Incorporating video into your marketing strategy is now important — in fact, 86% of companies were using videos for marketing in 2021.
If you’re not using this format to engage customers, your competitors almost certainly are.
There’s a very simple reason why video advertising is so popular – it just works.
A recent consumer survey showed this 84% We had to buy a product or service after watching a video. The same study found that consumers are twice as likely to share other types of content as well.
Video ads can help improve your brand’s visibility online in search results, on social media, and throughout the web.
Are you making good use of this opportunity?
Video and the Contemporary Web
It’s not your imagination: Surfing the web today is basically like watching an endless stream of videos rolled together at the end.
On all different types of websites—from social platforms, to news organizations, to company pages—digital strategists use an astonishing amount of video content for their voracious audiences to consume.
Whether it is in the form of educational, reporting, entertainment or advertising content, organizations have recognized the fact that high-quality video has the power to engage users on a deep and significant level.
The modern web is now powered by video in a way that didn’t seem possible even 15 years ago, thanks in large part to the ubiquity of personal mobile devices and high-speed, reliable, and ubiquitous Internet connections.
We’ve certainly come a long way since the latter half of the 2000s when the only place to watch videos on the web was some niche site called YouTube.
All you need to do to understand how important video is as a driver of online content in today’s era is to read the reports detailing just how many outlets are diverting massive resources into video production.
Among these sites with massive traffic numbers, including:
- Characteristics of the various Time Company.
- Conde Nast.
- The New York Times Company.
Snapchat remains one of the fastest growing social media entities largely on the basis of its video stories, and Instagram has found success by offering a similar feature on its platform.
According to YouTube, users watched the most 100,000,000 Hours of video on the site every day.
Whether you unlock your laptop, unlock your phone, or turn on your smart TV, there’s no escaping video content, so you too can cuddle.
The boom in digital video advertising
This is where digital video advertising comes in.
Companies have realized that re-priming consumers to embrace and anticipate video at every turn can have many advantages.
Video has become such a natural part of the web browsing experience that advertisers can use it to quickly interact with their audience as if it were content they specifically sought.
Well-designed logos and high-quality banner ads can be very effective in generating interest, but video ads offer organizations an opportunity to connect on a deeper level right from the start, by establishing rapport, inviting audiences into the fold, and visually educating them in an effort to orchestrate their buying journey.
All of this has led to a glut of digital video advertising spending lately.
Companies from across the spectrum are pouring more resources into engaging users with unique video ad content.
Digital video advertising is a strategy that can work for any type of company: B2B, B2C, enterprise, SMB, high-tech or representative products.
Use video thumbnails to drive engagement
One trend that is gaining strength is companies using short and micro videos to quickly grab a viewer’s attention and make a big impression.
They are only about 10 seconds (or less) in length, and they pose an interesting challenge against the long-running 30-second video format that has been in use since TV commercials first became common practice.
The philosophy behind it stems from the fact that modern digital marketing is often not just one interaction that instantly leads to a purchase; It is a structured journey that entails a variety of stages and different techniques.
You don’t have to say everything about your product or service in your video ad. You just have to say something interesting enough to make key viewers dig deeper into your ecosystem through content marketing, email capture, or any other tool.
Small video clips prove particularly useful in Engage millennial buyerswhose interest has been shaped by the Internet for most of their lives.
However, the use of small videos does not mean that you should neglect the traditional 30-second video. You must craft your digital video advertising strategy by mixing and matching pieces of different length.
Also, keep in mind that small videos need to be able to connect to the viewer without the aid of sound.
Many people surf in silent mode, and by the time they think about turning up the volume on your little video, they’ll probably be gone.
Social media and video ads: a match made in heaven
It almost seems like kismet to marketers that social media using styles and video ads have collided with each other on their way to online dominance because they are an outlet and a form really made for each other.
Facebook users used to have their feeds filled with auto-playing videos from various sources.
Instagram and Snapchat users think nothing of spending minutes at a time scrolling their usual live video stories.
Meanwhile, companies can customize video ads to these settings that closely resemble content from users’ followers.
When your audience expects video content from someone they follow, it increases the chances that they will engage quickly and then stay for the entire ad.
Social media platforms like Instagram are also great for incorporating user-generated content (more on that later) to remove barriers between buyer and brand.
You can also dig deeper into Facebook demographics to improve your targeting and personalization capabilities and drive more consistent conversions.
If the true strength of digital video advertising lies at the intersection of engagement and personalization, then different social media outlets are a natural fit to optimize it.
Video advertising tips and resources
Looking to enter the world of video advertising or up your game for the next year?
Look for opportunities to be relevant to the culture by taking advantage of current events and trending topics. Check out these keyword and topic search tips for crafting video in the wake of COVID-19, for example.
If current events aren’t a good fit for your brand, consider nostalgic marketing. It’s a powerful tactic to elicit an emotional response that helps viewers feel an immediate connection to your brand.
Check out this analysis of UK retailer John Lewis and other video ad campaigns to see how it fares.
Don’t let your budget make video ads seem out of reach. There are all kinds of tools out there to help you create amazing and engaging videos even on a tight budget. YouTube Video Builder is just one example.
And if you’re looking for more expert advice to improve your videos and increase your ROI, don’t miss these 8 tips for improving video ad performance, from Pauline Jakober.
What will dominate the next decade?
If video advertising is the trend today, that must mean that other affiliates are poised to cause a stir in the near future.
What represents the next wave?
- User Generated Content: This isn’t necessarily new in the advertising world, but companies are getting more creative in finding ways to create ad content that looks like something other than an advertisement, thereby increasing the effectiveness and reach of user-generated content. It works because it gives you something you don’t have: the experience and perspective of a real buyer, and it allows you to combine that with your brand’s marketing voice.
- Virtual Reality: This allows you to immerse the audience in a world of your creativity and gives you the opportunity to shape their experience in the virtual world with amazing depth and complexity.
- augmented reality It may not be quite the same as video ads, but they share the same DNA, and AR marketing excels at using targeted data to deliver an intensely personalized experience.
We’re already starting to see some of the effects of these strategies, but widespread deployment of tactics like user-generated content, virtual reality, and augmented reality is yet to come.
It is estimated that spending on digital video advertising has surpassed $55 billion in the United States alone in 2021, and it shows no signs of slowing down.
In fact, experts predict it will overtake $78.5 billion by the end of 2023.
If video advertising is not yet part of your marketing strategy, now is the time to act. Video is consumers’ preferred way to receive all kinds of information and messages — and if you’re not there, your products and services can’t be considered.
- Why and how to benefit from video advertising in the wake of COVID-19
- Can short films be monetized on YouTube? Spoiler alert: some indeed!
- How to Use YouTube Ads to Support Search Engine Marketing: A Step-by-Step Guide
Featured image: Shutterstock / panuwat phimpha