In an increasingly digital world, video is becoming the new norm for visual storytelling. It’s no surprise, given that video is a highly visual and effective medium for communicating with a brand’s audience.
Going beyond static images, videos use sound and movement to create a compelling message, making it an integral part of any brand’s online marketing strategy. According to Databox, almost 60% of marketers said video ads tend to drive more engagement than images.
To create online experiences that resonate with customers, every business should consider emerging video technologies that mirror the in-person experience, such as 3D and 360-degree videos that we highlighted in our last article. These immersive tools will build strong customer engagement that push the boundaries of the digital experience.
However, the key to using these tools effectively is to first get back to the basics and understand all of the fundamental strategies that can improve a brand’s video visual storytelling – one that reaches the right audience and generates strong ROI.
Segment audiences for a personalized connection
Creating great video content is wasted if the wrong audience is watching it. As with anything, personalized communication that targets the right consumer will lead to the strongest results. Accenture’s study reveals that 83% of consumers are willing to share their data to create a more personalized experience. It’s clear that consumers desire their favorite brands to truly understand them and their preferences.
Since one-to-one video personalization is not always possible, marketers can simply create one-to-small group outreach that segments customer data into specific categories, whether it be age, gender, location or behavior. A new restaurant opening in a New York neighborhood can target consumers who live in that specific region. A retailer with a new outdoor clothing line can segment their audience to target customers who have bought hiking gear in the past or have searched for camping items. These grouped segments can also inform the video’s message and storyboard, creating meaningful interactions that consumers will resonate with.
Use AI to boost efficiency
Managing video assets for each segment and campaign can take hours of manual work. Delivering video content in today’s competitive world demands an intelligent approach that provides speed and performance. This is where AI steps in to boost efficiency and make it easier than ever for organizations to create and distribute videos, all at scale.
With AI, teams can dynamically format, crop and resize video content, live crop to ensure the main subject is always the focus of the clip, automatically transcribe audio to produce subtitles, and generate short previews for visitors to click through and view more. This technology can also streamline workflows through AI-based auto-tagging, structured metadata and advanced search for real-time collaboration and on-the-fly content changes.
By taking the complexity out of managing videos with AI, companies can be more efficient with video creation and distribution and focus on delivering more engaging visual experiences that convert.
Measure video performance with analytics
To determine success, brands must measure their video campaigns to evaluate what’s working and what’s not. Each data point will help inform the on-going creative and marketing strategy, ultimately improving video ROI. To start, marketers can evaluate the following key metrics:
- Who viewed the video?
- How does page placement impact play?
- How is performance impacted with auto-play?
- What cookies are associated with the viewer?
- Was there a call-to-action?
- Which part of the video was replayed or skipped?
- Was there a video abandonment event?
- When did the abandonment event take place?
Based on the results, brands can easily pivot their video content and distribution strategy. Over time, these metrics should be updated and refined as marketers gain a better experience and understanding of the different components of video storytelling. With measurable goals, brands can constantly track what is happening to the video content and continuously improve and optimize those metrics with a sound strategy.
Brands can win with personalized, high-performance videos
The power of video visual storytelling cannot be underestimated. As we’ve seen from the pandemic, consumers have quickly adapted to all things video, making that medium even more central to a brand’s online marketing strategy in the coming years. Now more than ever, brands must understand where their audience is and create immersive and engaging videos that resonate.
Implementing these three main pillars creates a strong foundation for delivering the great video storytelling that consumers crave. Once these are established, marketers can move towards new video trends that will take their video content to the next level. In the end, the winners are those brands that deliver more personalized, high-performance videos to customers across the buyer journey.
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