5 Ways to Increase Your Online Video Marketing Value

January 17, 2018

Online video is a valuable tool for marketing purposes. However, recording and sharing your video is just step one of the process. With a few simple adjustments to your online sharing behavior you can get much higher return on investment from your online video marketing!

 1. Pick the right moment to engage

You may not think about this straight away, but the moment you choose to push your messages to your target group influences the success of your video marketing campaign greatly. You need to send your information when your target group is the most willing to receive. For B2B, early in the morning on a Monday is probably not a good idea. Everyone is still starting up their week, ploughing through emails they received over the weekend and have their schedules filled to the brim. Thursday halfway through the morning however is an entirely different story. The end of the week is in sight, most spam has been handled for the day and you are up to date with your work, or at least you should be hopefully. This is a great time to engage your target audience.

Note that this is specific to an email campaign, aimed at B2B audiences. It differs from platform to platform and between target audiences. We gathered some data on different target groups and platforms for a good overview. Pick your target group and improve those numbers!

Best times to send email campaigns:

best time to send email
Email is still very much a key channel in marketing these days, but what is online marketing without some proper social media platforms? Well, let’s look at the best times to share your message to Facebook.

best time to post on facebook

On Twitter the difference between B2B and B2C becomes even more apparent. B2B is received vastly better during office hours where, no surprise, B2C performs much better during the weekend.

when to tweet twitter

Linkedin is by default more focussed on the business side of things, and it’s therefore no surprise that Linkedin posts are received better during office hours.

when to post to linkedin

 2. Start strong! Engage in the first few seconds

If you convinced people to click on your video, the next key point is to keep their attention. For that purpose, the first few seconds of your video are key. How do you keep viewer attention throughout those first seconds?

      • Describe a common problem, and promise you will offer the solution in the video. This can also be seen as summarizing what your video is going to be about.


    • Offer a surprise. Is your content going to be different that the standard? Put some emphasis on that in the first few seconds of the video. You could also surprise your viewer with something funny, indicating you will tackle the problem in a light hearted fashion.
    • Use text! Depending on the platform, video may start playing muted. Text is therefore essential to get the people to actually click your video or enable their sound. Get them hooked with some cool text, be it a question, a description or again, something funny.


What you shouldn’t do, ever, is starting your video with a (too long) logo reveal, brand message or something otherwise generic that people like to skip. If they aren’t hooked yet, but already feel like skipping something, you are going to lose that viewer.

 3. Video? Use text!

We already picked this up in the previous tip, but text is important for video. Why? Especially on certain social media platform, video starts playing without sound. It may even start playing while your viewer is actually watching a post of his or her best friend. Everything being said in that video is going to waste this way. Therefore – text! Be it in big titles every now and then, subtitles across the entire video, or some other creative way of incorporating text into your video, it’s always a good idea to get text in there.

 4. Be consistent

Having recognizable content is important for building a strong (online) brand. You probably have a set style for your website, your emails and flyers. You should do that for your video marketing content as well. And don’t stop after adding a logo! Try to keep every aspect of your video marketing in line with preset brand guidelines. From logos, to lower thirds and from titles to metadata and tags. This also makes it easier for search engines to connect the dots and conclude that a video is part of a brand or flow.

 5. Optimize for the platform you post on

Posting your valuable video marketing content to as much social media platforms as possible is most definitely a good idea. You want your content to reach as much people as possible. However, you could do much better by adapting your video to the platform you are posting on.

Let’s go over the different (general) audiences for each platform first. Adapting your content to the different audiences can be quite a hassle, but if you want to go for the full 100% you may want to keep the following in mind when shooting your video.

Facebook is mostly for fun, emotional and highly shareable content. Facebook has a (relatively) high chance of your content going viral if you tick all these boxes.

YouTube is great for all kind of content, but does not have to be as short, fun and shareable as Facebook. It’s also wise to keep in mind that YouTube is still the number one search engine when it comes to video, so it shouldn’t be forgotten.

Twitter is often used as a sort of RSS feed, enabling the user to take in short and fast bits of data. Your video should reflect that. It should be fast and bitesize. Twitter is also fine for personal and entertaining content.

Instagram is more used by the hip and artsy people. Instagram video marketing should be inspiring, thoughtful and captivating.

Now that we have the general target groups out of the way it’s time to have a look at actual specifics of video marketing content for each platform. For example, not matter on what device you use YouTube, it will always serve your video in a 16:9 aspect ratio, where Facebook is all about square or standing video, depending on the device you are using.

So, let’s sum up all the different formats you should consider when posting video to social media platforms. Note that some of these formats may cut off certain aspects of the video. If you keep this in mind while scripting and filming you can create the optimal video for each platform without losing valuable data in your video.

Although Facebook supports regular 16:9 video size, it has become apparent that this is not the preferred video size on the platform. People do not want to tap into fullscreen mode and tilt their phone just to watch a short video when using a mobile device. The latest trend on Facebook is the use of square video. Square videos are shown full size in a timeline, no matter what device you use. This is by far the most preferable video size for this platform. If, however, you are confident that all your users are using facebook on a phone, you may want to opt for 9:16 video, as this represents a stand up screen of most smartphones.


Facebook video aspect ratio

The same is true for both Twitter and Instagram. Both platforms support all kinds of aspect ratios, but a square video just fills the screen more on different screen sizes and fits neater into the timeline when not playing full screen.

YouTube always serves regular 16:9 aspect ratio video’s. You can go narrower for a more cinematic experience, but this will be shown with black bars above and below the video. Youtube is in most cases the widest you will go when it comes to video, and is therefore able to show more information to the sides. Keep that in mind.

Linkedin isn’t all too keen on video yet, and it is not possible to upload videos straight to your timeline. It is however possible to upload it to a separate blogpost and share that on your timeline. In this case the default video aspect ratio is the regular 16:9, the same as YouTube. Embedding video’s is also possible, but this the 16:9 aspect ratio persists.

 Bonus – Get Personal! Use Personalized Video!

Video is still an incredible valuable tool, however it is becoming more common. The risk is very real that people chose to ignore most video, simply because they see so much of it each day. You need to stand above the crowd! How? Personalized video! Not only is the use of personalized video new, unique and exciting, but it also increases clicks, conversion and return on investment by simply creating a personal connection with your viewer. How do we do that? We incorporate personal information of the viewer within the video marketing campaign. This can range from simple things like names, addresses or their favourite animal to changing entire scenes of the video depending on the interests of the viewer. This ensures that the viewer is triggered by their personal information AND gets an entirely tailor made video which connects to all their interests. This is the next big step for online video marketing. Are you ready?

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