TV Advertising is Not the Same as Online Video Marketing

 In content marketing, marketing strategy, Vlog Pod Vlog

Don’t Approach Online Video the same way as TV Advertising

It’s easy to think that because you’re already using TV advertising moving over to online video marketing is just a matter of adding that same content to an online video platform. But this is just lazy, and lacks any acknowledgement that online video marketing is a completely different beast to TV advertising.

Below are at least three reasons you need to be thinking about this differently.

Online Video Distribution Costs Are Lower

Firstly, online video marketing reduces your distribution costs compared to TV advertising. It’s fairly standard practice for the production cost of TV adverts to be kept low through subsidy arrangements with the TV station. This is because the TV station needs you to have video content to be able to sell you timeslots for advertising. If you don’t have any video content, the station can’t sell you the timeslots for advertising. So it’s getting your ad on air that costs.

Online video enables you to keep the costs of being €œon air€ low. So you can save big when it comes to distribution. Which is awesome because you can take those savings and invest in more content production. Which you are going to want to do if you want to see more results.

Audiences Now Choose Their Video Content

With audiences shifting to online platforms, they’re taking back control of the content they see. So to see results, you’re going to need to directly targeting your audience. Which is the second way that online video marketing differs from TV advertising. With TV advertising you can only target your audience to a limited extent. But you’re going to be showing one main advert, to a broad demographic of viewers. Which means one video is trying to win everyone over. With online videos, you can get into the nitty gritty when it comes to targeted advertising. By creating a number of different videos designed to target different slices of your audience, you’ll increase the likelihood that your video will connect with that audience. You can meet your audience where they are, and provide them with content they’re going to choose to watch.

Audiences Will Continue to Engage with Good Video Content

Not only that, but you can use different videos to target the same slice of your audience at different points on their customer journey. Which is the third way to think differently about online video. With TV adverts, one video is not only trying to connect with all the different market segments, but it’s also trying to do this on all parts of a customer journey. Create a positive emotional connection, engage them in a meaningful way that is valuable, and hope to convert to action. Or sometimes a TV Advert will pick only one at the expense of the others. But with the ability to invest in more content, you can create different videos. For those just finding your brand you can connect with strong emotional and storytelling connections. When they begin to engage with your brand you can educate and inspire them. And then when it comes to encouraging them to buy they feel comfortable with your brand because they have grown to know, like and trust you. Online video increases your ability to reaching your audience at multiple times as they travel through your marketing funnel to become customers.

Embrace Online Video’s Strengths

Ultimately, the biggest benefit of online video over TV is that because you are freed from being locked into an expensive distribution contract, you can provide more content, more highly targeted. So changing your mindset will enable you to make the most of it. Don’t just make more 30 second TV style adverts and upload them online. Diversify your content to meet the different slices of your audience. Plan how you will connect at different points on their customer journey. This will achieve the best results.

It’s all about meeting the audience’s wants and needs. Have you started to diversify your video content? Share some examples below if you have.

Ben Amos
Ben is Creative Director of Innovate Media, Founder of Vlog Pod® and lead video strategist for Engage Video Marketing. He has a passion for online video marketing, telling great stories, spending time with his family and learning new things.
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