Guest Article: How to create effective (and affordable) promo video campaigns
From Sara Woods
Today, video is the most popular media consumed on the internet. Every second, roughly one million minutes or 17,000 hours of video are uploaded online. In other words, if your brand is not creating and sharing videos, you are missing out on a massive opportunity to connect with your target audience in Hong Kong. Below, we have outlined a few of the most important things to keep in mind when creating effective and engaging promotional video campaigns.
Keep it to the point
This is probably the most critical part of creating video-based material to maximize conversions. Surveys indicate that people are becoming more impatient with online content, with their attention spans reducing. Therefore, engagement levels decrease dramatically as video length increases. Fewer customers will hang around if you wait too long to get to the point. So pay attention to these critical numbers. For better conversion rates, keep your videos between 1 to 2 minutes in length at most.
Optimize The Size And Placement Of Your Video
When it comes to video content, every detail matters. You cannot just throw together a video and expect conversions to come flooding in. Video format, placement, and dimensions can influence conversion rates. If you are placing your video on a landing page, make sure to place it near the top of the page for the best results. Your promo videos should always be above the fold or right before the page gets too long for the screen. Your visitors will then be warmed up with a catchy video before jumping into any written materials that you might include later on. Video dimensions are also important in determining the number of plays and conversions. A width of 401-600 pixels is most effective at generating more views. The ideal video height is between 301 and 450 pixels. If you want more views and engagement, optimization is essential. In turn, if you can increase your number of views, you have a good chance of increasing your conversion rates!
Create an engaging script
The first step in making a compelling promo video is writing a video script that informs and engages your audience. This can be completed either by yourself or within your team to help save on costs. Or, you can hire a freelancer! You will need a video script that speaks to your target audience. Thankfully, you can create a script using your current landing pages as a starting point and then honing in on any key points. As it is, your landing pages should already flow somewhat like a script. Therefore, your landing pages already hold the keys to creating a compelling promo video.
Speak to your target audience
The next move is to decide which type of video style is appropriate for your target market in Hong Kong. The trick is to know your audience and what they want to see. To learn this, you can conduct a simple competitor analysis or look for the top companies in your industry and see what kinds of promo videos they´re creating. Do not forget to include branding, such as your company name, logo, and digital business card watermarked into your video.
Low cost and effective promo videos
Major brands like Coca-Cola and Nike often spend thousands of dollars creating their promo videos and marketing materials. But content creation does not necessarily need to be expensive to create persuasive video content for your brand.
Depending on your needs, freelance sites such as Freelancing.hk is a perfect place to find skilled film animators and graphic designers to help you out!
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This article was published in the Freelancing.HK-News 71.