Video content continues to dominate online. Because so much of it vies for consumer attention, smaller brands without large marketing budgets can have difficulty raising awareness about themselves or their new product or service.
The good news is that you can use video to develop an effective awareness campaign. First, you must determine specific, measurable goals and identify your ideal target market. Then when it’s time to launch the campaign, roll it out in these four phases to maximize your reach:
Phase 1: Awareness
This is the premise of the campaign. You’re strategically releasing your video or videos to build awareness and generate buzz about the campaign or your brand. During this phase, you aren’t asking for much but just trying to spread word about your cause or new product. Often, the goal is simply to build a community of people who trust and follow your brand.
Some people support your cause but don’t contribute financially. However, passive participants are just as valuable. They help to widen discussion and build awareness. In doing so, they can inspire someone who wants to donate or become involved.
Phase 2: Ask
Once you’ve successfully captured the attention of the audience you want, ask for something. This is your call to action, the point at which those specific, measurable goals cited above come into play. Do you want viewers to like your Facebook page, donate to your cause, make a purchase, join your membership, sign up for your e-newsletter or attend your event? Determine what you want them to do and ask them to do it.
For instance, we created a video awareness campaign for our nonprofit client, the Houston Area Urban League. Through the My Urban League Story video campaign, we released 15 videos featuring clients, supporters and staff.
After we generated buzz and thousands of views with strategic release of the videos, we began asking for what we wanted. We encouraged viewers to share their stories via social media, donate to the cause and/or buy merchandise such as T-shirts and commemorative pins.
Phase 3: Analytics
A few weeks or so after the campaign rollout, assess the analytics to see how your videos are performing. Are people registering for your event, purchasing your product, signing up for your e-newsletter? Are they doing what you asked them to do? Are they converting?
Also measure awareness. Check video views, viewer retention and website traffic to help determine how many people your campaign is reaching. Several tools are available to help you measure the success of your campaign or your key performance indicators (KPIs).
On Facebook, assess your video campaign’s estimated ad recall lift. This is the estimated number of people likely to remember seeing your ad after two days.
Phase 4: Adjustments
Once you know how your campaign is performing, make adjustments if necessary. If one video is performing much better than others, you could repost it or distribute it via a newsletter. If the videos aren’t generating the expected number of likes or shares, perhaps it’s time to promote the posts with paid ads or to post them at different times of the day.
So start with building awareness, ask for what you want, assess your analytics and, finally, make proper adjustments. Because social media changes rapidly and human behavior is sometimes unpredictable, you must continue adjusting throughout the campaign to achieve maximum results.
A successful video campaign moves consumers or supporters from the “aware” stage to the “care” stage. When they care about your brand, they will support you.
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