How to affordably integrate video into your marketing arsenal

March 12, 2019 By    
Image:, Joe McCarthy

Image:, Joe McCarthy

Would you believe me if I told you in 2017 one-third of online activity was spent watching video? That statistic comes from marketing software provider WordStream. The company also reported:

  • More than 500 million hours of videos were watched daily on Facebook.
  • 82 percent of Twitter users viewed video on Twitter.
  • 51 percent of marketing professionals globally named video as the type of content with the best ROI.

The use of professional video equipment works best for videos that could be used as commercials or company testimonials. These types of videos should appear on your website and in any professional marketing efforts. Although hiring a professional video crew is a great option, there are more affordable ways to keep your video marketing alive.

There is no longer a need for a professional video camera or service when it comes to social media marketing. Many are taking to their smartphones to produce high-quality videos to share on social media. You may have seen Apple’s “shot on an iPhone” TV commercial campaign, which shows high-quality video clips recorded on an iPhone that mirror professional videos.

Technology is advancing quickly, so with each new smartphone launch comes a higher quality camera. In fact, many “professional” photos and videos you see online today were taken on a smartphone.

Also important to note is the way in which videos are shared through each social media channel. Facebook, Twitter and Instagram are the optimal social media channels for sharing videos. It is best to upload the video directly to those channels as opposed to uploading your video to YouTube first and then sharing a link. Social networks are more likely to rank your video higher if it is shared natively through their platforms. Algorithms regarding how your tweets and posts are seen are constantly changing, but video has been, and will be, one of the most valuable tools you can use to share your message.

Keep in mind the attention span of online users when filming your videos. Your video is competing with the many other videos online. It’s important to customize the length of your video for each platform. Many marketing professionals advise sharing a maximum video length of 30 seconds on Instagram, 45 seconds on Twitter, one minute on Facebook and two minutes on YouTube.

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