Is it finally time to get into video advertising?

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Jul 16, 2021 / by
Is it finally time to get into video advertising?

While breaking into an entirely new field of advertising can be costly and intimidating, there often comes a jumping-off point where it becomes prohibitively less of a risk and more of a solid investment. Video advertising might just be at that point.

According to Optinmonster, 89% of marketers feel that video gives them a great ROI and 95% plan on increasing or maintaining the amount spent on video in the next 12 months. If so many of the marketers using it are happy with it then, why isn’t everyone doing it?

The truth is, almost everybody already is. A report by Wyzowl found that 85% of the businesses surveyed were using video marketing and that report was taken over a year ago. However, while many brands and businesses are using it, very few are emphasizing it.

Given that video content is perhaps the most heavily viewed on the internet, it’s quite shocking to me that more people are not taking it seriously. But then, I’m also the kind of person who never sits through a YouTube ad.

Video killed the SEO star

Mobile is arguably what’s driving an increased adoption in video marketing. Indeed, the mobile rise has been as fast as it has been all-encompassing, with mobile accounting for just 35% of ad spending in 2017 and expected to account for as much as 73% by 2024. Why does this matter as far as video is concerned? Because people spend approximately 100 minutes a day watching videos on their phones.

With mobile internet continuing to advance apace thanks to better infrastructure and the availability of 5G handsets (if not 5G coverage, just yet), the sheer volume of mobile video watchers surely makes video advertising a no brainer in 2021. Right?

Getting started in video advertising

Now that we’ve established it is the right time to get into video advertising, here are a few tips to help get you started:-

Cultivate a detailed plan – What do you want the campaign to accomplish, what does your target audience look like and what is it you want to incentivise them to do with your campaign. These are the kind of questions you want to be asking yourself right off the bat.

Choose your style – What kind of video marketing works best for achieving the goals you’ve set out? Perhaps you might want to go more traditional with your advertising or maybe changing it up might lead to better results? Perhaps an instructional ‘how-to’ video or something that showcases the brand over the product? Whatever you choose, keep it conversational, actionable and measurable.

Decide on a budget – I might have lambasted marketers not investing enough into video marketing earlier in this very post but you don’t want to spend too much either. There are many resources available to those on a tighter budget. Indeed, it’s possible to shoot a professional quality video on your phone these days and data suggests that video production quality is nowhere near as important as the content itself.

Get it out there – Once it’s out into the world, don’t just leave it alone and think your job is over; it’s only just begun. Monitor your views and click-through rates and find out what’s working and what isn’t then adapt accordingly. In that regard, video marketing is not that different from all other types of marketing.

Finally, there’s Video SEO to consider, which is a whole other kettle of fish to unpack. Maybe that’s one for another time.