Video Marketing: Basics for the Singapore Marketer

video marketing basics for the singapore marketer

Video marketing is one of the ideal ways of growing your Singapore business in this digital era. A majority of your potential customers interact with videos multiple times per day. Whether it is corporate videos, 3D animations, or explainer videos that you are thinking of creating, it is a step in the right direction.

Recent reports indicate that 79% of consumers in Singapore prefer watching a video to get insights about a service or product, than reading text on a page. Businesses that have realised the potent power of videos manage to increase their revenue by 49% faster than companies that do not use videos.

In the U.S, an overwhelming 39 billion videos are watched per month. That is approximately 211 videos viewed and 15 hours spent per person per month.

Based on these statistics, it is imperative to have a video marketing strategy in place if you are to succeed in establishing and growing your business in Singapore.

Here are 10 valuable video marketing tips that every Singapore marketer should know and start applying.

Upload the Videos to YouTube

YouTube is the second largest search engine in the world and the most popular video sharing platform. More than one billion unique visitors frequent YouTube and more than 6 billion hours of videos are watched every month. This platform will get your online video content seen by thousands of people instantly. It does not charge users to upload videos. You can also opt for the paid ads to promote your videos and channel.

Make Sure your Content is Compelling

Boring content will not attract viewers. Carry out market research and analysis to know what the online community is most interested in before embarking on creating the videos. Video whose content is compelling and relevant to the niche audience have a better chance of going viral and accruing more viewers than a generic video that is not directed to any specific audience.

Take Time Optimise the Content

If you are already uploading videos on YouTube and getting little or no results, the chances are that the content is not optimised correctly. As mentioned earlier YouTube is one of the second largest search engines in the world today. Just as Google requires you to optimise web content and blog articles, your videos should also be optimised.

After creating the videos, strategise as to which keywords you want the videos to rank high to increase their visibility. Before we proceed, it is essential to remind you that Google owns YouTube and this search engine is strongly inclined to YouTube videos that are properly optimised. It is easier to get a video ranked on the first page of Google than a website because the number of videos online is less.

There are hundreds of free and premium tools online that you can use to carry out keyword research. Make sure that the primary keyword appears in the video title, description, and tags.

Include a Call to Action

Call to action works not only on website content and sales page but also on marketing videos. As you edit the video, create a lower third graphic that encourages the viewers to take the desired action. Include the website URL, logo, or even the phone number in this graphic. A good CTA will drive traffic from the videos to your website.

Go a step further and include a link to your website in the description so that viewers can get to your site without typing the name or URL on Google. Confirm that this link is working.

You can also create an end screen for the marketing video that has the CTA. The end screen will be the last memory that the viewer take away from the videos and will motivate them to visit your website immediately or later.

Consider Running a Small Advertising Campaign

Studies show that the average cost per view for most YouTube advertising campaign ranges between $0.02 and $0.04. This is cheap compared to other online advertising platforms. With a budget of $100, you can get more than 2,500 views on a simple 30-second commercial.

One of the highlights of YouTube advertising is that it allows you to add a lower third message with clickable links to your website or the product page. Nowadays, it is possible to set up an advertising campaign on YouTube through Google Adwords account.

Distribute the Videos on Other Online Platforms

Well, your videos will get views on YouTube, but you need put in more effort to get as much exposure online as possible. Share them on all your social media channels, blogs, and other online platforms. The more often the videos are shared, the more visibility your brand will get.

Just like link building, if other websites cite your video and it is shared by many people, search engines such as Google and Bing will consider the content is an authority and boost its organic ranking. Sharing will also increase the chances of the videos going viral.

Include a Transcript to All Your Videos

A majority of Singapore digital marketers are not aware that it is possible to upload a transcript on YouTube. Create a simple, detailed and short word document that is based on the subject of the video. Be sure to include the same keywords you used to optimise the video in the transcript for additional SEO juice.

Strive to Get as Many Interactions as Possible

The more interactions, the better – therefore, strive to get as many likes and comments on your videos as possible. Concisely, the more buzz your videos get on not only YouTube but also other platforms that you share it on, the higher the exposure.

Spare some time off your busy schedule to respond to the comments to spur engagement. The responses will help the audience get more insights about your company. You will also get ideas for your next videos.

Hook the Target Audience

Gone are the days when patience was a virtue. In the current digital era, internet users are not patient, and their attention span is getting shorter by the day. Research shows that one-fifth of users click off a video within the first 10 seconds. Hence, it is essential to create an enticing hook to encourage the audience to view the videos until the end.

