How To Use Video Marketing To Increase Engagement With Blog Posts
As you gear up for the new year, itâs the perfect time to take a look at ways you can improve your content marketing strategy. Are you looking to elevate your business blog? Consider using video marketing to increase engagement with your blog posts.
Video content is everywhere, and there is a high demand for it from consumers across many brands and businesses. In this article, weâll explore how you can leverage video to take your content to the next level.
Why Use Video Marketing to Increase Engagement With Your Blog Posts?
As a marketer, itâs crucial to understand how your audience absorbs your content. Do they read your blog word for word, or do they just skim it? Whatâs the average time a reader spends on each post? Understanding audience behavior is key to creating content that boosts engagement.
Videos Break Up Text
We live in a digital age where attention spans are shorter than ever. The first 10 seconds are crucial for capturing your readerâs attention online. These moments determine whether visitors will stay on your website or move elsewhere. According to a 2013 study by Medium, the optimal blog post is about 7 minutes long, translating to around 1,600 words. More recently, a 2020 survey of 1,279 bloggers by Orbit Media found that web content of 3,000 words or more is most likely to yield strong results. Posts over 1,500 words begin to perform above average.
To address the challenge of readers merely scanning through web pages, use visual content like videos to break up text. Let go of lengthy paragraphs and cut down on the text. Use shorter sentences and concise visuals. Why? Because videos stand out and attract readers. When people scan a lot of text, theyâre more likely to stop at images and skim the lines right before and after the visual to absorb the main points.
Videos Increase Time Spent on Your Blog Posts
A study by Oracle suggests that videos can increase the time spent on your webpage by more than 100%. When you include videos in your blog posts, readers are more inclined to stop when they reach the video. More often than not, readers will engage with the content by clicking on the video, as it stands out amidst all the text in the blog post.
Videos Attract Millennials and Gen Z
Millennials are tech-savvy, but Gen Z takes digital fluency to another level. This generation has never known a world without the internet. Gen Zâs expectations for the digital landscape exceed those of previous generations. Their average online attention span is eight seconds, four seconds less than millennials. However, long-form videos that interest them can capture and hold their attention, making Gen Z an audience to keep in mind when using videos to increase blog engagement. Videos are a significant driving factor for Millennials and Gen Z consumer behavior, influencing much of their buying decisions.
How Should You Use Videos to Increase Engagement With Your Blog Posts?
Now that weâve discussed the âwhy,â letâs dive into the âhow.â There are several ways you can use video content to boost engagement with your blog posts.
1. Create Original Video Content
Creating original and authentic video content and embedding it into your blog posts will help increase engagement.
Types of content to consider:
- An âAbout Usâ video
- Tutorials and How-To Videos
- Video Summaries
- Vlogs
- Client Reviews and Testimonials
Including original video content in your blog posts makes readers more likely to share and engage with your content. Original videos tell a story. When you master storytelling for your business and create compelling content, people will be more inclined to like, comment, and share it with their network.
2. Keep Videos Under 2 Minutes
For increasing blog engagement, keep videos short and to the point. According to HubSpot, the most engagement is seen when videos are about 2 minutes long. You might think, âA 2-minute video seems short for all the information I want to include.â Donât worry about going too in-depth. Videos are meant to complement your blog post, not cover it entirely.
3. Host Your Videos on YouTube
There are two main ways to host your video content online: on your website or YouTube. Hosting videos on YouTube before embedding them into your blog posts is recommended. YouTube offers SEO and analytics tools that help track engagement.
Blogging platforms like WordPress make it easy to embed YouTube videos. Simply hop into the backend of your website and paste the video URL where you want it to appear in your post.
When done right, YouTube can bring hundreds, thousands, or even millions of new customers to your business. Embedding YouTube videos in your blog posts can bolster your SEO and help your business rank higher in search results.
4. Repurpose Existing Video Content
If you have an existing YouTube channel or content hub with video content, repurpose videos to increase blog engagement. Just make sure the video is relevant to the blog post topic.
Online Video Tools
There are many online tools to help you create the best videos for your digital content marketing. Options vary from free to paid, simple to complex, and for creation or editing. Here are a few examples:
Offline Video Creation
You can create videos traditionally without fancy equipmentâa cellphone, tablet, or webcam will work just fine! Here are a few ideas for your blog posts:
Piece-To-Camera
Getting in front of a camera can be daunting, but it can connect with customers. Create an occasional piece-to-camera for special occasions, like welcoming customers at the start of a new year or event, or thanking them for their support at yearâs end.
10 Filming Tips:
- Lighting: Sit near a window or add lamps.
- Audio: Use an external mic if possible.
- Tripod: Keep your device steady.
- Location: Find a quiet spot with a simple background.
- Lens: Clean the lens before you start.
- Horizontal: Turn your phone sideways.
- Height: Raise your device to eye level.
- Camera: Switch the camera so you can see yourself.
- Eye contact: Look at the camera hole. Smile!
- Record: Aim for a natural approach.
Interviews : Interview videos provide relevant information for your audience and your guestâs audience. They are also a powerful addition to your social media strategy. These interviews should be conversational yet intriguing.
A Note on Green Screens: Using a green screen backdrop is great for instructional videos, as editing software can replace the green color with different backgrounds. This chroma key effect allows you to place objects behind and in front of you, making your videos look slick and focused on your content.
A Note On Editing Software:Â While not always essential, basic editingâadding text titles or captions, music, cutting parts, or mixing video and imagesâis often helpful. QuikStories (iOS and Android) and Splice are free apps from GoPro for quick video editing on your phone. QuikStories puts it all together with music, transitions, and cool effects, while Splice allows for manual edits without too many effects.
Types of Video Content to Add to Your Blog
Video marketing isnât as complicated as it seems. Itâs about understanding what content people love to watch and offering more of that. Here are eight engaging types of video content that can build brand awareness, captivate your audience, and influence customers to take action.
1) Vlog
Vlogs, or video blogs, are more engaging than traditional blogs. They offer a cost-effective platform to establish a unique brand voice and personable image that resonates with your target market. Shoot a short, off-the-cuff vlog with just your smartphone or webcam. This authentic approach gives your content a relatable, personalized quality instead of a super-slick, corporate production.
2) Behind-the-Scenes/Company Culture
Compelling brand storytelling can set your company apart from competitors, motivating employees and captivating prospects. A behind-the-scenes video reveals your company culture, offering an immersive experience that connects customers with your brand. This humanizes your brand, appealing to viewers personally.
3) Interview/Q&A
Interview videos build brand authority by aligning your brand with thought leaders and inspirational figures, establishing authority with respected voices, and giving your audience an intimate 1-on-1 experience where someone in your business answers hard-hitting questions.
4) Product Reviews
Product reviews are valuable, especially for consumers in the consideration phase of the customer journey. They work best when youâve established trust with your audience. By reviewing products, you answer questions, dispel doubts, and show unique benefits, giving prospects all the information they need to make purchasing decisions. A product review can be only 30 seconds long and get the message across without a single word.
Even if your business operates a B2B model with one product, like a SaaS company, you can review related products or services that arenât in direct competition. Recommending quality products that are compatible with your own enhances customer experience, boosting satisfaction.
5) Testimonials
Creating video testimonials takes blogs, presentations, and product reviews to the next level. By spotlighting existing customers, you show how happy your brand makes people.
Ready to Boost Your Blogâs Engagement With Video Marketing?
Ra Media makes your content pop, sizzle, and dance off the screen! Contact us today, and weâll guide you through the magic of video marketing. Donât just blog itâvlog it!