The Importance of Video Content in Paid Media Campaigns

The digital marketing landscape allows every business to spread its wings and propel toward success. The rise of video content presents unique opportunities for brands to market their products and services in a way that fosters deeper emotional connections with their audience.

‍

Compared to images or text-packed content, videos create a more immersive experience. This makes them an effective tool for businesses to drive website traffic and conversion in today’s digital age.

‍

When visiting a website, most people skim through the pages looking for a video that can provide the information they need or explain more about the business. If they stumble upon one, they hang around a little longer; if they don’t, they’ll click off the page without reading anything. It may seem difficult to integrate video content into your marketing strategy. But worry not; here we will explore how elk Marketing can help you harness the power of social platforms to create videos that will engage your audience and generate a great return on investment.

‍

Buckle up, and let’s explain in detail how you might lose a huge following by not optimizing videos in paid advertisements. 

The Power of Video Content in Paid Media

Video content is a great tool, and if well-positioned, it can significantly impact your business’s bottom line by driving qualified traffic and converting those visitors into paying customers.

Enhanced Engagement

Statistics prove that video content is now the cornerstone of digital marketing strategies. Over 90% of businesses globally use video content as a marketing tool. Of course, brands can’t invest in a media that isn’t profiting or lacks a following. Currently, video content accounts for 92.3% of internet traffic worldwide. That means image and text content has a global audience reach of only 77.7%.

‍

Undeniably, people prefer watching videos. Therefore, any brand that wants to stay ahead of the curve should leverage this media, keeping in mind that the number of interest users is increasing.

‍

Video content combines visual and auditory elements, making it a more effective tool for capturing and retaining attention than image or text content. When watching videos, consumers engage both their hearing and visual senses, which connect the audience and the brand at a deeper level. This causes them to become more engaged and stay on the page longer. The more time they spend on the videos, the more familiar they’ll be with your brand and the faster they can recognize and differentiate it from others.

‍

Note that consumers will often purchase from brands that they are familiar with. 

Improved Conversion Rates

Let’s take the case of GoPro, a camera company that has mastered creating an immersive viewer experience using videos. The company harnesses the power of testimonial video ads to build credibility and establish trust with potential leads. One of their Hero7 Black camera series users generated a video for the 2018 Million Dollar Challenge, which saw the company achieve higher conversion rates‒nearly 3X more than before. 

‍

By using product demos, explainer videos, testimonial ads, and live streams, a business not only creates brand awareness but also builds an emotional connection with viewers. This secret ingredient significantly impacts how a prospect perceives and engages with a brand. That explains why companies that strive to engage their audience emotionally record high conversion rates. That’s because consumers are likely to support brands that they feel connected to at an emotional level. 

Better Storytelling

In this digital era, video content has become an important tool for brands looking to evoke emotions and make lasting impressions‒through the art of storytelling. Every time you share compelling stories about your brand, you nurture and build deeper connections with your target audience. That means you are driving constant traffic to your site.  As a result, you’ll have more conversations, leading to revenue increase and business growth. 

‍

Videos use visual and audio mediums to create a captivating and engaging story. The level of emotions that these stories trigger cannot be achieved using other marketing media. That explains why consumers connect more with brands that tell their authentic stories via video than those that rely on images or text only.  If you want to stand out from the crowd, make it easier for your audience to differentiate you and gain a deeper understanding of your brand personality‒tell your story!

Higher ROI

Whether product demos or consumer testimonials, video content can effectively improve brand credibility and awareness. However, generating quality video content using conventional creation techniques can be expensive and not viable for brands looking to maximize ROI. This is where video user-generated content (UGC) comes into play. It can help cut your marketing costs and increase ROI. UGC allows brands to use their customers' creativity, which is cheaper than creating content from scratch.

Today, most consumers trust the words of their peers more than content created by a brand. 

‍

Brands that need to generate new followers and drive sales should leverage UGC to establish themselves as more trustworthy and authentic. 

‍

A cost-effective video campaign can yield significant results. In 2012, Dollar Shave Club decided to address consumer inconveniences and launched an online marketing campaign, disrupting the men’s razor blade market. It eliminated the need for middlemen, selling its products directly to the consumer at a lower price.

‍

The company recorded 12,000 orders in 48 hours and amassed 27M+ views. After 4 years, Dollar Shave Club was acquired by Unilever for about $1 billion.

The Key Elements of a Successful Video Marketing Campaign

Quality Production

The quality of your videos will dictate how viewers interact with your brand. Ensure your videos offer high production value to instantly captivate your audience's attention and leave a lasting impression. 

