Why choose Video Marketing Services in Vietnam?
The attention-grabbing competition has never been so intense. To outshine others, businesses need to build unwavering trust in their brands and attract continuous attention through valuable and authentic content.
Capturing realistic moments, painstaking efforts and milestones in your journey to success, video marketing helps you tell your stories in the most genuine way.
Enjoy high ROI and desirable results while it paves the way to the heart of your audiences.
What makes On Digitals a different Video Marketing Agency?
Leveraging video marketing’s unique effects, On Digitals commits to present your brand image in a new light that transcends text and images.
Any video we produce pivots around your core values and brand image, and brings them to the next level to meet the ever-evolving needs of consumers.
Rest assured and get ready to be impressed with how much your brand can shine.
What solutions do our Video Production Package offer?
Video is not hard to make, but excellent ones do call for expertise and experience.
On Digitals offers you a comprehensive package. From initial concept, creative brief, to scheduling for video production and post-production editing, our team is willing to accompany your company to the final masterpiece.
Don’t hesitate to contact us for consultancy on the detailed process tailored for you. Or you can first have a look at the general process we provide below.
Contact us now for a Video Marketing consultation
What is video marketing?
In a nutshell, it is a marketing strategy that integrates video into your digital marketing plans and campaigns to achieve various goals, from brand promotion to business profitability.
In the period of 2016-2020, more businesses started using video as one of their core marketing tools, increasing from 61% to 86%. This type of media is believed to play an important role for both B2B and B2C.
Video marketing has many ways of manifestation. Here are some more common categories based on their specific purposes.
Accounting for more than 70% of all types, explainer video is used to explain a concept or idea behind a product or service.
Another is tutorial or how-to video, which is more about hands-on practice than theory. Therefore, it’s generally longer than explainer.
Depending on platforms, a promotion video about one product may take different forms.
In this category, the most popular is commercials. Its longer form is called infomercial, which is usually about tangible goods, may be presented by celebrities and broadcasted on TV. Others are product launch, product demo and in-store video.
Testimonial and case study or success story video helps build trust of potential customers in the brand. You may have watched another type of testimonial – employee testimonial, but this is more about a recruitment or company culture promotion campaign.
Un-boxing or product review is another type to reinforce trust in a brand’s products, but it can also be made by users or Key Opinion Leaders (KOLs). This user-generated content usually gains more popularity and credit.
On the other hand, customer support video aims at helping current customers resolve certain difficulties when using the product. This is somehow similar to a tutorial, but more specific to a problem.
Brand video is arguably the most common type in the company culture category. It showcases a company’s mission and values, sometimes their history, and usually belongs to a larger advertising campaign to build awareness, intrigue and attract new audiences.
Event video can be both formal (corporate events, etc.) and casual (year-end parties, etc.). It is good for building connections and promote a company’s resources. Sharing on social media, such as by Facebook Live, is a common practice here.
Other types to promote company culture are company Vlog, recruitment video (in an employer branding campaign) and behind-the-scenes.
Webinar: can be set up as a general educational session of a certain topic or training for customers.
Internal communication video: often used for onboarding, internal training or official announcement.
Livestream: a more tricky type because it can be used for all purposes, be it to promote company culture or advertise for a certain product. With the unique feature of high interactivity and in real time, livestreams provide a more immersive and authentic experience to the audience.
What do effective video marketing services entail?
Let’s have a look at a comprehensive process, including three big stages with smaller detailed steps:
PRE-PRODUCTION
Customer Request
The customer will provide the agency with information about products, concept and content. Expectations about timeline, type, length and other factors are also helpful.
Research & Analysis
Thorough research about the most suitable types of video based on customer requests will be conducted. Information about target audience’s preferences will also be collected.
Then, an in-depth analysis about potential reach and exposure in the target market will be made. Together with competitor analysis, deduced insights about the most impactful content will guide the production.
Alignment on Expectations
After researching and analyzing relevant information, the customer and agency should agree on main directions, video creation process, digital marketing goals and expectations. Without this step, sudden changes in the middle may disrupt the whole.
