So you know that video is constantly present in our personal lives, but do you also know that video works well in your business too? Video is a powerful engagement tool that when implemented in a marketing strategy can help reach any goals your business may have. It’s accessibility due to technological advancements have made it more possible for companies to train employees, hold meetings, and educate and entertain consumers. Include video in your marketing strategy, using these reasons to guide your decision.

For hiring businesses, video is an excellent source to train your new employees without spending a huge sum of money for extensive training programs. Help your employees retain information by creating interactive videos that compliments every employee’s learning style. There’s no need to change the entire video when updating the video. You can make a few changes, while allowing your viewers to replay the video at any time. Businesses have shifted and adapted to using online formats to navigate the changes of the lack of workplace environment surrounding the pandemic. Video is one method that draws consumers in to make a purchase. Provide virtual alternatives to physical events and meetings so that your clients and potential consumers stay connected with your business.

Viewers’ preferences shift as technology increases and different types of content becomes preferable. Whether you choose short-form or long-form content create videos with your target audience and goals in mind. Short-form content is great when you want to engage with your audience in a span of 15-60 seconds. Long-form content works well with interviews, educational videos, how-to videos, and demonstrations. A longer video gives you the opportunity to share your brand story and explain any products services without feeling like you are short for time. Improve how you approach your long-form and short-form content in your marketing strategy to increase brand awareness and engagement.

You don’t necessarily have to start from scratch to create a video. Your written content is the foundation for your video. Your viewers will retain more of what was said in the video than what was read in the written content. Use any old blog posts, scripts from interviews, and guides as inspiration for your next video. Make your video appear where your target audience is. That means placing videos in your email newsletter, social media platforms, and website. Analyze the results from the video to make sure you’ve targeted your audience, then refine your strategy for the next campaign. Overall, video connects your customers to you. Add, adapt and analyze your marketing strategy with videos as your investment.

Credit: Luke Fitzpatrick 7 Reasons To Invest In Video Content In 2020

So you’ve entered into the world of video marketing and you’re already uploading videos to your audience! Great job! Are those videos meeting the engagement goals you set for them? Have you considered that the video length is a possible reason for not hitting your goal? If not, don’t worry, because our guide goes over the conditions in a video that could determine the engagement.

Before we get into the video length, it’s crucial to consider the other reasons why viewers might not fully watch your video. When you create videos for your business, you may create them to be informative, educational, or entertaining. The videos you upload are to appeal to your target audience, optimizing for the device they are on. This is where viewing your analytics plays a role. Look into where your viewers are watching your video as well as when the engagement tends to drop. This will help you create content that keeps them engaged throughout the video. After you’ve adjusted the content, target audience, and device optimization, if needed, let’s move on to the video length.

Video length is a good metric to review towards understanding your viewers, as you can pinpoint where most of your viewers finished the video and what they might have missed after they left the video. Each video type has a desired length that has optimal engagement. Most videos that perform well vary between 30-119 seconds, according to The Next Web. However, according to Wisita, a 2-minute video can do well in engagement. However, don’t be restricted to create videos within two minutes. The longer your video is, the more you will have to stay connected with your audience as engagement continues to drop.

Here are some strategies to include in the context of your video to help your customers stay engaged. Focus on one main subject and if that subject is a pain point your customer requested, that’s even better because you will have their attention during the video. To ensure that, write the pain point or main subject in the title, caption, and keywords of the video. Don’t forget to add captions and include a CTA to take them to another video or through a sales funnel. If you’re planning on uploading your video on social media, keep in mind that those platforms have varying optimal video lengths as well. Now your short, concise, engaging video is ready to be uploaded! For more information, click the article below.

Credit: Jesica Mraz Short vs. Long Videos: What is the Best Explainer Video Length?