Contrary to popular belief, the television, at least in the UK, is not yet dead. But its popularity has been waning, according to eMarketer. Case in point: Brits are watching videos much longer than in the previous years.
In 2016, the Brits watched an average of 10.9 minutes of videos. By 2017, it increased by 20.3 minutes, almost double the time.
The popularity of video usage might be one of the primary reasons you have shifted your digital marketing efforts to such content production. If you are not reaping the rewards, however, it is time to take a hard look at your strategies. What are you doing wrong?
Wrong Production Agency
Video production costs money, which can be as much as £5,000 or even more. It depends on many factors, which include the urgency, design, process and effects. It is money that a business needs to recoup.
If your videos do not lead to conversions, it could be due to a variety of reasons. One is the choice of your production company.
It is essential for businesses to learn to invest in a production agency in Liverpool that has many years of experience crafting and producing videos for different channels. This is because the outcome you are looking for in, say, YouTube is different from that on TV. These types of agencies are also experienced enough to customise plans that fit the budget and objectives of their clients.
Another possible explanation for the campaign’s failure is poor analytics. In other words, you do not have a good grasp of the viewing habits of your target audience. Google, for example, revealed that users watch videos to be entertained or to relax. This might also be the reason the top video categories are music, entertainment and pop culture.
Interestingly, a whopping 68% of YouTube users view videos to help them make purchasing decisions. In line with this, how-tos are just as popular as comedy or entertainment.
These days, it is no longer a question of whether you should publish videos–you have to if you want to be competitive. But like all other marketing strategies, it requires planning and help from the right people.