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3 Tip untuk Boosting Meningkatkan Keterlibatan Video

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Video has become a fundamental way that people consume content, and
has allowed consumers to form deeper connections with brands. Over 60%
of marketers and small business owners plan to increase investment in
video marketing in 2017. If done correctly, video can better communicate
your brand’s story, maximize user engagement, and boost conversion
rates. If you haven’t considered incorporating video into your content strategy, you have probably already been left behind. According to The American Marketing Association, video content will be the driving factor behind 85% of search traffic in the United States by 2019.

Video can be used to demonstrate your
brand’s personality, showcase products, drive awareness, or teach your
audience something new. From live video to behind the scenes footage,
there are immense opportunities to engage your audience with video
content.

Length

The length of your videos go hand-in-hand with the amount of
engagement they receive. The chart below shows that videos under 2
minutes in length receive the most engagement, followed by a significant
decline in engagement after the 2 and 3 minute mark.
While shorter videos receive the highest engagement, it is sometimes
necessary to create longer videos. For example, if your video content is
a lengthy tutorial, remember that the amount of engagement barely drops
between 6 and 12 minute mark. If you think your audience would benefit
from a long-form video, don’t cut your video short just for the sake of
shortening it. Think about the purpose of your video and what would
resonate best with your audience.

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Set the Tone and Style Early

It is key to set the right tone for your videos depending on your audience, and the goal of your video. According to a study by Think With Google,
the tone of your videos can affect whether your audience decides to
tune in or tune out. It is important to set the tone of your videos
within the first five seconds, in order to grab your audience’s
attention. The study reveals that among ten categories of style and
tone, such as “humorous”, “emotional”, or “calming”, people were more
likely to be engaged with videos that were humorous. Using humor will
not be appropriate for every type of video, but the point is to set the
right tone within the first five seconds.

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Consider Which Platform Will Work Best

With the growth of social video, it is important to keep in mind that
some video content is better suited for certain platforms over others.
You should not try to push your video out on every platform and expect
it to perform well on each channel. Facebook videos receive more
engagement overall compared to YouTube videos; however, it takes fewer
YouTube views to generate the same rate of engagement. It is important
to think about the content in your video, as well as the format. 85 percent
of Facebook videos are watched without the sound on, so a video without
captions might not perform as well on Facebook than it would on
YouTube.

An example of one brand that demonstrates engaging video content is
Cooking Panda. The brand creates cooking videos that are short in
length, typically lasting between 30 seconds and two minutes, visually
appealing, and highly shareable for a niche audience. Data
from Tubular Labs shows that these short-form videos perform much
better on Facebook than any other platform, with 96% of the brand’s
social reach coming from Facebook.

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According to Tubular Insights,
videos on YouTube average at nearly 15 minutes in length, while
Facebook videos averaged just under a minute and a half. If your goal is
to create short-form videos, Facebook is the best platform to use in
terms of engagement. On the other hand, the longer a video is on
YouTube, the more engagement it will receive. The most engaged videos on
YouTube are nearly 10X longer than the most engaged videos uploaded to
Facebook, so choosing the appropriate platform for your video content is
key.

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recommendations per month, Revcontent is the fastest growing content
recommendation network and reaches 97% of US households, according to
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