#AryxeTalks: Video as a key part of Digital Marketing Campaigns in 2022

By Teodora Atanasova

Brands can no longer rely only on static content to create continuous engagement among their core audience. Video marketing campaigns are getting more diverse, applying a variety of placements, formats, and objectives. The rise of shoppable video content last year is shaping the digital trends this year as well. In the conversation below we are discussing the topic with Julia Atanassova, Digital Marketing Expert in Aryxe Group.

Hello, Julia. You have worked with a lot of clients from different niches. What advice would you give to brands in capturing consumer demand with a video campaign?

The video format is stronger than ever – no doubt in that. But what we also notice is that it has a greater influence on the decision to buy, transforming video from an asset to “shoppable” content.  We can capture this new demand as we optimize the targeting of our campaigns by identifying and reaching our most valuable customers. Using different ad formats and creatives contribute to the overall success of the campaign. Don’t forget to partner with video creators and influencers, as they are trusted by their followers, which is why brands can benefit from these loyal fans. Last but not least, don’t forget to measure your success.

Yes, measuring the campaign is a key part in understanding user behavior and evaluating the results, but sometimes it seems to be fairly complex to select the right KPIs, don’t you agree?

You must always carefully think about the campaign goals. Depending on your goals, you will decide whether your KPIs will be engagement, rate of play, VTR, or conversions. It is super important to set clear goals beforehand and then measure the results afterwards.  The key part of measuring success is to reach your audience as they switch between devices.

Do you think that video format is suitable for every brand?

Absolutely, yes, if we are able to tailor the video for each stage of the customer journey. For obvious reasons, we cannot use video for Google Search campaigns, but for every other platform and type of campaign, where this is possible, we ought to consider using video, even if it is an animation of the product images. Nowadays, every single one of us can be successful by shooting video content with our smartphone and pimping it up a bit with platforms such as Canva for instance.

Since last year, we experience the rise of shoppable video content. How is this affecting campaign results?

The shoppable video ads shorten the customer journey and accelerate sales by driving actions faster than ever before. The customer can click on the floating icons instantly and buy the product instead of scrolling up and down product pages and trying to remember the exact product. This process leads to reducing the steps in the customer journey and also to higher CTR.  More sales and better conversions – with shoppable video ads this is achievable as users can tap on the product shown in the video and see the details right away. As videos enhance the brand experience with storytelling, which creates an emotional connection with the product, shoppable video ads also provide better customer engagement and re-target your customers more easily.

Can you pick 3 key parts for making a successful video campaign?

The video needs to stay fairly short and capture the user`s attention from the get-go. Another crucial thing here is that it needs to tell a story, not necessarily directly sell a product. Finally, it must be directed at the right audience and tailored for their stage of the customer journey.