5 Video Marketing Campaign Tips
We all know how successful a really great commercial on television can be. There can be a jingle that gets stuck in your head or one of your favorite entertainment personalities could be promoting a product to you. Video advertising is all around us, whether it is the commercials between your favorite shows, the previews before a new movie or the advertising that appears around the internet and on your social media feeds.
In 2015, video advertising finally surpassed other forms of digital media and advertising. As many as 78% of people watch at least one video online every week and 55% of people watch videos online everyday, and ignoring that kind of traffic during your advertising and marketing meetings is going to miss you a lot of sales and potential branding opportunities. So we have compiled a short list of some tips you can employ in your video advertising campaigns to make sure you get the most bang for your buck.
1. Video Quality
Most content on the internet has to be formatted into what we in the industry refer to as “BuzzFeed Quality,” meaning that information has to be quickly and concisely compiled so that readers get what they’re searching for as soon as possible. The same is true for video marketing campaigns. You have a short amount of time to get as much information as possible, all the while making it interesting enough that people won’t click away. It’s a tall order but the best place to begin is with great video quality. You don’t have to be Spielberg to have an acceptable video for advertising purposes. A few things to remember:
- Quality audio is key – people will always skip what they can’t hear.
- Information in the beginning can help even if the skip rate is high. Rather than expecting people to finish your video to get your contact information, pricing, location etc, having it at the beginning can get their attention faster.
- Have movement! A static background or just one person speaking isn’t very stimulating.
The really user-friendly aspects of using video marketing campaigns with Adwords is that you can choose the websites, videos and channels where you want your ad to appear. Placements can be useful for a number of reasons.
- If you choose a video that is relevant to your product, service or business, there is a higher chance of conversion.
- If you choose a video that is against or discredits your product, business or service, you have an opportunity to change the conversation.
3. Audience Retention Reports
With any video campaign, you want to know specific metrics. Things like how many people are watching, what people do after they see a video, and how much of your videos people are watching. The last metric is especially important because it can give insight as to edits and changes you need to make to the campaign. Luckily when you do your video marketing campaign through Adwords and YouTube, YouTube Analytics has a function called “Audience Retention Reports.” They can tell you which quartile of your video they reached before clicking away or skipping.
4. Don’t Ignore Mobile
Mobile devices are the leading place where videos are seen. Although screen sizes have increased every year, it is still easier to watch a video on the mobile interface rather than read a text ad. That means making your ads mobile friendly and structuring your video ads for mobile users. Think of how popular apps like Snapchat, Instagram and Vine have become in the advertising world (not forgetting the juggernaut that is YouTube), and it is because video is king. Online video is now more than 50% of all mobile traffic today and you could be capitalizing on that kind of interaction now!
5. Know Your Audience (and how to keep them)
This tip really doesn’t just pertain to video marketing campaigns, it can be applied to any marketing strategy. Knowing your audience means using data to craft advertising that would benefit those that are looking for your product, service or business because this way of creating content will help you reach your goals. Are you looking to get the word out about your company? Do you need re-branding? Are you trying to sell a product? Using features like Remarketing, Call-to-Action overlays and of course social media in a video campaign can all be ways of reaching and understanding more about your audience.
Sound like a lot? That’s why we’re here to help!
Online Optimism is a Google Partner Agency with Video Advertising Certified Specialists on staff, and the top new orleans video production team in-house. Call 504-521-6222 and we’ll start the conversation with you.