Knowing the latest trends in video advertising is only half the battle. Understanding which of those trends will actually help you to consistently and productively reach your target audience is the real key. We’ve assembled some of the best practices for video production so you can continue creating videos that bring real value to your brand.
Continue to Educate
Video advertising is a great way to get consumers’ attention, but you can’t stop after their eyes are on you. Marketing is about education, and research shows that buyers want to fully understand products and services before taking the leap.
To that end, 47% of buyers consume three to five pieces of content before they even engage with a sales representative. That includes blogs, ebooks, and, yes, video. Create videos that provide the information these buyers need to make their decisions.
According to the latest studies, people are likely to remember only 10% of information they hear three days later. When relevant images are paired with that same information, however, people can retain 65% of the information three days later. That fact, in a nutshell, is the power of video.
The key word here is relevant. Consumers—63% of them, in fact—think more highly of brands that provide content that is interesting and relevant to their needs. And 63% of consumers also say they’re annoyed by brands that continue to blast the same generic message over and over. Work to personalize the experience for your buyers.
Introduce Social Video
YouTube has been the dominant force in video, but that reality is quickly changing. Facebook users now consume up to 100 million hours per day of video, and 82% of Twitter users watch video content on Twitter.
Simply put, most of your target audience lives on these platforms. With 33% of the world on Facebook and 23% of adult internet users on Twitter, you’re likely to reach a buyer with your video ad if you know how to target them.
Let the Viewer Choose
Consumers are actively avoiding ads, specifically those that appear without permission from the user such as pop-up ads and auto-playing videos. This trend leads 82% of consumers to close their browser or the current webpage when a video plays without their permission.
The damage to your brand doesn’t stop there. You won’t just miss out on those viewers seeing your ads. Surveys show that 51% of consumers develop a lower opinion of brands that use auto-playing video ads. For that reason alone, make sure viewing a video is entirely up to the buyer when they encounter your ads.
Time It with Your Target in Mind
Average video retains 37% of viewers, but those fewer than 90 seconds long retain 53%. Remember, too, that attention spans are getting shorter. Even those videos that do well today will be skipped or skimmed tomorrow as Generation Z’s eight-second attention filter begins to affect retention rates for your videos.
Measure Your Metrics
Using best practices to improve your relationships with buyers through video advertising is what it’s all about, but how can you know if what you’re doing works? How do you know you’ve reached your target market, that your videos are relevant to their wants and needs? Metrics.
Only 35% of businesses are using at least intermediate analytics to track the performance of their video advertising. Are you part of the 65% that hasn’t been watching your numbers? If so, you could be wasting a lot of time and money on tactics that just aren’t resonating with your buyers.
StudioNow wants to help you make the most of your video advertising. We’re always learning best practices to share with our partners so that you can harness the power of video advertising for your brand. If you’d like to schedule a demo of the StudioNow platform, give us a call.