In today’s fast-paced world, there’s no denying that consumers are looking towards video content to learn about products or services they are interested in. According to a Think with Google research study, 50% of internet users look for videos related to a product or service before visiting a store, with 4 in 5 consumers stating that demo videos are helpful to their shopping experiences. Video Content has become a crucial aspect of a consumer’s purchasing journey and it is vital that marketers and professionals alike know how to harness its massive potential.
So— what do you need to know to master video content?
1. Always clearly define your goal
Make sure to have set benchmarks in mind when creating a content strategy. This is essential: Are the videos intended to drive consumers to your site or to build brand awareness? Once the goal is determined decide which metrics you want to use to measure performance (your KPIs— key performance indicators). A great example of a company that executed an excellent video content strategy is Lowes. Its “Fix in Six” campaign garnered millions of views, likes and shares by sharing fun and simple home improvement tips. With a clearly defined goal, the campaign was able to raise awareness of the brand among older millennials as the best place to shop for all your home needs.
2. Always understand the purchasing path of your target audience
Where is your target audience going to encounter your brand online? What is their mindset? On what channels are they consuming content? Once you can answer these important questions, you can begin to build your content strategy and think through the appropriate subject matter, content, and where it should be placed within the channel for maximum engagement. Understanding consumer behavior and their path to making a purchase in your industry is important to creating a successful and memorable campaign. It’ll make your ROI worth it. Think with Google is a great resource to understand your consumers’ purchasing journey in your relevant industry. Take a look here.
3. Know that video content strategies are important to all industries
To remain ahead of the game in the constantly changing digital landscape, both brick-and-mortar and e-commerce companies need to understand the utmost importance of video marketing. According to a study done by Think with Google, 81% of video-viewing occasions get all or most of people’s attention. That’s a lot of awareness being built around your company and shown directly to your target consumer. Video strategies provides flexible and relevant content that today's consumers need, all while adapting to the busy, on-the-go lifestyle they want. By thinking about video content from the perspective of your consumer, brands can ensure they have access to the important information that matters to them and to their business's success.