Lesson Number 1: #VideoGoals
In this first lesson we’ll focus on:
The importance of setting goals for your campaigns
Selecting the right video format based on your goals
SO WHAT IS YOUR GOAL?
The long-term goal for most campaigns is to generate sales. However, what’s your immediate goal?
It could be “I want everyone to know about our new product” or “let’s push people to our website”. Answer this question first and you’ll be able to tailor the whole campaign to better achieve your goals.
Campaigns usually focus on these three broad goals:
Awareness: introducing people to your brand
Consideration: getting an audience to discuss your product or service
Conversions: push them towards a clear action such as a sale or completing a form
MY GOALS ARE SET! WHICH VIDEO FORMAT IS RIGHT FOR ME?
There are hundreds of different video formats out there. Each optimised for specific goals. Having clear goals at the briefing stage, allows us to produce video with the right of formats in mind.
For example, most people think Snapchat is a platform for brand awareness but, do you know it also has specific formats for consideration and conversions?
Same goes for Facebook:
Understanding clearly what's the immediate output of your campaign allows us to produce video with the right formats in mind.
Compare two of our campaigns. Radox Vs. The Guardian.
Which goals do you think each brand had behind their campaign? Can you see how the formats helped driving different goals?
Tweet us your thoughts!