Today, video marketing is one of the most powerful strategies to promote a product online. According to a digital marketing speaker Hong Kong, companies using video marketing have 44% more traffic than those who don’t use videos. Videos share on social media get 1200% more likes and shares than images and text. Emails with videos received 200% to 300% click-through rates than non-video emails. On the other hand, videos in landing pages boost website conversion rates by 80%. So, if you have not yet embraced video marketing, it is high time to adopt such a strategy to boost awareness and sales. Below are the marketing elements of a video to further guide you.
ELEMENT NO. 1 – THE HOOK
Every brand needs to catch the audience’s interest in the first 5 seconds of a video ad. That is why brands need to use a hook to boost their interest. A hook is something interesting that plays at the start of a video to draw the viewers’ interest. Yet in reality, there are two ways for brands to use a hook. First, at the start of a video (first 5 seconds). Second, to use a hook throughout a video to remind viewers that there is more to come. Here are some ideas on how you can create a hook:
- Animation is a fun element and for easier understanding.
- Brand messaging in bold graphics.
- Introducing a problem and promising a solution.
- Offering a surprise through blurred images, exaggerated statements or upside-down elements, etc.
- Promising a “once-upon-a-time” story.
- Telling potential clients about your expertise or what you do.
- Text memes or quotes to inspire your viewers.
ELEMENT NO. 2 – THE VIDEO INTRODUCTION
Another important element of a video is an introduction. The video introduction is a summary of the video content. It should be done in a straightforward tone and as quick as 30 seconds. Typically, brands use the following video introductions:
- Announcement about the presenter and his or her credentials
- Brand or company snapshot
- Business case description
- Event preview
- Project proposal
The video introduction is a brand’s chance to make a good first impression. Today, there are more dynamic ways to liven up a video introduction. These include:
- A timeless short clip that evokes emotion.
- Creative AR introduction.
- Self-introduction of a speaker.
- Stomp sound effects introducing the video context.
- Teaser of the outcome in full HD graphics.
- Text placeholders highlighting a brand message in bold characters.
- The glitch effect engages viewers out of the gate.
The video introduction should always be translated into text. This is by filling up the meta description of the video during the uploading process.
ELEMENT NO. 3 – THE CONTENT DELIVERY
The content delivery element of a video should be the most creative and informative part. Why? Because it is the section of the video that will make viewers aware of the benefits of a product or the importance of a brand. Every video needs to be planned. Everything planned should complement each section – from the hook, introduction, content, bonus, offer, and CTA. Above all, the content delivery should be a brand’s value, a promised story, or a solution to a problem,
ELEMENT NO. 4 – THE BONUS OR OFFER
Bonuses on a video are elements that help viewers go to the next step of their viewing journey. It may either be a BOGO promotion, discounted offer, or trade exchange. The purpose of these bonuses or offers on a video is to encourage viewers to make a purchase. Other ways to add a bonus or offer element in a video are an action plan, added tips, or template. These things give them a wow factor to remember the brand.
ELEMENT NO. 5 – THE BONUS OR OFFER
A call to action (CTA) is a link to take immediate action or response from the viewers of a video. This video element should be less than 20 seconds. Only one CTA must be added per video to avoid confusion among the viewers and to boost action over the CTA. According to a video marketing agency Hong Kong, the three basic types of CTA are:
- Small CTAs asking for likes, comments, shares, and subscriptions
- Bigger CTA asking for email opt-in and lead magnets
- Huge CTA asking for conversion or sales
THE BOTTOM LINE
If you’re starting to use video as a marketing strategy, keep in mind to grow your audience and followers. This you can do by creating a video with a hook, introduction, content delivery, bonus or offer, and call to action. Once you’ve got 1000 followers or subscribers, you can use small CTAs. If you’ve got around 2000 fans, you can use bigger CTAs. Likewise, a social media agency Hong Kong recommends using huge CTAs if you’ve got a great following on the videos of your social media accounts. Today, YouTube, Facebook, and Instagram are the top social media platforms for video marketing.