By The WBR Team
Video is the new king of content.
More than 78 per cent of viewers consume video content every week, and 55 per cent engage daily. This tells us one thing: video has become an essential tool for capturing attention, engaging audiences, and promoting your work.
As an author, you can leverage video marketing to reach a wider audience, build your brand, and drive sales for your book.
The big question is: how do you go viral?
Why you should use video marketing for your book
First, let’s look at why video is such a powerful tool. Video has become the dominant form of online content consumption, with the average person spending over 100 minutes per day watching videos. According to a HubSpot report, 91 per cent of consumers also want to see more video content from brands and businesses they support.
This shift in behaviour presents authors with a unique opportunity to connect with their audiences on a deeper level and promote their work in a more engaging format.
To turn your book’s key concepts into viral videos, you’ll need to tick the following boxes:
1. Choose the right concepts
Start by identifying which concepts from your book will most likely resonate in a video format. Look for topics that are:
- Engaging: Choose concepts that stir emotions or provoke thought.
- Valuable: Select information that offers tangible benefits or solutions.
- Visually representable: Opt for ideas that can be easily illustrated or demonstrated. For instance, if your book is about innovative startup strategies, a concept like “bootstrapping your business with less than £100” could make for an engaging video topic.
2. Craft an engaging video script
Your next step is crafting a script based on the selected concept. Keep these tips in mind:
- Keep it short and sweet: Viral videos are typically brief. To maintain viewer engagement, aim for less than two minutes per video.
- Focus on a single idea: Each video should focus on one main idea from your book to avoid overwhelming your audience.
- Clear call-to-action: Whether you’re encouraging viewers to buy the book for more information or visit your website, always close with a strong call-to-action.
3. Producing your video
Video production quality can significantly impact its potential to go viral. Here are some production tips:
- High-quality visuals: Use a decent camera. Professional-looking visuals are more likely to be watched and shared.
- Good lighting: Ensure the video is well-lit. Natural light is preferable, but if you’re indoors, use soft box lights or ring lights.
- Clear audio: Invest in a good microphone. Clear audio is crucial, as poor sound quality can cause viewers to lose interest quickly.
- Engaging thumbnails: Create eye-catching thumbnails that give a hint about the video content. This is crucial for standing out in crowded feeds.
4. Choose the right platform for your video
Different platforms cater to various demographics and types of video:
- YouTube: Best for in-depth explorations of topics. Use YouTube for longer-form videos that delve deeper into your book’s material.
- Instagram and TikTok: These platforms are ideal for shorter, more visually dynamic videos. Use quick cuts, trending music, and visual effects to make these videos pop.
- Facebook: Great for reaching an older demographic that might appreciate a slightly longer video format than what’s typical on TikTok or Instagram.
Use tools like Canva for simple video editing or Adobe Premiere for more advanced edits. Platforms like Hootsuite or Buffer can also help schedule and manage video posts across multiple platforms.
5. Promote like your life depends on it
Once your video is live, you want to promote it as much as possible. You can do this by:
- Leveraging all your channels: Share your video across all social media platforms. Embed it in your blog, include it in your newsletter, and mention it in online communities or groups.
- Engaging with viewers: Respond to comments and questions on your videos. Engagement can help increase the video’s visibility in platform algorithms.
- Using paid promotion: Consider using paid ads on YouTube, Facebook, or Instagram to boost the visibility of your video.
- Monitoring performance: Finally, track your video’s performance and use the insights to refine your future videos. Most social platforms provide analytics to help you understand your video’s reach, engagement, and viewership demographics. Evaluate what works and iterate based on that data.
Examples of successful video formats
a. Book trailers
Create a short, engaging trailer showcasing your book’s main themes and characters. This is a great way to generate excitement and anticipation among potential readers.
b. Behind-the-scenes insights
Offer your audience a glimpse into your writing process, research, or personal experiences related to your book. This can help build a deeper connection with your readers and make them feel more invested in your work.
c. Animated explainer videos
If your book contains complex concepts or data, consider using animated explainer videos to simplify the information and make it more accessible to viewers.
d. Author Q&A sessions
Host live or pre-recorded Q&A sessions addressing common questions and concerns from your audience. This is a great way to engage directly with your readers and promote your book.
Remember to:
- Maintain a consistent and high-quality production value across your videos.
- Optimise your videos for search engines and social media platforms.
- Promote your videos through various channels to maximise reach and engagement.
By consistently creating valuable and engaging video content, you can build a solid online presence, connect with your target audience on a deeper level, and ultimately achieve your book promotion goals.
If you’re still struggling with getting your book into the world, book a free Clarity Call today to find out how we can help.