The video moves us. No other medium can provoke an emotional response like video.
Think of iconic moments from sport, history, or even television. I still get goosebumps watching “Miracle on Ice”, I feel a heavy heart reliving the Challenger ship disaster and I can always count on a smile from The Office.
It’s no wonder brands and businesses of all sizes are experimenting with videos now more than ever.
However, what is important for marketers is to understand how to use videos in a way that appeals to their business. Let’s take a look at the top five questions to ask yourself before embarking on a videos marketing campaign.
What is the purpose of the campaign?
It sounds obvious, but you’d be surprised how many times someone says “let’s make videos” and the vision doesn’t match the reality of the final product. Our enthusiasm for the project gradually diminishes as the scope and creative vision change.
Video is not difficult, but it is different from other forms of communication such as email and blog posts. Allows drafts to be removed and revised while viewing the content in real-time. For the videos, there’s little room for reflection at the moment, unless you’re Spielberg. In the beginning, you need to be sure of the purpose and purpose.
Here are some high-level videos types to consider:
- Awareness: Promote the company’s brand, product, or service so potential customers in need know that your company has a solution
- Engagement: used by marketing or sales when looking for potential customers
- Retention: Used by account management or customer success to build customer loyalty and increase satisfaction
- Product: shows the possibilities of the product
- Support: Help prospects and customers to initiate a service or provide solutions to fulfill customer requests
What is the video content?
Like any other form of content, your videos must be relevant to your target audience. For example, it doesn’t make sense to send Level C drivers a support video unless you are sure those drivers are also users of the product.
Of course, it’s also important to hold the audience’s attention. Your marketing video should probably be less than a minute long. We experimented with various periods of time, some up to 20 seconds and others as long as five minutes. Product or support videos can be longer, but for marketing-oriented videos, it’s better to be shorter.
What should the production quality be?
The answer is: it depends. ” Consider the best option for your audience: DIY or professional production.
Modern cell phone cameras are capable of recording very short tracks (less than 20 seconds). We see success with this format when you host a webinar or share a quick message to get to our booth at a trade show. We also sent company updates using this approach and found that information shared via video rather than email is much more engaging and measurable; Of course, these videos are for internal use only, so we can come out with raw quality.
Where should I distribute my video?
Congratulations! You filmed and produced your video. Where are you posting now? Your website, YouTube? If this is a video aimed at raising awareness, the answer to both is a simple “yes”. A mixed distribution strategy lets you leverage YouTube’s audience, especially when combined with the control and analytics an online video platform can provide.
Also, think about relevant social channels. If you’re sure your target audience is watching videos on social media, select the most suitable channels and post the video there too. Make sure the video content matches the environment and audience of the social network. (For example, post short videos on Twitter to be more effective as the phrase matches the style.)
What should I measure once the video campaign is live?
Just like email statistics (eg opens, click-through rates), video has its own metrics that provide a performance upgrade. The main criteria to remember are…
- Impressions are the number of chances that someone will watch the video.
- Views is the number of times someone watches a video.
- Playback speed is a measure of how attractive your video is (calculated by sharing impressions).
- Engagement rate is a sign of when vision is waning.
The engagement rate is especially important. This measure divides your video into 100 equal segments; For example, if you look at 80 segments, the engagement rate is 80%. If a video is 60 seconds long, and 80% engagement rate means it was viewed for a maximum of 48 seconds.
This detailed stat can indicate when viewers stop so you can make changes. For example, if the engagement rate is 80%, the video may be too long, the content may not match viewers’ interests, or the video may simply not be enough to attract attention.
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Before you start organizing your video campaign, ask the five questions above. You can deliver quality content, build a relevant group, and measure results.