Building upon the astounding facts and figures in my most recent blog, The Continued Rise of Video Marketing, there’s no denying that video is dramatically altering the marketing landscape. It is an increasingly effective way to not only reach consumers, but also engage them. 70% of people view brands in a more positive light after watching an interesting video from them. You can’t argue the facts but the real question is, how can marketers use videos? Here are a few tips on maximizing video marketing success.

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  1. Keep it short. Videos under 15 seconds are shared 37% more often than those between 30 seconds and a minute. This is the best way to keep users active and engaged.
  2. Create consumer-generated content. Companies are expected to promote themselves in a positive light, but a brand gains credibility when a consumer has something good to say. Offer video tutorials and reviews of products to generate a conversation around your brand.
  3. Share your videos on social media. This allows people to share your content through their own social channels, which expands your reach and increases credibility. Social media also boosts SEO because it creates “backlinks” that are valued by search engines—they show that your brand is trustworthy and useful.
  4. Include videos on multiple webpages. This also increases SEO—a webpage is 50 times more likely to appear on the first page of a search engine results page if there is a video on the page.
  5. Use video marketing in emails. Videos embedded into emails increase click through rates by 200-300%.
  6. Use video to capture leads. Add an email gate to the beginning of the video or a lead capture at the end of the video to gather the information of consumers who are interested in your content will be responsive to your brand in the future.

Users like when information is trustworthy, easy to digest and interactive. At the end of the day, videos give your brand a more personable element which resonates with consumers. If the content is engaging, then the ad is highly memorable and the brand develops a relationship with the user. So if you’re looking for a way to break through the wall that consumers put up between themselves and the millions of ads that surround them every day, video is the way to do it.