3 Steps In Making An Effective Video Campaign
“Humans are incredibly visual and powerful, moving images help us find meaning and video helps capture and contextualise the world around us.” – Dan Patterson
Online video marketing is still largely viewed as the new kid on the digital marketing block. Videos indulges consumers’ senses visually and is easier to recall. This is proven by the study made by Online Publishers Association that shows that 80 percent of viewers or individuals can recall a video advertisement that they have seen in the past 30 days.
If you are planning to utilise video into your marketing campaigns, here is a three-step guide to doing so effectively.
1. Determine the intention and goal of your campaign.
Before you start any project, it is important to first determine the intention and goals of your campaign. What is it that you wish you can achieve with this campaign? is your goal to raise brand awareness or convincing your consumers of your products and services with testimonials?
After identifying your intention and goals, you can then make a game plan to best achieve them. You can construct a storyboard for the narrative and flow of your video, or maybe hire a video production company, rather than assembling a team in-house. Take note that your campaign goals may be influenced by your budget and timeline.
2. Select the medium and platform you want to utilise.
The term ‘video’ can mean a number of things. For instance, a live stream on a social media platform, like Facebook or a more traditional long-form film. Make sure to consider your distribution options as well. It is important to test multiple platforms such as Facebook, Instagram, Twitter, Youtube and Vimeo to determine which are most effective for your video campaigns. You can even utilise two different platforms concurrently.
Whenever it is possible, remember to maximise your content and optimise it for your distribution channels with effectiveness in mind. For instance, the maximum video length allowed on each of the platform you have chosen, necessity of subtitles and placement of your calls-to-action (CTA) .
3. Inspect the technical aspects.
The technical aspects can really affect the success of your video campaign. It is critical to care for aspects like frame rate, resolution and load time. Test your video on the platforms you choose before proceeding with anything else. Viewers may choose to abandon your video if they have to wait too long for it to load due to one or more reasons.
Do remember to track how many people discovered your brand and what it offers as a result of the video campaign as well as the completion or conversion rate and drop-off points. Find out how many viewers watch the video until the end and if they don’t, in what point do they decide to abandon it.
Measure whether your video is becoming more or less popular, and how many viewers click to your website with the video as the reason why. This can be done by including metrics that measure views over time and also the total views of the video.
Please your target audience by implementing video marketing and watch as your brand rises to the top.
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