You don’t know how often I receive a phone or email inquiry requesting an advertising video. Well, more specifically, a video to highlight an upcoming event. The first thing I’m told is that they want a three to a five-minute video highlighting the event with the goal of having people come to the event. Their thought process is; they will post the video on youtube, Facebook, or their website, pay for advertising or not, and people will watch the full video and immediately come to their event.
My first question to you is, when was the last time you watched a full three to five minute video of an event, activity, or conference that you had no idea about and/or just popped up in your feed on your phone.
If you’re like most people, the chances of you watching that video is very slim.
Now, with that same thought process, how often would you watch a fifteen to thirty-second video that caught your attention and you no previous knowledge of it? If you’re like most people, you watch just enough of that commercial to understand what it is, what they are offering, and do you want to know more.
When you do any advertising, you want to get the most bang for your buck and drive traffic.
How do you do it?
Produce a short-form video clip with the idea of driving traffic to your website, landing page, or IG page where you have the longer video. With that strategy, you do two things: 1. You will have more engagement with your short-form video because, as I said above, more people will watch it, and in turn, more people will see what you have to offer. 2. That increased number of eyes on your promotion will turn into an increased number of people going to your longer video, which will turn into more engagement with your offering and more sales.
The one thing I like to tell people is that to increase your sales you have to have more eyes on the item you are promoting. You can have the best product, be announcing the best ideas, be doing the most fantastic work, but if no one sees it, then no one can comment, purchase, or engage with it.