The holiday season is a crucial time for brands as consumers are spending a great amount of money on retail to buy gifts to their friends and relatives. Sales in this time period can account for up to 30% of a retailer’s annual sales. During the holidays, companies can maximize their chance to both engage loyal audiences and capture new customers with a well planned video campaign as one in every four shoppers say online videos are their go-to source for gift ideas. However, it is a challenge to reach and engage your target audience while millions of ads try to attract them from different directions. To not miss out a major growth opportunity, it is important to reach consumers with related content in a well-planned campaign.
With this in mind, here are our tips for breaking through the holiday ad clutter with a successful video ad campaign:
1. Plan Ahead for Your Brand Stories
To maximize holiday sales and engagement, it is important to start planning your holiday video stories ahead of time. Don’t rely on just one video to communicate your brand and product’s value to consumers. Instead, think holistically about the messages you’re trying to say to a buyer at each stage of the funnel and the stories you need to support that message over time.
Start planning and sharing that content early. Starting as early as September gives you the opportunity to test and optimize video creative. Promoting ads weeks in advance also gives marketers the chance to identify shopper preferences and segment them into the right parts of an ad journey in time for final shopping decisions for the holidays.
2. Segment Your Video Audience
Segment your audience based on needs, expectations, and behaviors. This helps deliver the right message to the right consumer through the right platform and this is how you’ll match the videos developed during your story planning to the right buyer. Targeting ensures your content resonates with your customers, drives deeper engagement with your videos, and hopefully will also result in more sales.
Here are a few ways you can segment your audience:
Sentiment Surveys – Using a video ad platform like ViralGains, you can offer potential customers a sentiment survey at the end of the video using an End Card pop up. These are a great tool to help you learn customer intent and feedback as well as likelihood to purchase or product preference. For example, if you care about driving holiday traffic in store, you can ask viewers how likely they are to visit their local store.
Product Preference Surveys – With a product like ViralGains, you can also use End Cards for product preference surveys. For example, imagine a retail brand using video advertising to promote its products. After the first video in a customer journey that is more brand focused, a product preference survey asking about what sport the viewer likes (“Hiking? Skiing? Mountain climbing?”) would segment the viewers based on their engagement with the question. Then, viewers would see more contextual ads based on their activity of choice throughout the rest of the campaign.
Premium Native Placements – Segmentation is also about where you show your ads in the first place. When a pharmaceuticals company contacted us to drive video shares and clicks on their video telling the story of a family who uses their respirators, they knew they needed to get in front of the right audience who would respond to the content. ViralGains drove awareness and engagement by distributing the video across contextually relevant sites like health, parenting, and medical news, targeting both parents and caregivers. This resulted in approximately 350,000 views and more than 1,100 Facebook shares.
3. Offer Promotions to the Right Audience
Analyze the engagement on your initial video ad campaigns and deliver follow up content according to users’ actions taken with the initial set of content. Segment the users who clicked, shared, and viewed the content all the way through to the end and target those users with offers for loyalty programs or coupons for purchases. Notice a group that lacks engagement? Keep your follow up content light and focus it on the brand. They may not be ready to convert and purchase quite yet.
During the holidays, competition can get fierce as every brand tries hard to attract customers. However, it is also a great opportunity to attract and engage them. This year, shoppers are expected to increase their online shopping by 25 percent. So, to not get drowned out by all the noise and reach your target audience with the right messages, it is important to lead customers through the entire buying journey. Run your campaign ahead of time to learn the preferences of your clients and position your brand for success. Based on the result of your engagement with customers through surveys, respond to each individual’s needs to tailor a customer decision journey. Follow these best practices and you’ll be sure to have a successful holiday season with your video marketing strategy.
Have any other video marketing tips? Let us know in the comments!