Why is DPR&Co making online video such a priority for our clients? Because Australians spend an average of six hours a week watching online videos. By 2019 80% of internet traffic worldwide will be video-based. And 75% of consumers link social video views to purchasing decisions.
To drive engagement, great video content must:
Your customers watch hours of videos of varying types and quality. But when it comes to branded videos, they have higher quality expectations. They also expect you as a brand to know what they want – and when they want it. That’s why it’s critical to understand your your audience and target them precisely. A negative brand video experience will make one third of your viewers less likely to engage with you again. A fifth of them will tell others not to engage with you.
If you know that your customers are asking product questions in store or online, then how-to videos could be a boon for your brand. Show your product in use and give suprising tips on how to get the best use out of it. When boosting on Facebook, make sure your targeting is on point and encourage your customers to give feedback. This builds loyalty by making them feel valued.
We recently produced a series of how-to videos for our client Sabco. Our social listening provided invaluable insight into how customers felt about the products. Some weren’t getting the full benefit out of the products, while others were using them in new and surprising ways. This gave us our opportunity to engage.
We produced a series of short, insightful, engaging videos that responded to very specific customer needs. Posted on Facebook and precisely targeted, the videos have been viewed over 40,000 times with over 13,000 minutes of viewing. The comments, reactions, tags and shares they’ve received have been from both new and existing fans. Even without a call to action, many comments inquired about price and suppliers, and people tagged friends they thought would be interested.
With such high online video saturation, brands need to work hard to stand out. The goal is to stay ahead of customer demands. This takes a strategic and tailored approach for each social channel, followed by constant monitoring and optimising.
The chart below gives you some pointers across key social channels to help get your social video strategy started.