Are you considering adding video ads to your marketing strategy? Check out the top do’s and don’ts and get your video advertising strategy off to a great start!
Video ads are a great tool for educating customers on your products and services. More engaging and interesting than written content, videos are more likely to hook in visitors. If they like what they see, viewers will share the content with their friends and followers. This is one of the ways that small brands go viral!
If you’re ready to start using video advertising to generate brand awareness, there are a few things to know. Below we share the most important do’s and don’ts of video advertising.
Do educate your audience.
Each video should have a purpose. Providing viewers with education on topics related to your products and services takes care of this. After watching the video, viewers should feel like they gained something.
For example, a company that delivers meal box kits to the home could use video ads to show customers how the service works. This would make the process less intimidating for people who were interested in trying it out. Videos could also be used to share recipes or interview satisfied customers.
Do add customer testimonials and reviews.
Client testimonials are powerful. They mean more than any paid advertisement coming from your brand because they are genuine and authentic. As you collect reviews from your customers, work them into your video ads.
It can be helpful to request certain types of content from your customers so that it fits within the context of your videos. The meal delivery service company could ask happy customers to upload pictures of their favorite meals with a caption. These reviews could then be added to your visual content for substance and credibility.
Do test video length.
How long your video is depends on where you’re posting it, as well as the content you’re sharing. This HubSpot article shares the ideal video lengths when posting to Facebook, Instagram, Twitter and YouTube. Generally speaking, videos should be between 30 seconds and 2 minutes. But, it’s possible that you can still get good results from a longer video. Test your conversions to determine the best length for your audience, and experiment with longer and shorter posts.
Do include a call to action.
Your video advertisements should always include a call to action, even if you don’t expect a direct sale. Still, you want viewers to do something after watching. One of the best CTAs to include is a “subscribe” button that sends visitors to a landing page on your website. If you have a YouTube channel, you can send viewers here, too. Hopefully, the user will sign up to be alerted when new videos are posted.
Don’t sweat over the budget.
There was a time when creating a decent video required professional equipment, but this isn’t the case anymore. Businesses of all sizes are creating engaging videos using just a smartphone and Wifi connection. Clicks are also affordable, some costing just $0.11 or $30 a day. If you’re already spending a good chunk of money on display advertising, you have nothing to lose by trying out video ads.
Don’t post low quality ads.
An Oscar-winning performance isn’t necessary, but you don’t want to throw just anything out there. Your videos are a reflection of your brand and the way you treat customers. Always post high-definition and high-resolution videos. Follow other best practices such as using good lighting and a clean, distraction-free background. Thankfully, there are many great tools and guides out there to help you create high quality, engaging videos. Check out biteable.com and shakr.com for starters.
Don’t forget about remarketing.
If you go through the trouble to build videos for your audience, it’s important to put them to good use! Posting them to your social media and YouTube channels is a great start, but you can also work them into your remarketing strategy. People who visit your site but don’t convert can be shown the ads on the Display Network or as they use YouTube.
Direct sales may not come from your videos but conversions can. Focus on creating engaging, informational and entertaining videos that can be shared on social media and your website. As long as they hook people in, generate brand awareness and educate consumers, your videos are doing their job.