More companies today are increasingly turning to digital video advertising to create lasting impressions with their audience while also influencing their purchasing decisions.
Video marketing has blown-up in popularity, and with good reason. It is a great way to not only generate excitement around your products and services, but also increase brand loyalty among your existing customers while drawing in new ones.
A recent Vidyard report revealed that 70 percent of marketers believe that video produces more conversions than other types of content. A similar survey by Animoto revealed that 73 percent of US adults are more inclined to make a purchase after streaming an online video explaining the brand, product, or service.
So, how can brands make the most of video ads?
There are a few things that marketers can do to maximise the impact of video-based campaigns. Your primary goal should be to use your video to deliver meaningful content and remain relevant to your customers. With rapid changes in technology, what is exciting today may not necessarily be catchy tomorrow. It is hard to maintain brand loyalty if you don’t entice your audience in some way to keep them from moving on to the next brand.
So, you need a creative and engaging video ad to generate good results, and you can get it by:
1. Making a personal connection on camera
While landscapes and assembly lines may appear beautiful on camera, they cannot grab a viewer’s attention as much as a person speaking to the camera would. You need to find someone with an outgoing personality, sense of humour, and great grasp of internet memes to star in the video and convey the product messaging.
Anyone can actually take the lead without requiring much experience, since you can add the human element by doing something as simple as facing the camera, introducing yourself, and talking about your business in a light-hearted manner. You just need to be authentic.
2. Developing insight
Insight is critical when creating your content, but you can only achieve it if you understand your audience. You need to find data and insight that relates to your product or service, as well as your target audience so you can leverage it to create a connection. Show your audience that you can make a difference.
3. Creating relevant content
Realise that the number of videos available on the web is growing considerably fast, and like other forms of marketing, your video marketing campaign needs to bypass the noise and capture people’s attention. A good video is nice, but attractive content that engages the audience incentivises them to convert (buy or fill a form).
4. Include annotations and video descriptions
Some marketers assume that no one is interested in video descriptions, but experts claim that they are a major source of user engagement, along with embedded annotations with a call-to-action or a link to purchase the product placed in the video description. Such content can help to drive click-through rates and boost sales conversions.
While some small businesses may think of video as an expensive trend that is beyond their reach, it can also be done inexpensively and be as effective as any other video marketing content. With a good smartphone, you can make a great one-minute video highlighting the strengths of your company, giving you an edge over your competitors.