Video is no longer a luxury reserved for giant corporations with giant budgets. With higher conversion rates than any other type of content, 68% of companies have pledged to up their video budget this year. This means the competition is quickly escalating, and it’s not enough to just post a video of your cat in hopes that your conversion rates will shoot through the roof. Like any other form of content, there are smart techniques that will amplify the success of your video campaigns and ensure your money is well spent.
Here are some of the simple tricks that we use for all our videos:
- Post regularly
- We all need some routine in our lives. Engaging content draws consumers in and earns you that follow. Consistency keeps them checking back.
- Use videos for important content you want to highlight, such as introducing a new product or amplifying a campaign.
- Decide on a story
- Every video needs a specific goal – What are you trying to get across ? What effect do you want the video to have on your viewers?
- Branch out from YouTube and homepage brand stories
- Use video to share live testimonials
- Use stop-motion videos to catch consumers’ attention (especially effective on Instagram)
- Promote an upcoming event with a series of cinemagraphs
- Create video tutorials
- Less is more
- Cinemagraphs, animated gifs, and small amounts of motion can have a big impact.
- Consumers have a small attention span so the quicker you can get your point across the better.
How we’ve used video to get results:
Videos get an average of 50% more organic reach than static posts in social media, which makes them an incredibly effective tool for brands. You can also use the same video across most social media platforms, if you follow the tip “less is more.” We’ve been expanding our video production capabilities with a few new great videos for our client thinkThin:
|Oatmeal doesn’t have to be boring. We created this tutorial video for thinkThin showing how to make a healthy oatmeal cookie with unexpected ingredients.||Our fans love thinkThin bars, and now they’re available as a bite-sized snack! With this playful stop-motion video, we promoted the new Bites product.|
The results? With paid media support, we drove 4,474,066 impressions and 1,532,080 video views. We’ve also seen that videos are particularly effective on Instagram, where we received an incredible 19% engagement rate.
We also utilized videos with our champagne client, PIPER-HEIDISIECK to promote their Oscars campaign:
|We created a video to showcase various hotspots in Los Angeles, appealing to our existing movie-loving audience and reaching out to American champagne drinkers who had forgotten about the brand.||Our best performing video featured a loop of champagne being poured, showcasing our fans’ love of expertly produced creative with the product.|
The results were equally impressive for this campaign. With paid media support, we drove 6,936,558 impressions and 1,041,734 video views. On Instagram, paid media support led to a 229% engagement rate on these videos. No, that’s not a typo – it just means that each of our followers engaged with our content at least twice.
Consumers have spoken and their habits show that video is by far their preferred form of content. Even small companies should include this medium in their marketing strategy, especially since simple, budget-friendly videos like stop-motion perform particularly well on social media and can be used across all platforms with a high ROI.
Creating videos is one of our favorite new areas of expertise and we can’t wait to see how this medium evolves with the constantly shifting landscape of social media.