Top Three Ways to Make Video Advertising Effective

Professional video production is a significant investment that can sometimes have an immediate return but more often than not is part of a long-term marketing plan. We discuss the top three ways to make video advertising effective in order to ensure that return is realized.

Top Three Ways to Make Video Advertising Effective

The Value Proposition

The value proposition of a video simply means, what does your viewer get out of watching it? Why should they stop what they’re doing to watch your content? Is their life enriched in some way? Remember that especially with online marketing, chances are your video is going to be shown on a platform that has plenty of other distractions around it. To punch through that, your content has to present itself as funny, emotion-invoking, profound, or a combination of the three. Perhaps the viewer can learn something useful instead.

The traditional way of video marketing is to simply showcase content that broadcasts how cool Company XYZ is, which is fine, but if advertising to a viewer that’s not already familiar with said company, it may not necessarily capture their attention at first glance. The first glance is all a video may get in some cases too.

Instead, try focusing on describing your product or service generically at first through written or verbal dialogue. For example, let’s use an example with one of our clients, Laticrete International. They’re a top-tier commercial flooring company and they redid the NASCAR garages at Texas Motor Speedway. To advertise that, we recommended the production of at least one video that has as a text label on the video frame “Watch this HUGE 22,000 sq ft garage be transformed!”. The generic, somewhat ambivalent description creates intrigue for viewers to find out just what the statement is referring to, thus enticing viewership. The value proposition is the transformation of the floor from its former condition to after, all the while advertising product and service benefits throughout the body content of the video.

In closing, our recommended approach is always going to be to make your video about your customers and what you do for them, not about your own company.

Top Three Ways to Make Video Advertising Effective

Have a Plan First

As mentioned in previous posts, a video is a tool. Like any tool, it can be used improperly, properly but not in the right scenario, or maybe even not at the right time. A video production, especially one used for any kind of promotion, should be part of a master plan that has in mind your customer base and how they think, where they spend their time, and how they interact with other companies similar to yours.

Let’s start with the wrong scenario for video. If you produce a longer, more detailed video, showing it online as its primary platform may not produce the results you want. Studies show that video retention drops off significantly after about 2-minutes, meaning that your tool (or video) is good, but it’s just being used in the wrong scenario. A better place for it would be with your sales team when they have direct meetings with potential clients or if they host events where the video can be shown to a captive audience.

Let’s then jump ahead to the wrong time for video. I’m going to nag on would-be music artists a little, some of whom are just not in the right stage of their musical performance career to warrant that level of production. Music videos can be expensive productions and with only a small following to watch or re-broadcast it, the ROI is well below what it could be some time later after they’ve built up a more significant following. The chance for a video to go viral does exist, but it can never be guaranteed, especially if a plan for using the video doesn’t previously exist. Does this scenario apply to your business? It’s food for thought before you make a potentially expensive investment.

Now how can someone use a video improperly, you ask? Different video producers will probably give you different answers, but I’m going to answer that by focusing on content. Have you ever watched a commercial and wondered what the point of it was? Have you ever seen another ad with no apparent call-to-action? Some companies can get focused on the wrong things when crafting a video’s content, forgetting that they’re trying to turn a profit in the process. If the point of your video is not abundantly clear to an objective third party, which in this case, we at Ethos Media act as, significant revisions must be made.

In closing, make sure you have a plan and some additional investment dollars to spend to ensure your video is crafted properly, used in the right scenario concurrent with your customer base, and at the right time.

Top Three Ways to Make Video Advertising Effective

Consider Going 360

Permit me to be a little candid here, but not enough companies are utilizing the power of 360 video, which has the benefit of a unique viewing experience each time its watched and other benefits as outlined here, in this article, over here, also here, and here. Still need more convincing? Go visit our 360 video / Virtual Reality page and watch any of our sample videos.

If your product or service is centered around an experience or if you’re hosting an event with things to see in every direction, there’s no better way to bring that home to your customers than through 360 video. At one point, this type of video was fairly exclusive and not compatible with many common household devices. Thanks to support from YouTube, Vimeo, Facebook, Twitter, and other platforms, it’s become as ubiquitous as traditional video, even on mobile devices.

Headsets do offer a unique way to view 360 video but they are NOT necessary to have the experience. Consider adding 360 video or photos to your marketing strategy. At times, these videos can be logistically simpler to produce compared to traditional video, thus saving you on production costs.

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We invite you to contact us by email or phone at 214-733-7370 to speak with a producer about your unique video project.

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