Sakhee Dheer

Blog Author

Video can be an attractive medium for marketing your product and services. The demand for video content has been steadily increasing. According to a recent study done from HubSpot by 2019, 80% of all web traffic is projected to be videos. If video marketing doesn’t feature as part of your content strategy then you are going to be missing out on 80% of all traffic. Moreover, almost a third of time people spend online is spent on watching videos. This makes it a very important channel to place your brand. Best Digital Marketing Courses Online Advanced Certificate in Brand Communication Management - MICA Advanced Certificate in Digital Marketing and Communication - MICA Performance Marketing Bootcamp - Google Ads from upGrad To Explore all our courses, visit our page below. Digital Marketing Courses Our brains are hardwired to pay attention to look at information that is visually presented. Thus pictures can do a better job than text and videos can explain things even better than pictures. According to a HubSpot Research, video rank highest in the format people want to hear from businesses. However, it can take a lot of efforts to produce good quality videos for marketing. But fear not since videos also provide several benefits for your overall content marketing strategy. They often act as amplifiers for your content campaigns and thus, investments made in doing video marketing are likely to bear fruits in several ways. In-demand Digital Marketing Skills Advertising Courses Influencer Marketing Courses SEO Courses Performance Marketing Courses SEM Courses Email Marketing Courses Content Marketing Courses Social Media Marketing Courses Marketing Analytics Courses Web Analytics Courses Display Advertising Courses Affiliate Marketing Courses Learn digital marketing courses online from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career. Better conversion rate Having a good explainer video can be a great asset to your product. Compared to other forms of content videos do a good job at conversions. In fact, people who watch a video are more likely to engage with a static advert later and that can lead to higher conversion sales. In experiments done by the Facebook Marketing Science team, a video followed by a static ad was the most effective creative combination in driving online conversions. Digital Marketing Free courses to Learn Influencer marketing free course Introduction to advertising free course Influencer marketing right free course SEO basics free course SEM basics free course Email marketing free course Social media marketing introduction free course How to leverage user generated content free course Content marketing free course Fundamentals of marketing free course Brand marketing masterclass free course Easily Accessible The rise of mobile traffic has made it very easy to browse and watch videos. Majority of video content online is now consumed via an easily accessible medium like the mobile phone. Engaging Videos can engage users in a much richer way than say text or pictures. They have to pay attention and follow through for several seconds while it is easy to just glance at a picture and move on. The more engaging the video the better it performs in creating brand recall and go viral. Effective When done rightly, videos can have very high retention rates. Once the viewer is hooked on by the initial message they are highly likely to stay till the end to see what happens next in the video. This is unlike text or images where once you lose a user, they are unlikely to glance at the same ad in the same interaction. Emotional Appeal As we know that a good marketing campaign needs to appeal to the emotional side of the audience to be effective. No other channel or medium provides a way to depict and elicit emotional responses than a video. SEO Videos can help build backlinks to your site, boosting social media metrics and traffic. A well-designed video campaign can bring in a good amount of uptick to your website. In addition, tagging videos on YouTube also help improve keywords and phrase association with your brand or product. Some good video campaigns for some inspiration. 4 Customer Retention Strategies You Never Tried Tips for developing a kickass video! Make it a story, not a sales pitch One of the most common themes across all successful video campaigns is the focus on storytelling. The video should present an idea and not promote a product. A pro tip here is to customize the story to each audience segment, so instead of having a single video it is often better to shoot different variations of the storyline focussed on different audience segment. Make the first 10 seconds the best 10 seconds It is important to get the attention of viewers early during the video. If we make the first 10 seconds of the video the best then it is highly likely that the viewer will watch it till the end. According to a research study by Facebook and Nielsen, 74% of ad recall happens in the first 10 sec. What we see in most successful video campaigns is that they try and hook the viewer in the beginning of the video with something unique and captivating. They make it thumb stopping in our mobile-dominated world where we have attention spans lesser than that of a goldfish. Don’t Bore You must make sure that the video delivers the intended message and doesn’t ramble on. An ideal video would be short and swift leaving a lasting impact on the audience. Videos that are too long or overly verbose have a lesser impact. Educate and Engage If you are doing explainer videos it is important to have the right tone. Videos that have educational tone and engaging content tend to do much better than ones that sound overly preachy and condescending. Choose the right content type There are several video content types that you can consider while designing your videos. A few are listed below: Brand Videos Event Videos – Live videos Expert Interviews Educational – How to videos – Demo Videos – Explainer videos Case study – customer testimonial 360-Degree/VR/AR videos Personalized Messages The underlying story or messages of the video should be paired with an appropriate content type. You need to choose the video content type carefully, for example, if you are trying to sell a product doing an explainer or demo video makes sense. On the other hand, if you are looking to gain customer trust, doing a testimonial video can do wonders. 