If you’re a business owner reading this, having already invested in video ads and marketing, we want to reassure you that you’ve made the right decision. If for any reason you’re currently struggling to achieve the results you want through video PPC campaigns, social media video ads or any other form of video advertising, there’s probably a logical reason for this.
That’s why we’ve curated this guide. We want to help you understand why your video advertising strategy may not be working as you’d hoped. We also want to share our recommendations, tips and workarounds to alleviate that.
Recognise Video Advertising’s Popularity
Video marketing continues to grow year on year. Luckily, most businesses already recognise this, which isn’t surprising considering the digital marketing landscape.
Video content is everywhere, and we as human beings are constantly craving more engaging videos, whether this is TV shows to watch or social media accounts to follow. This logic also extends to the brands we buy from regularly and businesses we support, video content is crucial to their success as much as it is to our fulfilment as consumers. Those business owners have correctly identified video ads and video campaigns to be integral to engaging with – and reaching more of – their target audience.
However, some business owners still sit on the fence, as they are hesitant to invest in video ads for fear of not seeing a return on their investment. This is a legitimate concern, as creating a “poor” video that results in zero leads, traffic, or conversions is entirely possible. Therefore, it’s vital to correctly execute your video marketing campaigns from the start.
While every business has different needs, we have identified eight general rules of thumb that can be applied to make video advertising more effective and profitable for your business.
8 Video Marketing Tips to Consider
- Personalise your video ads.
Online video ads may occasionally look similar to television ads, but they have very different requirements. TV ads are largely targeted to a broad spectrum of demographics, whereas digital video ads are more granular in their targeting. Curate video content beyond your audience’s age, gender and location and delve deeper into their interests, passions and hobbies.
- Make your video campaigns more relevant.
While some may feel indifferent, TV ads are often annoying for interrupting our precious viewing experience, which makes it harder for us to stay engaged. However, with video advertising, you can make your ads more relevant to the video content. As a result, your ad feels less like an interruption and more like an added value piece.
- Grab your audience’s attention instantly.
Sadly not all videos can be built up dramatically like our favourite thriller series; the video has to capture the viewers’ attention straight away. Otherwise, people will just skip your ads. We can point the finger at our ever-decreasing attention spans. However, it’s also due to the growing diversity of video content to digest.
- Partner with a professional video production company.
Shooting videos using a smartphone or tablet works on a basic level. Still, to take it a step further, professional video production agencies like Ginger Digital have the high-tech, premium equipment to make your video even more commendable and impressive visually.
- Keep your video narrative realistic.
Depending on your brand and target customer, the story you tell through video will vary. You may find you don’t need to distribute extravagant, slick content with hours of Hollywood-esque production poured into your video. However, stock images and grainy, barely visible content will get you nowhere. You need to find that balance to make your video ads more “human”, helping your message resonate deeper.
- Select the best video ad type.
There are numerous types of video ads to choose from, whether they’re skippable or non-skippable in-stream YouTube video ads, bumper ads, discovery ads on Facebook, Instagram, LinkedIn or Twitter. Certain ad types work for specific video advertising goals, so choose wisely.
- Make your call to action (CTA) clear and visible.
It may sound patronising, but tell your viewers exactly what you want them to do after watching your video ad. You can even include a CTA within a YouTube ad itself, but don’t make it too complicated. The more specific your CTA, the better.
- Test your video campaign thoroughly.
Once you’ve created your video – or even better, received your finished footage from your third party video production agency – it’s time to distribute that on the relevant channels. You’ll need to monitor your results and see how each ad performs. You’ll most likely need to experiment with different channels, times, audience targeting and so on, particularly if you’re new to video ads.
Video Campaigns from Ginger Digital
Ready to give video marketing ads a try? Getting started may seem daunting, but it’s not as stressful if a specialist is working alongside you. These tips, alongside a free no-obligation call with Ginger Digital, will help you avoid disappointment.