9 Ways to Make Your Video Work

Behind the scenes look at videographers shooting film

Videos are an engaging way of ad storytelling that can accelerate the buyer journey and boost conversion rates.

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Videos are an engaging way of ad storytelling that can accelerate the buyer journey and boost conversion rates. How can video help your marketing? Below are some facts to consider:

  • Nearly 50% of internet users look for videos related to a product or service before visiting a store. (Google / Ipsos Connect)
  • According to Forrester Research it is 50x easier to achieve a page 1 ranking on Google with a video.
  • Social media videos are shared 1200% more times than links and text combined. (Simply Measured)
  • According to studies, the average viewer remembers 95% of a message when it is watched, whereas only 10% when read. Our brains are programmed to retain visual content better than text.

When developing video content, consider where your video will be seen and what the viewer’s mindset will be.

Here are 9 different types of videos that can work hard for your brand:

  1. Place social media videos when you need a softer sell. They focus on building relationships and brand awareness – so think of them as brand storytelling.
  2. Embed product videos in the actual product web page so they can be shared on other platforms. Think product close-ups, show how the the product is made and used, and include user-generated content or testimonials about the product.
  3. Landing page videos illustrate the problem the product addresses and positions the product as a solution.
  4. Use email videos that appeal to users based on their stage of the sales funnel. If you’re nurturing a lead, then focus the video on brand awareness. Send a different video with detailed product information to those further along the sales funnel.
  5. Supplement blog post content with blog videos to provide additional detail.
  6. Video ads stand alone like traditional ads, or they can be part of native advertising. The goal is to share the brand message and increase consumer connection. Testing can determine the ideal length. One trend is using short, micro-videos, generally about 10 seconds or less.
  7. Live or streaming video offers content that is happening in real-time at an event. These videos can be saved and stored for future use.
  8. 360-degree video is an immersive experience that allows the viewer to feel like part of the advertisement. This immersive experience is a more cost-effective option than augmented reality video advertising.
  9. Augmented reality (AR) video ads are interactive and lifelike: viewers can see and even interact with them. Interestingly, one of the first widely visible uses of augmented reality came from the NFL – the yellow line signifying a first-down. There are two major types of augmented reality: marker-based and location-based. AR ads can be built with the help of either one.
  • Marker-based AR ads require a marker (i.e. a target image) that customers scan with their smartphone cameras to bring virtual content to life.
  • Location-based AR ads don’t require any markers (so there’s no need for a print image), as they overlay virtual content based on a user’s location (with the help of GPS).

No matter what type of video you are creating, the visuals will have to work hard, especially as most videos are played with the sound off. Subtitles are a good idea and shouldn’t be an afterthought.

Ready to make your video or videos work hard? DKY can help you determine how video fits in your marketing mix and how to create videos that ring true with your brand.

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