Investing in video: when and how to succeed

Investing in video: when and how to succeed

In digital marketing, we’re always trying to keep up with the hottest new thing – advertising methods, ad types, targeting types, etc. Whether it be the “year of mobile” to the “year of RLSA,” there is always another trend to consider investing heavily in. If you’ve determined that your business would indeed benefit from adding or expanding on video, how should you leverage it in your advertising efforts? The goal of these video ads is twofold: educate the user and also determine which users are actually interested in what you have to offer. Once you’ve identified this group, take that audience list of users who have completed the video and begin serving remarketing ads towards them to drive them onto your site and get them to convert. You can also leverage Facebook video ads to help further convince users who haven’t converted why we are right for them. One powerful ad type within Facebook is Carousel Ads, which let you show 3-5 images, concepts, and messages to help get your point across, deliver value props, and get people to convert. This becomes extremely effective with remarketing as it allows you to relay numerous different messages while also providing the user an educational video to further convince them. Of course you should consider advertising here, but note that YouTube is often seen more as a branding play than a direct-response. Videos can be an impactful format when trying to reach your audience and scale your business – but not before you determine when to use it, what channels to leverage it on, and how to strategize to invest your budget wisely.

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In digital marketing, we’re always trying to keep up with the hottest new thing – advertising methods, ad types, targeting types, etc. – being pitched heavily within the industry in general.

Whether it be the “year of mobile” to the “year of RLSA,” there is always another trend to consider investing heavily in.

Over the last year-plus, video has been most frequently cited as the new digital frontier. Whether it’s important to a comprehensive marketing campaign isn’t the question, though. The question is how do we best leverage it?

In this post, we’ll talk about when – and how – to put video in play for your marketing campaigns.

First, you need to determine if video will even be beneficial for your company.

Videos are best used as an educational/informational tool to help relay info to your audience. If you have a business that requires some explanation of the service or product, or have a variety of advanced features that need to be showcased, or even need to establish credibility and trust for the user to move forward, video can be key for your growth.

If you’ve determined that your business would indeed benefit from adding or expanding on video, how should you leverage it in your advertising efforts? What are some strategies to do so?

Well, below are some tips to make the most out of Facebook and YouTube video for direct-response/performance-driven efforts:

Start with Facebook

Facebook is probably the best platform to leverage video from the direct response perspective. You can get extremely granular with its targeting capabilities and ensure that you are reaching highly relevant audiences to whom you can introduce your brand and explain its value proposition.

As a reminder, the best practice is to keep video length less…

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