7 Tips For Creating A Great Video Ad

video marketingVideo marketing is becoming increasingly popular. In fact, according to Cisco, video content will account for 69% of all Internet traffic by 2017. What’s more, YouTube alone receives more than one billion unique visitors every month. Increased consumption of video content is good news for business owners who would like to reach a wider audience. Here are seven tips for creating great video advertisement:

Market research

Before shooting a video ad to promote your business, you should conduct intensive market research. This includes identifying your target audience, analyzing competitors, gap analysis, and keyword research. With this information, you could create a video:

  • To improve conversions.
  • To improve user engagement.
  • To improve brand awareness.
  • To improve your site’s search engine results pages (SERPS) rank.
  • To generate more traffic through rich content signals.

Keep it short

Keep your video ad short. Statistics from ComScore show that the average Internet user watches 22 hours of video per month. However, these videos are usually one to five minutes long. This is because, when it comes to videos, you only have about 10 seconds to grab viewers’ attention, according to a research by Visible Measures. By the two-minute mark, 60% of viewers will have stopped watching a video regardless of its format (short-form or long¬-form). In fact, research carried out by Jun Group found that short videos (15 seconds or shorter) are generally shared 37% more than videos that last anywhere between 30 and 60 seconds.

Talk about solutions

When creating a promotional video for a business, an entrepreneur may be tempted to talk about himself/herself or the company. The problem with this approach is most consumers don’t care about entrepreneurs and the companies they run. Instead, they care about the products/services that solve their problems. With this in mind, you should focus on the solutions your business offers consumers. For example, if you run a data security firm, talk about the importance of securing data as well as steps you have taken to ensure hackers and cybercriminals do not access client’s data.

Calls to action

In your video message, include calls to action such as, “call us on this number today,” “follow us on Facebook/Twitter,” “sign up now for a discount,” or “click on this link now.” Some of the web users who will watch your video will heed your “call to action” and could become loyal customers. Figures published by Digital Sherpa show 22% of web users visit the websites mentioned in a video ad. Out of these, 12% purchase the advertised product, which translates to an increase in sales and profits.

Hire a professional producer

A poorly produced corporate video is unlikely to attract many viewers. According to ComScore, videos produced by professionals generate 30% more views than user-generated videos. Additionally, the former generate 24.7% sales lift while the latter only generate 18.7% sales lift. This is because producing a corporate video involves more than just pointing a camera at a subject. It involves getting the lighting right, positioning subjects, and using the right equipment.

Focus on a single, simple message

Each video should contain a single message. Although this may sound like a no-brainer, many entrepreneurs flout this rule and try to fit in as much information as they can in a single promo video. For instance, they may talk about their company, its great employees, corporate social responsibility, and then finally the new product/service. If you were to ask viewers to state what they had learned from a video with multiple messages, you would likely get different answers. For this reason, it is wise to deliver a single message that is easy to remember. Additionally, if your company deals with complex financial products (such as derivatives), use simple language to describe them. For example, you could call them contracts instead of derivatives. The problem with complex and abstract terms is that the average person is unlikely to understand your message.

Create a distribution strategy

After producing a marketing video, you need to decide how you are going to distribute it. This may include uploading the video onto sites such as YouTube, sharing it on social networking sites like Twitter and Facebook, uploading it onto your site, and emailing it to potential customers. You could also distribute it as a press release. Most importantly, ensure you synchronize the process of distributing this video across various platforms. In other words, you should not upload it to a site such as YouTube and forget to share it with consumers on other popular networking sites such as Facebook. At the same time, you should monitor the response of viewers on various platforms. If you come across negative comments, do not shy from interacting with the publishers of such comments to find out more about their frustrations with your business’s products/services. However, you must do this in a calm and professional manner.

In conclusion, creating a video ad for a business, whether big or small, can be a challenge. To create a great video, keep it short, talk about solutions, carry out thorough market research, hire a professional producer, focus on a single message, and create a distribution strategy.