5 Ways to optimize your videomarketing

The past year it has become crystal clear that video consumption is sky-rocketing across all devices and platforms. We think it is safe to state that investing in video content (marketing) should be at the very top of every brand's digital strategy.

We lined up 5 valuable lessons for optimizing your use of video.

#1. Every platform requires different storytelling techniques

Plastering the same content across diverse platforms is not a very good idea. Do what works on YouTube for your YouTube videos and do what works on Facebook for Facebook videos. A multi-platform video strategy is essential if you want to target the largest possible audience. The Gary Vanderchuck principles of language (diversify your tone-of-voice when changing rooms) apply to video channels as well.

#2. Realize why ‘influencers’ are called like that

Of the top 10 celebrities voted by millennials, half are YouTubers. If you’re serving an audience of millennials (20- to 30-somethings), than YouTube influencers are an effective way to reach them. Gaining credibility in this generation has everything to do with who is presenting information in the online space. In the case of AsapSCIENCE, from Mitchell Moffit and Gregory Brown, with 4 million followers, who used the blue-and-black dress phenomenon to their advance, and gathered 20 million views on a video that explained the phenomenon of the optical illusion with science.

#3. There are two main campaign strategies in working with YouTubers

A qualitative campaign works with one key influencer channel going deeper into your content (and concept), while a quantitative campaign works with multiple channels.

#4. Create your own storytelling language

Think conceptual. People need frameworks for their brain to move freely within. If they get the concept you use, the real freedom starts, you’ll be able to make any move and become really creative: you just made sure you both speak the same language, now start enjoying the conversation! Use iconic symbols and catch phrases for enhancing recognition and to stay connected. This approach to channel building develops a tight-knit community of mentally connected fans.

#5. Videos need contextual elements to increase engagement

Don’t forget to add links to internal content (to reduce bounce rates), create on-page engagement tools like comments and “read more” links. Engage! Don’t spread your content thin - add unique content to stimulate traffic and avoid copy/pasting from video description boxes.