This does not mean that the videos should be short, but in a world that is filled with billions of videos, you need to give the viewers a reason to watch the video and even subscribe to your channel over someone else’s.

Add Value

Earlier on this article, we discussed the importance of making sure that the video content is relevant to the audience. To stay ahead of the curve, you need to add value to your videos by providing content that other Singapore marketers are not offering. This could be providing specialised knowledge, fresh news about a topic that matters to them, or entertainment such as a funny clip.

Concisely, your goal should always be to produce marketing videos that you would want to watch yourself if they were uploaded by someone else.

Be Consistent and Mindful

The video is a visual medium, and so it is a perfect opportunity to solidify your brand’s personality and look in the market. Consistency will help you connect with the existing and new subscribers effectively. Apart from posting a specific number of videos per week and on particular days and time, show the viewer’s familiar faces. Use consistent tone and on-brand colouring.

As you do that, consider the platform that the video will be posted on to get the best results. For example, portrait orientation works well on Snapchat and Instagram. Videos that you post on Facebook and YouTube should have a landscape orientation and expertly edited.

Quality Matters

A decade ago, it was acceptable to upload a low definition video on social media platforms, but nowadays, such a video could tarnish your brand image immediately. Invest in a modern camera and video shooting equipment to produce high-quality videos.

As mentioned earlier, the online audience has no patience; viewers will not spend their valuable time watching a low-quality video. Luckily, you can use some smartphones to shoot an amazing HD video and upload it on YouTube and other social media platform instantly.

Since YouTube is one of the largest and most popular video sharing platforms online, it is imperative to have a brand account here.

 Below are there excellent three tips on how to create a professional YouTube channel for your brand.

Select the Right Name

The name of your channel should be related to your business. That is, consider the services or products that you offer. Doing so will give the target audience an idea of what you do even before they click and watch any of the videos that you upload.

Channel Icon and Cover Art

Channel icon and cover art are two of the essential elements that will enhance your brand awareness efforts. They are the two main things that a visitor will see when they land on your YouTube channel. Therefore, you need to make sure that the icon and cover art are perfect. They should reflect your company image and establish a connecting with the viewers.

Simply put, the icon is the small image that will appear not only on your channel but also alongside your comments. It is similar to your Facebook profile picture. At the moment, YouTube recommends using 800 x 800-pixel image. You can use a high-resolution version of your company’s logo or one of your professional headshots. Check out what your competitors in Singapore are using, but do not copy-paste their images.

On the other hand, a cover/channel art is the large image that tells the viewers who you are and what your business deal with and is similar to your Facebook profile cover photo. This image should be of high quality and visually engaging. YouTube recommends you use a picture that has a maximum size of 4MB and 2560 x 1440 pixels.

As you select the cover art, keep in mind that it will appear differently on each device. Therefore, take a minute to check if all the main components such as the text, logo, and tag lines are visible on multiple devices. Luckily, YouTube has a preview tool that you can use to verify this before uploading.

Write a Channel Description

Channel description is one of the most critical yet often overlooked steps that results in most YouTube channels failing to deliver the expected results. The description should inform the audience about your brand as well as provide details of what you offer briefly. This is also an opportunity to highlight your brand’s unique selling points.

Consider it as an autobiography of your company. Concisely, inform your audience who you are, what you do, and more importantly what value your products and services bring to them. It should convince and give them a reason to watch your videos and subscribe to your channel.

Add Links

Make it easy for subscribers and other potential clients who are interested in your brand to access your website and other social channels by adding links. Ideally, the links should be displayed prominently on the bottom right-hand corner of your cover art. You can add up to five custom links that viewers can click on to visit your website, social media platforms, and more.

Create a Feature Video/Channel Trailer

A channel trailer or featured video will significantly help your channel stand out. The channel trailer video will be auto-played immediately someone lands on your channel. So, make sure that it is sweet and short to hook the viewers and encourage them to watch more videos. You can also use it to give the viewers a brief overview of your brand, niches, industry, and style.

It is also important to note that the trailer will not be shown to people have already subscribed to your channel. Make use of a featured video to promote popular content, new videos that best grasp the soul of your brand to this segment of viewers.


Video marketing is quickly becoming one of the most preferred ways to pass information about products and services to customers in Singapore. Do not be left behind; start applying the above tips to get maximum ROI from your video marketing campaigns.

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

November 03, 2018

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