10 Influencer Marketing Strategies You Should Know [Gifographic] Developing a video marketing campaign A good video marketing campaign should feed into your existing broader marketing strategy. Take a look at your marketing goals and see how video marketing could help accelerate the marketing funnel. Based on what you want to achieve, thinking about the type of video that best fits your needs early in your planning cycle will help you drive your audience down the funnel. Have call-to-actions and keep optimizing content and messaging based on conversion rates. Few things to consider while planning for your video marketing strategy: Have a clear call-to-action and make it noticeable There should be a clear call to action at the end of the video. Once you finish telling the story you should use the attention of the viewer to get them to take some action. Even with videos that are primarily meant for brand recall, it is important to add a shout-out to help ingrain the value and purpose of the brand. Share on multiple channels – right audience There are several different channels for video marketing –  Facebook, Instagram, YouTube, LinkedIn, etc. You should make sure that you take full use of the multiple channels and reach your audience segment. Another thing to keep in mind is that most channels allow autoplay of video in feed without audio. So, you need to make sure your message makes sense with or without audio as it is likely that many of the viewers would be looking at it while it autoplays on a Facebook or Instagram stream. Promote Organic reach of a video can be greatly enhanced by using paid marketing tactics. A pre-roll ad on YouTube can garner the initial views that you may need in order to amplify the total view count. Always plan your video marketing strategy with both paid and unpaid audience in mind. The paid promotions are important early on to get views and slowly lose importance as the video becomes viral and takes a life of its own. Optimize on Insights Just like with any other marketing campaign, understand the reports, insight and optimize the delivery. Most video channels provide good demographic data about viewers which should be taken into account to create unique videos or variations. This can really help in striking a chord with the audience and deliver your message in the most impactful manner. Once your campaign is live and the rubber meets the road, monitor interactions and reactions based off on which optimize budgets, copy, CTA and other parameters to drive towards your core KPIs. Even though video marketing is becoming quite accessible there are some challenges. Doing a polished and good video requires a lot of expertise and equipment. It can be expensive even though the investment in a good creative will often pay well during the campaign. Having good creative partners & agencies who understand your brand, insights and outcomes is important. A small discrepancy on video can also be easily amplified. Consumers want all videos to be of high quality all the time across all touch points. Video demands to be a core part of your marketing strategy but at the same time, it also demands resources, budget and high investment.   Popular Digital Marketing Blogs Beginners Guide to YouTube Marketing : Complete List How to Monetize Your YouTube Channel? Top 5 Actionable Steps The Complete Guide on setting up a LinkedIn Company Page Everything You Need To Know About Digital Marketing A Complete Guide to Digital Marketing Strategy: What it is and How to create it? Digital Marketing Tutorial: A Step-by-Step Guide To Become an Expert Future of Digital Marketing: How It Goes From Here Importance of Digital Marketing: Top 10 Reasons Your Business Needs it Digital Marketing Challenges: How to Win Amidst the Challenges in Digital Marketing upGrad’s Exclusive Digital Marketing Webinar for you – Webinar with Q&A Session on Digital Marketing document.createElement('video'); https://cdn.upgrad.com/blog/kapil-panchal-alumni-talk-about-careers-in-dm.mp4   Marketing ROI: Is it just a Number? Today, video marketing plays an important role in the overall content and advertising strategy. If you can capitalize this new digital frontier you can get great returns on your investment and captivate the audience. Featured Programs for you – Advanced Certificate in Digital Branding & Advertising from MICA

