Despite the extraordinary success of Dollar Shave Club , most videos won’t double your sales overnight. In general, online video marketing is more about branding than direct profits, so your goals should revolve more around building a community. First, you get your name out there and build a loyal following, and then your followers decide for themselves whether or not to pay for your services.
Sometimes what looks like failure is actually success, depending on which KPIs you use. Your monthly profits are concrete and easily measurable milestones, but how people feel about your brand is not. Look more closely at elements like comments, repeat views, shares, and other, more interactive metrics. To do this, you need to learn more about video analytics .
Online videos aren't about selling to an audience, they're about engaging with an audience. They're most effective at building better, more personal relationships with your customers and clients. Mobilizing Entrepreneurship Shopify doesn't promote specific products on its site, but inspires entrepreneurs on an emotional level, which today leads to stronger sponsorships rather than just a few extra bucks.
That said, there are still some technical aspects you can play with to optimize success. The timing of when you line database post your videos can make a difference in their performance, but since every marketing group has different tastes, you'll need to experiment a bit to find the best times for your audience.
At 99designs, we learned this through trial and error. Last year, we released a 2018 Design Trends Video in early February, which did well with 16K views. But for our 2019 Design Trends Video , we learned our lesson and released it a few months earlier in December. This timing change put us ahead of our competitors (along with the help of a coordinated social campaign), and the video performed 1000% better with 212K views in just three months.
There is no one right approach to branding, especially when it comes to branded videos. A great branded video involves finding the personality that best defines your business and matching it with the voice that best resonates with your target audience. For example, a popular branding trend right now is documentary-style videos of real people (like the one below from Mattel), which usually include some kind of twist or surprise. While this has worked for some brands, it would be a big problem for more serious brands like insurance or healthcare.