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Online video has been popular for so long that it’s hard to imagine it is still growing in its influence and importance, yet it is. People have been watching more videos amid the pandemic. YouTube’s growing revenue and the explosive popularity of TikTok are proof. Even Spotify, whose mainstay is audio, is branching out into video podcasts to tap into the growing popularity of the medium and the ad opportunities it presents. Marketers still may still have some questions. What is a marketing video? Why should I make marketing videos for my business? Is video effective?
Return on investment on video campaigns is also going up. Improved measurement, greater ad formats and automation that makes it possible to personalize ads at scale are making video advertising more effective than ever.
In a recent Adweek article about how YouTube helps marketers reach people in the “messy middle” of their purchase journey, Ad-Lib.io CEO Adit Abhyankar explains why video is so effective.
“[YouTube’s] video medium is ideal for building the messages that go beyond awareness to steer a consumer toward ultimate selection of a product and the brand it embodies,” Abhyankar writes.
There are so many avenues and approaches available in digital video today. Here are six questions marketers should ask as they work to form an effective strategy:
1. What’s the message?
Start with an idea of what needs to be conveyed through the video marketing campaign. This will help determine how best to structure it – how many videos to produce and frequency. This will also help determine if the videos should be shared as content or ads, or a combination of both.
2. Who is the audience?
The focus should be on the customer. Short content that fits well on platforms such as Instagram and TikTok may be ideal if the audience is young. For B2B companies, the audience may be a niche segment of an industry, and longer form, educational videos on LinkedIn or YouTube may make more sense.
3. What is the goal?
It may make sense to produce a two-minute explanatory video with animation or screenshots if your goal is to educate the market about a product or service. If that content is to be shared as an ad on a platform like YouTube it must capture the audience within five seconds or risk being skipped. “Lead with your brand and frontload your story,” Abhyankar advises.
4. Where will the content be shared?
The platforms where the video content will be shared also influence the type of content created. Aside from social media channels, there are also streaming services such as Salesforce+, a newly launched platform for business content, as well as ad spots on streaming platforms and publishing platforms. Each platform has their own style and follows a specific structure for videos. Content should match that structure to ensure it aligns with audience expectations.
5. Will it feature influencers or thought leaders?
Influencer marketing is a very effective tactic that pairs well with video. Working with known individuals who can deliver an audience through platforms such as Instagram and LinkedIn. Marketers can generate creative content and build brand trust by leveraging the influencer’s established presence. Or, it may make more sense to feature company leaders in videos and help establish their personal brands. Customer testimonials are another way to boost brand credibility.
6. How will it complement other marketing efforts?
Treat video marketing as part of the whole package. Consider how video will complement and enhance other efforts such as social marketing, traditional advertising, word of mouth efforts, search engine optimization, and more.
A successful video marketing campaign is an essential tool for marketers today. Answering these questions will help ensure that the effort is on track to maximize impact.