During the past few years, video has become a widespread sensation in the world of online marketing. Big players in the industry have begun realizing that video plays a very significant role in any content marketing strategy. Users are easily drawn to video content, and brands that incorporate it efficiently get to deliver their message in a powerful and highly engaging way. It is therefore not surprising when over 85% of surveyed companies report that the effectiveness of their video marketing strategy has increased.
At the same time, about 50% of companies say that the greatest obstacle standing in their way, whenever dealing with digital video content, is lack of an overall effective strategy. This means that even though video has been acknowledged as important, and is being widely used in campaigns, there is still plenty of room for improvement. We all know as a fact that there is always room for improvement, not only in video, but in all fields of digital marketing. The dynamic world of online never stops evolving and reinventing itself as a whole. So, why now? What’s the rush with video marketing? Well, to put things simply, it’s a brave new world out there for digital video content – and you don’t want to be left behind.
In 2014, there were about 196 million digital video viewers in the U.S. only, and the forecast for the remainder of 2015 is about 204 million. According to predictions, in 2017, the number will be approximately 215 million, and video will dominate nearly 70% of all internet traffic. The time spent by adults on watching digital video is also on the rise, and has stepped up from 21 minutes in 2011 to one hour and 16 minutes in 2015. At the same time, there has been a rather steady decrease in the time spent on watching traditional TV. These trends are not surprising at all, as with all content going more and more digital, viewers are shifting to the comfort zone of watching their favorite shows through connected TV devices. Riding the digital video marketing wave is therefore becoming more relevant than ever, and companies that wish to ride it should get their act together ASAP.
Here are some points to consider when building your video marketing strategy. Hopefully some of these will help you overcome a few obstacles in your path:
Ask the right questions and think ahead:
With all the hype around digital video content, it is rather easy to run around in circles and add video to your campaign “just because everyone else is doing it”. The intention is obviously good, but this could actually lead to undesired results, such as investing time and resources in preparing videos without actually making a real impact. Video content, like all other types of content, must be relevant, and must be thrown into the mix wisely.
According to Gil Eckhaus, Senior Video Business Developer at MMG, before doing anything else, you should ask yourself the right questions: Why would you like to throw video content into your brand’s marketing mix? What goals do you wish to achieve with such type of content: Is it driving brand awareness? Generating more leads? Or maybe just increasing engagement and shareability?
Next, decide what type of video content you would like to produce (practical, educational, entertaining, etc.) and for whom it is intended. The deeper you go in terms of specific segmentation and demographics, the better. Think further in that direction: Who will actually create this content? How will it come across, and via what channel (YouTube, website, social media, etc.)? Dedicate thought to these, document your answers, and let them be your guideline along the way.
Personalizing = Winning
As previously mentioned, video is no different in many ways than many other forms of content. The more specific you are, the more effective you become. Create a map of all the video content you would like to create and all the types and segments of users you would like to reach. If you have already mapped and characterized the different types of users your brand has for textual content purposes, you can use it as a base for your video content mapping. It is highly likely that the types will be similar, and will have the same interests and browsing habits – whether the content is delivered to them via article, text banner or video. With the latter type, however, the impact of high-quality and relevant content might be much stronger. Many users will prefer watching 40 seconds of interesting video content rather than reading an article on an equally interesting topic. Keep this in mind, stay focused and know your target audience types. Aim to give each and every type a worthwhile video content experience that will be engaging, rewarding and eventually move them to the next stage of the funnel.
Keeping It Short and To The Point
In today’s day and age, the attention spans of users are short, and are getting increasingly shorter with all the text ads, photos, banners, and other bits of content buzzing around. This means that today, more than ever, you need to keep the users mesmerized and fully attentive to your content. I.e., you must keep your videos short and to the point, especially in the beginning. At later stages, once your video library is up and running, and after you’ve developed a sense for video, you will start seeing where there is demand for longer bits of video content. Keep in mind that as far as videos go, in many cases it is up to the users themselves whether to consume them or not. Banners and photos, on the other hand, are displayed right away. Users do not need to hit the play button to view them. Therefore, one of your prime goals should be making your audience hit the play button and watch the video. According to researches, users are most likely to view videos that are less than one minute. Videos that are longer than two minutes have been found as least likely to cause users to view them. In order to make sure your video content belongs to the first category, not only does it need to be engaging and welcoming, but also short and clear.
Measure Your Performance
Measurement is an integral part of the performance game, and will be a main indicator for whether the content you come up with is indeed relevant and meets your goals.Make sure you use your measurement system to collect relevant and important data, beyond mere numbers of views. Look into viewability, completion rates, and GEO’s, examine how users watch your videos and how they engage with them. This data will actually help you know whether your videos are working, and whether you are are on the right track or way off. In case of the latter, you will be able to translate the data into insights and optimize accordingly. It is important to keep your finger on the pulse and be able to respond and making changes whenever needed. You can take measurement even one step forward, and track the numbers all the way down to a single individual user. A user who has fully viewed several videos throughout a certain week, for example, will be regarded differently than a user who repeatedly skips videos after a few seconds.
Mars Media Group engages in a range of worldwide video marketing campaigns, providing various holistic, multi-channel distribution solutions. We leverage vast global reach and technological capabilities to assist agencies, advertisers and publishers alike. If you would like to hear more about the video advertising solutions our experts can offer you, drop us a line at [email protected]