video advertising

A Guide To Video Advertising Strategy

We have witnessed a tremendous upsurge in advertising strategy for the past years. Before this present generation, our line of advertising was limited only to billboards, newspapers, magazines, and other print materials. Today, we use video advertising to show more of the many potentials and advantages of a particular brand we want to introduce.

The Basic Definition of Video Advertising

A video advertising strategy is a company’s plan to utilize video content to achieve its marketing objectives. It might involve creating videos to build brand awareness, demonstrating how to use a product, showcasing customer experiences, or broadcasting live events. It involves establishing objectives, designing a plan for utilizing video content, measuring effectiveness, identifying the target audience, and evaluating the outcomes.

Identify Your Target Market

The customer demographic a company is seeking to reach will impact its marketing approach. If the brand aims to attract existing users of its product or service, the video advertising campaign might promote new offerings or upgrades. On the other hand, if the brand is trying to reach new customers, the objective will be to introduce them to the company’s offerings through introductory content.

The crucial aspect is creating your ideal customer profile. If you already have one, then it’s great. Developing a customer or multiple profiles is typically done when a company forms its product or service offerings. The people you want to purchase your product are likely the same people you want to reach with your video. With your customer profile defined, you will clearly understand your target audience. To finalize your target audience strategy, make sure you have answers to the following questions:

  • Who is your product or service intended for – this is your customer profile. 
  • The aim of your video – this will determine where they fit within the marketing funnel. 
  • Where your target audience can be found will inform how you distribute your video. 

By addressing these three questions, you will know your target market and how to reach them effectively.

How To Develop A Video Advertising Strategy?

  • Select Your Social Media Platform

Creating video content for every video-sharing social media platform just for the sake of it is not the most productive approach. To achieve meaningful results, prioritize quality over quantity. Among the various social media platforms, some are particularly well-suited for video content and deliver great outcomes. Examples include YouTube, TikTok, Instagram, and Facebook, to name a few.

As a marketer, you should remain impartial and focus on reaching your target audience rather than selecting your preferred platforms. It is a key factor in the success of any video marketing campaign. When crafting your video marketing strategy, consider your objectives and choose the social media platforms that align with your goals.

Video content performs differently on each social media network. On some platforms, videos are great for engagement, while on others, they may be more effective when paired with posts with conversion objectives.

  • Choose the Video Formats

When developing your video advertising strategy, consider the quality of your content and the format in which you present it. Different social media platforms may have different video specifications and dimensions, so it’s important to consider that. For example, while the landscape format may be popular on YouTube, the vertical format performs better on Facebook and Instagram. 

  • Develop various video content for each phase of the marketing funnel

To assist customers throughout their buying journey, offering them relevant information and resources at each process stage is crucial. Video emails are an effective marketing tool to engage customers in the consideration stage of the marketing funnel, as they offer a personalized and attention-grabbing way of communicating with prospects.

  • Advertise your videos

There are many ways to promote your videos, including embedding them into your website or blog articles, posting teasers on Instagram Stories, using Instagram Reels, regularly posting on Twitter, and using video feed ads on Facebook which have a low cost per click and high click-through rate.

  • Track your video’s performance using analytics

As a marketer, it’s crucial to keep an eye on numbers and metrics to gauge the effectiveness of your campaigns. To understand your video marketing strategy’s performance, pay attention to metrics such as views, average watch time, video reach, and engagement. By analyzing your video’s analytics, you can determine which videos resonated with your audience and identify areas for improvement. 

Final Words

In conclusion, videos can greatly enhance your brand’s image and make you easily recognizable with your unique style or approach. Social media users prefer video content over text or images, so it’s worth putting more effort into video advertising. This guide on developing a video advertising strategy should be useful in planning your next campaign.