Video has become one of the most popular and favorable forms of advertising for a while now. You see it on social media platforms such as Facebook, Instagram, LinkedIn, Instagram, and even on websites. It’s one of the easiest ways to connect and engage with your audience without trying too hard. But still, some video advertising tips are always useful.
Statista reports that over 85% of internet users in the United States watch video content. Some marketers think that producing videos is time-consuming, expensive, and ineffective, but it’s actually not the case. In fact, according to Small Business Trends, 93% of marketers claim that video advertising has brought in new customers. Also isn’t as complex as one may think – you just have to know who your market is and what type of content they like.
Best Practices for Video Advertising
Just as we mentioned, you have to know what your audience likes when planning on putting out videos. Apply these best practices to maximize the benefits of your videos.
- Get straight to the point. You want your videos to be informative, but you should avoid making them too long. Long videos can easily bore your customers, so get straight to the point.
- Create high-quality videos. No one wants to watch a video that’s pixelated and of low-quality. Invest in a high-quality camera and proper lighting. Purchasing video advertising tools can also take your videos to the next level. Lastly, you’d want to hire a professional videographer and editor to create and edit your videos.
- It should be mobile-friendly. According to a Cisco study about 75% of online videos are played on mobile devices. Attract your target market by making your videos watchable on smartphones and tablets.
- Keep track of your KPIs. Make it a point to measure your KPIs so you know which of your videos are generating leads and sales.
- Know where to advertise. Do your research and see which platforms you should use to post your videos. Find out where your clients usually engage with you and use that as your main channel to post your videos.
Set the Tone During the First Few Seconds
Be straightforward and let your audience know what you will be talking about during the first few seconds. The first minute is crucial, as this helps the viewer decide whether they want to continue watching the video or move on to the next one.
Ideally, you’d want your audience to stay until the end of the video. The average human attention span is at just about 10 to 20 seconds. Introducing your story is important during these first few seconds, so state your intentions immediately.
Take this video from ShipStation as an example.
It has an upbeat tempo and an inviting voiceover to keep the patrons engaged. It’s only 35 seconds long. They made sure that they were able to share the message ASAP. They showed the audience how their business can help them through their products and services. The Association of Marketing and Communications Professionals or AMCP even gave them the Gold Award for Digital Media Creation back in 2018.
Introduce what you will be talking about and let them know the video’s purpose. Once you’ve got their attention, it is now time to relay your message. Remember to keep it as creative and interesting as possible so your customers don’t leave.
Show Your Brand’s Story
Storytelling is a great way to make your video content interesting and unique. However, you’d want to make it relatable so people will feel a sense of connection to your brand. Show them how you stand out from your competitors and how you’ve reached success.
Think about your brand’s traits and include that in your video. Go to the beginning and show the people how you started. Include your struggles and achievements. Make your story as relatable as possible. Additionally, you can also include how your clients’ lives can be changed or enhanced through your products and services.
Be Bold and Take Risks
The internet is highly saturated with videos from different brands and companies, and you should make it a point to be unique in your own way. One way to do this is by being bold and not afraid to take risks. This helps people see that your brand is also vulnerable, which can help them relate to it more.
Show your audience that like them, you are vulnerable, too. Inspire them through video. Show them how you were able to overcome your struggles. Don’t be afraid to put yourself out there, as people need to see that just like them, you can make mistakes, too.
Repurpose Your Content and Turn it Into a Video
Take some of your most popular blog posts and turn them into videos. Whether it’s an infographic, article, or podcast, turning it into a video and promoting it on different platforms will help engage your audience better.
Here are a few ways you can repurpose your written content into a video:
YouTube Explainer Videos
YouTube has over 2 billion active users and uploading explainer videos to help your audience solve their pain points through your products and services is definitely a good idea. Take some of your most popular blogs, turn them into short and informative videos and upload them to your account.
Instagram Stories, Posts, or IGTV
According to Facebook, 83% of consumers claim that they were able to discover new products and/or services through Instagram. Take your written content to the next level by turning it into a video and posting on IG as a post, story, or IGTV.
Landing Page Videos
Adding videos to your landing page can help boost conversions. Pages that have fewer words usually convert better, which means that populating them with images and videos is a great idea.
These types of videos are expected to get bigger, as more and more companies are looking for ways to engage their customers. These can be posted on your social media platforms, websites, and landing pages. Interactive videos allow your audience to directly interact with your content.
Show What’s Going on Behind the Scenes
Have you ever seen those movie blooper videos on YouTube? These videos usually have millions of views, simply because it shows the creators are also vulnerable and make mistakes, too.
Showing what goes on behind the scenes makes your audience feel included. A lot of people are curious about the people behind the brand, and showing them what goes on behind the curtains can help build trust in your brand.
Be consistent with the content that you put out, as your viewers can get confused if you focus on too many topics. Choose just one to two niche topics and delve into information that you know your guests will love. You should also strive to post on the same day every week/month, as this will help your patrons anticipate your video content.
Don’t Make It Too Long
Make your video content concise. Videos that are too long can easily bore your audience. This is especially important if you are advertising products and/or services
Brands often keep their ads and explainer videos a maximum of 2 minutes long. Sure, you can create videos that are 15 to 30 minutes long, but these ones should be reserved for webinars and demo videos. These types of content are great for people who are interested in your products and services.
Avoid Sounding Like a Salesperson
Videos that sound like a sales pitch can turn customers off easily. Try highlighting how your products and services can help solve your client’s pain points.
You can do this by sharing your customers’ stories about your products and services. Show them how these people were able to make their lives better by supporting your brand. This is surely an ad, but it doesn’t feel like it since you are sharing your clients’ stories. Your target market will not only relate to it better but they will also be encouraged to try your products and services to try and solve their own challenges.
Use Words That Show Empathy
Nobody wants to watch a video that looks and sounds robotic. Add a touch of empathy so you can show your customers that your brand knows how to process human emotions. Show your customers that you care and that it’s not all about sales and ROI.
Cognitive empathy is the process of allowing other people to experience pain, joy, sadness, and other feelings by seeing another human being going through the same thing.
This can help your audience connect to your story, and relate to you on another level. It creates a meaningful bond between you and your customers – one that can’t be replaced easily.
Keeping your target market entertained and engaged in what you have to offer will help nourish your relationship with them. Do not miss out on all the opportunities that video advertising can give your brand. Start today by following these tips!
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