How to Use Video to Drive Mobile Traffic

It’s no surprise that Google properties account for 66.7% of search queries, making Google the most popular search engine. What may surprise you is that many people go directly to YouTube (a Google property) and begin their searches there – it’s the second most popular Google property for search.  As video becomes more popular and easier to upload and stream, particularly on mobile and especially tablets, video is going to become a more and more important element of many businesses’ digital presence.

What does this mean for businesses?

The short answer: the creation of shareable video content needs to be part of your marketing efforts.  (Fun fact: 92% of videos viewed on a mobile device are shared.) Here are a few quick tips to start building out your video assets, and getting them seen.

Finding the budget

Fortunately, you can now make many videos without a huge budget. In fact, most people don’t expect high production values from short, informative videos and screencasts. Just be sure you have enough time and resources to shoot and edit the video. Don’t expect that you’ll capture anything all in one go.

Getting ideas

Make sure your video has a specific purpose, and that it conveys something that can’t be communicated as well or better in other ways. You can get inspiration for your video content from several sources:

  • Search analytics from your website. What questions are driving visitors to your site and what questions are they typing in the search box on your site? Can you provide an answer in video form?
  • What can you show rather than tell? If your site has directions or explanations about products or services (how to hang curtains, how to take better photos, how to accessorize an outfit, etc.), see if you can demonstrate those activities on video. It can be a great learning tool for your customers.

Creating & Publishing your Video

No matter where you get your ideas, and no matter what you’ll be showing in a video, here are some tips to help you create an effective video:

  • Think about the audience you want to reach and tailor your content to their sensibilities. Your video should be neither to elementary nor too complex for your desired audience.
  • Sketch out the story or tasks to complete in the video.
  • Practice ahead of time to be sure you don’t leave out any steps.
  • Speak clearly and take your time.
  • Include contact information at the end of the video.
  • Edit, edit, edit.
  • Don’t include music you don’t own. (You don’t want your video taken down because of copyright violations.)
  • Promote your video on your social networks and customers.

A Few More Words of Wisdom

At Innate, we have found that short, single task videos are more effective than longer videos. Rather than providing an entire product tutorial, break up the most common questions into short, question specific videos. This also allows you to target the search terms for each video more effectively and make the specific videos more shareable (not to mention more suitable for mobile viewing.) Other good ideas:

  •  To improve the searchability and the accessibility, post it with a transcript.
  • Add keywords to your video. Consider what specific keywords people will look for in a video (versus a Google search).
  • Share your videos. Once you posted your videos on Facebook, be sure to promote them. Post them to Facebook and on your website

Not sure how which content is video-worthy or how to create winning videos for your company? Contact Innate Agency. Our award winning creative team can help. See the video work we did with GEICO.

[Photo credit: Sean MacEntee, Flickr Creative Commons]

Lisa Crotty

Marketing Manager

Lisa is a Senior Optimization Specialist at Innate – her friends even teased that she A/B tested her name change. Lisa studied Philosophy of Science & Technology at Virginia Tech and is always asking why.

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