As brands face huge challenges to produce ads that are worth sharing and agencies increasingly focus on engagement as a measure of ROI, Rebecca Powell, Global VP of marketing at social video platform Ebuzzing shares her seven golden rules for maximising engagement through premium video advertising.
Guaranteeing that adverts and creative campaigns translate to the social web is a growing consideration for brands who want to foster new levels of brand engagement. Online video has established itself as a staple for brands wanting to deliver impactful brand messages to a new audience at a fraction of the cost associated with traditional TV advertising. With the use of social video, brands can now reach the scale that was once achieved through TV while, tracking engagement and how people are responding to that video content in real time.
Video offers a new level of brand interaction by engaging with an audience in a social setting where users have high intention and a propensity to engage, share and interact with the content. Social video is about far more than placing an ad on YouTube: with it comes a whole new set of considerations.
1. Include brand logos discreetly
People have an unconscious aversion to being persuaded, so resist big logos. Engaging with an audience in a social setting where users have high intention and a propensity to engage with a brand is not only less intrusive than other forms of video advertising but also leads to deeper engagement and brand advocacy, so you can afford to be less explicit with branding.
2. The story matters more than the product
Videos are a dynamic format that allow for creative input and more elaborate messaging than banner or pre-roll advertising, so there are almost limitless options for originality and experimentation. But story telling must still come front and center – think more about the enjoyment a video offers to a viewer instead of how it serves the brand. Engagement is key.
3. Build an emotional rollercoaster
Kony 2012 highlighted a fascinating change in the way people are prepared to engage with video. At 29:59 in length and having received over 92 million views so far the Kony 2012 video proves people are increasingly prepared to watch longer-form content if it is well thought-out and well produced. Yet regardless of length, people will lose interest if the emotion remains constant. The ad must briefly remove viewers’ feelings of joy and surprise and then quickly restore them again to keep the viewer engaged.
4. Hook people in within the first five seconds
Time is of the essence when advertising through video so grabbing attention is the first and foremost priority. Make an emotional connection in the first five seconds with either the emotion of joy or surprise. People get bored easily and long drawn-out stories can cause people to stop watching.
5. Have multiple scenes
Having multiple scenes or a series of mini stories can prove much more effective than only having one or two. Each scene should have its own dose of emotion, not too much to overpower the viewer but enough to engage and enthuse.
6. Surprise and shock
People won’t share something that is too shocking as their names will be associated with it. Sparking a reaction is the key to success, but finding the right balance is essential.
7. Target people that are prone to sharing and have a voice
Social influencers are the best people to target when it comes to distribution and creating noise. These people are well respected on the social web, have a high level of influence over the audience you are targeting and are ultimately more likely to share content and exert influence. The important thing for marketers is to be aware of the specific demographics they want to speak to and target the right influencers that can ensure your ad placement hits that desired audience.
