Do Video Ads Work?
Video marketing has become one of the most important marketing methods in recent years. This is probably because of the staggering statistics that come with video. 72 hours of video is being uploaded to YouTube every minute and over 500 million people watch video content on Facebook every day. Videos on social media generate 1200% more shares then text and images combined. People that watch videos retain 95% of a message as compared to 10% through text. All these statistics are compelling enough to get any marketer to invest in video advertisements, right?
Wrong. Well, not entirely
Marketers seem to always find a way to ruin the experience of anything online. We try to throw ads on anything that is able to capture the attention of our audience. This means slapping ads on YouTube and Facebook videos. This has become an annoyance to many people.
This is where ad-blockers come in to save the day. Well, not for us. With ad-blockers, people are able to watch their videos in peace. Adblock plus for example has been downloaded over 500 million times. Marketers can no longer rely on plastering ads on Facebook and YouTube videos.
So how can marketers take advantage of the video watching statistics?
Get your ads in the video
This method is also known as native advertising. The main reason people do not respond well to ads that piggyback on other content is that that’s not what they are looking for. Marketers have actually been doing this for a while now. Arguably, they have not been doing it in the most effective way. Marketers need to understand that people can spot an ad from a mile away and know how to avoid it. When you pay an influencer to talk about a product on their video, very often, they simply hold the product up and talk about it within the first few minutes of the video and then proceed to talk about what the point of the video was.
Marketers need to make the entire video about the product without it becoming an ad on its own. Buzzfeed does a great job of this by structuring a video about a particular product or service. Local production, The Smart Local, also does this with their videos as well. Marketers can longer give content producers a product and give them some money and expect their audience to convert. Content producers need to be a part of the marketing discussion in order for the ad to convert.
Create your own content
Video content used to be very difficult to produce because you had to spend money on getting equipment and editing software, not to mention the time to produce the content. However, with the advancements of smartphones and cameras on smartphones, it has become easier to test content. Most companies already have some sort of a community on Facebook and LinkedIn. They can use these platforms to release video content and spend some money to sponsor the content to garner a wider reach.
The trouble that most companies face is creating compelling content that the audience cares about. Create a variety of videos and put them out to test and see how they perform. Once you have found a concept that works, continue using that. However, ensure that you are not producing the same type of content on a daily basis. Always try testing new types of content to see what sticks. Watch videos made by other companies to get inspiration for new video ideas (also, a great way to watch videos during office hours). Changi airport and Sentosa are great examples of how to use video advertising that converts