Creating Videos With Intent – How to strategically use video content marketing
We see this all the time. Video makes up for more than 80% of the content we see on social media platforms every single day. View percentages tell us how engaged our audience in, whereas most people will watch about 10% of the video, and a very slim percentage will watch the video to the very end (100%).
One consideration a lot of marketers fail to make is the layout of the video itself. Video’s should have some or all of the following content to be effective:
- A Story
- Call to action
- Captions (SEO/Viewership)
Where the above bullet points are presented in your video is where the strategy lies. If you know that your call to action is in the final 25% of your video, than you can set up a follow-up ad in social media to target only those that watched between 75% and 100% of your video. Using this strategy, you could then serve a second video with a testimonial, or other brand-building materials to try and get folks from zero action to conversion.
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