A guest contribution by Dr. Ingo Hofacker | 04/20/21
Whether you’re a webcast pro or just starting out, these video trends and tips will give your online strategy a boost
Corona has changed a lot – if not everything – in the last 15 months. The crisis prompted many companies to try new things. The personal customer visit as well as the trade fair as a meeting point for interested customers fell and still fell away for product presentations, so new ways had to be found. Many companies have already discovered video for themselves, but are still unsure which video formats they can optimally use and where. The following list should help you do just that.
Use product and explanation videos instead of pictures
When customers can’t see or touch your product live, video is the closest thing to that experience. Therefore, you should definitely include videos in your product presentation. Since you cannot explain your products on site in the lockdown, show by video how to assemble, install or properly stage them. Seeing a product in action helps customers tremendously in deciding to buy. In addition, you save them from reading through a dry product description. A video creates trust, as it shows customers that you know their needs and problems and are responsive to them. With videos you also maintain a personal connection with your customers, even if they cannot visit your shop or that of your sales partners.
Produktlaunch per Webcast
A video format that is particularly suitable for product launches in 2021 is the webcast. With the annual presentations of the new iPhone, Steve Jobs once achieved cult status with this format and set a benchmark. More and more companies are now successfully using webcasts, so that they have established themselves as the “bread and butter model”.
The advantages: A potentially global target audience, translations are often done automatically and in real time, which in turn enables new target groups. In contrast to a product presentation by partners: inside at many different, decentralized events, you have complete control over how your product is presented (see Steve). Webcasts are also becoming increasingly interactive: Your target group can usually vote live, ask questions and comment. If the webcast is set up correctly (trailer in advance, highlights afterwards), your target groups can be activated in advance via social media and addressed again and again afterwards. Webcasts can now be set up quickly and inexpensively – which makes them also suitable for smaller companies. You can of course make the content available on demand at a later date and, so to speak, “reuse” it.
Include videos in your social media strategy
Videos have been demonstrably providing a significantly higher engagement rate on social media for some time. For example, videos on Instagram have a twice the engagement rate as posts with pictures or carousel posts, Twitter even has one ten times the engagement rate when tweets with videos. At least since the boom of Instagram Reels, it has also been clear: The importance of videos will tend to increase in 2021. You should therefore start now to integrate videos into your social channels and, depending on the target group, deal with video trends such as the shopping function of Instagram reels.
You definitely don’t have to invest a fortune in an elaborate video production. Videos recorded spontaneously from the home office are sometimes even more effective because they leave a personable impression and the users feel personally addressed. The optimal length of the videos, however, varies depending on the platform. If you want to spread your original video over several channels, you should therefore adapt it beforehand. Short teaser elements are better suited for Instagram than longer explanatory videos or original webcasts, with which you will be more successful on YouTube or LinkedIn.
Videos in E-Mail-Kampagnen
You can use video as a helpful tool to boost the open and click rate (CTR) of your email campaign, especially by announcing the video in the subject line. Although videos are increasingly supported by mail servers, the direct integration of the video brings with it some difficulties and disadvantages. Not all mail servers support direct playback in the inbox, and emails with videos that require a lot of storage space are often sorted out by spam filters due to their size. I therefore recommend that you link your videos via an animated play button, GIF or static image in the email. You can also track the performance of your videos much better.
So you can keep an eye on the performance of your videos
As a marketing manager: Of course you want to know how effective your measures are. How many people watched the video? What interests, what socio-economic profile do the users have (keyword cookies)? How many saw it to the end? When was it canceled or stopped particularly often? Was the video shared afterwards? And much more. These are questions that are automatically answered in the analytics of many platforms today. In this way you can analyze which video actually works best on which channel and, if in doubt, readjust it.
Manage your videos with the help of AI
Videos have become an indispensable part of corporate communication – an important, future-proof medium. Even if you are just getting started, you should already start thinking about how you can use your video content in the future and use it multiple times. An intelligent search (“Show me all the videos in which the vacuum cleaner ‘AlphaCentauri’ can be seen”) is particularly helpful for this and is urgently needed, especially with large amounts of data – several terabytes can quickly come together. Artificial intelligence can help not to lose track. So you can really get the best possible use out of your videos and prevent them from disappearing in the archive.
Source: OnlineMarketing.de by onlinemarketing.de.
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