Videos are one aspect of online content and marketing that bloggers and businesses can’t afford to ignore. Even if you’re camera shy, with companies like Performics claiming that Internet users are 37 percent more likely to engage with branded content in video form, you need to look into developing effective video content for your niche. Having a website that successfully stands out from the crowd by focusing on a niche is the first step toward greater success; expanding your audience through video content is the next.
Focus on Format
What will the format of your videos be? Will there be narration and no people on camera, or will you have a host who talks about a relevant topic to the camera? Will there be interviews or will it all be set to music with no people or narration on camera at all? Or will your video content plan involve a combination of multiple formats above? The most important thing is to think about the format you want to shoot and edit your videos in – and then to study a lot of similar videos in your industry before you begin.
Digital Buzz Blog reports that the average Internet user watches around 182 videos online per month. That’s a lot of videos to compete against, and if a viewer is interested in your niche, she probably has seen a number of videos put out by your competitors. When you study your competitors’ videos with the most views, think about how yours can offer similar but still original content. If you’re going to have a host, audition to find the best one. (If it’s going to be you, study what makes a host engaging in other videos.) Hire a professional production company if it’s in your budget, as quality can go a long way to setting your videos apart from inferior ones.
Develop a Marketing Plan
It’s not enough to upload quality videos and hope they go viral – especially early on before you’ve had time to build an audience of subscribers. Incorporate promotion of your videos into your marketing plan. Every time you post a new one, upload a link to your social media accounts with relevant hashtags.
Include it in the next email newsletter you send out and ask your most devoted followers to promote it, and write up a blog post about each one. (Discuss behind-the-scenes facts or stories or elaborate on the topic covered in the video.) You might also pay for the video to play as an advertisement on sites such as YouTube, but try to avoid coming across as an ad as people are liable to click “Skip Ad” if they don’t find anything of interest in the video.
Some niche bloggers and businesses actually work the other way: they gain success in their niche through a series of videos and then work on expanding their websites with written content and social media posts. However you incorporate videos into your content production and marketing plans, the most important thing is that they’re a part of that plan – and that you’re willing to experiment to see how you can capitalize on your specialty.