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Video Ads or ‘Video Marketing’ is one of the key components of a successful marketing strategy. Video Advertising increases the brand’s impact on the audience and has greater ROI. According to researchers, 52% of marketing professionals say video ad has the best ROI of all content types and is an intrinsic part of online domination today. You are missing out on improving engagement and developing a potential audience if you haven’t made it a part of your social media marketing strategy.
Here are 10 goals to achieve for a successful video ad:
1. Understand your brand
Brand awareness is an important marketing goal. It is not only essential to the consumers but also for the company. Being aware of your brand is an essential element in creating your promotional videos and materials. You have to be clear of your objectives as marketers. Who is your target audience? What is the aim of your brand? What social goals are you trying to achieve? Does your video have an impact on your target audience? Recognizing these questions helps in identifying your company's goal to deliver an effective campaign to your target audience. You should also be well acquainted with your audiences’ trends and demographics as it is paramount to define the groups you want to target.
2. Generate new ideas
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There are a lot of generic and formulated ideas that work well in video advertising. With other marketing companies and production studios investing in using videos to engage customers, bringing something new and fresh to the table is a must. An effective video marketing strategy should include the elements of your brand: what type of content you want to make and the theme and outline of the video aligned with your brand and business goals. Social media videos must also be short and concise. Lengthy and bland videos tend to make the audience skip your ad or keep scrolling through their phones.
3. Know your strengths and weaknesses
Knowing the strengths and weaknesses of a brand can be used as an advantage by employing more on the brands’ strength. Formulating SWOT analysis helps brands evaluate the strength, weaknesses, opportunities, and threats of a campaign. Knowing your and your competitor's brand's ins and outs let you gain more understanding and comparison on what you can offer better than your competitors.
4. Remarketing and Retargeting
Retargeting and remarketing are both effective methods in their rights. These two concepts are mostly used interchangeably and only differ in their strategy. Remarketing works by collecting the information of users later used to send sales through emails. On the other hand, retargeting is mostly about serving ads to potential customers based on cookies. For better results, it is better to have a combination of both to help improve your business and boost your digital marketing activities.
5. Make impacts
Once you established your social media objectives, target audience, and video content, make sure that it reaches your audience and creates a huge impression. Have your video ads placed on popular websites or social media sites that most of your target audience use like Facebook, YouTube, and Instagram. Maximize the capacities of your social media channels and share your video content to your existing followers. Your videos are crucial in gaining an impressionable impact that reaches not only through the surface of technology but also touches the heart of the viewers. Whether it's humorous or dramatic, it should drive the audience to share your content.
6. Gather potential audiences
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Companies today seek to generate new leads in getting audiences to watch their video ads and get interested in their brand. A lead is a person who has a potential interest in the company’s brand, product or service. Marketers can generate leads with the use of social media. Through paid advertising and word of mouth (shares and posts), your video content can spread across newsfeeds and timelines to a potential audience. Of course, such leads should be classified as a target market. In generating new leads, the number of people who gives an impression to your ads increases.
7. Converting competitors’ customers
Generating leads can also stimulate the competitor’s customers and convert them as your own. Custom affinity is an option where audiences can be developed by tailored interests. For instance, a customer searches a competitors’ brand on a search engine, with the same optimizations and keywords from your video ad you can also be visible to that user. Thus, your video may appear in the audience’s timeline because they searched for your competitors’ brand. With customer affinities, you can serve your video ads to the people who showed interest in your competitors’ brand.
8. Consider Social Traffic
Given the huge growth of social media videos, expect that you’re not the only one who advertises their videos or products on the digital platforms. Video marketing is an integral part of the whole marketing strategy. Whether paid or organic posts, other competing brands use such techniques. Having a strong reach can help boost your video and have it placed on timelines, recommendations, and relevant channels.
9. Optimize or boost post engagement
You’ve already read about reach objective, customer affinity, and social media advertising. These strategies’ main goal is to help you acquire better ad engagement. Social media advertising or paid advertisement is a well-known strategy to improve audience impressions. If you want a little thrust for your video ads, you should invest in paid social media advertising to reach more people.
10. Track performance precisely
With every social media video that you produce, it is important to track its performance after it is released. Social media platforms like Facebook, Google and Instagram have included exporting reports from their business managers so this wouldn't be much of a problem. Online tutorials on how to make these types of reports are also accessible. This will help you gather and extract reports from the different campaigns and use them as a means to analyze and plan on what you have to do next.