Need to make video campaigns more effective? Here's what to do...

From customising for different devices, integration in emails, mentions of CTA to betting high on SEO - there are a few musts that brands need to follow to make video campaigns a hit

e4m by Priyanka Nair
Published: Sep 19, 2013 8:00 AM  | 3 min read
Need to make video campaigns more effective? Here's what to do...

With online video audience in India growing to 27 per cent in the past year, as per the latest comScore report, brands and agencies are turning their focus on video management in a significant way. The report stated that YouTube continues to be the top video property with more than 55 per cent share. Local content in India, distributed mainly through the YouTube platform, is dominated by Bollywood.

As brands and agencies navigate their way around video platforms, there are some basic guidelines that they need to keep in mind while creating video content for a campaign. exchang4media pens down five tips on how brands can improve their video content.

Customise for all kinds of devices
It may be noted that a large part of video consumption is by mobile viewers. Majority of videos are viewed across multiple devices including iPads, tablets, and smartphones.

Brands and agencies need to make sure that their campaign videos are optimally displayed when viewed on these devices, as well as the real estate that surrounds them, which provides a place to include call to action and other conversion tools.

When choosing distribution channels for the campaign, it is necessary to ensure that videos are properly formatted for responsive design, and allow for video playback across multiple devices. It is also important to keep videos short and shareable.

Integrate video campaign with emailers
In digital marketing space, emails are the most popular means of communication across various sectors. Integrating video into email marketing campaigns has been shown to increase click-through rates considerably.

Brands should thereby think of ways to include videos in their email marketing campaigns. Agencies should make sure to include a play button on the video thumbnail in the email design.

Mention of ‘Call to action’ is a must
Call to Action (CTA) can be in the form of a banner, button, or some type of graphic or text on a website meant to prompt a user to click it and continue down a conversion funnel. It is very necessary to have a CTA at the end of a video campaign. CTA strives to convert a user into a lead and later into a customer.

The main goal of a CTA is a click, or a scan in the case of a QT code, and its success can be measured via a conversion rate formula that calculates the number of clicks over the times the CTA was seen. This will help brands to understand the success of its video campaign.

Make sure the campaign is ‘searchable’
Brands and agencies should use Search Engine Optimisation (SEO) smartly while rolling out a video campaign. While categorising, video brands shouldn’t forget to use keywords specific to the industry and content. It is wise to include them in the script of the video as well.

It may be observed that most of the video searches happen via search engines. Video campaigns will turn out be successful if they go viral. Virality occurs only if the searches are right.

Create content which is ‘shareable’
Video campaigns can hit the charts in various ways. Brands should make sure that the content is short and simple. Today, online video viewers are looking for out-of the-box ideas, which are fun and which push to share them in their network.

Brands should look at partnering with an expert. This increases the shares of the campaign. Apart from these, it is essential to package the content smartly. It is also important to note that brands shouldn’t be bombarding content using video.

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