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Video marketing has become a cornerstone strategy used by businesses to promote their products and services. According to HubSpot, more than three-quarters of the U.S. population watch at least one online video each week while more than half watch online videos daily. By creating and sharing relevant videos, businesses can attract more customers and increase their revenue. To fully capitalize on video marketing, though, business owners should follow these tips.

Don’t Rely Strictly on Advertorial Videos

Videos that directly advertise a product or service are certainly effective at driving sales, but business owners should diversify their video marketing strategy by creating and sharing other types of videos. How-to videos, for example, can educate viewers on how a product or service works without directly advertising it. According to Wyzowl, more than nine in 10 consumers have watched an educational video on a product or service. After learning about the product or service from a video, some viewers may proceed to purchase it.

Go Live

In addition to prerecorded videos, business owners should consider live streaming videos to their audience. Research shows viewers perceive live streaming videos as being more authentic than prerecorded videos. And with a higher level of authenticity, they typically yield a stronger response by viewers.

Some of the top live streaming platforms include:

  • Facebook Live
  • YouTube Live
  • Periscope
  • Instagram Live
  • Vimeo
  • Twitter

Keep Facebook Videos Short

When creating videos for Facebook, business owners should avoid making them too long. A study of more than 100 million videos published on the popular social media network found that the ideal length was just one to one-and-a-half minutes. Researchers found that longer videos attracted fewer views, comments, shares and likes.

Include a CTA

A call to action (CTA) is an essential element of a successful, revenue-driving video. Whether it’s a graphic overlay, linked text or a clickable button, a CTA will encourage viewers to take action. Its purpose is to explain what step or steps the viewer should take next, such as calling the business’s store or signing up for its email newsletter.

Video marketing has been around for decades. Before the internet was developed, however, business owners were forced to use TV commercials to promote their products or services with video. Thankfully, there are now online channels like social media and YouTube that offer a more targeted, cost-effective video marketing solution for businesses.