Like all digital marketing, video is measurable. We spend a lot of time putting together email campaigns, driving whitepaper downloads, and increasing traffic to our blogs. When it comes to user experience, brands are beginning to bring interactivity into the equation with powerful results — videos with interactive elements have a much higher click-through rate compared to linear video. Not only does interactivity help increase completion rate, time on sight, click-throughs, and engagement, but it can also play an important role in strategy development. And while you have to think about content length and context for each channel, you do not need to create a whole new video for each medium. Almost half of people on social watch branded videos, and more than half make a purchase after watching. Go live Live video is growing, with audiences coming to expect some form of live coverage for major events. Sotheby’s auctions are live. Play to win with a video-first strategy The best companies have a video-first strategy. And with that story, you can easily create the rest of the content that surrounds the video: the email, the landing page, the blog.
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There’s a reason video continues to rise as one of the most powerful mediums we have — it connects us on a human level, it’s moving and engaging. With video, you can take something intangible, like B2B analytics software, and bring it to life. Three minutes of video has the potential to be far more powerful at conveying the value of a business than any whitepaper or email ever could.
To put it simply: video works. But just creating video content is not enough. Making a video and driving return on investment from it are two completely different things. Too often, we miss the mark on the implementation side of our video strategy, leaving real business value on the table.
Here are five key ways to make sure your video campaign is a smashing success:
1. Video is measurable. So measure it!
Like all digital marketing, video is measurable. But many companies miss the simple act of connecting it to real business results. We spend a lot of time putting together email campaigns, driving whitepaper downloads, and increasing traffic to our blogs. We set up beautiful nurture and personalised campaigns based on what users click on and download. So why are we operating video in a silo, separate from the rest of our marketing stack?
The ability to measure video impact is no longer about view counts; it’s about who is viewing your video. Instead of focusing on clicks, we need to build out profiles of individual viewers and communicate with them based on their needs and interests.
This is what takes video campaigns to the next level and allows us to serve consumers the most relevant content
2. Think experiential and outside the box
Video works, but it doesn’t have to work at the expense of your other content. Embedding a large player box to watch a single video means sacrificing valuable real estate as well as decreased engagement with other parts of the page.
A better way is to think about video outside the context of the player by making it a key piece of your user experience strategy.
When it comes to user experience, brands are beginning to bring interactivity into the equation with powerful results — videos with interactive elements have a much higher click-through rate compared to linear video. Interactivity doesn’t have to be complex. It comes in all shapes and sizes from gamification to quizzes, chaptering to hotspots and…
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