Creative Brief & Script Design
It’s time to start building the creative brief and script. There must be one concept applied for all content in a campaign to ensure consistency in theme, tone, format and effects. The goal here is to present unique features of the brand in a different, positive light and ways that are made easy to share.
PRODUCTION
After the script is agreed by both the customer and the agency, production will be kicked off.
This may include hiring KOLs, extra equipment or locations to best serve the script. The schedule and timeline will also be set up and followed with the consensus of both parties.
POST-PRODUCTION
Refinement & Optimization
The edited version will be sent to the customer for comments and additional requests, if any. Further refinement will be done accordingly.
Tracking
After launching the final version as agreed, the agency will start tracking its effectiveness based on certain metrics.
What should companies expect to gain from video marketing?
Video marketing is one preferred approach by many businesses due to its numerous and lasting benefits. Here are 4 direct gains you can expect:
Video provides a higher feel of reality than other media. The convincing feeling of “seeing is believing” stimulates more emotions and actions.
Compared to a long list of customers posted on your home page, one testimonial video with a few real customers advocating your product will hit the spot.
One of the factors for SEO efficiency is dwell time or on-site time. And with more compelling and relevant video on your site, users will be more likely to stay longer. Also, if you produce tutorials, it’s more likely to appear on the top of Google’s SERPs as users input a related search.
Social media also receives great benefits as people like to share things that are pleasant to see and easy to digest, and most of the time, videos stay on their list.
Do you know that 55% of consumers use video to make their decisions because it helps boost their confidence, especially when they’re drowning in a sea of brands.
And with the right techniques, posting video on your landing pages can improve conversions by 80%.
Many agree that this is the ultimate goal for all business investment. In a 2021 marketing survey by Wyzowl, 78% agreed that “video has directly helped increase sales” and it provides attractive ROI.
When this type of media becomes easier and easier to produce yet its benefits haven’t stopped raising, this is a worthy investment for any business in any industry.
What are some best practices when implementing a video marketing strategy?
There are 5 recommendations to apply for all industries.
Be authentic and tell stories
In the first 5-15 seconds, show your intentions and be authentic, as viewers can tell otherwise and decide to stay on or not.
Also, when building content, make sure it matches with the viewers’ expectations and needs. Take extra care to ensure consistency throughout the whole. A well-thought-out content marketing plan can help you greatly.
Embrace the value of variety
This doesn’t only apply for video content, but also its types and platforms. Remember to do your homework as each platform requires different specs and has their own rules.
Consistency must still be honored though, despite many forms of manifestation.
Optimize for mobile, search and silent view
Do you know that more than 70% YouTube watch time is on mobile devices? If you don’t optimize for mobile view, you’re missing out a huge number of potential audiences.
Many still believe that search engines don’t care much for video content, but as more and more of it is consumed, the landscape is changing. A more comprehensive and updated SEO approach will help your brand go much further.
Another note is silent view, especially on Facebook, because up to 85% of Facebook videos are watched with subtitles instead of sound. So when appropriate, consider creating a closed caption version together with the original one.
Prepare to go live
More than 80% online users prefer livestream to social posts from the same brands.
Livestreaming is not a new trend but its potentials are yet to be fully realized. More and more brands will take good use of this communication media to increase their exposure and create the sense of urgency to act.
Balance between in-house production and professional video marketing services
Each approach has its own appeals and best applications. Consider your resources and limits to choose the most suitable.
If you’re new to digital (and commercial) video production, it’s highly recommended to outsource it to a marketing company or agency as the value outweighs the cost, whether in the creation of commercials for advertising or others.
What should NOT be done to keep your video production effective?
Many have fallen prey to purported recommendations of how to make the best video. Let’s take a look at some more common ones and the reasons they harm your brand more than help.
Every good thing needs moderation, and exceptions don’t apply here. For example, when making an educational video, you may want to share a lot of information. But most viewers are not patient enough to stay till the end of a “stuffy” albeit useful educational session.
Make it easier to digest by breaking down the big topic into smaller chunks, each for one topic. In that way, it’s also more convenient when you want to edit, add or remove some content for information updates.
