Video Marketing on YouTube is one of the search marketing trends to look forward to in 2017. Even experts say that visual content, including video, will go big in the coming year. YouTube is the second largest search engine, with more search than Bing, Yahoo!, and AOL.

Driven by consumer’s voracious appetite for video content, video marketing has become an important part of social media marketing. With platforms like Twitter, Facebook, Pinterest, and Instagram launching their own video application, videos can be optimized for accomplishment ahead of web pages and YouTube to where customers are actively in search of, consuming and sharing video content.

Here are several useful tips for launching video marketing campaigns on social networks:

Create a Video Marketing Strategy

Targeting video to a specific persona or customer segment will provide more meaningful and relevant experience, resulting in a greater chance of video marketing success.

When it comes to content topics, be sure to use video to answer a common question about the brand, or to highlight a problem that your brand helps solve. Establishing an objective and actions will make it easier to measure the success of the video marketing campaign.

Time Check: Keep Videos Short

AdWeek found that the average length of the top 50 YouTube videos was 2 minutes and 54 seconds. Modify the video for attention span by keeping it under 3 minutes. The risk of creating longer videos is that they may not watch the whole length, which means viewers might miss the important part and calls to action in the final moment of the video.

The length of the video will also depend on the platforms that intended to distribute on. For instance, Instagram videos are just 15 seconds long, and Vine videos are just 6 seconds. Before creating a video, determine which social platforms to play it on and the time limits associated with videos on those channels.

Optimize Videos for Search

To make videos easily discoverable, utilize SEO best practices with its video. Choose a keyword that encapsulates the theme of the video, and use it in the video’s title, description, and tag. Providing a relevant keyword in the video text content will make it easier for search engines to understand and can result in a better ranking when customer search.

Adding a clear call to action in the video’s description will provide another opportunity for viewers to take the desired action even if they don’t watch the full video.

To understand how effective videos are, use native social media analytics to analyze how videos performed across social channels. This means that it will have to collect data from multiple sources (Facebook, YouTube, etc.) in order to have a complete view of the video’s performance in attracting viewers, engaging them in a meaningful way and inspiring them to take action.

Using social media video analytics can dive in to discover which channel of videos performed best on, and why. Then use those insights to summarize what went well in the campaign and what might do to make future video marketing efforts more successful.

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