‍

elk works closely with our clients to create quality ad copy and help achieve the best results possible. Our expertise and experience in SEO and video content through paid media help set their clients' brands apart from the competition. 

Targeted Messaging

This involves crafting the types of videos that are specific to your target audience, which can increase customer loyalty, drive conversions, and improve ROI. Targeted messaging is a marketing aspect that cannot be overlooked when creating content. It helps brands to deliver the right message to the right audience at the right time.   

‍

Here is an example of a targeted video campaign: a video by MEDHOST showcasing their commitment to supporting healthcare facilities to deliver quality patient care.

Platform Optimization

Optimizing videos for different platforms (YouTube and social media) can help a business gain a huge following and reach a wider audience. Though all social media platforms work well together, they have different algorithms. Therefore, before optimizing content, you must understand the factors that influence how content ranks on specific platforms.  

‍

However, here are some of the best practices that cut across all channels that you need to take into account during optimization:

• Videos must have a clear, personalized call to action.
• Ensure your visual elements & graphic effects convey the message without needing the audio.
• Make sure you hook your audience in the first 3-4 seconds.
• Include your brand in the video.
• The videos should bring out your brand personality.

Creative and Engaging Content

YouTube videos get one billion hours of watch time a day! And this is not the only distribution channel. Combine all the available platforms for videos, and you’ll have a lot of content floating on the web. Delight your audience with engaging stories, showcase your brand personality, and inform them of solutions you have that will make their lives easier (products/services).

‍

This can be done in a more creative way using:

• Explainer videos: Aim to give your audience an overview of what a product or service does in a more compelling way that will drive action. This type of content also encapsulates how-to videos.
• Customer testimonial videos: Features satisfied past or existing customers vouching for a business that has offered them an outstanding experience.  
• Product demo videos: Provide insights about a product (features and how it works). This type of video content gives your audience an idea of what to expect if they buy the product. 
• Brand videos: They share a story and are meant to create a deeper emotional connection with your audience. 

elk maximizes paid search and paid social to magnify its clients' reach and ensure that their informative content reaches the right audience. These two channels allow businesses to connect with search engine and social media users, making them the most exciting opportunities for modern businesses. 

How elk Marketing Can Help

Strategic Planning and Execution

The team will start by setting a clear objective for your video content and defining the metrics that will be used to measure the campaign impact. A background analysis is also done to understand the target audience. This helps tailor the content to address your targets' specific pain points and desires.

‍

These experts will also incorporate the right keywords in your videos to help you rank at the top of search engines, helping you gain more potential customers.

Data-Driven Optimization

elk will optimize your landing page. This may involve formatting and adding descriptions and titles to ensure the content matches the requirements of the specific channels. 

‍

Note: Optimized data improves overall user experience, increasing the likelihood that every viewer who visits your page will stay on your website longer.  

Tailored Solutions for Every Business

elk understands every business is unique; hence, we will customize the video to reflect your brand values and goals. This will help promote long-term relationships and strong emotional connections with your customers. 

Trends and Future of Video Content in Paid Media

It’s important to stay updated with the latest developments in the video marketing landscape.

Emerging Trends in Video Marketing

YouTube shorts, TikTok, Snapchat, and Instagram Reels offer brands an excellent opportunity to connect with their audience effectively. A study by Microsoft (2015) indicates that the average human attention span is 8 seconds. Short-form videos last 5-90 seconds, catering to humans' shorter attention spans.

‍

They are taking over online marketing; they’ve proven to be mobile-friendly, highly shareable, and can deliver critical information faster, saving viewers time.  

Staying Ahead of the Curve with elk Marketing

The soul never thinks without a picture; a Greek philosopher, Aristotle, highlights the connection between thoughts and visuals. The quote encourages us to incorporate videos into our marketing to deepen our connection with the consumer. However, don’t do it alone; elk will help you identify new opportunities.

‍

Whether it’s about creating ads for your Instagram, Facebook, TikTok, Snapchat, or Linkedin, elk has the expertise to help you increase conversion, ad relevance, and retain customers. They leverage the latest trends and technologies reshaping the digital world to help clients create effective marketing campaigns.

Conclusion

Video content is a lead and revenue generator. If you invest in it, you can increase conversion rates. Higher conversion means a wide client base and more revenue. However, to achieve this, you need a seasoned video marketer warrior to create a strategy for your creative vision.

‍

Are you ready for a successful digital marketing footprint? Don’t leave your video content to chance. Contact us, and let’s make it happen.