Video content has come a long way, and in terms of marketing videos, the trends are changing more rapidly than ever before. Much of these changes and evolution are down to ever-increasing accessibility to high-speed internet, which has led to decreasing patience levels among end-users.
In such a scenario, where trends are passing faster than you can blink, you need to continuously keep your video advertising strategy evolving. Failure to evolve now can mean significant losses in the long run for your business. So, read on to know how you can revamp your video advertising strategy.
1. Aim for digital branding consistency
The best brands nowadays are always consistent when it comes to their digital content, which includes video as well. So, if you're creating a variety of marketing videos, such as live videos, webinars, and more, make sure that you include your digital branding elements consistently.
Consistency in the use of digital branding elements ensures 2 vital things:
Professionalism: Consumers want to associate themselves with brands that are professional, and when your use of branding elements is consistent, you appear professional. It's as simple as that. If you don't put in the work to appear professional, your target audience is bound to notice. As a result, they may think twice before buying a product and/or service from you.
Presence in the minds of the audience: Your target audience needs to be aware of your business before it considers buying from you. This is where branding comes into the picture and plays a pivotal role in increasing brand awareness. Quite simply, including branding elements consistently across your videos will help your brand to be remembered by people.
2. Zero in on the people who will really benefit from your business
Many brands fail to make the most of video marketing opportunities because they're too busy marketing their products and services to everyone. Instead of trying to reach everyone out there, it's best to identify the people whose pain points your brand can genuinely address.
To do this, you have to invest plenty of time and resources into research, which will help you identify the following:
Users' challenges and problems, and whether your offerings can help them overcome those issues
Their preferred language - your videos should be created in this language to make the maximum impact
The channels that the users turn to for video consumption - for instance, if your target audience predominantly uses TikTok, you'd be making a mistake by creating videos primarily for YouTube
3. Remember to tell stories to your target audience
Gone are the days when you could market your products and/or services without telling stories. These days, consumers want to know about the human side of brands, which is why storytelling is more important than it's ever been. Quite simply, when you tell stories about your brand through your videos, you create opportunities for your brand to connect with the target audience emotionally.
Some tips you can put into practice for telling memorable stories include:
Inspire your audience with stories that manage to capture their attention and instill a sense of positivity
Show your audience that your brand is nothing short of an expert in your niche by creating elaborate videos or sharing customer success stories
Introduce the people working behind the scenes to your target audience, which will help them relate to your brand on a human level
Give your target audience information on how your business carries out certain processes - one of those processes may help them uncover solutions to their challenges
Provide insights and/or opinions about the latest trends in your niche
4. Make sure that all your videos are optimized
Scriptwriting, video production - sure, these are all important processes. However, what's important is whether your videos are optimized. Different video platforms have different best practices, which you need to keep in mind if your want your marketing videos to be discovered.
For instance, if you're publishing videos on YouTube, you need to include target keywords across your videos' title and description sections. This won't just make your videos more discoverable on YouTube, but also enhance their discoverability on YouTube's parent company's platform, Google.
Similarly, if you're posting videos on Facebook, remember to keep them crisp and concise. Additionally, include captions. On Twitter, the best way to optimize videos is to fine-tune targeting and avoid over-targeting, which will allow you to track results accurately.
5. Keep analyzing the performance of your videos
How your videos perform is indicative of whether or not you should change your video advertising strategy. To determine how well your videos are doing, you need to keep analyzing them from time to time. Remember, a lot of video marketing is all about trial and error - you need to keep testing things out until you finally find the strategy that works for you.
Typically, the following metrics are analyzed to assess video performance:
Number of views: This is indicative of how many views your videos generate. Different platforms have different rules regarding view measurement. For instance, on Facebook, a video watched for 3 seconds or more is counted as a view. However, on YouTube, a video must be watched for 30 seconds or more for it to be considered as a view.
Engagement: This refers to how users are engaging with your videos. Are they interacting with those like and dislike buttons? Are they leaving comments? Or are they simply watching the videos for a few seconds and then moving on?
Shares: When users share your videos, they are doing some marketing on your behalf. Also, the platforms across which users are sharing your videos would be indicative of the platforms they use the most.
Ideally, you should work with a reputed video agency to understand the weaknesses of your existing video ad strategy. This should help you revamp your strategy to deliver results.
