2015 is predicted to be the year that video advertising finally matures – at least in terms of technology and platforms. The goal for marketers is to determine how to best utilise video tools in order to create engaging ads in motion picture.
There can be little doubt that video marketing is destined to be the most effective form of advertising. TV has been for over half a century. All we are doing now is moving the medium online where it is accessible for all businesses and not exclusive to multi-million dollar corporations.
YouTube has been the driver of online video, but is now challenged with the emergence of video facilities on social media networks, in particularly Facebook and Twitter’s Vine.
With the emergence of advanced internet technology capable of supporting large media files without slowing down upload speeds, online video campaigns have the platform to make an impact – providing your video content is effective that is.
Last year, there was a 75% global increase in video ads on Facebook and 70 million videos posted a day on Instagram. Google says that video accounts for two-thirds of traffic.
There is no doubt that video marketing is the trending media, but that does not necessarily mean it is the most effective form of communicating to your customers and turning views into sales.
Although it can be if you avoid making common marketing mistakes.
Not telling a story
Video marketing does not have to pan out like a film, but you still need to tell a compelling story. The creative plan should have an immediate impact from the first frame to the last and be relevant to your product.
Facebook recommends that your video should have an impact without sound. The social network says this because they turn off the sound and that is how most viewers watch video on Facebook.
Yet regardless of how videos are being consumed on social media networks, the visuals on screen should convey the message without the use of words anyway. That is how film makers tell a good story. Besides, you cannot always guarantee your audience speaks English!
Visual effects v content
Some marketers are making videos using special effects because it looks great and visually appealing. But explosive action is nothing without a compelling message.
Content is everything. Looking pretty is superficial. Video ads need depth. A successful video campaign is not judges based on the number of views, but the number of people who interact with your brand, visit your site and buy your products.
The message is therefore the most important aspect of a video campaign followed by how you create a sales funnel for viewers to follow. Which brings us on to another common mistake.
Utilise every available space
Marketers focus on delivering a message within the video. This is all well and good, but have you said everything you need to say. Probably not. Yes, you may get your product message across loud and clear, but what is the next step?
Platforms like YouTube and Facebook that host your videos also have space for video descriptions where you can add some blurb to further enhance your message, give customers advice or leave a call-to-action.
Of course it makes sense to scribble you url at the end of the video, but is it enough for customers to remember before it disappears off the screen. A link in the description field can direct customers straight back to the relevant page of your website.
Video content enables marketers off all types of businesses to make their brand and products more alive and real in the minds of their audience. What you must remember is that video is a step in the journey of the purchasing path, but one that creates the most impact.