Video is the future of online content, but before you dive headfirst into a video advertising campaign, there are numerous aspects you need to consider. According to Marketing Land, video content requires a concise strategy that contains aspects of the following.
- Educate Your Viewers.
Viewers who engage with your video advertising want to be educated. In fact, recent Google data shows that “how to” searches are some of the most popular on the internet and grew 70% on YouTube last year. Take an educational approach with your videos and you’ll see serious engagement and results.
- Include Website Info.
Video advertisements require a call to action. CTAs in video ads include in-channel events like “subscribe” or sending viewers to a YouTube lending page or a landing page on your company site.
- Tell Stories.
How have your products and services positively impacted past clients? Highlighting success stories has a fantastic impact on your brand, and satisfied clients are normally more than happy to share their stories.
- A-B-T (Always Be Testing).
There are many ways to test the performance of your video ads. Tracking impressions is a good place to start, but you need to dig deeper. Metrics that show how long viewers keep a video playing (generally 25%, 50%, 75%, and 100% or the total) will give you a good idea how to refine future ads.