Importance of video marketing

Marketing

Contrary to popular opinion video marketing is not new, it has been with us for a very long time, it has been used in TV commercials and movie trailers. What is actually new is the barrier that has being lowered thanks to the internet and smartphones, thereby resulting in a reinvention of video marketing for the new millennium. Video is one of the most powerful ways businesses and brands can promote their content. Already 81% of businesses are already using video to market their content, according to statistics presented by Hubspot. Out of these, 82% are of the opinion that video marketing is an integral part of their strategy. Video is progressing at a rapid rate, currently 83% of business believe that video marketing give them a good return on investment.

According to Hubspot, 97% of marketers are of the opinion that videos help their customers to better understand their product. Cisco predicts that more than 80% of all traffic will consist of video by 2021. There is no doubt that video has come to stay and the numbers would only get even more impressive as the years go by.

Importance of YouTube marketing

In this current dispensation creating high quality content is one of the keys to attaining success on the internet. YouTube creates an avenue for small business, big businesses, or private individuals to upload videos, demonstrations, and client testimonials. These videos can then be seen, commented on, or shared across other social media channels.

If you are not leveraging the power of YouTube, then you are certainly missing out, because more than one billion hours of videos are watched every day. Second only to Facebook, YouTube has close to 2 billion monthly active logged in users making it the second largest search engine. YouTube is highly important to advertisers, as its mobile ads are 84% more likely to hold attention than TV ads. In 2018, YouTube was ranked as the most popular IOS app.

Thumbnail

A good thumbnail can be the difference when a viewer clicking though your video or opting to watch another. A thumbnail is the introduction to your video content. If you want your YouTube video to enjoy great views then you must use better thumbnail images. These images carry as much importance as the video title. These images are what jump out at users and help your video to stand out in a long line of search. There are certain properties that make up a good thumbnail;

  • Size is one of the most important characteristics that differentiates a good thumbnail from a poor one. According to Google’s recommendation, your image is expected to be 1280 x 720 pixels with a maximum width of 640 pixels.
  • Ratio: Your thumbnail is expected to have an aspect ratio of 16:9
  • Format: Your YouTube thumbnail is expected to be in any of these formats; JPG, GIF, BMP, or PNG.
  • Image file: The image file of your thumbnail is expected to be under 2MB
  • Title: There are a lot of benefits attached to adding a text heading to your video thumbnail, but the major benefit is that it gives the viewers more context into your video.

Hacks

Make the best use of colors:

You can make your thumbnail stand out from the rest by making the most of colors. Basically, the brighter the color, the greater the chance of your thumbnail standing out from the crowd. But it is important that you don’t go overboard as this may not only look cheap and gaudy but may even offend the eyes. If you are not sure what to do pass the image file over to your graphics editor as he would be in the best position to turn up the saturation enough to make your thumbnail stand out. If you must do it yourself, filters should be your best friend. The use of filters to sharpen the edges of the images or effect small changes to¬† the hue/saturation can pull attention to your thumbnail against those of others.

Whenever possible, include a human face in your thumbnail:

It is even better if you can get a close-up shot. The advantage of this is that it helps the image to stand out regardless of the device it is viewed on and regardless the size. Eyes are said to be the windows to the soul, therefore the inclusion of emotive eyes can take viewers into the heart and soul of your video. Adding emotions to your image will pique the curiosity of viewers, prompting them to want to know the reason for the emotion.

Action shot:

If your video allows for it, using an action shot as thumbnail can add a sense of motion which can prompt viewers to click on your video. The more the action you can pack in a thumbnail, the better. This will speak volume to the viewers.

Narrative:

If your thumbnail image does not immediately convey meaning to viewers, a good idea will be to overlay some form of narrative. However, your text should be large enough such that it won’t be too difficult to read but at the same time must not overshadow the content.

Custom branding:

Creating custom branding for thumbnail gives consistency, and it is an excellent way to build awareness for your content. A good example of this can be found in Lowes, which uses a signature blue to differentiate itself from the crowd.

Test:

The use of tools such as TubeBuddy gives the opportunity to test your thumbnails. Having a well-planned A/B testing strategy can help to improve the performance of your channel tremendously, therefore it is advised you don’t overlook it.

Utilize whitespace:

If you choose to use designed image or graphics in your thumbnail photo, then you can utilize whitespace to your advantage. This keeps your thumbnail looking clean and organized with that high-quality look obtainable in professional images.

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