While they may be made in roughly the same way as television commercials, digital videos actually occupy a parallel universe – one which is largely unexplored. Depending on how you manage online video campaigns, sometimes they can succeed, but other times they can fail spectacularly.
To help your online video fall into the former category, here are a few tips:
1. Deliver cross-channel experiences through integrated campaigns
Having an omni-channel strategy means that an online video doesn’t have to deliver all the brand messaging – you can focus more on the fun or experiential side of the brand, rather than making a strict TV commercial. By making something unique, engaging and exciting, you will attract people to the brand and let other channels deliver other parts of the brand message.
2. Provide smart engagement incentives
What works with one crowd may not work with another. Incentives are great, but they need to be well thought-out. For example, Hong Kong consumers of online media tend to be more passive and generally don’t proactively create online posts or videos. Asking users to submit videos as part of a reward-driven campaign can see better results, though the reward has to be high value or unique. People may be more willing to share photos or video stories if they know they might get something incredible in return. Be smart and culturally sensitive.
3. Create different versions for different channels
There are many different video channels out there, and it’s important to ensure your video fits the format. For Instagram, you have a maximum of 15 seconds to get your message across; while on YouTube you have unlimited time, but you need a punchy and eye-catching three-second intro. Different formats can also mean slightly different messages, so prepare well ahead of time by watching and researching what else is out there.
4. Don’t make a video just because you think you ‘should’
You may have the tools and ability to make a video, but that doesn’t mean you necessarily have to. There always needs to be an objective – awareness- or engagement-building, speaking to a particular audience, or another marketing purpose. If you can’t find a clear and obvious reason for making a video, find a more relevant and applicable channel.
5. Finally - make the title creative!
The title is usually the first thing the viewer looks at. An eye-catching title will grab their attention and make them want to watch, while something ordinary or ‘vanilla’ will see them click away.
Good luck!
