York Woodford-Smith | August 27, 2024
Our Top Tips for Optimising Your Video Content
As modern marketing professionals, you already know that video content is invaluable for engaging audiences and driving results. But are you truly leveraging its full potential across all your marketing channels?
In today’s fast-paced digital landscape, it’s crucial to go beyond basic video strategies. To stay ahead, you need to explore every opportunity to integrate video into your website, social media, printed materials, and beyond.
Whether you’re enhancing your PPC campaigns, refining your email marketing, or optimising your digital billboard content, we’ve got you covered with insights that will elevate your video game to the next level.
Website
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Display your video in a prominent position
Displaying your video in a prominent position on your website is crucial for capturing visitors’ attention right away. Place it above the fold on your homepage or in other key sections where it’s impossible to miss. This ensures that your video is one of the first things users see, increasing the likelihood of engagement.
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Use an eye-catching thumbnail
Using an eye-catching thumbnail that entices viewers to click and watch is essential. The thumbnail should be visually appealing and give a clear idea of the video’s content, encouraging users to press play.
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Use a recognisable video player (e.g. YouTube or Vimeo)
Embed your video with a recognisable player, such as YouTube or Vimeo. These players offer a familiar interface and features like autoplay, resolution adjustment, and sharing options.
Socials
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Customise the aspect ratio for each platform and post type
When posting videos on social media, tailor the aspect ratio for each platform. For example, 9:16 for Reels and 1:1 for feeds.
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Post your video directly to the platform
Posting natively increases engagement since platforms prioritise content that keeps users on-site.
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Get your team to like, comment, and share
Early engagement helps boost algorithmic reach and visibility.
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Share in relevant groups
This helps extend reach to highly targeted audiences.
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Engage with the comments
Responding to comments builds community and encourages further interaction.
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Tag relevant people or organisations
Tagging increases exposure and credibility through shared networks.
Printed Materials
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Link to videos with QR codes
QR codes bridge offline and online marketing, making video access instant.
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Clearly state what the QR code leads to
Set expectations clearly to increase scan rates and engagement.
PPC Campaigns
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Make the first 5 seconds impactful
Hook attention immediately with strong visuals or messaging.
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Ensure the content is relevant and specific
Tailor content to your audience’s needs and campaign goals.
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Customise aspect ratio for each platform
Ensure videos display correctly across placements.
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Adjust edits for skippable vs non-skippable ads
Front-load key messaging for skippable ads; build narrative for non-skippable formats.
Emails
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Use a thumbnail with a play button
This signals video content and improves click-through rates.
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Embed the video link on the thumbnail
Makes viewing seamless for recipients.
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Include video in your sales process
Use video responses to personalise communication and improve clarity.
Care Referral Websites
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Make sure it’s on there
Adding video to referral profiles helps you stand out and build trust.
Events
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Loop your video on a screen
Great for attracting attention and sparking conversations.
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Add subtitles for accessibility
Ensures clarity in noisy environments and improves inclusivity.
TV Ads
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Use Sky AdSmart for targeting
Improves efficiency by targeting relevant audiences only.
- Reuse existing footage to reduce production costs and maintain consistency.
Digital Billboards
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Keep it bold and simple
Use strong motion graphics that communicate quickly and clearly.
