Online videos are one of the weapons most appreciated by companies in their marketing strategy in recent times. Companies are investing in videos and positioning them prominently, possibly because in recent times different studies have been indicating that consumers want to watch more videos online and that they are spending more and more time and attention on them.
Added to this is that in recent times they have begun to bet on new shorter video advertising formats (such as the 6-second ads that appear before audiovisual content), creating a new market and a new range of opportunities.
But what is it that makes video strategy work? Is the key Last Database in the content, in the extension or in choosing well who receives the content? Or is it really necessary to spin much finer and position itself by making use of elements much less tangible and much more linked to the psychology of consumers?
What Makes Videos Work
That is what a study has just analyzed and its conclusions point rather towards the latter idea. If the strategy managers of companies want their video content to succeed, rather than obsessing over the most tangible elements, such as segmentation, they will have to start working on the most subjective, such as sentiment.
The study, prepared by Magna, IPG Media Lab and ViralGains, points out that the most important thing is the sentiment linked to the video. That is to say, we should not think that this video will want to be seen by consumers of so many or how many years but rather consumers who will empathize with the content.
“Marketers know that a great story is a relevant story and the best marketers understand that they have to use consumer sentiments to create personalized and relevant consumer journeys,” explains one of the study leaders. It recommends, in fact, that consumers be listened to and that their interests be analyzed to create a response tailored to their preferences. It is the key to connecting with them, in fact, not only with video content, but also in the different phases of the consumption process.
A bug in segmentation
The study data indicates that those videos that were targeted using sentiment show 85% more interest among consumers for the content. 76% of consumers who saw them said that these videos were relevant and 66% that those ads were informative. They were interested in the content and found it outstanding.
This is good news for marketers, because it gives them a key to understand what they have to do to reach consumers, but it is also bad, because it makes it clear that what they have been doing has not been the best idea. According to the study’s estimates, 59% of spending on video advertising would simply be wasteful because it employs standard targeting systems. They would be, possibly, offering the wrong ads to an audience that is not the right one.