Creativity is great, as long as it doesn’t hinder the process or waste resources. Creativity is best in pre-production. After that, making changes on a whim will not only slow things down but also cause frustration.
Try to follow closely the process and if you really want to change it, consider thoroughly pros and cons of these two scenarios.
DIY provides the benefit of full control of the process and is usually praised for having the quality of authenticity. So for some content types, DIY is the better choice, provided your related skills pass the minimum bar.
However, in some certain cases, such as product launch, brand and commercial video creation, professional services of a reliable marketing agency or production house are usually the go-to choice for your company.
And outsourcing doesn’t mean you lose all control. It means you have a helpful hand to do jobs requiring specific skills that you don’t have to (or don’t want to) develop in-house.
Call-to-actions are not just “Buy Now” buttons. They are a way to measure performance, so they can be an invitation to subscribe to the channel, to follow, like, share, comment, or divert to other related content.
Including CTAs shows viewers relevant and helpful next steps. So make good use of it for higher engagement and conversion.
Unless you possess extensive resources of personnel, equipment, expertise, budget and time, this is not the best way to go.
Selective collaboration with other brands and KOLs will better utilize the collective power to create an edge in this fierce competition.
Which types of video marketing yield the best results?
The answer varies based on the results you want. Results at the top of the funnel, e.g. lead generation, are different from ones at the bottom, e.g. revenue. However, it’s almost always better to have a mix.
As each type has their own advantages and best applications, consider these tips when deciding on your own mix.
- Explainer or tutorial are usually searched for as opposed to shared. When looking for a way to do something, people don’t always perform the search on YouTube or other platforms. They most likely use the “traditional” search engines like Google, which is a great opportunity for SEO practitioners.
- Livestream performs a leap in B2C in 2020-2021, from 13% to 25%. On the other hand, consumers also install more streaming apps in their smartphones, hinting at the surge of livestream.
- Commercials, in both multimedia and video formats, serve well as a stimulator for buying decisions, so many companies invest much in its production.
- Company culture video can help establish and reinforce an image of brand credibility, even more so when employees actively share on their social media pages.
How long should a video be for highest marketing results?
Each type has a range of “Goldilocks length”, depending on its purposes and expectations from viewers. You can’t expect people to keep watching a mid-roll commercial ad for 10 minutes, but that length is acceptable for a tutorial.
Remember to check the allowed and recommended length before posting on any platform, as each has their own rules. It means you should not “utilize” one same video for all platforms because the results will likely not be as you expected.
You may have heard of the “max-2-minute golden rule”, but it really depends on the situation.
- Explainer: 30-90 seconds. This equals to around 200 words of script.
- Tutorial: It depends on your topic, but it should be less than 20 minutes. If you can’t stuff all necessary information in that frame, consider breaking it down into a series, with each staying at 3-6 minutes.
- Commercials: Usually less than 30 seconds, depending on where it is posted. Commercials can be as short as 5 seconds as in mid-roll ads on YouTube.
- Testimonial or case study: 10 minutes at max.
- Product video: It depends on how complex your product is, but try to keep it at maximum 3 minutes.
- On landing pages: 30-60 seconds.
- Facebook: 5-10 seconds for ads, max 90 seconds for in-feed and 5-10 seconds for story.
- Instagram: A general video may last 30 seconds, while ads stay best at 15 seconds and stories at 5-10 seconds.
- LinkedIn: Ads perform best at maximum 15 seconds, while in-feed video has a much wider range: 30-300 seconds (5 minutes).
- YouTube: If it’s skippable, make it flexible. If it’s non-skippable, maximum 6 seconds.
In summary, your content should inform how long your video is. Try to keep it as short as possible, and as long as necessary.
How to measure your video marketing effectiveness?
The most commonly used metrics, it includes shares, comments and likes.
Engagement rate on Facebook and Instagram will affect your organic reach, as these two platforms believe similar audiences will like similar compelling content. So as long as your content resonates well with followers, rest assured that they will be treated more favorably by the platforms.
