Since a video campaign is a great way to tell a story, increase engagement and drive home brand awareness, it's no wonder that Brightroll reported that 72 percent of ad agencies deem online video advertising as effective, if not more effective, than television ads. Consumers make decisions with the emotional part of their brain, and using video is one of the quickest, most effective ways to access that. These are five ways you can get the most out of your video campaign and take it to the next level.
1. Create Compelling Content
Simply posting a video on your social pages isn't enough anymore. You need to ensure your customer will find your content compelling enough to share it. So make sure the video quality is high and the concept is engaging. Take a look at some recent ads that have stuck with you long after you watched them, and think about what makes them so affecting.
2. Know Your Customer Goals
Are you trying to build brand awareness? Do you want your customers to click through to a landing page? Based on your goals, you can tailor your ads with hotspots, overlays and carousels so that your customer can easily take the desired action. The clearer you are about their next steps, and the more logical it seems, the more likely they are to stay on your site. The data you gather from these clicks results in enlightening metrics.
3. Get to the Point
Sure, everybody loves suspense, but this isn't Hollywood: There's no need to set the stage for a big reveal in Act 3. People don't have the patience to sit through to the end to get the message, especially mobile customers or those on limited bandwidth. The more quickly and succinctly you get your brand's message across, the more interested the audience is likely to be in what you have to say.
4. Think Mobile
Mobile video spending has been growing steadily and is expected to reach $6 billion by 2018, according to eMarketer, which will account for about half of the total digital video spend. To take your video ad campaign to the next level, be sure to employ responsive design to ensure that your story is just a crisp and clear when folks are on the go.
5. Anticipate Your Audience
Use programmatic video to incorporate your analytics into your content and strategy. For instance, if young mothers are more likely to watch your ad than other demographics, then update your content to appeal to them and place it where they're more likely to see it. This means you can allocate your resources to sites that deliver the best results.
Focusing on these points will help you determine how to better relate to your customer and how to get your story out there with a fleshed-out video campaign.