We are in a unique point in history. Viewers of media content have infinitely shorter attention spans than even 5-10 years ago. Some media executives blame MTV. Some blame ADHD. Others blame YouTube for introducing bite-sized content for people to consume. The thing that everyone misses is the fact that this opens up a MASSIVE opportunity for brands to connect to their customers. If everyone is trying to watch more and more video content, brands need to create more and more video content. That said, you must follow the wise best practices of modern advertising.
For marketers interested in getting it right, five best practices need to be kept in mind when deploying video advertising:
1. Invest In Quality
Quality overrides quantity when it comes to video. Having a great idea is key, but a high quality execution is crucial to maximizing reach, such as views, engagement and shares. Fortunately, with evolving technology, high quality video is achieved easier, faster and more affordable.
2. Mobile First Approach
It’s important to know that nearly 50% of all video views take place on mobile devices. What’s even more insightful is that 69% of all videos watched on smartphones are under 10 minutes. Consumers appreciate when brands take into consideration their busy lifestyle and are able to communicate in a quick and accessible way.
3. Customer Relation Management (CRM)
Leveraging video as a part of your CRM strategy is a very responsive and lucrative tactic. Video in an email leads to 200-300% increase in click-through rate, with nearly 64% of viewers more likely to purchase a product online after watching a video. Video allows brands to stay connected with their customers on a deeper level, making them feel involved and welcomed. If your goal is to increase engagement, click-throughs and conversion rates, then video marketing is the way to go.
4. Social Media Platforms
With 8 billion daily video views, Facebook is the leading social media giant for video marketing and content distribution. Breakthrough the clutter and take advantage of its new ad formats, including carousel, video ads and canvas ads.
While Facebook is the key player, don’t forget about the other well-performing platforms like Snapchat, Twitter, YouTube and Instagram. They all have an enormous amount of consumer data that can serve as guidance while setting your targeting parameters. Depending on your business model and the audience culture, you may choose a partner that best fits your goals.
5. Video On Your Website
Including video on your website’s landing page encourages purchase attempt by 80%, especially if you are in real estate, higher education or politics. Almost 90% of major colleges and universities utilize online video to provide students with 360-degree view of student life, classes, campuses and opportunities. Statistics show that real estate listings that include video receive 403% more inquiries than those without. Needless to say, online video is a key component for politicians during election season. Video is usually the first thing you see when you land on a candidate’s website.
– via Inc.
If you are not taking full advantage of video content marketing that your audience desires, talk to your Digital Media Producer to make sure you start soon!