Every day, brands and organizations across the globe compete for the attention of an ever-growing audience. You need not go any further than the social media app on your phone to see all of the attention-grabbing ways that these brands try to cut through the white noise of a digitally connected audience. In fact, 91% of businesses use video as a marketing tool to capture your attention.
As you're scrolling your feed on social media, you may see a sponsored ad that is seemingly made for you. You click through the ad to learn more. On the website, another longer video tells the story of the product's founders and what sparked their creativity. The product's store page may have a demonstration video, showing you exactly how this product will help you.
All of these videos are a part of a video marketing campaign.
What is a video marketing campaign?
A video marketing campaign is a strategy that utilizes a series of video content to promote a product, service, or brand over a period of time. A campaign may reach the audience through a myriad of touchpoints including traditional broadcast, social media, websites, and more with the aim of engaging with a defined target audience. Campaigns have a goal to encourage the target audience to take action - "buy our product", "sign up for our service", or "learn more about us."
For CVG, we produced a four week Trivia campaign including 20 video deliverables to drive Instagram engagement.
The strategy behind a campaign.
Without a strategy, it may feel like you're screaming into the void and unable to cut through the white noise. When approaching a video campaign, there are several things to be mindful of:
- Who is your target audience?
- What are your goals and objectives?
- What is the budget?
- Where and how is this being released?
- What does your timeline look like?
- What are the market trends and audience behaviors?
- What is the competitive environment? What sets you apart from the others?
By having a clear understanding of these questions, you're able to craft content that speaks to your target audience at the right place and the right time. By releasing a series of content over a period of time, you can reach a larger audience, build awareness, and have a continuous and more meaningful interaction with them.
At Spotted Yeti, we live at the intersection of creativity and strategy. Let us help you with a campaign.