How to manage a successful video campaign
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How to manage a successful video campaign

Video campaigns offer marketers the chance to engage customers and communicate key messaging and brand values.

But there is a perception that video as a medium is expensive. How can marketers measure the impact of video campaigns, and how can they achieve buy-in to pay for them?

Engagement and the rise of video marketing

Unlike static adverts, billboards, or newspaper inserts, videos are a powerful way to engage an audience. Prospective customers may watch a well-written or funny video to the end if they’re enjoying it, but they won’t read a detailed product spec. That level of attention is rare today, when people are faced with a high level of ‘noise’ on digital platforms.

Top tip: well-executed video can engage your audience like no other medium  

Shift the perception of video from ‘bolt-on’ to core marketing strategy

Despite this, video can be seen as a ‘nice-to-have’ – a somewhat glamorous indulgence that is hard to measure. The solution is to push for a shift in mindset that sees video as a source of potential content, embedding it within your marketing strategy.

For instance, once you’ve filmed a video, you can publish it on YouTube or Vimeo or your website for free. It’s also possible to use the transcript of the video as a text-based blog for your website. This can be turned into a series of snippets to be seeded out on Twitter. Beyond that, you can also use the audio of the interview as a podcast to reach a larger audience. Explaining all these possible applications of video content can help you secure buy-in.

Top tip: repurposing video content can help justify up-front costs

Video can offer customers useful content and win their loyalty

One approach increasingly taken by brands is to offer customers video content that is useful. FMCG food brands, for example, have created cooking instruction videos that involve a new product. These can be pushed out to customers at key times, based on an analysis of customer behaviour data.  

Any company can use video to demonstrate the knowledge and expertise it has in-house. For example, a roofing firm could feature a short clip of one its employees explaining the different properties of roofing materials. This also has the effect of humanising your brand. In addition, by encouraging customers to ask questions in the comment section, you’re creating a community. This extra engagement can translate into trust and potential conversions.

Top tip: shooting several videos on the same day is an efficient way to use your resources

Making videos in-house

If you’re creating videos on a regular basis, it might make sense to employ a video specialist on a full-time basis rather than commissioning an agency. It’s possible to make videos using smartphones, and digital cameras only cost a few hundred pounds. The raw video will need to be edited using specialist software such as Adobe Final Cut X, Premiere Pro, or iMovie – which comes preloaded on many Apple computers. A small amount of training is required to use these packages, but you can teach yourself with free online resources.

Top tip: buying a tripod and clip-on microphone will boost the quality of your in-house videos

Specific metrics help to demonstrate the value of video marketing

The ‘play rate’ describes the percentage of visitors to your video hosting page who click on the play button. This is a much more accurate way of measuring the effectiveness of your campaign than unique visitors, or number of visits. Similar to this is the ‘watch rate’ that describes how much of a video a visitor actually watched. This is a fairly reliable guide to their level of engagement.

Site analytics will be able to show the number of conversions – visitors who went on to finish a designated action, such as completing a purchase or downloading an e-book.

You can also track how many times your content has been shared on social media. If you have generated additional content from your initial video, such as podcasts, Twitter snippets, or publishing a transcript as a blog on your site, these metrics can be added to the tally. It’s easy to see how the footprint of a single piece of video content could be substantial.

Top tip: the ‘play rate’, ‘watch rate’ and conversion metrics help demonstrate the value of video

James Richards Freelance Journalist
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