Many small local business owners have the misconception that video marketing is hard, technological, complicated and financially out of reach. And it can be all of those things, but it doesn’t have to be.
Of course, when compared to static advertising, video ads are more time-consuming to create. From writing to shooting, graphics to editing, creating video ads takes more coordination than pulling stock photos and writing some copy.
But while video advertising demands more effort and focus, it doesn’t have to cost much and the rewards warrant the extra work. With the right methods, small organizations can get big results.
Video Marketing Benefits
Keeping up with your competitors is enough to venture into the video ad game. But using the media preferred by your potential customers is even more important.
- 87% of online marketers use video ads as part of their campaigns.
- One-third of online activity is spent watching videos.
- 85% of the US internet audience watches videos.
- 92% of mobile video viewers share videos with others and over 50% of video content is viewed on mobile devices.
- 64% of consumers make a purchase after watching branded social videos.
- Videos generate 12 times more shares than text and images combined.
- Viewers retain 95% of a message when viewed in a video than when read in text.
(Statistic courtesy https://www.wordstream.com/blog/ws/2017/03/08/video-marketing-statistics)
There are hundreds of other statistics reinforcing that videos are not only the future for online marketing but very much the present. And it’s not too late to get in on this trend.
Video Ad Styles
First things first: choosing a video ad style. Unlike television commercials, there are numerous styles to choose from, all serving a unique purpose. Regardless of the style, your video ad must be entertaining and informative to keep your audience interested through to the end.
Traditional – These look and feel more like your typical television commercial. Some tell a story others have a spokesperson, but all are basically mini TV programs.
Explainer – This style is usually animated. As the name implies, these video ads explain something complex in easy to follow steps using common terminology.
Instructional/How-Tos/Tips & Tricks – Video ads made in this style demonstrate a product so the view can better see how it could make their life better. Addictive cooking, makeup or hobby demos fall in this category. These ads feature your product in a useful and super entertaining way to complete a project but do not focus solely on your product or service.
Educational – These videos are geared toward teaching your audience. Perhaps your company is not well known or misunderstood. Educational video ads are a good choice to clarify your position in a market or explain how your company supports your local community.
Product – Product demonstration video ads may be similar to instructional videos but are focused on your product and its features. They turn a product or service offering into a real solution for the viewer.
Testimonials – The best testimonial videos provide real user experiences with your products. Viewers are more likely to become customers if they can picture themselves in a similar customer experience.
Announcements/Special Offers/Promos/Tie-Ins – This type of video ad focuses on short-term marketing campaigns. Garnering the most likes and shares on social medial or clicks on an email burst should be the top priority for this type of video ad.
When & Where To Use Your Video Ad
Today, most people associate video ads with Youtube, Facebook and Instagram. But video ads have flexibility far beyond social media.
You can use them on your website landing page draws your audience in, especially new visitors. They instantly provide information through moving images and audio. Pros usually call these “Video Sales Letters”, but the approach for this kind of video asset is essentially the same.
Videos can also be used to add dynamic content to your product pages. Watching your product in use brings your product to life. Your audience pictures themselves using your product. For more complex product offerings, a video ad can help your customers better understand its function and purpose.
Social Media is the ideal place for product launch, promo, tie-in, and informational videos. They attract customers to your brand and build customer loyalty. Social media is also great for recurring content that demonstrates your products, reinforcing your brand.
How often are you drawn into “how-to” videos for cooking, crafts and applying make-up? Static camera and time-lapse content allow a beginning to end experience in a matter of minutes.
And you aren’t limited to online platforms either. For example, video ads are great for looping on a display at trade shows, to entice passersby to stop and ask questions.
Next Steps Are Up To You
As we’ve discussed, the obstacles to creating video ads—time, budget and skills—are easily surmountable. Select the best video ad style for your next campaign and get to shooting.
Sit back and watch as the benefits of a video ad turn into surging traffic, more likes, increasing shares, and growing sales.