Video has always been an effective way to advertise, but until recently, it was limited to driving mass reach, brand recognition, and consideration. Previously, business owners and marketers looking to inspire action had to reply on search and email as these were the preferred channels.
However-in 2020 video marketing has taken over as platforms like TikTok, Facebook and Instagram fight to win some of Youtube’s market share.
When it comes to engagement, the videos are the King.
Even a 10-second video has the potential to tell a vast story, produce a generous amount of emotional cues, and appeal to a broader range of our senses better than any other type of content.
What Is Video Marketing?
Video marketing is a forward-looking marketing technique that combines video engagement with the marketing campaigns. Video marketing can be used for anything from creating customer relationships to promoting the company, services or goods.
In addition, video marketing can serve as a tool for the presentation of how-to the promotion of consumer testimonials, live-stream events and the distribution of engaging content.
On the surface, the way video marketing is simple: your brand produces videos that, in one way or another, promote your business, drive sales, raise awareness of your goods or services, or engage your customers.
But, like several other businesses recognizing this it’s getting harder and harder to stand out in the competition. That’s why we’ve put together 5 tips to help your company thrive with video marketing.
Test, Test and Test
Testing the innovative video itself might seem scary, because it means you might need to make multiple video advertisements. But while time, money, or budget can often keep marketers back from using video more often, fortunately shooting high-quality videos has never been easier thanks to smart phones and inexpensive editing tools. Irrespective of the capital or budget, there are a few things to bear in mind when testing video ads.
Keep the unique selling proposition the same: Product advantages or functionality advertised in your video must be consistent across all video variations. How the message is conveyed can vary, but what you pledge to deliver with your product, solution, or service needs to be consistent across all video ad variations.
Make sure that the video execution is different: if you have too few parallels in your video advertisements, you won’t know why one of them worked better than the other. This means that you’re not having enough data to hit statistical significance to declare a winner. The easiest way to pass the needle and get results is to have very different video executions.
Keep the variables stable in the marketing campaign: copying, targeting, and media budget, all need to be the same to ensure that you have clean test data – the only variable that needs to be different is the video creative itself.
Optimise For Mobile Use
Facebook states that most of global video consumption is now happening on mobile devices, underlining the need to keep mobile user experience in mind when creating video content.
Given the significance of the trend, as seen in Facebook data, it is worth highlighting. If you’re not optimizing your video with mobile viewers in mind, you’re not going to optimize your chances.
In 2020, it is crucial that all of your marketing content is optimised for a great mobile experience. From your website landing pages to your video content – it is important to always keep mobile in mind.
Deliver Your Message Quickly
It is imperative that the overall message of your website speaks to your target audience. This means that you will need to tailor your website according to your target demographic. The best way to do this is by creating customer personas which match the ideal type of customers that you would like to target.
Facebook says that 3x more video viewers recorded being involved in a video ad when the brand name and the message were seen in the first 10 seconds.
This is similar to the key advice given by Snapchat in their recent best-practice video guide – while Snaps is different from Facebook News Feed video, Snapchat advises that the first two seconds of your video are the most relevant, and where you should consider delivering your key messages in an ideally creative way.
Include Video Captions
Facebook also suggests that brands should have captions to optimize their video opportunities.
Although Facebook has been pushing to make sound-the default choice for Facebook videos, ‘audio off’ is still how many users will experience your video content-which is especially important when you realize that some viewers may be viewing your video while on the go, where audio might not be an option.
Ensure That Your Site Is Mobile Friendly
The growing popularity of the Stories format has also made vertical video viewing more popular, making it a more critical part of your development process.
Nowadays many users simply won’t bother turning their screens, and the full-screen experience of vertical content is always the best, most immersive branding option you’ll have.
Need Some Help With Video Marketing?
Video Marketing is a useful tool for any business owner looking to improve their reach and generate some leads. However, this can be tricky and hard to get right. Why not let the experts handle it? Get in touch with the DNHQ team today!