Online video is one of the most effective strategies used in marketing. The numbers show it, and there is hardly any dispute. Over 100 million Internet users watch online video each day. 90% of online shoppers claim they found making shopping decisions easier due to effective product videos. These are just some of the many statistics that have created a positive general consensus about online video among marketers. What’s more important, however, is knowing how to create effective online video. Here are three basic goals to keep in mind when marketing with online video!
1. Draw Attention
Video by nature is more attractive to the average eye than words or pictures; however, the process does not end there. Online video must be able to draw the attention of its viewers. Initially, the title and description must be engaging enough to prompt a user to click the play button. Once the video is playing, it is also key to maintain the viewer’s attention.
According to Visible Measures, 20% of viewers click away from a video within the first 10 seconds, meaning that marketers must be able to create engaging content in a very short slate of time. There are many ways to go about drawing attention in this allotted time including big ideas, shock and awe, lighting and video effects. Depending on the theme or purpose of your video you can really get creative with your strategy.
2. Be Different
Nobody wants to see a plain old boring video these days. That’s just the way it is and how it’s been for quite some time. Musicians create unique songs to distinguish themselves from other artists, which is how you should approach online video. What concepts will make your video stand out from the pack and cause people to share it? The concept can be big or small, as long as it is engaging and is enough to separate your content and products from your competitors.
However, don’t get lost in your creativity! Remember what is most important here: the product and how it is perceived. Make sure to maintain the selling point amidst your creative ideas for the video!
3. Engage Audiences
Possibly the most important thing to know about online video is how to engage your audience and convert your views to sales and followers. The viewers have now seen your video, and now it is time to take it even further and create sales out of this opportunity. One of the reasons online video is highly effective is that the viewer already has access to a computer and can easily visit your site immediately after watching the video. If the video is embedded on your site, they’re already there. At this point, the viewer is right where you want them, so it is your job to lay the tracks by providing links to your products and social media pages, preferably within your video.
Several tools are at your disposal in this process. YouTube is generally the trusted source for uploading and sharing your content, however sites such as WireWax allow for clickable video that can directly drive viewers to your site to purchase the specific desired product displayed in your video. Nike Football does a great job of this tactic in its latest video campaign. When it comes to engaging your audience, you must once again be creative, resourceful, and truly discover what works best for your company and demographic.
Following these three tips will quickly and surely boost the effectiveness of your online video campaigns. When done well, you will undoubtedly see results in your views and sales!
