Secrets of an Effective Digital Video Campaign

Keep it short, get to the point and go square or vertical

The stats are in: YouTube reports that video consumption rises by 100 percent every year,  80 percent of all internet traffic is set to be video by 2019 and  90 percent of customers say that videos are helpful in their decision process—that is, as long as you get the recipe right.

Live videos are on the rise – Facebook reports that users spend three times as long watching a live video.

The immersive, quality content is certainly a huge reason why video has proven so successful. Lisa Clark, vice president of marketing at HapYak, says “Another reason interactive video is taking off in a big way in 2018 is that marketers need data—data on where site visitors click, data on what they like, and data that helps move visitors into the funnel and toward conversion.”

Videos are one of the most effective ways to market on the internet today, but they can be expensive to produce and tricky to get right. Create a digital video campaign that actually converts customers by taking some tips from video veterans.

Get to the point

To capture your audience with a video, you don’t have a lot of time. According to Video Brewery, 10 seconds is about the max, with views dropping off steadily after that. At the end of a two-minute video, you have already lost about 60 percent of viewers.

Kyle Curtis, group creative director at R&R Partners: “I like to think of the first two or three seconds of my online videos like billboards on a freeway. I assume people are going to pass right on by with their thumb scroll, just like they would a billboard in their car. So, what message can I deliver in that time, and how in that brief moment can I make people want to see more?”

The bottom line? Start with the important information. The old-but-new-again maxim says it all – tell them what you’re going to tell them, tell them, and then tell them what you told them.

Ooo shiny!

The human attention span is shorter than that of a gnat. Visual clutter and info overload is rendering us almost incapable of functioning.  Crissy Bogusz, designer and motion graphics artist with Vogue says, “The shorter [the video] the better. The attention span of the general public is lower than it’s ever been due to the sheer amount of data that they’re subject to daily through new media, in particular social media. Snapchat Discover gives you 10 seconds to deliver the message and engage the user.”

The bottom line? Less is the new black. Videos of 15 seconds or less are shared up to 37 percent more times than videos that last for 30 seconds or more.

Go square

We spend around five hours a day on smartphones, which are made to be held vertically. With the majority of internet traffic now coming from mobile devices, take advantage of this format to engage your viewers.

Grant Munro, general manager of Shutterstock Custom, says, “Snapchat recently claimed vertical video ads on its platform were watched all the way through, nine times more than horizontal video ads. Mobile is by far the biggest driver of vertical video.”  Social media platforms are also gearing up for vertical, including Instagram, WhatsApp and Facebook.

The bottom line? Invest in square of vertical video optimized for mobile in 2018.

Once isn’t enough

Digital video may take up more of your budget, but that doesn’t mean you should invest in just one video and use it across all marketing channels. A variety and mix of videos is a big part of what makes successful brand campaigns so popular.

“A video isn’t a one-trick pony! Many marketers make the mistake of thinking a video is only used for brand campaigns and social media,” said Tyler Lessard, vp of marketing for Vidyard. “Video is extremely effective throughout the entire buyer’s journey and is particularly important for B2B companies that have complex sales cycles. It’s effective as part of email marketing, digital marketing, web, social media, brand and content marketing.”

The bottom line? Video isn’t just for brand services. You can explain your solutions, showcase product capabilities, share customer stories and provide thought leadership across multiple channels.

In a nutshell

Video takes up the lion’s share of all web content, and will continue to grow, so it pays to reach your customers through this medium. Dwindling concentration spans and a rise in visual noise means your video needs to stand out. Keep it brief, keep it focused on the message, go vertical format, and ensure that your videos are part into your digital marketing strategy, and not an isolated event. Follow these industry-expert tips and they’ll help you build the blueprint for successful brand campaigns.

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