3 tips for video marketing in 2019

It’s already 9102! Today, we are going to give you the first video marketing course of the new year. Change your mindset, improve your skills, keep your marketing up to date with the latest trends, and flourish in the Year of the Pig.

In 2018, video marketing strategies changed across the entire consumer journey as brands began to use video ads to drive direct consumer action and drive sales, and video marketing also underwent a major transformation.

Big change: Watching videos should change from passive to active

Consumers are dissatisfied with the status quo and seek proactive experiences

A 2018 user experience study on YouTube showed that people want to be more active when watching videos.

Video platforms are changing to meet demand

Before: Consumers can only watch passively and cannot interact.

After: Add interactive features so that consumers can take proactive actions. Take YouTube as an example. In 2018, YouTube added TrueView for action ads, which have built-in features such as calls to action, making it easy for consumers to take actions while watching videos, such as signing up for a service or purchasing a product.

Example of a TrueView in-stream ad showing a call-to-action extension

Changes in consumer behavior habits have put forward new requirements for video platforms and also brought new business opportunities to brands doing video marketing. Three excellent cases and three innovative tips are ready, please feel free to take them away.

Three tips for video marketing: new ways to market

1. Use the power of video to make your advertisement deeply rooted in people's hearts

On average, American consumers are surrounded by 10,000 ads every day. With so many ads, how can you make your video ads stand out and drive consumers to take action?

For example

Yoox Net-A-Porter——One of the world's largest online luxury shopping sites. Yoox consumers generally want to have exclusive possession of their desired items and will make impulse purchases. Yoox seized on these characteristics of consumers and created a unique pre-roll video ad that offered products that could only be purchased through this event. Before the ad ended, viewers could click through to the landing page to purchase the product, otherwise the opportunity would slip away.

The result: This sense of urgency drove consumers to action and boosted direct sales during the important holiday season.

Tips: Understand consumer psychology, leverage the power of video, and make them place orders for you without hesitation.

1. Creative advertising + precise audience = high return rate

Creating compelling, consumer-motivating video ads is one aspect of successful video marketing, but if the ads are not pushed to the right audience, it is unlikely to prompt consumers to take direct actions and achieve the ultimate marketing goals.

For example

Overstock.com – an American Internet retailer. In 2018, Overstock’s video ad combined brand creativity with expression. The video was divided into two parts. The first half started with an interesting plot to attract attention, while the second half was tailored to different products. YouTube’s “audience” targeting function was then used to push different video ads to interested audiences.

To make it easier for consumers to purchase, Overstock uses YouTube's TrueView call-to-action ads and adds calls to action such as "Buy Now" below the ads. After clicking, consumers will be taken directly to Overstock's website.

Result: The advertising ROI was 3 times higher than other advertising.

Tips: If you only have good advertising ideas but don’t deliver them to the audience who is interested in them, it’s like punching cotton and will not have a satisfactory effect. Therefore, good ideas + precise audiences are the perfect match.

1. Repeated but not monotonous, multiple versions cover multiple touch points

Repeating product advertising information in different video versions, including different touch points, is the best way to achieve consumer conversion.

For example

Repeating information over and over again will inevitably make the audience lose interest, so Google Pixel adopted a strategy - using the same creative but cutting the video into different lengths to keep the audience fresh.

1. Reach a large audience with YouTube Masthead ads and get started with the Pixel.

2. Target consumers who viewed Pixel in the YouTube masthead or on the Google Store with a 6-second and 15-second ad.

3. For consumers searching on Google for more information, Pixel will serve a search ad that directs them to the product website.

result:

Tips: Repeat product information with flexible strategies to continuously upgrade consumers’ “feelings” about the product and promote purchases.

Have you got all the tips to improve the effectiveness of video marketing? Video marketing has demonstrated its powerful effect in promoting direct consumer purchases. Seize the opportunity, use the tips, and quickly take your video marketing to the next level in the new year.

Source: White Whale Community