It’s all action on using video this year
VIDEO has always been a powerful way to advertise, but until recently, that power was limited to driving mass reach, brand awareness and consideration.
For marketers looking to inspire action – a click, a sign-up, a sale – email and search were the go-to channels. But lately we’ve seen video marketing strategies expand across the entire customer journey. In 2018, brands used video advertising to drive everything from awareness to direct response.
Why video advertising evolved
If video advertising became more action-oriented in the past year, it’s in large part because of evolving consumer behaviour. UX research YouTube did in 2018 revealed that people aren’t always looking for a leaned back, passive viewing experience. Many video viewers crave something more interactive.
The second reason behind this shift in video marketing strategy is the way platforms have evolved in response to this new consumer behaviour.
Three lessons to inform strategies
So how can brands adapt their video strategies to capitalise on these new consumer behaviours and technologies?
Here are three tips that have been successful for other brands to help get you started: 1. Tap into an audience insight to inspire action
The American Marketing Association says their average consumer is exposed to 10,000 brand messages a day.
So how do you cut through the noise to make sure your video ad stands out and drives action? It all starts with a consumer insight.
Take Yoox Net-A-Porter, one of the world’s largest online luxury outlets. It knew that its customers were impulse buyers who valued exclusivity.
Viewers had until the end of the 25-second ad to click on a link that directed them to a landing page where they could buy the unique item. If they didn’t click, the offer was gone forever. 2. Reach the right audience with multipurpose creative
You can have the most compelling, action-inspiring ad, but if you’re not serving it up to the right people, it’s unlikely to achieve the direct response goals you’re after.
So in 2019, take a leaf out of Overstock.com’s book. In a recent video marketing campaign, the online home goods and furniture retailer blended brand creative with performance formats, placing a clickable
“Shop Now” or “Save Big” call to action on an ad that took viewers directly to the Overstock website. 3. Repeat your message across formats, throughout the customer journey
When the Google Pixel team tested a full-funnel video marketing campaign in 2018, they had one big takeaway: Repetition does not spoil the prayer.
In fact, quite the opposite. “Repeating the message is the best way to move an audience from awareness to action quickly,” explained Jabari Hearn, who led the Pixel campaign.
To achieve its goals, the team developed a video marketing strategy that incorporated its message across multiple formats to reach users at different touchpoints.
MAKE A PLAN: Video advertising can work harder for your brand, make it a goal to leverage its full value in 2019.