The rapidly evolving digital landscape has led to video advertising being a dynamic and compelling way to connect with audiences. With businesses striving to cut through the noise and create a lasting impression on potential customers, it’s crucial to understand when to use video advertising to maximize impact and achieve marketing goals.
Let’s look into the pivotal scenarios when video advertising can make sense and significantly elevate your marketing strategy.
Understanding Video Advertising
Before getting into the ‘when,’ it would help to know the scope video advertising encompasses. Video ads are promotional content that plays before, during, or after streaming content.
However, they can also be standalone pieces distributed across various platforms such as social media, websites, and digital ad networks. Their formats range from short, snappy clips to longer, more detailed narratives.
Here are some statistics to provide more details on the popularity of video advertising:
- Based on reports by Amazon and eBay, incorporating a video ad into a product description makes it 35% more likely to be purchased by a shopper.
- As per HubSpot research, more than 50% of consumers prefer videos from brands more than any other content type.
- MediaMind conducted an analysis of about three billion ad impressions worldwide over a six-month period and discovered that prospects are:
- Nearly 12 times more likely to click on online video ads than on rich media ads.
- 27.4 times more likely to click on online video ads than standard banners.
When to Use Video Advertising
Understanding what video advertising comprises makes it convenient to follow when to use this medium.
1. Launching New Products or Services
The introduction of a new product or service is an ideal time to leverage video advertising. Videos can showcase features, benefits, and use cases in ways that text and images alone cannot match.
A well-produced video can create anticipation and excitement, making it a perfect tool for product launches.
2. Building Brand Awareness
Video ads are incredibly effective when your goal is to build or increase brand awareness. They can convey your brand’s values, personality, and story in an engaging and memorable way. Besides, videos are more likely to be shared across social media, extending your brand’s reach to make it more recognizable to a broader audience.
3. Targeting Specific Audiences
Video ads excel in targeting specific interests, demographics, and behaviors thanks to advanced targeting capabilities on platforms like YouTube, Facebook, and Instagram.
With a clear understanding of your target audience, video ads can be tailored to speak directly to their needs, interests, and pain points, making your message increasingly relevant and compelling.
4. Enhancing Online Presence
In an age where online visibility is crucial, video content boosts your presence across digital channels.
Search engines favor websites with video content, improving your SEO rankings and making your business more discoverable. Consider incorporating videos into your marketing strategy to attract more traffic to your site and keep visitors engaged for more extended periods.
About 31% of marketers add videos to improve SEO. Adding a video to a website provides a search engine boost because it increases page quality and the time visitors spend on the page.
5. Educating Your Audience
Does your product or service require more explanation or education? Video ads can be an excellent tool for simplifying complex information. Explainer videos, tutorials, and how-tos can help demystify your offerings and show potential customers how to solve their problems or fulfill their needs with your solution.
6. Highlighting Customer Testimonials and Success Stories
If there’s one element that’s a powerful marketing tool, it’s social proof. Video testimonials from satisfied customers or case studies of successful projects can significantly influence decision-making.
Such videos add credibility to your brand, providing real-world examples of the value you deliver. They’re perfect for businesses looking to establish trust and authority in their industry.
7. Capitalizing on Special Promotions or Events
Sales, special promotions, and events are prime opportunities for video advertising. Videos are capable of generating buzz and urgency around upcoming events or time-limited offers, encouraging viewers to take immediate action.
From a holiday sale and a limited-time discount to an exclusive event, video ads can help capture attention and drive conversions.
8. Retargeting Campaigns
If there are individuals who have interacted with your brand but haven’t converted, retargeting campaigns are designed to capture their interest. Video ads make a powerful retargeting tool, reminding such audiences of what they’re missing out on and providing additional incentives to complete a purchase or engagement.
9. Enhancing Email Marketing Campaigns
While email marketing remains a staple in digital communication, incorporating video can take your campaigns to the next level.
Including video content in emails can significantly increase open rates and click-through rates. Whether it’s a sneak peek of a new product, highlights from a recent event, or a quick message from your CEO, videos make emails more engaging and memorable. If you intend to stand out in a crowded inbox, video content can provide a dynamic edge.
10. Supporting Customer Service and FAQs
Customer service is an often overlooked yet crucial aspect of marketing. Video advertising can play a unique role in addressing common customer concerns or questions.
When you create video content that answers FAQs or provides useful how-to guides, it improves a business’s customer service experience, reduces support tickets, and establishes a sense of reliability and trust.
These videos can be advertised directly to users searching for related information, ensuring they reach the audience that needs them most.
Summary
Video advertising is a versatile and effective tool that supports most marketing along all stages of the customer journey. From launching new products to building brand awareness, educating consumers, and driving sales, knowing when to use video advertising can significantly influence your marketing outcomes.
For businesses looking to stay competitive and engage with their audiences on a deeper level, embracing video advertising at the right times is beneficial and essential. By conveying messages vividly and memorably, video advertising is a key strategy in the digital marketer’s toolkit for achieving lasting impact and success.
