5 Steps To Better ROI On Video

We’re all addicted to video.

Just walk down the street, travel on a bus or sit in a café and witness the masses glued to their mobile devices, soaking up the latest video offerings via their social feeds.

According to the stats, the average adult watches over 100 minutes of video a day. And why not? Video is persuasive, interesting, educational, entertaining, snackable - and possibly above all a wonderful distraction from everything else we’re meant to be doing. I just watched a 60 sec video on amazing pastry skills and it was entirely compelling. Who knew they used balloons when making chocolate deserts?

Video is an incomparable way to build trust, engage an audience and tell a story.  

So why are there literally millions of videos on YouTube created by brands that have only earned a measly number of views? Surely that well crafted interview with the head of procurement on the best way to save money when buying office furniture is worth more than 147 views?

Getting better ROI from video takes planning, creativity and executional effort.

Here are 5 key steps to consider before creating a video campaign:

1. Link it to strategy: Start by establishing what your goals for the campaign are. Are you aiming for revenue growth, lead generation or engagement? Ensure that your video fits within your overall content strategy. Does it compliment or dovetail with other content you have produced? Don’t forget to ensure your video captures your overarching brand story, and contains your established key messages. 

2. Tell a story: Think about the time-honoured story telling technique of setting up a problem, proposing a solution, providing proof and then closing with a call to action. Start your video with something unexpected that will grab the viewers attention from the get go. What’s your hook? 

3. Tailor it to a niche audience: Define whom you are talking to as specifically as you can, and tailor your message based on their personas. Align your video with the customer journey stage, and aim to be as relevant as possible.

4. Execution and Delivery:  – Quality isn’t all about huge production values. A talking head might be dullish viewing on the surface, but if the content is of high value to the right audience, then it’s more likely to work. Find ways to make your video visually interesting, and aim to stand out from the crowd a little. Pick the most appropriate channels for your audience. 

5. Measure: Tracking your videos performance and learning from the data helps improve ROI. Start with measuring impressions, shares, views and clicks throughs. Even better, look at engagement, interaction, length of views, channel performance, viewer sentiment and links to sales performance.

As video continues to grow, it will become an increasingly essential component in your marketing stack. Equally, as the number of videos bombarding your audience every day balloons, it will equally important to find ways to be captivating, valuable and attention grabbing.  

Nic HarmanComment