Every brand needs a video marketing program of its own. Video is dominating most of the content we see in social media feeds, email marketing, and blog posts. It is a key content marketing channel to communicate your brand story, explain your product or service, and build meaningful relationships with your customers.

The statistics are pretty impressive. By 2021, video will make up 82 percent of all internet traffic, according to Cisco’s annual Visual Network Index (VNI) forecast. This includes consumer and business traffic.

Small businesses are increasingly using the power of visual mediums to attract, convert, and retain new clients—and seeing hugely successful results. Youtube is not only a social network; it is the second largest.

Below are some tips to help you find your niche. If you would rather read it in list form; feel free to skip the video, but who does that?

Jumpstarting a Video Marketing Program

  • Change how you think about video. Many of us are still stuck in that old “network TV” style. Online video can be super-short, highly interactive, incredibly creative and powerfully engaging.
  • Divide and conquer the video content. Divide videos into categories: Splashy pieces that show off your business. Working videos explain important products and services. Longer videos delve deep into special topics.
  • All video doesn’t need to be amazing. Focus on one or two polished pieces that can be an attention-grabbers on your website or at a trade show booth. For this, you might consider hiring a video production company.
  • Share work videos often. Work videos should have a super-clear message and a well-defined audience. The kind of informative, authoritative video that people like to pass along. These don’t have to be slick, but they must be clear, focused and true.
  • Go for a deeper dive video. Answer frequently asked questions, provide detailed data or feature yourself or others in your business as subject-matter experts. Talk about specific solutions and customer needs.
  • Make bite-sized pieces. Don’t cram too much into one video. Break it up into a series of educational mini-segments that take on one piece at a time.
  • Create a template you can replicate. Try a simple 60-second video following the same format to showcase individual products. Once the mold is set, such videos are cheap and quick to produce. For this, you might also consider hiring a video production company as they may provide a more efficient model.
  • Create videos with text and still images. Videos don’t need to have moving images. Many highly effective videos consist of a simple series of slides with text and photos. Some have audio; some don’t. Think about how often you are watching a video on social without the sound.
  • Make it local. Some businesses are having great success creating videos that feature impromptu “interviews” with people on “Main Street,” or in recognizable locations in the community.
  • Marry your video content with a call to action. New updates to social platforms allow for adding interactive polls, surveys, live forms and other lead generation CTA’s. There is absolutely nothing worse than a prospect watching your video and then asking, “What now?”

Does your brand use any of these tips in its video marketing program? Which have you found to be the most useful?