Did you know that people spend an average of 18 hours a week watching online video? That’s 7.5 hours more than three years ago (Wyzowl). Engaging customers via video is an opportunity companies can’t afford to miss, but it’s not enough to simply create videos and hope for views. Businesses need a clear video content strategy that works for them.
Why opt for video content?
Over the last few years, video has become an increasingly important tool for businesses worldwide. YouTube is the second most popular website in the world (second only to Google) and that’s far from the only place we see video content.
Taking Twitter as an example, the company says that tweets with videos attract 10x more engagements than those without. Video adverts also save more than 50% on cost-per-engagement.
Meanwhile, 79% of us say that we’ve been convinced to buy or download a piece of software or app by watching a video. Used correctly, video is a strong marketing tool.
Below, you can find three important tips for creating a great video content strategy.
- Stay mobile friendly
Users want to see everything on demand. We want great content wherever and whenever we feel like it. In fact, up to 93% of video views happen on mobile (Twitter).
Imagine that a potential customer is on the train, in line at the supermarket, or grabbing a coffee. They pick up their phone and your video pops up. If they can’t view it properly, what happens? They move on, perhaps to a competitor, perhaps to something completely different. Either way, the opportunity is gone.
When it comes to mobile, captions are key. Viewers might be watching with the sound off, have accessibility needs, or not be fluent in the language. This gives them the flexibility to watch how they want and still understand.
What’s more, making videos accessible is required by law in some countries.
- Go global (or have the potential to)
Creating videos isn’t cost-free. That’s why it’s important to maximize the potential reach of each video. This doesn’t necessarily mean re-recording the entire clip. There are other ways to scale your content and engage audiences abroad.
Adding a voice-over in the new language is a way to make a video feel as though it was made just for that audience. It might require localization (adapting elements so that they resonate with the new audience) or simple translation.
Either way, it’s important to choose the right voice actor for the role. How they deliver the message is vital, as is pace, and accent. For instance, if your video is aimed at a UK audience, an American accent might sound foreign to them.
Alternatively, subtitles offer a budget-friendly way to translate video content. Working with a specialist translator, your subtitles can match your video seamlessly, helping it engage viewers around the world.
- Think about Google
Creating videos means creating content that is reusable in many formats and across many platforms.
One of the ways to leverage this value is by creating a transcript of the video that you can publish. This helps Google to pick up keywords and index your website accordingly. It also provides a chance to build links and offer insightful articles for readers who might not come across your video… all without actually creating brand new content.
Transcription services offer quick turnaround times and may be able to handle several languages at once, meaning you are only moments away from great content.
Future Trans – Supporting businesses through video content
At Future Trans, we specialize in language services across MENA. This includes transcriptions, voice-overs, subtitles, and more from native-speaking specialists. Our team uses their expert knowledge to work to the highest standards, no matter the service.