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Video marketing: a fundamental piece within TOFU tactics

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Video marketing: a fundamental piece within TOFU tactics

No brand that wants to continue gaining digital presence from 2020 can afford to turn its back on video. This is highlighted by the evolution in online content consumption habits in recent years. According to the study The State of Online Video 2019 by Limelight Networks , users spend an average of six hours and 48 minutes per week watching videos on the Internet , which represents a growth of 59% in just three years.  china phone number list And the most used device for this activity is, as expected, the smartphone t could be said that the mobile phone has popularized the viewing of digital videos , making it possible at practically any time and place and spurring user demand. Given this, brands have responded by integrating audiovisual pieces into their digital marketing strategy , incorporating them into their Content Marketing actions, their Social Media plan and, of course, their performance tactics.LUCÍA GONZÁLEZ , AUDIO, VIDEO & CONNECTED TV MANAGING DIRECTOR AT LABELIUM GROUP
Video marketing gains ground within online strategies
The data about the rise of video marketing is overwhelming. The Wyzowl Video Marketing Statistics 2019 report highlights that 87% of companies use videos as another marketing tool, while 83% of professionals emphasize that videos are giving them a good ROI nalyzing the phenomenon from the point of view of the users, the efficacy of audiovisual content as a mechanism that generates awareness, engagement and, even, a boost to action is confirmed :

96% of those surveyed by Wyzowl say they rely on video tutorials to discover new details about a product or service. In fact, for 68% it is the most appropriate means of communication to consume this type of information.

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79% admit that a corporate video has convinced them to buy software or download an app.Uses of video marketing within the TOFU phase Squeezing the Wyzowl data a little more, it is verified that video marketing is  gulf email list  not only a strategy for the present, but also for the future. The interest in consuming more audiovisual content created by brands is very significant. But what kind of videos are users waiting for?39% seek answers to FAQ.
20% request more playful content, viralizable.
10% would like to see more video blogs, and 9% stick with interactive videos.
Tutorials and video blogs, among the online video content preferred by users
Video is of great importance as an attraction tool at the top of the conversion funnel (TOFU) . At this point, it should be emphasized that the videos that pursue this objective must be short, with a duration of no more than 60 seconds: attention drops drastically from that limitLUCÍA GONZÁLEZ , AUDIO, VIDEO & CONNECTED TV MANAGING DIRECTOR AT LABELIUM GROUP
Especially relevant is the role of video marketing to interact with the target in the discovery phase through publications on social networks, as evidenced by the data collected by Breadnbeyond :On Facebook , the engagement of posts that incorporate video is 13.9% higher than that of the rest.
75% of Instagrammers clicked on or viewed more information about a brand or product after viewing a video.Snapchat receives 10 billion video views per day from its users.
Another of the social networks that privileges video in its content offer is TikTok , which is beginning to open as an advertising platform for companies and which presents interesting possibilities for video marketing thanks to its Hashtag Challenges.

Video marketing on YouTube and on the Google network
Video marketing is, of course, the main protagonist to generate interest in the TOFU phase within the video social network par excellence: YouTube . This platform also beats television in terms of advertising effectiveness . An Ipsos study for Google reveals that users pay attention to YouTube ads 62% of the time when they view them on their computer; and for 83% of the time when they do it from their mobile. On TV, attention is limited to only 45% of the exposure time.YouTube offers the ability to configure skippable and non-skippable in-stream video ads , within which there are different options. For example, they can be shown before ( pre-roll ), in the middle ( mid-roll ), or after ( post-roll ) the playback of a non-commercial video. And they can be linear in nature , covering the entire display space; or non-linear , appearing in an outdoor area or in a partially overlapping moduleLikewise, within the Google network, banner video ads that are embedded within display advertising stand out . They are HTML5 video creatives that can be played automatically without sound; start when the user hovers over them; or boot when it clicks.Other more specific options deserve special mention to take advantage of video marketing as an advertising format on YouTube, such as bumper ads , very short ads, no more than six seconds long, and exclusive to the mobile environment.A girl views a video on her tablet
TrueView for Action to encourage MOFU and BOFU conversions
When the goal is no longer to publicize the brand, but to achieve conversions in the middle and lower part of the funnel (MOFU and BOFU), one of the most useful video advertising tools is TrueView for Action campaigns on YouTube. These allow you to superimpose messages on an in-stream video ad , adding calls to action, title texts and a final screenTrueView for Action campaigns can be configured with two types of objectives: generate leads or drive traffic to the website .To determine if the videos that are published on social networks or inserted in advertising campaigns are working as a focus of brand awareness , it is convenient to monitor metrics such as the number of impressions and reproductions or engagement (volume of likes, comments and shares ).

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