Extend the Reach of Your Marketing Videos

Video has become one of the most effective ways to grow an audience. Studies show that 8 in 10 people would rather watch a video than read a blog or social media post.

Video traffic on the Internet keeps growing in popularity. Experts estimate that by 2022, video will make up 82% of all Internet traffic. Since search engines know that people prefer videos, they tend to rank video content higher in search results.

Video Tips

If you are creating videos to market your books, you may want to consider the following two steps to make your video content more accessible for everyone, and thus extend the reach of your video marketing.

1.  Add Captions to Your Video

Adding captions to your video means that the text of your script is synced with the video in real-time. Having your spoken words appear as captions in your video means that your content is available for any audience.

People who want to watch your video in a place where they may not be able to have the volume on can still do so. In fact, 85% of Facebook videos are watched without sound. Studies have found that videos with subtitles are 80% more likely to be watched in full.

You can easily add captions to your videos via your video editing software. In addition, you can also add captions to your videos using tools that Google Drive and YouTube video editor provide, or a service like Subly.

2.  Make a Transcript of the Video Content

Not everyone wants to watch videos. A smaller percentage of people still prefer to read when consuming content online. These are often people who are busy and are either great speed readers or like to scan articles for important information.

You can reach these people by providing a transcript of the words in your video on the page the video is published. The full script of the video should be written out from start to finish.

You can either write out your script yourself, or you can use a free service like Happy Scribe or oTrascribe to convert the audio in your video to text.

The Apostle Paul said, “I have become all things to all people so that by all possible means I might save some. I do all this for the sake of the gospel, that I may share in its blessings.” In a similar fashion, as an author, by adding captions to your videos and including a full-transcript of your videos, you are ensuring that your content is accessible to anyone who may be interested.

Related Posts:
Are You Using Video?
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Photo courtesy of CreaPark.

Videos Are a Powerful Marketing Tool

Are you using videos in your book marketing efforts?

Done right, videos are a powerful tool for promoting your books. Creating good videos takes time and resources. Yet, the payoffs can be worth the effort.

The infographic below by Renderforest provides an impressive overview of video marketing statistics. Four that caught my eye are:

  • Marketers who use video grow revenue 49% faster than non-video users.
  • Marketers who use video receive 41% more traffic from search than non-users.
  • Including a video on your homepage can increase conversion rates by 20% or more.
  • Using the word “video” in an email subject line boosts the open rates by 19%.

Check out all the statistics in this infographic. It may convince you to create some videos to market your books.

Video Marketing Statistics

Related Posts:
Are You Using Video?
Are You Using Videos in Your Marketing Efforts?
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Are You Using Videos in Your Marketing Efforts?

In 2017, 90% of the most shared content on social media was in video format. The increase of video online is phenomenal. Check out these statistics:

  • 55% of people watch videos online every day.
  • By 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic.
  • 92% of mobile video consumers share videos with others.
  • Companies using video enjoy 41% more web traffic from search than non-users.

Not only are people watching videos online, businesses are finding that videos are effective in selling products. Here are some more statistics that back up this claim:

  • 90% of users say that product videos are helpful in the decision process.
  • Including a video on a landing page can increase conversion rates by 80%.
  • After watching a video, 64% of users are more likely to buy a product online.

Videos are a powerful marketing tool. Should you be using them? Yes.

Creating videos to use in your book marketing campaigns can be a challenge, especially if you write fiction. Other than creating a book trailer for your book, what type of content should you put in your videos?

Interestingly, Curata, a content creation company, found that the top three most effective types of video content are:

  1. Customer testimonials (51%)
  2. Tutorial videos (50%)
  3. Demonstration videos (49%)

Here is the good news. Every author can create the most effective videos—customer testimonials.

Customer testimonial videos don’t have to be fancy. They can just be a quick 30 to 60 second video of a reader talking about how great your book is. Just like this testimonial video for my book Your Guide to Marketing Books in the Christian Marketplace.

Getting customer testimonial videos doesn’t have to be difficult. With a Smartphone camera, you can take them and your readers can create them. Here are three quick ideas to help obtain customer testimonial videos on your book:

  1. Film your friends or family members who love your book sharing their thoughts.
  2. Ask your readers to film their review of your book and share it with you.
  3. Hold a contest with a great prize (like a gift card to a restaurant) and make the entry requirement be that readers share a video of themselves raving about your book.

Make videos a part of your marketing plan for 2018. Start today. Get one or two video testimonials from readers that you can share on your website and on all your social media channels.

Related Posts:
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How Visuals Affect Purchasing Decisions

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Should You Use Live-Stream Video?

Facebook Live. Periscope and Twitter #golive. Live-stream video seems to be a huge fad. A number of these services have come and gone (Meerkat and Blab to name two). With video watching so prominent on the Internet, why does live-stream appear to be floundering?

Blab, the most recent live-stream video service to go belly-up, shared some insights in an article one of the founders wrote. In his writeup, Shaan Puri reports that in its first year of operation, Blab grew to 3.9 million users. The average daily user spent over 65 minutes per day on Blab. So, why did the service die?

blab-blog-pic

Shaan believes there are two reasons that contributed to the demise of Blab.

1. Most live-stream videos aren’t engaging enough.

With Blab, only 10% of the 3.9 million users returned to the service on a regular basis. The reason was because most live-stream videos aren’t interesting enough to justify stopping what you are doing to watch.

2. Blab became a place to hang out with friends, not create content.

In essence, content creators quit using Blab because they did not get enough traction from viewers. The people who stayed on Blab did so to hang out with friends.

I think authors can learn a couple lessons from Blab’s closing.

1. Your video content must be engaging and informative.

Whether people are stopping what they are doing to watch your video or they are taking time away from other activities to watch your video, your content must be compelling enough to capture and keep your audience’s attention. It is best to keep your videos short—under two minutes in length. Studies show that 60% of viewers stop watching a video by two minutes.

2. Your video content should be accessible on the viewer’s time frame, not yours.

It would appear that live-stream is not the best channel to collect an audience. Instead, providing videos that people can access at any time that is convenient for them is more important. This may explain why Periscope recently updated its app so that users can stores their videos long-term, not just for 24 hours.

Internet video watching will continue to grow in 2017. Experts predict that video watching will consume 69% of Internet traffic this year. Because people view so much video on the web, it can be a very useful tool in marketing books.

Related Posts:
Periscope: One More Marketing Tool
Creating a Book Video Trailer
#Hashtag Trends

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