In the marketing departments of many companies, the topic of video marketing is initially approached euphorically, only to discover after some time that the results are rather disappointing. The project is buried.
However, experience has shown that the reason why video marketing does not bring the desired success is not the inadequate quality of the video, but rather the lack of planned objectives. In the following article we will show you what goals can be achieved through good video marketing and what a strategically planned video concept is.
Overestimating the effect of images
In almost one hundred percent of cases it is a misconception that the produced video will miraculously become the number one in the world of video marketing. Over time, the audience will develop a very low tolerance for mistakes and will become more indifferent to the company’s concerns.
Therefore, marketers should always take a healthy, critical look at their story, strategy and duration of the video. Also, you shouldn’t forcefully try to implement your own groundbreaking idea on the devil’s terms – at least if you’re not a renowned storyboard artist.
If things go badly, the agency’s partners and their own employees are only enthusiastic about the managers because of a short period of recognition and therefore refrain from honest criticism. If this happens, the money spent on production is thrown out of the window.
Videos are no longer classified as media
If it is viewed from the side of art, then videos always serve an end in themselves and are the expression of free will immortalized in images. However, this kind of interpretation has lost nothing in the field of video marketing.
Here the video must be seen as what it is. Namely, a medium that forms part of a complete strategy to achieve defined marketing goals and overall business goals. In order for the video marketing strategy to always be present, this area should only be seen as a part of the overall communication strategy.
Of course, the awareness of a brand can be measured quantitatively via focus groups or found out via online surveys. However, this acquisition of data is sometimes associated with high costs and cannot be handled by all companies at all times.
Key figures in video marketing
That is why it is usually the case with videos that clicks, views or impressions are the decisive numbers when it comes to being able to assess the awareness of a brand. However, this can cause problems. These factors are determined differently by each network.
On the social network Facebook, for example, it is considered an impression when the video is displayed on your screen. The autoplay function also means that a so-called view is no longer far away, as the video automatically plays back after three seconds on the post. The corresponding time window on YouTube, on the other hand, is between three and nine seconds. And in the Network Instagram the times are defined differently.
Moreover, such an analysis often fails to break out double viewers of a video. Because the decisive term here would be the unique impression. In addition, it is not always guaranteed that very high impressions necessarily mean that the company can register a positive branding. The fact is that even particularly bad videos are clicked on very often.
In the so-called Neuromarketing the realizations were won that the memory achievement is improved with a recurring content repetition and also the image connected with it positively influences. This is the repetition effect.
In order to establish your own brand, very short videos can therefore also achieve a good effect. A very well-known example of this is the video ads in front of the actual YouTube video, which only last between five and seven seconds.