Did you check out the new video I shared today? This is a very common question that enthusiastic video lovers ask these days. According to a Google blog post, "People watch more than 4 billion hours of video on YouTube each month." With such a huge opportunity to reach their target audience, marketers are at work rolling out new videos for brands, tapping the enormous potential of Video Marketing in the digital world.
An average user spends over 16 minutes watching ad videos every month. To watch their favourite videos, online users have to watch video ads that in turn lead them to fulfilling a marketer's goal. And chances are these videos might be watched again and again, if the viewer likes it. Marketers can easily reach these users with keyword targeting, location targeting and more.
Mobile phones and other handheld devices provide easy access to videos on the move. As per YouTube stats, "More than half of YouTube views come from mobile devices." Video ads are posted on video sharing websites like YouTube and linked to social media along with other brand related pages. This helps in cross-branding and then nothing can stop a video from going on a sharing spree online if the video strikes the right chord with the viewer.
Just like other digital marketing media, the progress of video marketing can be measured with detailed analytics. These analytics can be further used to study consumer behaviour and devise new strategies.
Making Video Ads
Now a days, ads are no longer recorded videos with simple titles. There are so many ways to create an engaging video.
Whiteboard videos can be a great way to explain your products or services. Special effects can be used to create entertaining advertising videos. If effects weren't enough, now we have 360 degree videos where the user can get a 360 degree view of the place in the video while watching it. Animation is another good option for creating simple informative videos to fun videos with fictional characters. Also with animation, you do not need a celebrity for communication. If you can stretch your budget, animation and live-action videos can be created too.
Music is an important feature of videos. They set the mood of the video and have to be carefully chosen to complement the dialogues. Latest developments like Virtual Reality and Augmented Reality are already taking user experience to a whole new level.
The most important part of a video is the concept. You need to choose a concept that serves the purpose. Before deciding a concept, it is necessary to understand the customer journey and what part of the conversion funnel is your brand currently placed at.
"46% of users take some sort of action after viewing a video ad."
- Online Publishers Association
Customer Journey through the Conversion Funnel
There is no doubt that videos can help in every stage of the sales funnel.
In the first stage, customer Awareness takes place with online commercials, branded video and reportage video.
For your target audience to consider the brand, you can create corporate videos, product/service videos or case study videos.
Conversion takes places with presenter-led videos of your products or services emphasizing the need for the offerings and how having or not having it makes a difference.
Once customers are acquired, it takes effort to retain them. Customer Loyalty can be achieved by sharing training videos, thank you videos and other service support videos.
Finally, Advocacy keeps your product or service in good light. With product reviews and testimonial videos, you can connect with your customers, make product/service enhancement decisions and build your online reputation, thereby attracting more potential customers.
But I am a B2B person?
If you are wondering whether Video Marketing is only for B2C, think again. According to an online survey, 96% B2B companies use video in their marketing campaigns of which 73% report positive results to their ROI. Even in B2B, people would prefer watching simplified product or service videos relevant to them then reading long pages of brochures. Video Marketing can be used to reach out to potential business partners with the communication specially designed for them.
"According to Forbes, 59% executives would rather watch a video than read text."
Cisco predicts, "69 percent of total Internet traffic by 2018 will be video." As per Social Media Examiner, 76 percent of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter and blog integration. Video Marketing has indeed changed the landscape of marketing in the digital world with its influence. So, what are you waiting for? At Big Trunk, we can do the thinking part for you and design video marketing strategies that will work wonders for your company.
To conclude, videos revolve around everyone's life so does video marketing. Tell us what kind of video ads do you like? Any favourites?