Video is one of the most engaging and effective ways to educate your target audience. Let’s face it, video can be used to support almost any objective. While it is usually designed to achieve upper-funnel objectives, it can be used to achieve lower parts of the funnel too. These are a few ways to ensure video is used as effectively as possible at every consumer touchpoint.
1. Use different video lengths to achieve different objectives.
A longer-format video is great to tell a story and build a connection with your target audience. According to Google, longer-format videos have proven to increase brand favorability over 15-second video ads. However, 15-second ads drove higher ad recall. Understanding your goals and objectives will help you determine which video length you should produce.
2. Be prepared to make creative optimizations to your video based on performance.
It is important to make multiple versions of the videos you are producing. By starting a campaign with multiple creative concepts, you are able to make more strategic optimizations.
3. Incorporate a video on your landing page or product page to further describe the product or service.
Videos on landing pages allow you to explain products and services in a more engaging and effective manner. Plus, most people would rather watch a video than read paragraphs of copy, especially on mobile devices. Once you bring users to your landing page, it’s important to create a positive user experience to encourage new users to engage with your site. Lastly, make sure the video has a clear call-to-action telling the user what their next step should be in order to improve conversion rates.
4. Use video in your remarketing strategy.
Shorter video ads can be used to reach users who have previously visited the campaign landing page, but did not convert. In order for this to be effective, the remarketing video should be different from the one you are currently using. By placing conversion tracking pixels on your website, you can isolate users who do not convert and remarket to them with a specific video ad at a later time. By reaching users who are already familiar with the brand and are most likely to convert, video remarketing allows you to stay top-of-mind and improve conversion rates.
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