If you’ve kept up with video marketing over the last 5 or so years, you know that video marketing is a powerful and increasingly popular tool just about any type of business can use. In fact video is becoming so popular that Cisco predicts it will account for 79% of global internet traffic by 2020. A well-crafted video tells your story in a fun way while building trust and ultimately boosting sales. In this post we’ll tell you why you should have multiple versions of your video.
A/B testing, sometimes called split testing, is comparing two versions of something to see which one performs better. If you’re selling a product online, for example, you can test whether your video with a woman’s voiceover drives a better click through rate than a man’s. Or you can test whether the end of your video displays “Buy now” text versus “Learn more”. Choose whatever you want to test, then let each variation run on your website for the same period of time and see which version does better. You can also use Optimizely to run tests simultaneously. The options are virtually endless, and even President Obama used A/B testing to raise an extra $60 million during his 2007 campaign by changing his “Sign Up” button to “Learn More”. A/B testing is an easy way to get tangible results that anyone using video marketing should be practicing.
When using video in your marketing efforts, producing channel-specific videos is a great way to better engage with audiences and maximize ROI. A company who has uploaded their video to Facebook, for example, can build out their social following by closing the video with a reminder for audiences to like their Facebook page. The same video can be duplicated and have its ending changed ever so slightly to remind viewers to follow the company on Twitter. Having two or more similar videos should help to increase the company’s social following, which can be marketed to in the future. If you have a customer base in a country whose people speak a foreign language, you can have multiple, localized videos in each language. Doing so extends the reach of your video considerably and is something MCS Solutions did in the Santa videos below.
MCS Solutions got four videos for the price of one
Once you’ve completed your video, short, 3-10 second mini-videos can easily be created from it, extending your video’s life. For example, if you have three main messages explained in your video, each scene can be cut and turned into “mini-videos” that you can add to your marketing arsenal. You can share them online on social sites like Facebook, Twitter, Snapchat, Instagram or any other platform that supports video (just about all do). You can even turn them into gifs or static images. Drive Smart Georgia was looking to create a unified look and feel between their website and the video we produced for them, so we sent them high-resolution artwork from their video that they added to their website.
A/B testing, channel-specific videos and cutting mini-videos are a few ways you can make the most out of your video marketing strategy. When you’re ready to begin video marketing, make sure to request multiple versions and maybe even high-resolution images so you can get the most out of your animated video. To learn more about what video marketing can do for your business or to get a free quote, contact Sharp Eye Animation here.