How to have a successful video campaign

On: July 1, 2019
In: Uncategorized
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If you haven’t already, you should consider adding a video component to your marketing campaign.  The video can have multiple uses ~ website, social media, digital advertising and presentations. Marketers who used video last year saw an 81% increase in sales and a 54% boost in brand awareness!  According to a recent study from e-Marketer, brands are projected to spend over $53 billion on video ads by 2023. But before you incorporate video into your marketing mix, you need to keep the following in mind to ensure your video campaign is set up for success.

The fifteen second video
We know that today’s consumers have short attention spans and it continues to get worse.   Facebook users spend approximately 1.7 seconds looking at mobile content and 2.5 seconds looking at content on their desktop.  People are constantly switching back and forth online. This is the reason you need to keep your videos short. Real short!  Facebook studies have shown that videos under 15 seconds have a higher conversion rate.  Focus on one thing at a time and make them fun and informative to watch.  It is better to have several mini videos than one long one.

Test and test again
If you are unsure about adding a video to your mix, it may be a good idea to test video against other ad types you are currently doing to determine what resonates best with your audience. There’s only one way to know whether video is working and that’s by testing it out on your digital campaigns.

Determine what you are measuring
Before starting your video campaign, you need to have a clear set of goals in mind to easily measure the impact of your efforts.  Your goals may include brand awareness, engagement, or response.  For example, if your goal is to improve brand awareness, you should be viewing number of clicks, impressions, view-through rates and average engagement. It is important that you do your due diligence and think about the results you want before launching your video ad campaigns.

Content and research taken from GIULIANNO LOPEZ, CONTENT MARKETING MANAGER, ADROLL

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