Are you using video content as part of your advertising on social media?
If not, I’m sure you don’t get results worth your efforts.
I can strongly support this development and if still you are not convinced with the fact, just go through this article. At last, you will be in a hurry to implement your own video content strategies.
Why is video content important?
Seems it has become a norm that being a teenager, one must watch videos on mobile phones. As per Nielsen’s report, the amount of time that 18-24-year-olds watching traditional TV sets in the past five years goes down by 38%. When it comes to Generation Z i.e, people born in or later 1995, 70% of them prefer watching online video streamings.
Searching on the app stores, there are plenty of video destinations like YouTube, SnapChat, Twitch, Periscope, Hulu, Netflix, Facebook Live, Live etc. and the list is endless. Looking at the stats, the viewer graph is going up with a great slope. So, this is the time for marketers to reach their users with scalable, personalized and informative video content on various video streaming platforms. They need to make new branding ideas as most of the platforms are coming ad-free.
To know how would be the results of using video content, I would like to give an example of businesses harnessing Facebook video ads.
This airport taxi services company promoted the charms of Tokyo to foreign tourists, and boosted its brand awareness and increased online bookings by 1.5 times. The business wanted to reach potential customers in North America and Southeast Asia to spread the brand awareness. It set a goal of increasing its online bookings by 1.2 times.
What was the strategy?
Hinomaru Limousine had created ad content that would appeal to tourists and draw in potential customers. They mainly used video ads to showcase the beauty of Tokyo, which was targeted to foreign travelers with an interest in Japan. The video creatives introduced the history, culture, traditions, entertainment, food and major must visit places in the city, along with information about the company’s services and a link to its online booking landing page.
They tried several types of ads like carousel ads, photo ads besides video ads and used the features of Facebook Canvas. Once they started implementing their ad strategies, they tracked the results of ads and knew which produced the best results. Based on the results, Hinomaru Limousine had maximized the impact of the campaign and ran the successful ads more often. They also used them as a model for future ad campaigns. It also maintained separate budgets for the campaigns as it was targeting two distinct geographical locations.
What were the results?
The results it got were amazing. Finally, it reached the target of increasing the online bookings. In fact, it achieved more than that. Thanks to the 100X increase in the reach with the help of live videos, Hinomaru Limousine managed to increase its online bookings by 1.5 times and increased its website visits by 2.5 times a year over year. These results were achieved in a span of just 8 months.
This is really fascinating, isn’t it?
The pace of digital marketing is changing very fast. For video content shaping the marketing world, marketers and advertisers need to catch up the new technologies for the growth of their business. So now, let us see what the challenges are that the modern marketers are about to face in the age of video.
New content creation models:
Marketers need to create more personalized, scalable and affordable video content for a variety of devices. Marketers need to find new tools and talent to make such content before they commit to a video content strategy. They have to reach users of all kinds and give them new experiences. Harnessing Instagram with captivating photography, attractive videos on LinkedIn slide shares, brilliant SnapChat video streams or any other platform requires an expertise in creating content.
Brands need to make sure their ads are reaching the targeted users in different ways. They need to reinforce their brand’s reach. For this, they need solutions that can optimize the ad buying at a scale in real-time. But this seems very difficult in present days. The video silos are increasing and the Planning, buying, and measuring across these platforms is becoming the real challenge for marketers.
Know the Path to Purchase:
Just to sharpen their video content strategy, businesses need extensive and cross-channel social profiles of the targeted customers. In these days, marketers cannot access the online behavior of users at all the times. And the offline activity of them is not tied to a consolidated, concrete profile of a targeted user. It is crucial too that they respond to the concerns of users over data and privacy security at every step of the process.
Every challenge has a solution. So, marketers need to search for the proper ways of harnessing the power of video content. There are many successful businesses that started using video content for their business promotions on various social platforms. Just make a research on how they made it and what were the strategies they used. In a perfect world where technology supports the creation of content, its distribution, and the optimization, businesses can develop cross-platform and data-driven content strategies (video) that dim the boundary between advertising and content.