The Power of Context in Video Marketing
Over the last decade the digital landscape and consumer behaviour have been completely transformed. The focus of the marketer has shifted from print to digital and consumers are living in a hectic world where we lose our concentration faster than a goldfish. People are moving away from desktops and laptops and towards smartphones and tablets and younger generations are spending more and more time on social media. For them, the line between “real life” and social media has become blurred. They love everything visual, which can be seen in recent statistics and whilst Facebook is experiencing stagnant growth, Instagram is being used more and more among 18- to 34-year-olds in particular.
Building an Emotional Connection with Data
Video as a marketing tool has several benefits over still images or plain text and video is expected to account 82% of all online traffic by 2022. By adding contextually relevant and personalised elements to video content, the relationship between brands and consumers becomes instantly more human. With the help of AI powered video platforms, such as the Spirable platform, brands can address audience members as individuals rather than strangers, and they can do this at scale. Relevant product and service recommendations feel more personal and this emotional connection can drive sales. By understanding brands’ objectives and where they are in the customer journey, integrating with 3rd party data feeds such as weather, time of the day, location, etc. enables brands to tell a story that is more relevant and engaging.
Drive Loyalty with Engaging Content
Video ads are engaging and an easy to consume media format. Video plays up to the on-demand lifestyle of today’s consumer and in a hyper connected world video can be consumed wherever and whenever. When it comes to product marketing, video saves consumers the hassle of reading tons of product reviews and endless google searches. Unsurprisingly, 64% of customers are more likely to purchase a product online after watching a video about it. Contextually relevant and personalised elements can further increase engagement and sales. Major global brands like Amazon and Netflix use personalised recommendations in a very successful way: 75% of all content watched on Netflix and 35% of revenue for Amazon comes from recommendations.
Tips for Success: How to Create Engaging Video Ads:
1. Have an omni-channel strategy: create content that translates across multiple touchpoints.
2. Keep it short: show consumers something relevant to them and cut through the noise.
3. Tailor your content to different customer segments: personalisation and contextual data drives engagement and inspires action.
4. Avoid ad fatigue with dynamic video: Spirable’s AI-powered platform changes the creative based on what’s going on around your consumers, so that what they’re seeing personalised, relevant and in the moment.
5. Tell a story: we are always looking for inspiration – tell your brand’s story to in a way that surprises and delights your target audience.
Find out more about contextual or personalised video at www.spirable.com .