Unleash the power of video marketing

Engaging, fun and thought-provoking video can tell a brand story that people love and remember.

Video marketing empowers the audience with the ability to interact with a brand and offers businesses new opportunities to increase customer conversion creatively. Data shows that it has dominated companies’ marketing budgets and is still growing rapidly to influence purchase decisions.

U.S. companies have realized the power of video marketing and budgeted $135 billion just for digital video in 2017, according to Magisto. The report shows that 60% businesses of all sizes spend more than 25% of their marketing budget on video.

It’s time to get on board and prioritize video in your marketing strategy.

In this article, you will discover how video marketing helps businesses to promote their brands and increase sales and how to maximize video as an advertising medium.

Video marketing

Fighting for attention

When brands are competing fiercely for consumers’ attention, conveying the right messages with innovative video production at the right time is key.

A website is 50 times more likely to appear on the first page of Google’s search results if it includes video, according to Forrester Research. Relevant video ads get three times more attention than average video ads, Google reported in February.

So how do you define “relevance” of a video ad? It needs to be helpful and worthwhile to the target audience.

Video ads that tell a compelling story or offer instructions on how to finish a task is more relevant and effective than the ones that are made just to sell something.

Before launching a video campaign, businesses need to thoroughly research who to target and what their intent is. Find out the specific demographics as well as their interests and needs using your customer data.

When it comes to production, think creatively

For instance, 360-degree video provides an immersive virtual reality experience and allows consumers to be a part of the action. Drone technology offers a new perspective to capture amazing footage that showcases products and venues.

Pair short-form video ads with longer formats to boost sales

The emotional effect of storytelling with a video is unparalleled in the age of digital marketing. The secret of raising brand awareness with video ads lies in the strategies of conveying brand messages in a creative narrative.

Trying too hard to achieve everything in one video can result in losing audience interest or momentum. One time-tested tactic is to release a few stories with short and longer-form videos.

First, use a short teaser video before a product launch to build buzz or before an event to develop enthusiasm. For instance, an effective 6-second bumper ad on Toutube can hook an audience instantly without them having to sit for minutes before they get to something they choose to watch on Youtube.

Second, run video ads that are longer than 30 seconds to strengthen your brand impression with more complex messages. It’s not that consumers today don’t want long-form stories anymore. They prefer informative, engaging stories that can educate them on a topic or build deeper connections.

TrueView ads, a Youtube video ad format where you pay when a viewer watches 30 seconds of your video or interact with your video, is a great way to demonstrate a product with interesting details or to show how to complete a project step by step.

Finally, reinforce your message with video ads after building the impact. Public speakers probably know this trick: end a speech with ideas that resonate with your audience. The same concept can be applied in an ad campaign. You can build memorable brand experiences with strong, call-to-action messages.

Google tests show that reintroducing the product or service to viewers who have seen your TrueView ads with bumper ads produces much higher ad recall lift than using TrueView ads alone.

Transform your brand with social video channels

Consumers today follow and stay updated with brands on social media.

Websites and social media are the most popular video distribution platforms. The growing focus on video across social media channels contributed to an unprecedented surge in the social video market.

The top three social channels where viewers watch videos made by businesses are YouTube, Facebook, Instagram Stories, and Snapchat. Around 500 million people watch Facebook videos everyday, Forbes reported in 2017. 64% of consumers say watching a marketing video on Facebook has influenced a purchase decision, said Animoto.

Our takeaways on how to utilize social video based on the latest social media trends and statistics are as follows…

01. Provide memorable value to build brand loyalty

Build relationships with your audience by explaining your value proposition. Tell a viewer how your product or service would solve problems and benefit them, what’s unique about your brand, and what your current customers are saying about you.

Soft-sell advertising, which uses more subtle and casual sales messages, leaves viewers the impression that they can trust your brand and come back to you for future information.

02. Hire a professional

Keep your social video skills up to date or hire a professional as these social media platforms evolve very quickly.

Facebook, Twitter, YouTube and Instagram have different emphases on their video creating and publishing tools

For instance, you need to plan for the best time when your audience would watch your Facebook Live video. Since Twitter is used mostly on mobile phones to gather and share information, short videos are more effective on the platform.

Our final advice is to be flexible. Design your strategies to suit your consumer needs. Take smart steps that would inspire and impress the audience, convert prospects into consumers and keep them entertained.

If you need professional help on video marketing, call us on 781-990-6768 or click here to tell us about your business.