Social media is changing the way we share information, and marketers are taking advantage of the opportunity. Video is one of the fastest growing mediums for building brand image because it has the power to reinforce visually and connect emotionally.
According to the latest statistics, featuring video on a landing page can increase conversion by up to 80 percent. In an email, it can increase click-through by as much as 300 percent and 64 percent of viewers who watch a video are more likely to buy a product online.
On thing to keep in mind is that viewers watch online videos without sound, which is why marketers have to get the message across in subtitles. Storytelling is much more crucial now in case studies and testimonials.
Here is a list of six of the most effective ways to engage with the viewer and boost email open rates in 2017:
Live video streaming is virtually everywhere. People use live video to go behind the scenes at their businesses or stream live from an event. By going live, you have the opportunity to conduct live interviews, answer questions and lead training sessions. Make sure to have fun with it, inform or be useful. Whichever way you go, streaming video is an excellent way to get across the personality and value of your brand in a way that connects with your audience.
Odds are good that your current and prospective customers watch social video segments online every day on websites like YouTube, Vimeo, Twitter, Facebook, Snapchat, and more. To be effective, you have to tailor your marketing video for each audience and every channel. As you could guess, it should also be worthy of going viral.
No longer restrained to television advertising, ad videos can be powerful on your website or social media. Whatever the platform, marketers must adhere to certain advertising basics. Keep in mind, though, the video itself need not be a traditional pitch ad. Start with a concept and tell a story. Do a split test to see if one ad approach performs better than the other. Go with the winner.
Entertaining videos are effective and shareable. If possible, entertain your audience. Use music to set the mood, create a deeper connection, and make for a more memorable experience.
Go a step further with interactive video. There are generally three types of interactive videos:
- Branching: the viewer gets to choose what happens next
- Tagging: these videos include clickable links to offer more details
- Multi-View: it lets the viewer see the story from different angles
The most common places to find interactive video include websites, YouTube, advertising, computer games, and research. With interactive videos, you can actively engage the viewer and encourage them to stay with your brand for longer.
Virtual reality (VR) video with headsets is a popular marketing tool because it immerses the viewer in more memorable content than standard video, and generates an emotional response. It’s different and a lot of fun.
Virtual reality can be formatted to simulate either real or animated environments. While VR is generally a tool for gaming, marketers are using VR to feature products, entertain and inform consumers, and demonstrate how a product or services fits into the viewer’s lifestyle.
While rather new to marketing, VR is already being used by a number of companies. VR videos put you right at the scene. You get to call the shots and explore, and they tell the stories.
By and large, companies are creating their own branded short films today, which run anywhere from two to twenty minutes. These films are not about product placement. They are genuine short films that entrance viewers from start to finish.
Branded films do not force the trademark or name on you. Instead, they are subtle and crafty.
You can post these films on YouTube, your company website, or other video websites. But there are other creative platforms for marketing, such as airplane flight programming and Netflix.
Video marketing is on its way to becoming an even more powerful tool in 2017. As new forms of video emerge, telling stories visually will be the way to stay relevant and ahead of the curve.
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