How To Build A Strategy For Your Video Advertising

June 12, 2019

Video advertising is something a lot of people think is reserved for the big players. You know – the ones who can afford to throw millions at a TV ad campaign, complete with matching social media videos that quickly go viral.

But that’s not the case. Video advertising can actually be an incredibly impactful and cost-effective way for smaller businesses to get their name out there and compete with the bigger companies – and win more business. It’s not about the amount of money you can invest, but rather, how smart you are with it. Strategy is everything when it comes to video advertising, so today we wanted to share a few tips on building a strategy for your video advertising to get you started.

Understand Your Audience And Set Campaign Goals

Behind every successful marketing campaign is a fundamental understanding of who your audience is and what you want them to do. And video marketing is no different. So before you start brainstorming video ideas and writing up storyboards, you need to do some research. Who are your ads going to be aimed at? What type of content tends to resonate with them? What channels are they most likely to be on? And what about your business? What goals are you trying to achieve with this campaign? What do you want customers to do? How will you measure success? The answers to these questions will help shape your video advertising, making it laser focussed and much more effective (in terms of results and cost).

Design Videos For The Channel, Not The Other Way Around

A lot of marketing channels now have the ability to show video, and more importantly, video ads. But every channel has it’s own preferences for how those videos are presented. If you want your campaign to be effective, then you need to optimise your videos for each platform. For Facebook, that means keeping it short, uploading videos directly to the channel and adding captions. For YouTube, this means waiting two weeks after your video launches to make any tweaks and refine your target audience. And if you’re going to upload to Twitter, it means finding a balance between fine-tuning targeting and over targeting, so that you can easily track how the video ad is performing over time.

Stay On Brand, And On Message

Despite its recent surge in popularity, video marketing can still be seen as a bit of a departure from normal advertising for many small and medium sized businesses. This often means the business will try to do something different from their normal approach, which unfortunately can result in mixed messages. When you’re working in video advertising, it’s important that viewers watching your videos know who and what is speaking to them – even if they are surprised by the content of the video. This is where your brand comes into play. According to a study by McKinsey, companies with consistent branding on their videos are 20% more successful than those without. In practice, this would mean that your campaigns all link to a branded landing page, the channel you are hosing them on is branded, and there is a unified message across all communications. If they are all different, then this inconsistency could really hurt your ad’s chances of success.

Test, Test, Test

Just like with display ads, you should be constantly testing your video ads and seeing where you can improve. The best way to do this is through A/B testing – where you run the same ads, but you change one thing and see how they perform differently. Here are a few suggestions of things you could use to measure the success of your campaigns:

  • Engagement rate: Engagement rate measures any interaction someone has with your video, from watching the whole thing to skipping it. this should give you a good idea of the quality of your message, and whether it’s being received or not.
  • View count: This is how many times your video has been watched. But this is measured differently across all channels. For example, on YouTube a view is considered 30 seconds, while on Facebook it’s only 3. So you need to use each platforms tools to
  • Play rate: The number of visitors who actually clicked ‘play’ to watch the video ad. This gives you an idea of how the video ad is performing on specific websites or social media feeds, and which you should focus your attention on.
  • Social sharing: How many times your video ad has been shared by people on social media channels. People don’t bother to share content they’re not interested in, so social sharing is a great indicator of a good video advert.
  • Comments: Comments on your video ads aren’t strictly a ‘metric to measure’, but they are still important to pay attention to.  If viewers are leaving comments o your video ads, you can see how well the message is being received, if they are sharing it with others, and what positive and negative feedback is being left. This can help you understand your audience better, and create more effective adverts in the future.

The Final Piece

When it comes to video advertising, many companies already understand the importance of everything above, even if they don’t put it into practice. But there is one element that a lot of businesses miss – and it’s the one that can bring everything together.

Retargeting.

Video retargeting can help make sure that you connect video ads to your shoppers, whatever they are watching. If you’ve ever got the feeling that a product has ‘followed you’ around the internet after you’ve looked at it, then you have seen retargeting in action. Video retargeting is much the same, but it focussed on video. So the video ad will follow your shopper around as they browse on other platforms. Retargeting tools allow you deliver targeted ads based on user behaviour, and even personalise ad targeting in real time, all of which can lead to a significant upswing in conversions.

At Ginger Video, as are all about using video strategically to achieve your goals. After all, if you aren’t creating videos that support your business goals, then they won’t help you get there. Our video experts can work with you to create a video advertising campaign that not only delivers results, but aligns with your business goals as well. We work closely to understand your business and your market, help you brainstorm ideas, storyboard videos and write scripts, all before we turn on a camera and actually film anything. If you would like to take a more strategic approach to your marketing this year, we would love to help you. Just get in touch with the team today to book your free discovery consultation.

Written by Neil Ginger

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