4 Secrets to High-Performing Videos

Taking the leap to do video marketing is no easy feat. It will be a struggle to make your campaigns work if you’ve never anchored your marketing on videos up until that point.

Businesses now face great challenges when they decide to do video marketing. After all, it needs to be done well to succeed. From storytelling to targeting, you need to have a good understanding of how everything ties together in order to execute your videos well.

It’s true what they say: the bigger the challenge, the greater the reward. This is what you can expect from video marketing. Once you’ve got your strategy down, it will be a breeze to figure out what works and what doesn’t. You’ll get more out of your campaigns every time.

There are a few ways to ensure that your video campaigns will bring in ROI – and even exceed it. When you get the hang of these tips, you can expect that every new video marketing campaign can be successful. Let’s take a look at four ways that you can achieve that.

Know your audience

Your business has probably run various marketing campaigns at this point. Therefore, you should already know the demographic you are targeting. This will be essential once you start doing video.

By establishing your target demographic, you will be able to determine your objectives for your video marketing campaigns. This will also help you put your key performance indicators or KPI in place. This way, you will not waste your efforts and see how each piece of content is helping you with your goals.

If you haven’t done this for your other marketing efforts, it’s worth it to invest some time and resources to figure out your target demographic. You can do this by running search ads that can help you figure out who your audience is.

Capture your audience’s attention

The next step is to understand what it takes to make “thumb-stopping” content. You will need to employ this to your video ads, which you have to run to get to your target demographic.

To create an effective video ad, you need to point out your key message as well as the length of your video. Ideally, the ad should be 15 seconds only. You also have to do it in a way that will catch your audience’s eye – or make it “thumb-stopping.”

You only have one second to capture a user’s attention. You need to open your video ad with an arresting visual and it has to be followed by your brand’s message. Make sure that they’ll stop and see what you’re up to before they go on with their scrolling.

Split test your videos

When you read split-testing, your first thought might be that you will need to create two different versions of the video ad. If you have the budget to do this, that will be great. This is highly possible to pull off – after all, you don’t need new material to create your videos every time.

However, when time and resources are lacking, you can simply change some aspects of your video ads to do these split tests. For example, how about putting a different thumbnail? How about changing the copy? These also affect the viewability of your videos, so you will see different results when you test this out.

Take note not only of the changes you made but which of the variables you thought will perform well. You might be surprised by how everything works out.

Determine the winner

A week after you started running your video ads, you can start taking a look at which one performed best. This one will be your new control ad. To start with, you can start allocating the remainder of your ad budget to this ad.

When you keep it going, you can restart the cycle of new ads by testing this one out against new versions or ads as well. By continuing this, you will be able to determine which of your video ads are the best-performing.

Keep these tips in mind and keep testing your material. You will find out which ones will work best for your objectives, and you’ll be able to make the most out of your material at every opportunity.

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