Video content is a beneficial tool for any marketer. It’s a worthwhile means of sharing your brand’s message with your audience in an engaging, informative and visually stimulating manner. Video can be especially beneficial for demand generation content. Demand generation refers to the aim of targeted marketing programs to drive awareness around and interest in a brand’s products or services. Here are three reasons why video can be so important for demand generation content.
Video Content Can Be Benchmarked
Many video content platforms feature analytics that help to measure how well that video content is performing. YouTube Analytics is perhaps the most prominent example given how predominant YouTube is among video content sites. The data read by analytics tools such as this can include the number of times a video has been viewed and how long that video was viewed for. Video analytics tools are particularly useful for measuring audience engagement, but it can be difficult for brands to assess the impact of their video content when compared with content produced by their competitors.
Enter benchmarking, a great way for companies to measure just how effectively their marketing plans are progressing against competitors in their relevant industries. Many platforms feature benchmarking analytics, including Google Analytics. Benchmarking is particularly effective when it comes to video content given how prevalent and effective video marketing has become. By making use of benchmarking analytics, a brand can ascertain what metrics are important to creating an effective video marketing strategy. Plus, a brand can assess industry standards in order to find out what elements of their strategy need to be improved.
Video Can Improve Existing Technology
Biju Muduli explains how marketers have a lot to deal with when it comes to producing video campaigns and mentions the almost overwhelming amount of technologies and data insights available to them. The amount can be so overwhelming that it can at times be hard to know which tools are necessary for the creation of an intelligible video strategy. Muduli explains that, by adding video to their current marketing technologies, marketers will be more able to “focus on the creativity that’s driving video content instead of the execution and analytics reporting details.” They will be able to create, optimise and keep track of campaigns from within one application, while also having just one dashboard on which they can collate all necessary information across various campaigns. As Muduli specifies, “it is essential that video be scaled, delivered and measured with just a few clicks.”
Quality Over Quantity
The quality of both your leads and your content go hand in hand with each other. Being at once an engaging, immersive and compelling means of marketing a brand, video content can represent the type of marketing quality that results in leads that are more qualified. This is why brands should harness the power of video content when formulating their marketing strategies.
Video is a powerful tool to make use of within the multifaceted field of marketing. It’s particularly beneficial when used as part of content strategies that are aimed at building awareness around a brand. It can be easily benchmarked, it’s effective in improving existing technologies, and it’s great for producing high-quality content.
Social media marketing is integral to your business for numerous reasons. It is by advertising on social media platforms that you are more capable of reaching a wider audience, enhancing your online visibility, cultivating awareness of your brand and targeting specific demographics. What’s more, you have a variety of options at your disposal, all of which you can use.
The thing is, however, that all social media platforms differ from one another, so you must decide which of them is best suited to your marketing needs. Identify your advertising goals, decide which platforms you’re going to use and then choose which paid social media advertising features you must consider for your company.
You’re able to work with both images and video content when you advertise on Facebook. Image ads are useful for displaying your products, while video ads help to spread content that is both informative and entertaining. You can also make use of carousel ads, which comprise a block of text and numerous images. These are effective for advertising more than one product, a collection of products, or for telling a story through images. Facebook is also useful for generating leads. Create a lead campaign on the platform, either to direct users to your website or to them to sign up for your services.
Instagram is similar to Facebook in that you can advertise on it with images, videos and carousel ads as well. One thing to remember about video ads on this platform is they begin to play, with or without audio, as soon as users to scroll to them. This means that you can’t rely solely on audio to ensure the ad has an immediate effect. Instagram does have a specific feature that you can also use to your advantage, and that is Instagram Stories. It’s a very popular means of attracting the attention of prospective customers and getting them to click through your services.
Twitter is a social media platform on which you can share content that’s catchy and to the point. It also allows for numerous promotional and advertising opportunities. There’s Twitter Promote Mode, with which you are automatically able to promote the first ten of your daily organic Tweets. This feature is for those marketers who have a substantial amount of content to share every day and who want their reach to increase at an impressive rate.
You also have the option of creating individual Twitter campaigns if you want more control over what you post and if you want to spend less on advertising. As with Facebook and Instagram, Twitter ads can also either be video- or image-based.
Unlike Facebook, Twitter and Instagram, LinkedIn is an exclusively professional networking platform that allows to you get recognised by businesses and people searching for employment. When advertising on LinkedIn you have two options at your disposal. There’s the creation of sponsored posts that incorporate punchy wording and imagery, and there’s InMail message ads, which involves sending a personalised message straight to the inbox of a prospective customer.
There are numerous social media advertising opportunities out there. Other platforms you can use include Spotify, Youtube, SnapChat and Pinterest. No matter your choice, always make sure you have the right objective and target audience in mind. By directing your social media ads towards the right audience and for the right purposes, you’ll have a better chance of increasing awareness of your brand and gaining a steady online following.
In March of this year, Instagram confirmed it was testing a new ad format with a small number of brands. As of 4 June, This new ad format was officially launched and is known as branded content ads. For the first time ever, brands can create ads based on organic posts influencer posts that they have existing partnerships with. The rollout has begun, while branded content ads for the Stories feature will be implemented over the next few months.
How do advertisers get access to the feature? Those who create the content can grant partner brands access to promote their posts via their advanced settings. Once this access has been granted, brands can login to their Ads Manager and choose the post to run as an ad via the ‘existing posts’ option. The ad can be run both in the newsfeed and in the upcoming months, in the Stories format.
This new ad format has been in the pipeline for sometime, as Instragram revealed recently that it has been one of the biggest requests from brands until now. A welcome and much needed addition to Instagram advertising, influencer advertising in the form of branded content ads is a new way to capitalize on the power that social influencer’s hold. Consumers are far more likely to trust the opinions of these influencer’s and this format opens up all sorts of marketing possibilities.
According to Instagram, “With branded content ads, businesses have an opportunity to tell their brand stories through creators’ voices, reach new audiences and measure impact. Using the tools available on the Facebook ads platform, businesses can reach targeted audiences beyond the people who follow the brand and creator accounts. And by running ads, they’ll have access to measurement and can optimise and test their campaigns against their set goals for more effective marketing campaigns.”
In an aim to provide more value to businesses and consumers alike, branded content ads are bringing organic posts to the forefront of social advertising. According to a survey by MediaKix, 2019 is the year influencer marketing reaches new heights. Results found that 80% of marketers find the strategy effective, while nearly two-thirds are increasing their influencer marketing budgets, and Instagram is set to be the channel focus for many. Already a popular form of advertising, with only more popularity to come, Instagram has stepped up influencer advertising a level to meet industry needs.