December 5, 2015

Why Engagement is God… Almost


We already know video is one of the best ways to engage your audience. We know YouTube is the world’s second largest search engine, and that a third of all online activity is spent watching videos. We get it. Video marketing is fantastic and you should all sign up immediately.

The problem for you is, lots of people have. Some of them are probably your competitors. This means the question has now evolved from, ‘Should we try video marketing?’ (Yes of course you should) to:

‘How does our video marketing get noticed?’  

What factors can help make the difference between being one of the watched or unwatched videos. There are several. The most important is obviously a decent video conveying the message you want it to, in a way that connects with your audience. But is that enough?

Video marketing is becoming like F1, where having the biggest engine alone isn’t enough, there must be a painstaking attention to detail and understanding of your video’s forthcoming journey. This can, and will, pay dividends. This requires more than just excellent video production, but also an in-depth understanding of how and why people watch and share videos.

Presume you and 3 other people all have a fantastic video ready to go; what factors will set you apart, and how do you measure the success of each one? Again, there are many, but for now we will focus on just one measure of success, types of engagement.

The video marketing landscape has changed dramatically in recent years, and the type of engagement you generate is now more important than ever. Here’s why.

Paid or Organic

While views are usually the first thing people look at to gauge a video’s popularity, the figure can be easily manipulated. There are people/groups offering to give your video 1000 views for less than £3. There are also numerous articles on avoiding the scammers who offer views but don’t deliver.

The truth is, bought views mean very little. They are not a measure of the video’s popularity or its reach, and undermine any data you draw from the number. Of course, most decent videos don’t need to buy views, but as a viewer you have no way of knowing which ones have and which ones haven’t.

All of this has made video sharing a far more important figure. Shares are not bought, but performed by real people who actually think your video is good enough to share with their friends. Shares obviously also lead to a far greater organic growth of your views.

Important Factors

The important factors vary slightly depending on how you’ve decided to market your video. Facebook for example, has a much shorter-lived engagement period than YouTube. This means any sharing or engagement is most likely to happen in a shorter timeframe, whereas YouTube has a slower rate of engagement.

These factors should be taken into account when planning the strategy to market your video.

According to a recent white paper the best day to launch a Facebook video advert is on a Thursday, while if you’re opting for just YouTube then a Wednesday is preferable. This has been calculated using the amount of shares that happen on each platform. The majority of shares on both happen between Wednesday and Friday, peaking on a Friday.

If your video is going to be on both Facebook and YouTube then launching on a Thursday gives the best cumulative statistics.

When you consider how the day of your video’s launch could be such a decisive factor, then it really becomes apparent how valuable a professional team can be to your video marketing.

If you’re thinking of starting your own video marketing, then get in touch. We don’t bite (well, one of us does, but you have to pay extra) and we’d love to hear from you.

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