Video storytelling should be included in every online marketing strategy. Brands can build a strong video campaign by using these 3 strategies.
As the world becomes more digital, video is becoming the new form of visual storytelling. Sharing videos is a highly effective way to communicate with your audience. They use sound and movement to create a visually appealing and compelling message. According to Databox, video ads drive more engagement than images, making them a crucial part of a brand’s marketing strategy.
To successfully integrate video storytelling into your marketing campaign you should go back to the basics. Make sure you know your audience, use the right tools and measure the results.
Personalize for Your Audience
A great video isn’t worth much if the wrong audience is watching it. To get the strongest results, personalize your communication to target the right consumer. As Accenture’s study reveals, 83% of consumers are willing to share their data to create a more personalized experience. Consumers want their favorite brands to understand their preferences.
Obviously, one-to-one video personalization is not possible, but marketers can create videos aimed at small groups. Organizing customer data into specific categories, like age, gender, location, or behavior will allow for more impactful videos. These segments can also help to inform the video’s story and content, creating meaningful interactions that will resonate with consumers.
Use AI to Improve Efficiency
It can take hours of manual work to manage multiple video campaigns. This is where AI comes in handy to increase efficiency and make it much easier for brands to create, manage, and distribute videos.
AI allows marketers to edit videos with ease. Cropping, formatting, and resizing now take significantly less time with AI. This technology can also simplify workflows through auto-tagging, structured metadata, and advanced search for real-time collaboration and regular content changes.
Taking the complexity out of the creation and distribution process of videos means that companies will be much more efficient. Marketers have more time to focus on creating engaging experiences for their consumers.
Measure Campaign Results
Brands won’t know if their video campaigns are successful unless they measure the data. Knowing what’s working and what isn’t will affect the current marketing strategy. The goal is to improve video campaign ROI. Below are some examples of the metrics you should keep an eye on:
- Who viewed the video?
- How is performance impacted with auto-play?
- Was there a call-to-action?
- Which part of the video was replayed or skipped?
- Was there a video abandonment event?
- When did the abandonment event take place?
Once they have the results, brands can use that information to change their content or distribution strategies. These metrics should be updated frequently to ensure marketers have a good understanding of how their video campaign is being perceived. Having measurable goals is important because it helps brands to track what is happening with the content they produce and constantly improve the strategy.
Personalized, High-performance Videos
The impact of video visual storytelling should not be underestimated. Consumers have adapted to all things virtual during the pandemic, which makes video marketing even more important to a brand’s strategy. Brands who understand their audience and create engaging videos to resonate with them will be set up for success. Keeping these three strategies in mind will create a good foundation for producing effective storytelling content that consumers will love.
