Eager to make online video advertising work for you?
Tired of online video advertising being a mystery?
Video hasn’t just become a popular way to create marketing content. It has become THE WAY.
This year, a “State Of Video Marketing” study completed by Wyzowl.com shows that a whopping 72% of people would rather watch a video to learn about a subject of interest, than read blocks and blocks of text.
It’s the most impactful, the most shareable, and the highest ranking approach to marketing. Nothing beats it.
Not everyone knows how to create online video advertising that actually compels ideal clients.
If you’re missing this, then you really are just speaking to the ether, and you won’t get the ROI you hoped for.
So let’s solve this and look at four simple ways to make compelling online video advertising for your brand!
No Pain, No Gain.
So what actually makes compelling online video advertising?
The answer to this is really defined by your demographic. There’s a lot of directions you can take when it comes to style of video; humor, serious, client testimonial driven, flashy and upbeat.
These are all sound approaches, but what’s more important than all of this is that you’re speaking the language of your client. How do you do that? You speak to their pain-point.
This is the most important thing that needs to happen in your online video advertising.
Ask yourself this question: does your video concept appeal to your ideal client?
If so, how?
If you feel like you or your video team has a good concept, then it’s safe to move forward. Otherwise it’s best to go back to the drawing board until you feel confident your topic will resonate.
Lead with the pain point and you are guaranteed to make an insanely powerful online video!
Music To My Ears
Believe it or not, Music is make or break in your video.
This isn’t something many people consider. You need to make sure that your music stands out.
How do you do this? I’m just so glad you asked 😉
First, let’s talk about what music not to have.
There is a genre of online video advertising music called “Corporate”.
It was popular at one point, because it was motivational and uplifting, without being too radical.
However, that was a long long long time ago.
This genre of music has become extremely outdated, but people still continue to use it, because it’s “safe”.
But being “safe” will not give you innovation and therefore success, in any marketing endeavour.
Corporate music themed is a no no.
Even if you are a corporation, try to use something modern, catchy, and impactful.
Ask your video team what this means. Look on the site called Premium Beat.
They have really cool music, appropriate for online video advertising of all types!
Here’s an example:
Keep It Simple, Stupid.
If you want to make compelling online video advertising, you must commit to a short video.
Especially if this is the first time someone is seeing your brand. I can’t stress this enough.
People are busy. Our attention spans are short. We’re tired of being sold to.
All of that considered, your audience will only give you about 60 seconds.
If they see your video is under a minute long, they are more likely to give you a full watch.
So take advantage of that!
Plus, a short video (done well), will leave them wanting more. Great!
Don’t cram your video full of information. The more you try to educate and inform, the higher your risk of losing their attention.
Keep in mind that the combination of visual and auditory stimulation is more powerful than words, so you can get away with far less information.
I know what you’re thinking; you still need to get SOME information across right? True.
So how much information should you include in an early stage video ad?
Here’s a good golden rule to follow.
Only pitch 2 concepts.
- What is the problem that we solve
- How do we solve that problem.
You don’t need anything more!
Just cover these 2 bases very simply and effectively, and you will have more than enough information for them to want to learn more about you.
Remember, you’re not trying to “sell the whole ranch” in the first video. You shouldn’t be trying to sell anything. Instead, position yourself as a mentor and get them to take the next step, which is to learn more about you. That’s it!
If the focus of your online video advertising is a corporate style, and you are having someone do a talking head to camera approach, there is a risk you need to consider.
The risk is this, having someone from your company talk about your company.
It’s a risk because people know you have a vested interest in your own company.
That’s why it would be much more impactful to have a client on camera instead.
Having a client speak on behalf of your brand boost audience retention rate.
It’s also worth considering because your new potential clients, will relate more to your current clients as the “Hero” of your story. They are the same demographic, and have more in common.
Here’s an example:
The most important ‘next step’ is to find the right video team for you.
Anthony is the Creative Director at UpMedia Inc and a rapidly growing expert in Video Marketing. He’s spent 12 years in creative production, from award winning television shows (appearing on Netflix) and movies, to producing marketing content for large corporations such as Toyota, Flight Centre, Great West Life, and BC Lottery Corp. His mission is to help your videos gain more leverage and impact online!