How to make a marketing video effective?

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People love the eyes, and there is nothing to be done about it. In the era of fast Internet, video content has become the most popular form of information transfer, and the marketing sector here is no exception. If you want to interest the viewer, you need not just to reveal your thoughts, but also to connect them elegantly with each other. Otherwise, the final result will be hardly a used one that repels readers (i.e., your potential customers) with its coughing performance and chaotic. Needless to say how this will affect the overall outcome of your marketing efforts?

A little statistics: by 2019, the video will account for 80% of all traffic on the network, and the conversion of landing pages with video materials is on average 800% better. I think that’s enough to make sure that the video should take a special place in your marketing strategy. But how to make a video good? Let's figure it out.
Tell the story, not “shove” the product

We all remember how annoyed shopify website design  advertising blocks we were annoyed when watching your favorite TV shows. The situation has not changed much on YouTube video marketing. Let’s be honest: people are annoyed by advertising. That is why it is necessary to make advertising videos in a way that is to interest the viewer, otherwise he will simply pass by whispering a couple of affections in your address for last.

Focus on creating a coherent history, not banal calls for a purchase. The viewer, after watching your video, should understand why your product is valuable to it, and why it is worth buying. The main goal for you should be the needs and hidden desires of potential buyers. This is how video marketing works. The simplest example is if you advertise sports equipment, the video should be filled with “combat” spirit and healthy sports aggression, because only with your goods the buyer will be able to overcome himself and reach new heights! Do not be afraid, add calls and links (about which, of course, also should not be forgotten) at the end of the video. But be careful: calls should not conflict with the main story!

A great example of storytelling in advertising is the video "How Glasses are Made" (How glasses are made) from Warby Parker. There are all the necessary ingredients: the story of the brand’s origins, the production of points and mission of the company, while live actors help potential customers to appreciate the design of the advertised goods.



The first 10 seconds are the most important

The fifth part of the audience will turn off your video in 5-10 seconds. That is how much time you have to intrigue the user and instill certain expectations in it. Warm up the curiosity of the audience with the help of questions directed to them (“Are tired of back pain?”, or something in this spirit). In just 10 seconds, a person should give an Ille-key answer to the main philosophical question – “why do I look at this?”

For the same purpose, you will need teasers. A great example is a teaser of a brochure from the Digital Marketing Institute, promising the reader to become a specialist in the field of social media in just 30 hours (want to read, right?)