What’s Driving Video Conversions in 2021?
The game has changed. Written material is on its way out and its replacement? Video content. With the numbers on its side, it’s no surprise people prefer this fresher form of content over its older, outdated counterpart. Keep reading to see why and how you can take advantage of this movement before it’s too late.
Why such a shift?
So what’s so great about video content? Well, the reasoning has to do with its ability to captivate an audience on two playing fields. Where text only has the ability to capture our attention via visuals and is forced to rely heavily on punctuation, word choice and visual cues to convey a message, video has the ability to appeal both visually and auditorily. Although adding sound and movement may seem like a minor shift, according to Medium, an average viewer is able to remember 95% of a message when it is watched, whereas only 10% when read. This huge margin of retention rate plays a huge role in this shift to video, but it isn’t the only reason.
According to a study shared on Wyzowl, the average attention span of an individual has significantly dropped. What was once 15 seconds has now dwindled down to a measly 8.25. Dwindling attention spans have been recognized already by ad agencies across the world causing 77% of them to view video ads as an essential business moving forward into this digital era. As new technologies emerge, the more options advertisers will have when it comes to video advertising.
How can I apply this?
Video campaigns aren’t going anywhere, so how can you effectively apply them to your business? There are many platforms where video campaigns can be utilized, but this list highlights the best of the best and goes over ways to truly optimize both your campaign and your viewer’s experience.
With 2.3 billion users per month and $19.7 billion in revenue in 2020, according to BusinessOfApps, Youtube is the front runner of this evolving marketing tactic. Both creating original content for YouTube and running video advertisements are effective ways to expand your consumer reach and brand awareness via video campaigns.
- Original Content – Creating original content is already a difficult enough task for most agencies, however, properly optimizing your content is another beast. Detailed below is a list of tactics you can use to take full advantage of what YouTube has to offer in regard to future video campaigns.
- Promote Interaction – At the end of each video invoke the viewer to do something. A simple “Click here to learn more” hyperlink can do the trick and, depending on your goal, can be adapted to virtually anything. Notifications, such as cards, should also be used throughout the video to promote interaction as well as hold viewers’ attention.
- Visuals, Visuals, Visuals – One of the key components to optimizing your YouTube videos is to have an eye-catching thumbnail. According to a study done by BestSeoCompanies, “88% of thumbnails analyzed from the most popular videos in 2020 were colorful and averaged more views than thumbnails with a more minimalist color scheme.”
- Promote Subscriptions – Obviously the more subscribers you obtain the better, so simply reminding viewers at the end of your videos to subscribe, and supplying a hyperlink to do so, creates the opportunity to increase your following.
- Partner Up – Collaboration promotes a synergistic outcome for both parties and allows new horizons to be introduced via new viewers. Partnering with companies or individuals with similar personalities and audiences leads to the best outcomes for both parties.
- Advertisements – YouTube offers a wide selection of ads for advertisers to choose from. Each ad choice depends on the budget and goal of the advertisement so it’s important to consider how you want to reach and impact viewers.
- Skippable In-Stream Ads (TrueView Ads) – Because they can be skipped, it’s critical these ads grab and hold the viewer’s attention while still informing them about your product or service. These ads can vary in length from as short as 12 seconds to as long as 3 minutes. Payment for the ad only occurs if the viewer interacts with it or watches more than 30 seconds of it.
- Un-skippable In-Stream Ads (Pre-Roll Ads) – Up to 15 seconds long, these advertisements offer a great way to quickly promote a brand. A call to action is important in order to generate more leads to a website. Bumper ads are another form of un-skippable in-stream ads that are six seconds long and could leave viewers interested in learning more.
- Video Ad Sequencing – This more extensive type of ad allows advertisers to tell a story through a series of videos strung throughout one or multiple YouTube videos. This type of storytelling often leads to more engagement from the viewer. According to AdPresso, this type of advertisement has been shown to produce a 107% higher ad recall and a 134% higher purchase intent when compared to the other types of ads.
- Youtube Ad Extensions – Ad extensions offer a call to action, usually in the form of a “Learn More” banner alongside a video ad. By implementing this, you offer a simple way for the viewer to learn more about your product or service. This type of ad generally leads to more interaction from viewers due to its simplicity.
Despite its relatively new conception, TikTok has become one of the most regularly used and visited social networks of this generation. With over 1 billion active users per month, according to WallroomMedia, TikTok is also one of the fastest-growing social channels this decade. Brands on TikTok can easily blend in with every other creator on the app which, in turn, helps with brand exposure. Videos highlighting important elements of an organization’s product/service while remaining consistent with trends on TikTok are the most effective in creating exposure.
Similar to that of TikTok, Instagram Reels can be used to create a variety of content strategies. By properly applying Instagram Reels, a brand has the ability to diversify its Instagram posts, leading to not only more impressions, but new ones, expanding brand awareness. IG Reels can be used as a “bridge” to your Instagram profile, ultimately leading a potential consumer to your homepage.
With a video length limit of 2 minutes and 20 seconds and a daily user base of 166 million, according to Hootsuite, the proper application of Twitter’s video capability has the potential to greatly increase brand awareness. Twitter’s latest update also included the addition of “Fleets.” Similar to that of both TikTok and Instagram Reels, Fleets allows the user to post short videos that are then placed at the top of your follower’s feed. This addition can be used to highlight important dates, upcoming releases or sneak peeks in regards to your brand.
Cross-Channel Influencer Campaigns
While creating your own video campaigns for your brand is an excellent option to diversify exposure, a study by Adweek claims that 92% of consumers trust individuals over brands, stressing this newer concept of influencer campaigns.
Influencers now offer bundle packages for marketing collaborations allowing the use of influencer campaigns to not only be easier in application but also widen the reach of brand exposure. Despite this reach being easier to obtain, the “Rule of Seven” still applies. This rule envelops the idea that prospects have to hear or see a marketer’s message a minimum of seven times before they are inclined to buy. When marketers collaborate with influencers through their multi-channel bundle package, this increases brand recognition when users are following across different platforms. According to Digital Marketing Institute, around 40% of people reported that they purchased a product online after seeing it used by an influencer on YouTube, Instagram or Twitter. Partnering with multiple influencers with a similar target audience across multiple platforms is ideal.
Many brands have already taken advantage of this information and have since partnered with influencers across multiple channels. For example, Gymshark, seeing success in its influencer marketing on Instagram, transitioned to TikTok creating the “66 Days: Change Your Life Challenge,” partnering with six influencers in the process. They tracked posts using the hashtag #gymshark66 and accumulated over 45.5 million views during the length of the campaign, according to Influencer Marketing Hub. By partnering with influential TikTok profiles, according to Statista, Gymshark had six times more views than the NBA Finals in 2020. This potential, along with the statistics previously mentioned, speaks volumes as to why brands are slowly adopting the concept of influencer campaigns.
In The End
The importance of applying relevant, informative video campaigns has never been as crucial to your business as it is right now. With the right platform and message, not only can your organization increase brand awareness, but it can do so exponentially. Working with the right team can optimize your video campaigns to their fullest potential. Our recent partnership with Laz Trejo, founder of Babalu Productions, is one of the many ways we are continually growing to suit our client’s needs.
See if our services are the right fit for your video campaign goals and visit our website for more information on how we can help you in this evolving market. Below is an example of one of our most recent video campaigns! 😊