Do you know that the play button is the most compelling call to action of any digital marketing strategy? That explains the need for marketing managers to create video content that converts.
Research supports the power of this audiovisual format; so much that in two years, 80% of all Internet traffic will be video. Creating video content that help you convert will open the doors to an unstoppable conversion market. It is a support with a high power of engagement by itself. If you give it good background, with interesting stories, it can be a lethal weapon to achieve your goals. But what does that ability to engage video content provide?
The fact that it combines images, words, text and sounds means that it transmits more information in a few seconds than any other type of content. In this way it also makes it easier to provoke emotional connections; and remember: emotions sell.
The impact of video on users
Video is a very powerful language to interact with your users. It is the most complete format and the one that can best convey the personality of your brand.
How to create video content that converts?
The time has come to shape your video and tell stories. But before identifying some keys to achieve it, you must have something clear: Always think of mobile. According to the Youtube platform, the consumption of online video from mobile devices grows at a rate of 100% per year. Here are the ways to create the most compelling video content for your brand:
1. Always work with your objective in mind:
Firstly, set your objective of the video content. Do you want to increase engagement with users? Do you want to make your video viral? Do you want users to interact with it? Or are you looking to generate conversions?
As with any strategy, the first step to start building your campaign is to set goals and work accordingly. In fact, in all the steps to be taken, you should ask yourself if your decisions are aimed at achieving your goal. Otherwise you will have to stop and rethink your strategy.
2. Think a good insight for your audience:
Adapt your video to the perceptions of your audience. The more you know about your users the more easily you will touch their sensitive emotions. It will help you better detect the needs that they do not even know they still have.
Is your target Millennials who know the world of technology at the fingertips? Or are your audience women athletes between 30 and 50 years, passionate about sports fashion? It does not matter. A relatable insight will be your key to success.
- The video impacts more when it is something new:Being original is difficult and sometimes a great deal of inspiration is needed to generate new and innovative ideas. But if you know your target well you will know what impact it is receiving and what kind of content is exposed.In addition, an analysis of your competition will give you even more information about what is being released to the market. In this way you can write down everything that is already available and cross it off your list.
Video works best when it’s something you have not seen before. That is why it is advisable to use new scenarios.
4. Use songs that are catchy
Making use of catchy themes causes greater brand memories to be created. Therefore, it will help you generate conversions.
You can also use the Brand Jingle. It is a technique that works by always introducing a song in your ads that defines you. In this way, even if the user is not watching it, they will know what brand it is just by hearing it.
5. Influencers yes or no?
The aspect in which influencers are fundamental is in the distribution of your message. Therefore, when creating videos think about your audience and the influencers that can impact them in a positive way.
In addition, the best marketing campaigns with influencers have been made taking into account the volume of the target community they can create impact on and make the audience prefer your brands over the competitors.
6. Be constant:
Being constant leads to planning a schedule. No matter the platform or the type of video you want to launch. You should look for all kinds of opportunities to do it.
You do not have to create elaborate ads with moving stories. Use social media and take advantage of the power of the video in them: Snapchat will connect you with the most millennial audience, like Instagram.
7. Expose the user to new experiences:
The best example is the LG ad that uses the 3D sound technique to take the users to another world, another scenario.
These types of experiences are what creates a video content that converts. Creating different sensations in your users is the first step to converting them into clients.
8.- 360º Video
Brands are already starting to use this 360º video technique. The novelty is a value. Especially when that novelty brings a plus of sensations unexplored up till now.
Start as soon as possible and become one of the pioneer brands in the use of these techniques. You will surprise more than one and users will know how innovative you are.
9.- Utilize multiple platforms
Until recently the social networks par excellence were Twitter, Facebook and Instagram. But Snapchat has gradually been gaining strength and now has become the perfect point for many young audience.
Snapchat allows you to launch up to three different types of video ads. But not everyone enters Snapchat every day. Therefore, you must publish the stories on the rest of your social networks as well. This will generate more traffic and you will be a very versatile brand.
10.- Flee from perfection
One of the most common tactics for many video ads is to use perfect characters and scenarios. In some contexts, the contribution of this type of images may help. But in other cases it will only get you away from your audience.
Human beings live with insecurities- And if an ad puts you on the same level as an ideal person, instead of connecting with the character, it will lose credibility.
Be realistic and refer to everyday situations. Do not try to create the perfect video.
11.- Video: Live Streaming?
The answer is yes. What is sought with live platforms is that the audience feels instantly connected to what happens in another part of the world.
In fact, brands have started using live video as a way to promote branded products and services. This format allows companies to develop their communities, generate a greater impact and, thus, position themselves better in social networks.
As you can see you have many possibilities and although sometimes they seem very similar to each other. You must decide who is best suited to your video marketing strategy.
Video marketing applications are ideal for converting users, but the best way to capture leads and convert them is to bet on a team of experts at Mystic! Our team analyzes the best techniques and channels to help your business blast off to new heights.