Video marketing is still in its infancy, and companies often do not have the know-how to succeed. Therefore, in this article, I will explain the points that you should be aware of in order to firmly connect video marketing to sales.
Aiming To Create Videos That Users Can Watch
“Videos that can be viewed” here does not mean that videos are distributed to YouTube, which has a large number of video viewers, to increase the reach, but users are interested in videos, watch them to the end, and then watch the next video. It refers to videos that lead to action.
If you watch a video, that doesn’t mean it’s OK, and it doesn’t make sense if you can’t encourage actions that directly lead to sales. In fact, there are many cases where the number of viewers is fairly high, but there is no increase in sales due to video. This is because, in the true sense, we have not been able to create “videos that people can see,” “videos that people understand,” and “videos that take action.”
Video size Matter
Many people think of videos as horizontally long 4: 3 or 16: 9, but these days, “vertical videos” are rapidly gaining in popularity. The reason for this is that many users often watch videos on their smartphones, and when shooting videos on their smartphones, the videos are vertically long, so resistance to portrait videos is disappearing.
In fact, some survey results show that video ads delivered in portrait video had a higher engagement rate among companies targeting mobile users.
Call To Action
In video marketing, it’s not the end of delivering videos, but the most important thing is to connect them to the user’s next action. In order to be directly linked to sales, it is necessary to place call to action (CTA) in the last scene of the video and take measures to increase engagement.
Ways To Distribute On Different Platform
The advantage of video marketing over traditional mass marketing is that the cost of advertising is overwhelmingly low, so you can try and error the distribution method and diffusion method with tests. By tuning while checking the results, we will maximize the effect of video marketing measures.
Utilization of social media advertising
Many people think of YouTube when it comes to video distribution, but since YouTube doesn’t allow you to set detailed user segments, you should also consider using social media ads for pinpoint targeting. Facebook is at the heart of social media advertising, with more than 100 million video views per day on the service.
On Facebook, not only areas but also segments such as age, gender, and attributes can be set in detail and videos can be distributed, so if you set an appropriate target, you can distribute videos efficiently. However, if the segment is too fine, the number of reaches will be extremely small, and the effect of the measure will be low.
Test the reaction using multiple videos
There are some rules and points in video production , but the optimal shape of the video will change depending on the products and services handled, and even a slight change in the composition or introduction of the video will make a big difference in the effectiveness of the measures. Therefore, it is recommended to prepare multiple videos and test the user’s reaction because the effect can be changed by just changing the composition etc. without changing the purpose axis as a video.
If you know what kind of composition and scene the user will respond to, you can accumulate it as know-how for video production, and since the appropriate video will change depending on the product or service, you can distribute multiple videos. It is important to test the reaction and tune it gradually.
The Effectiveness Of The Measures
The most important thing to pay attention to when implementing video marketing is how to evaluate the effectiveness of the measures. This means defining the effect and then thinking of a route to firmly connect it to sales.
Let’s Set KPI
KPI is a “key performance indicator” and is like an intermediate point to the final goal of video marketing. For example, if your goal is to have the action button in the last scene clicked, you first need a certain number of video views. If you need to watch 100 videos to get the button clicked once, 10,000 video views are one KPI to get the button clicked 100 times.
It is dangerous to set only the number of video views as a KPI. Just watching the video does not tell you whether the product or service was well recognized, nor does it tell you how much it led to your purchase. Therefore, we will set KPIs from various points of view, such as the number of times the video was viewed for 10 seconds or more and the number of times the user stayed on the landing page after that for 30 seconds or more.
In this way, if you set KPIs based on the criteria that users are considered to be actively acquiring information as well as contact with videos, you can evaluate conversions.
Use Different Videos
If you had one conversion called “Sales Increase,” you would need more than one video to achieve this. For example, if you think of it as a video for increasing awareness and a video for conversion, you need two videos. Furthermore, we believe that such multiple videos will be provided in stages, and we will only convert by providing videos in stages, such as distributing videos for conversion purposes to users who have watched videos for recognition expansion for 60 seconds or more. You can create it.