Online video advertising is one of the most effective marketing channels available to businesses today. According to a report by Cisco, by 2022, video content will account for 82% of all internet traffic. This highlights the importance of creating compelling video campaigns for your business. In this guide, we’ll walk you through the process of creating a video campaign that delivers results.
Define Your Objectives
Defining your objectives is the first step to creating a successful online video campaign. What do you want to achieve with the video? Do you want to increase brand awareness, drive traffic to your website, or generate leads? Your objectives will determine the content of your video and the metrics you use to measure its success.
When setting your objectives, it’s important to make them specific, measurable, achievable, relevant, and time-bound (SMART). For example, your objective could be to increase website traffic by 20% in the next three months by creating a video campaign that showcases your products or services.
Know Your Audience
To create a video campaign that resonates with your target audience, you need to know who they are and what they want. Conduct market research to understand your audience’s demographics, interests, pain points, and motivations. This will help you create a video that speaks to their needs and interests.
When creating your video, use language and visuals that appeal to your target audience. For example, if you’re targeting millennials, use a conversational tone and incorporate popular cultural references. If you’re targeting business professionals, use a more formal tone and focus on the benefits of your product or service.
Create a Compelling Story
A great video campaign tells a story that engages viewers and keeps them watching until the end. Your story should have a clear beginning, middle, and end. Start by introducing the problem or pain point your audience is facing, then present your solution and how it can help them.
Use visuals, animations, and music to make your story come to life. Use humor, emotion, and suspense to keep viewers engaged. Be creative and think outside the box. Your video should be memorable and shareable.
Keep it Short and Sweet
In today’s fast-paced world, attention spans are short. Keep your video short and to the point. Aim for a length of 60 seconds or less. This will ensure that your message is delivered quickly and effectively.
When creating your video, focus on the most important information. Use clear, concise language and avoid technical jargon. Use visuals to illustrate your points and keep viewers engaged.
Optimize for Mobile
Mobile devices account for the majority of video views. Ensure that your video campaign is optimized for mobile devices. Use large fonts, clear images, and bold colors to make your video stand out on smaller screens.
When creating your video, test it on different devices to ensure that it looks and sounds good on all platforms. Use subtitles or captions for viewers who watch videos with the sound off. Keep your video file size small to ensure fast loading times.
Use a Call to Action
A call to action (CTA) is a critical part of any video campaign. Your CTA should be clear, concise, and direct. It should tell viewers what to do next, whether it’s to visit your website, sign up for your newsletter, or make a purchase.
When creating your CTA, use action-oriented language that encourages viewers to take action. Use visual cues, such as arrows or buttons, to draw attention to your CTA. Place your CTA at the end of your video or at strategic points throughout your video.
Promote Your Video Campaign
Promotion is key to the success of your video campaign. Use social media, email marketing, and paid advertising to promote your video. Encourage your followers to share your video with their friends and family.
When promoting your video, use a variety of channels to reach a wider audience. Use targeted advertising to reach viewers who are most likely to be interested in your product or service. Monitor your metrics to see which channels are most effective and adjust your promotion strategy accordingly.
Measure Your Success
Measuring the success of your video campaign is critical to understanding what worked and what didn’t. Use metrics such as views, engagement, click-through rates, and conversion rates to measure the effectiveness of your video.
When measuring your success, focus on the metrics that align with your objectives. If your objective was to increase website traffic, measure the click-through rates and the number of visitors to your website. If your objective was to generate leads, measure the conversion rates and the number of leads generated.
Use analytics tools to track your metrics and make adjustments to your video campaign accordingly. If your video isn’t performing as well as you hoped, try making changes to the story, visuals, or call to action. Continuously monitoring and optimizing your video campaign will help you achieve your objectives.
Use Video Advertising Platforms
Video advertising platforms such as YouTube, Facebook, and Instagram are great channels for promoting your video campaign. These platforms offer targeting options that allow you to reach your desired audience based on demographics, interests, and behaviors.
When using video advertising platforms, be sure to set a budget that aligns with your objectives. Use A/B testing to test different versions of your video and optimize your targeting and messaging. Monitor your metrics and adjust your strategy as needed.
Creating a compelling video campaign can be a complex and time-consuming process. If you don’t have the expertise or resources to create a video in-house, consider outsourcing to a video production company. A professional video production company can help you create a high-quality video that meets your objectives and resonates with your audience.
When outsourcing, be sure to research the company’s experience, portfolio, and testimonials. Communicate your objectives and expectations clearly to ensure that the final product meets your standards.
In conclusion, creating a compelling video campaign for online video advertising requires careful planning, creativity, and optimization. By defining your objectives, knowing your audience, creating a compelling story, keeping it short and sweet, optimizing for mobile, using a call to action, promoting your video campaign, measuring your success, using video advertising platforms, and considering outsourcing, you can create a video that engages your audience and drives results.