Banks and credit unions must have a video marketing strategy — but this isn't a new idea. What has changed is how important video has become on all social channels. Video is no longer just one piece of your overall marketing plan. It's central to your outreach and campaign efforts. If you aren't creating video, you're falling behind.
But don't worry! For most videos, the more simple and raw it is, the more authentic the content… and as a bank or credit union that's what really matters to your members and potential buyers. Here are 6 tips we wanted to share to create effective credit union videos.
Tip 1: YouTube has a different ranking algorithm for videos than Google.
Ranking results for a query on Google compared to the same search on YouTube for videos ranked differently on both platforms (see image below). This is surprising because intuitively you'd think that it would be the same ranking, since Google owns YouTube, but there are differences. Make sure your video has a good title, description, and category to rank higher on YouTube.
Tip 2: Increase your total view time for YouTube video with paid social promotion.
Paid social promotion for your videos on YouTube will drive up your organic traffic for those videos. YouTube operates on a "total session time" type of model as part of its algorithm. As long as people are watching videos associated with your video, then that will also drive up your organic traffic.
Tip 3: Video quality doesn't have to be amazing for your bank or credit union video content.
If you're hesitant about creating a video for your credit union because you may not have a large budget to produce videos, don't let that stop you. All you need for a successful video is good content and good audio. Viewers tend to be less critical about video quality when the content and video audio are really genuine. But do buy a tripod for your smart phone (if you're using your phone to capture videos... to avoid a "shaky hand" while holding the phone).
Tip 4: Start with creating videos that answer questions.
If you're trying to determine what video content your bank or credit union should create then start by creating videos that provide answers to the most common questions your members ask. Try asking your front line member service staff for topic ideas, as they talk to members every single day! You can also touch on the most common questions you get on social.
Once you've created 1-2 of these Q&A videos, see how your members react and if they are interested in this type of content. There is a little bit of trial and error with video content, and every member group is slightly different - but they're all interested in some topic for video.
Tip 5: Always place your videos in playlists.
Once you create a few videos (5-6) and upload them to the YouTube channel for your bank or credit union, make sure your videos are in a playlist. By doing this, it allows your other videos to be played one after the other, and thus increase the total session time for your videos. This boost in session time will help your videos SEO ranking and increase their overall organic traffic as well.
Tip 6: YouTube and Facebook videos should be different lengths of time.
A 5-minute video makes sense for YouTube, but it doesn't make any sense for Facebook. Instead a much shorter video (30-60 seconds) should be posted to Facebook to be more effective. It does take extra time and effort to create two videos for the same topic, however, it will be more effective on the given platform. Think of highlighting the key points, or a summary, of your YouTube video for your Facebook version.
And remember, always post your videos on BOTH YouTube AND Facebook! This was they get the added boost of placing native videos on each platform, rather than trying to share your YouTube video on your bank or credit union's Facebook page. The Facebook algorithm gives videos shared directly on the platform MUCH more reach than sharing links to videos hosted on other websites like YouTube or Vimeo.
Use these tips to help your bank or credit union social media efforts, or feel free to contact us about how we can help your credit union with your own inbound marketing strategy!