Why a one-video approach doesn’t work

The year 2015 was a landmark for video marketing, with online video accounting for half of all mobile traffic. Indeed, digital video arrived on the scene in a big way, across different platforms and devices forcing many digital marketers to catch up.

In fact, a report by Wyzowl shows that 91 percent of businesses plan to maintain or increase their budgets for video content marketing in 2016, proving that video as a marketing medium isn’t just a trend, it’s here to stay.

Even the casual observer will know that people are sharing videos, making videos and even making
purchases because of videos. But what happens if your videos aren’t getting any plays, or aren’t converting to sales?

It could be that you’re taking a one-size-fits-all approach to online video marketing.

The problem with a one-size-fits-all approach

We know that production of high-quality video content isn’t exactly cheap, which is why many companies prefer to cut corners by creating just one video across all media platforms.

Unfortunately, when it comes to video content marketing, one size simply doesn’t fit all. This is especially true when you stop to consider that most platforms require different styles and lengths of video that resonate with their respective audiences.

Don’t hit multiple birds with one video

The key to an effective video is to ensure your goal isn’t to hit several birds with just one stone. Sure, creating one video will probably save time and be more cost-effective. But ask yourself: Can one type of article increase site traffic, generate leads and boost sales all at once?

Simply put, one video can’t accomplish everything, and in your attempt to try to tick off as many goals as possible, you’re likely to not get anything done in the end.

A video social media vs. a video your home page

For example, a video for a social media platform like Facebook should ideally be brief, on point, and most of all, shareable. And to do that, your video has to be entertaining for it to be viral-worthy, which means it can’t be product-focused, or even mention your product at all. A great example of this is Android’s Friends Furever video, the most shared ad of 2015.

But a video designed for social media simply wouldn’t be as effective on your site’s home page or landing page, where visitors expect the video to tell them about your products or services. Your video will need to be more focused and show a clear and vested interest in your brand, as well as its products or services. This means you need to provide as much information about your product/service to help them make an informed purchase decision.

The bottom-line

When planning videos for a marketing campaign, remember to set clear goals for each video you produce.

  • Who will watch the video?
  • Where will the video be uploaded?
  • What is my target audience’s preferred medium for consuming content?

These are but a few of the questions you need to ask yourself before launching a video marketing campaign. For more video marketing tips and tricks, talk to the digital advertising experts of SR&B advertising. Call us today at 410-893-3334.

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