Amidst a whirlwind of communication, only some stand out, making people stop for a while. Videos can make a huge difference to a brand’s strategy as consumption trends show that viewers claim to be retaining 95% of the message when obtained via video. 

From long-form how-tos to endless 15-seconders, smartphone users are accelerating towards an earphone-plugged world. About 92% of mobile users share videos with others — expanding the scope of communication with organic reach. 

While 86% of brands use videos as a marketing tool, marketers believe video ads help in generating leads, increase brand awareness and boost ROI. Therefore, brands must keep innovating their strategy to build impactful relationships with their customers and stay relevant.

Here are 5 ways that can help brand revamp their video ad strategy and increase their ROI for video-led campaigns.

• Build awareness through branded video content

Branded video content allows communication to revolve around the product, its branding and usage. Brands can leverage innovative storytelling by partnering with relevant publishers and platforms to reach their intended audiences. 

Publishers and platforms bring their video content’s audiences into the fold of potential customer base of brands by increasing brand awareness. It is an excellent way for brands to enter new markets with culturally relevant content. Brands can partner with Huella Experiences to leverage the services of their clients such as Newsroom AI, to create innovative branded content videos and increase brand visibility and engagement.

• Create ad narratives with authentic storytelling

People care about the content they consume. If they find it useful or entertaining, they share it — and most importantly, they remember it. It is the power of authenticity that helps storytelling shine. Brand messaging and narratives are key to raising maximum awareness and engagement among audiences. A compelling brand narrative or ad story can create a movement where the reach of the message is manifold. 

Nudging for the creation of user-generated content is a key strategy to build organic reach, piggybacking on the strengths of the main video-led campaign. Testimonials are a crucial part of authentic storytelling as they help put forth powerful narratives. They help support the marketing communication and add a layer of ‘people’ to the ‘sales pitch’.

Brands ambassadors, advocates and influencers help extend reach in such cases, helping the message reach their followers, and expanding its reach multifold. The CTA in such communication, especially one that offers customers a discount,  helps brands boost ROI.

When potential customers look at someone who has benefited from the brand’s product or service, they are likely to feel interested in investing their time and money in it. It’s a great advocacy tool for the brand. When coupled with the expertise of platforms like Newsroom AI, a Huella partner, brands can create rewarding video experiences for their audiences.

• Keep videos short and informative

There are about 4.32 billion unique mobile internet users worldwide, and more than half of all video streaming comes from a mobile device. Even though the numbers are great, brands have to keep in mind that they are competing with communication ranging from a picture of a cute dog to an email ping about work in trying to target a smartphone user. 

Even the mood and environment play a role in the audiences’ attention space. It helps brands to keep their communication crisp. Short videos, especially vertical ones, tend to be amazing thumb stoppers. The importance of this format can be gauged from how furiously all internet giants and video streaming platforms are promoting it. The first few seconds get people engrossed, reeling them into a branded experience, leaving them with something that adds value to their day.

• Create actionable content using product integration

Product integration is key to brand communications. Even though they are educating, entertaining and delighting customers, brands need leads and conversions. At the end of the day, ROI is a crucial factor in a brand’s marketing plan.

Smartly integrating products in dynamic ads that give audiences a feel of the experience helps drive them towards conversions. Such actionable content closes the loop and allows viewers to become customers (or at least potential customers). 

• Reach customers where they are

The space where a brand and a customer interact can make or break the marketing strategy behind it. In the offline world, mints are often kept at the cash counters, prompting people to think of them as a small expense and buy it in a jiffy. Similarly, the placement of a video ad online makes a world of a difference.

Moulding the communication as per the trends relevant to their customer base helps brands form meaningful connections with them. Costumers are glued to their phones, the brand just needs to identify the right platforms where they should place their ads to reach them effectively. 

Moreover, not every viewer that an ad reaches is a potential customer. Sometimes an ad, especially long-form ones, is only made for a smaller demographic that would be interested in it. It is therefore essential for the brand to identify its existing and potential customers at various touchpoints in their purchase journey. As long as these aspects are defined by the brand in their strategy, it would result in good ROI.

Conclusion

The recent explosion in user-generated content production and consumption has led brands to reinvent and invest in their video ad strategy to lead the curve. With branded content and authentic storytelling, they can tell crisp, contextual tales of why they are the best choice for a customer looking for a product or solution. 

To create actionable pieces of content, brands need a trusted partner to connect with audiences, create engagement, generate leads and drive sales. By collaborating platforms that enable storytelling formats, such as  Huella’s partner – Newsroom AI, brands and publishers can understand their audiences better and elevate their storytelling with short, meaningful content-led brand experiences. 

The next brand could be yours. Partner with Huella today!

Citations

https://smallbiztrends.com/2016/10/video-marketing-statistics.html

https://socialmediaweek.org/blog/2019/10/2020-video-marketing-and-statistics-what-brands-need-to-know/

https://www.wyzowl.com/video-marketing-statistics/

https://webtribunal.net/blog/mobile-percentage-of-traffic/#gref