Marketing on the internet can come from many ways, and one of the most appealing way to reach your potential customers is by using your own online video. The trend started when videos can be uploaded without a cost to the internet, and can be easily shared. And with multimedia is available almost everywhere, one of the very best way to get people's attention is to make a video that represents your brand.
People have been spending more time on the internet to watch videos posted by both big brands to amateurs' homemade. Since the number of viewers are experiencing a steady growth, you need to justify your campaign method in this type of marketing in order for your content to be successful.
With the ability to have a massive impact to your potential viewers, your well-created and professionally edited video can give you its best potential if you can measure its engagement. While the metrics will provide you insights about its performance, you can know how much the video is impacting your targeted audience.
One of the most popular video sharing site is YouTube. With the service, you can have metrics, such as views, likes, shares, comments, and watch time, that provides you your own scalable point-of-view describing how your audience is responding to your video.
These metrics are important not just because they can give you the exact measurement of engagement, but also because they can help you in performing strategies to create the next better video.
With more insights about your video's metrics, you can hopefully create a better, more useful, more entertaining, and more shareable video content the next time you try.
One Video, Many Jobs
Creating a video content involves creativity and ideas, as well as some skills and knowledge. However, creating one thing that your audience like is only one part of the job.
The effectiveness of your campaign is evaluated not only from how it can give you certain amount of likes, shares, etc., but also from how effective it is in making your audience eager to know you better. This is to know how your brand is increasing its awareness, perception and interest.
Any people can click to play your video, or share and like, or comment on it. These metrics was the measurement of effectiveness of the past. In the current shareable internet, those metrics could mean nothing if it can't give the impact you wanted.
Without the impact, your video can be just as time-consuming, and resource eating content like other less interesting ones.
Continued tracking about how well your video is performing is needed. If you see an increase of metrics, you need to know why and push it further. If there is a decrease, you also need to address it to prevent worse things to happen. By knowing how the trends shift, you'll be able to predict how a certain type of video can appeal, and how long it can be useful.
Targeting People to be Interested In Your Brand
You can have one great video. Two can be just as great. Three or more, splendid. But how do those videos of yours can generate the brand impact that can affect how your business will perform?
Information about how much your video can impact your brand's awareness, can be scaled by "brand metrics". With the metrics, you can tell whether your audience likes your video, and if that audience is having the impact with your video.
By knowing how your brand metrics perform, you can use the information to better optimize your video contents.
The next thing you need to aim is called brand interest. If someone is interested in your brand, most of these people will search for you in later times. By having an increase search on search engines, for example, you can tell that your video campaign is working well.
Targeting Your Video
Not everyone has the same interests as you. Since you can't easy appeal to people that don't have the feelings for you, an effective campaign starts by targeting those that do have interest in what you have to say.
Below are some points in making a video that drives a brand impact.
Discovering Creativity
Creativity works well in many ways, and videos is not an exceptional. Discovering your own creativity will open new ways for you to test your video campaign. And the more strategies you have under your sleeves, the easier for you to know what campaign works, and what doesn't.
By understanding the metrics, you have all the necessary information to fix the problems you may encounter without eating much of your budget. When you A/B test your campaign, for example, you can analyze the results by implementing different versions to see which one is more effective than others in order to lift your brand's visibility.
Target the Audience that Cares
Internet users come from many places, all having different interests. For a video to be effective and at the same time efficient, you need to first target those people that are appropriate.
Putting the appropriate description for your video, the sense of what you want to say, the great combination of keywords, are some of the things you can do to make your video appeal to people before they start playing it.
Aiming big is not at all bad, if you have enough resources to keep up with it. By targeting a broader audience, you can have faster insight because of more data. But starting small is always a good initiative for most people.
See What Matters Most
Every campaign should be measured differently. This is to make your campaigns cover more paths, and making success coming not only from a single point. A successful campaign may look different if it's recalled, and the viewing rate can be as well different. So its better for you to cover more paths in order for you to get more variable insights.
With more data, you can create your own list of what campaign is worth your time and efforts, and which isn't.
Not all data are created equal. Some metrics are made to represent affection, some to understand engagement, others are meant to know effectiveness, while some others to know how viral your content can be, etc.. Aiming for all is great if you can manage to keep up with the trends. But it would be better for you to manage just some metrics in order to make your campaign do what it does best, while preserving your resources for the next bigger and better thing.