This is a Guest Blog by Sakhee Dheer, head of Digital Marketing, Facebook (Asia Pacific). Digital and Social have changed the way people make decisions. Whether it is seeking product reviews, expert opinions, recommendations or following your favorite brand updates; making purchase decisions and forming an educated opinion has never been so easy. With myriad advertisements vying for our attention across all social platforms, each click seems to increase the understanding of our likes and serves us with more relevant content and ads. Companies like Netflix and Amazon have pioneered this thought process and other marketing platforms must follow suit to provide a similar experience. In this environment of personalization, where traditional methodologies of segmentation cease to exist, it is complex for marketers and leaders to articulate and build small and unique segments. This has not only started putting pressure on resources across content creation and marketing execution but has also made measurement more difficult. It is getting tougher to get your audience’s attention and reach them amid so much competition, to capture their attention and time. Learn digital marketing courses online from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career. Let’s talk about ‘Content.’ It is an era of micro-moments and if we are not reaching our audience with specific, wow-worthy content we will lose out on limited time and the attention that we do have. Content should have a purpose and personality aligned to what the brand stands for. Neither does one type of content fit all formats and channels nor will it resonate with all your audiences. Understanding what your brand stands for, what language your audiences respond to and the uniqueness of every platform & channel will help you build an emotional connection with your audience. Once you have your consumers’ and target audience’s attention, they are all yours. Even if for a brief moment, you have their attention. As far back as 1996, Bill Gates predicted that content would be king and everyone who is able to leverage it as an asset will propel the Internet forward as a marketplace of ideas, experiences, and products. There is no doubt content is king today but can content stand alone? This brings me to discuss ‘Platforms.’ If content is the king, platform is the queen. If your awesome, purposeful and helpful content reaches only 2% of your target audience, you have left a lot of money on the table. Building great content takes a lot of effort and resources, and if you are not able to maximize delivery with regard to your content, you are missing out. That’s where Platforms come in – they allow you to effectively share your content. Every social media platform is unique and offers a different type of audience; each engaging in a unique manner. Understanding who you want to target, and where to reach them, is critical to the success of your content distribution strategy. Best Digital Marketing Courses Online Advanced Certificate in Brand Communication Management - MICA Advanced Certificate in Digital Marketing and Communication - MICA Performance Marketing Bootcamp - Google Ads from upGrad To Explore all our courses, visit our page below. Digital Marketing Courses upGrad’s Exclusive Digital Marketing Webinar for you – What’s new in Marketing? document.createElement('video'); https://cdn.upgrad.com/blog/rumi-ambastha.mp4 In-demand Digital Marketing Skills Advertising Courses Influencer Marketing Courses SEO Courses Performance Marketing Courses SEM Courses Email Marketing Courses Content Marketing Courses Social Media Marketing Courses Marketing Analytics Courses Web Analytics Courses Display Advertising Courses Affiliate Marketing Courses Goibibo and Facebook: a short case-study Brands can no longer afford a single channel strategy and should aim to have a presence wherever their audience is, irrespective of the size of audience – quality is what matters. For example, on Facebook, you can easily define and build your target audience to reach people who matter most to your business. Goibibo.com used Facebook to reach their target audience on a massive scale driving 15x app installs in just 3 days. Effective and timely use of the Facebook platform, coupled with deep insights about their audience behavior on the platform, helped goibibo deliver great results. Similarly, Garnier Men successfully used Facebook to segment and target its audience with Facebook ads so as to not just enhance brand awareness but also increase direct sales. Understanding unique tools each platform provides and the context of people on these networks will allow you to build a tailored content-strategy that ensures maximum reach, message recall and business impact. There are many other digital marketing operations platforms for content-management, marketing automation, inbound marketing etc, that work wonders to streamline execution and allow you to get the maximum impact from your content and delivery strategy. Your uniquely tailored content and aligned distribution plan will help you build the right connections with your audience and get your message right on top! Learn digital marketing courses online from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career. Featured Programs for you – Advanced Certificate in Digital Branding & Advertising from MICA Digital Marketing Free courses to Learn Influencer marketing free course Introduction to advertising free course Influencer marketing right free course SEO basics free course SEM basics free course Email marketing free course Social media marketing introduction free course How to leverage user generated content free course Content marketing free course Fundamentals of marketing free course Brand marketing masterclass free course Popular Digital Marketing Blogs Beginners Guide to YouTube Marketing : Complete List How to Monetize Your YouTube Channel? Top 5 Actionable Steps The Complete Guide on setting up a LinkedIn Company Page Everything You Need To Know About Digital Marketing A Complete Guide to Digital Marketing Strategy: What it is and How to create it? Digital Marketing Tutorial: A Step-by-Step Guide To Become an Expert Future of Digital Marketing: How It Goes From Here Importance of Digital Marketing: Top 10 Reasons Your Business Needs it Digital Marketing Challenges: How to Win Amidst the Challenges in Digital Marketing