth sharing as it is thought-provoking or makes an impact. Think outside of the box, but keep it relevant to your business.

2. The first few seconds of your video are the most important.

Since most social media platforms have the auto-play feature, likely you’ll only have a few frames to catch their attention before they scroll on. Be aware as well that these usually play without audio, so they need to be visually compelling for your audience to continue watching.

3. The shorter, the better.

People have short attention spans. If the video is over two minutes, you are less likely to keep people interested for the duration of the video. Keep it under two minutes to ensure your audience watches all the way through.

4. Post a video series.

If you do have more content than can fit under two minutes, consider doing a video series. That way, you’ll keep your audience wanting more, and it gives you a chance to see how people are engaging with the first video. If it didn’t work, then maybe it’s time to move to another concept.

5. Include a call to action.

Always make sure you direct your audience to your landing page or product. You’ll do this by physically pointing to a button or asking them to click a link. The purpose of your video is the engage an audience with a brand or product. A CTA is the opportunity to do that.

6. Embed the video in your landing page.

If you want people to spend longer on your landing page, make sure to include video content there. Not only will it make them watch the video, but it increases the chance that they will explore the rest of your landing page and find valuable information.

7. Use newsletters as an opportunity to showcase video content.

Those who embed videos experience a boost in click-through rates. Videos like tutorials on how to use your product and some of its cool features. Make sure you also post the video on a social platform so it can be easily shared.

8. Make sure your videos are all compatible with mobile.

Since the majority of users will be viewing it on their phone, you want to make sure they appear well on the screen. Make good quality thumbnails that look great in a small form. Also, don’t forget to write a description packed with relevant keywords which will allow your video to pop up in searches.

Video Ideas for High Reach and Engagement

If you’re ready to create some fantastic video content but aren’t sure where to start, we’ve got three different types of videos that your audience will love.

If you utilize all the above tips and create these types of videos, you’re going to see a considerable boost in your reach and engagement.

1. Tell a Story

Humans want to see relatable content. Your videos need to be authentic, genuine, and make your audience feel like they are part of the story. Show your audience what goes on day to day in your company. Tell them a story through your video content. You could do behind the scenes videos and feature some of your employees.

Content of this nature creates a relationship with the viewer and makes them feel more like they are friends rather than just buyers. Get to the core of your brands’ values and represent them in your video content.

This video we did for the US Coast Guard , was entirely built on Devlin's story.

2. Include Your Consumers

Use your customers in your videos to show that you’re a brand that cares about them. Product reviews are some of the most popular online video content in that customers want to hear opinions before purchasing things themselves. Post video testimonials from actual customers talking about your product and how it helped them.

People love the chance to be represented on social media, and many customers will jump at the opportunity. Ask them to write a couple of sentences about their experience with the product, as well. You can then include this as the description.

3. Q&A and Tutorial Videos

Tutorials are super popular and a great way to showcase your product or service. Showing your audience how to use the product will create an interest in it. Showcase unique features of the product as well and how you use them.

If you have a service, explain how it works. It lets your audience know that you are here to help and provides worth to them. You can also do video Q&A sessions. These can be with employees, but ideally with industry leads.

Whatever industry you’re in, talk to notable figures in the industry about their success. It will get your audience to take your business more seriously and get them excited about what you have to offer.

Video Creates Your Advantage

Social media platforms are very aware of the increase in video content engagement and its potential for organic reach.

Facebook has stated it will continue to optimize services around video content. Video on Facebook ads and other ways to reach your audience through video will be at the centre of their development.

Twitter has grown its premium video streaming service and has begun incorporating video ads during the stream. They’ve recognized the potential for their revenue through advertisements on video due to the number of users watching video content.

Snapchat is also increasing features, adding special augmented reality lenses that can detect the environment around you. They are continuing to develop their video features in general, including Snapchat story optimization.

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That’s just the beginning. The possibilities with video content are endless and are changing the digital marketing game.

Video content marketing, done right, can hugely boost your business and your organic reach. It is an essential element to any business's marketing strategy and should be at the focus of your efforts.

The key is to create genuine content that is relevant to your audience. You want to build a strong relationship with your customers, that focuses on trust and authenticity. Let your business's personality shine through your content and keep it real.

If you feel like your marketing is in a rut, it’s time to incorporate video content marketing. Using the tips and tricks above, you’ll boost your reach and build quality and lasting relationships with your audience.

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