This is usually measured by view count, which is used to assume brand awareness and PR effectiveness. But because view count is a shallow way to measure those two, consider combining it with engagement.
Different platforms have a different way to count the number of views, whether it includes replays. For example, Facebook counts a view after 3 seconds of watching. YouTube counts views by their own rules to monitor closely for fake views.
This is the percent of viewers who click on the CTAs and visit another site. It is generally measured by links on landing pages, PPC clicks, email links, Facebook and Instagram ad clicks, and so on.
The higher the watch time, the higher the relevancy score. Targeting and content quality are two factors contributing to watch time.
This metric is easier to measure for sponsored ads because it is linked directly to the purchase decision.
Besides common metrics, you can consider the number of re-watches, replays, subscribers, play rate, bounce rate and dwell time.
With different purposes, your company may settle on more specific metrics.
Which platform is best for video marketing?
Despite the increasing number of platforms, equal investment on all of them is not recommended. There are 3 main types of platforms you should consider and allocate resources according to each’s priority level.
Owned platforms
These are under your complete control and should be the first in your priority list.
They include your official website, eCommerce site, blog (or vlog), emails, apps, social media pages.
Content posted on these platforms must be consistent to bring out a unique and seamless brand experience for visitors. It is recommended to seek professional production services for these videos as they are official marketing and commercial messages from your company.
Paid platforms
As the name suggests, you need to pay for your content to appear to users on these platforms.
They include search ads, social media ads, sponsored content or native advertising, and KOLs.
Though the content posted on these platforms is totally within your control, the fierce competition may leave you unsatisfied when seeing your reach or other metrics.
If you want to top the list in a specific paid platform, a video creation service package of a trusted marketing agency is worth considering.
Earned platforms
This can be considered a passive source as you can’t control most of its activities and impact. The good news is it is free to use.
This type of platform includes social media (in the way of sharing) and user-generated content such as product reviews from ordinary users or KOL.
In this case, KOLs don’t ask for monetary rewards yet a boost in their reputation. An effective KOL management plan will help you greatly in utilizing both free and paid KOLs.
On a side note, if you’re looking for “the best social media platform” for your video, the answer lies in the “Big Four”: Facebook, LinkedIn, Instagram and Twitter. To boost the impact, don’t forget YouTube as the best supporter.
What are potential gains from video production and marketing for businesses?
Apart from apparent benefits listed above, many aspects of video marketing remain underexplored. One of many new trends is undoubtedly watching livestream on mobile devices. But we still have more to come:
More formats are on the horizon. Shoppable video known for higher engagement rates will be more popular, while social media platforms expand their list of acceptable formats.
This is the perfect opportunity for SEO to shine, so review your current SEO strategies and put more focus on video content to prepare for this favorable change.
Video, whether pre-produced or livestream, have weeded out many barriers in the process of learning and training by presenting concepts and new information in an easier way to digest.
With more user-generated content to increase brand credibility, your company can invest less effort on creating new content and more on repurposing content for higher impact. However, you need a thorough plan to manage and utilize all content, no matter who made it.
Livestream virtual events transcend geographical limits so they reach a much bigger audience, while real events are argued to bring a more realistic experience. With continuous development of virtual meeting and conferencing apps, online events will become mainstream, which means more opportunities for companies with less resources to make their names known.
How long does a standard video production process take?
It depends on the type and your requirements among others. Let us give you an estimate by dividing the big process into three main parts.
- Pre-production: 2-4 weeks. Includes the following steps:
- Production: 1 day to 1 week
- Post-production: 1-2 weeks. It may include footage processing, editing, voice-over and refinement.
Receive request, conduct research and agree on key results: Around 1 week.
Produce the creative brief: Around 1 week.
Produce the script, graphic design, prepare schedules, and hire help and location (if needed): 1-2 weeks.
To ensure the video creation process goes smoothly and on schedule, your cooperation and support are highly appreciated.
How long does it take to see the effects of video marketing?
It depends on the platforms you choose. Generally, social media reacts the most quickly. Each social media platform can provide you with their own analytics and metrics to track your performance.
If it’s posting on your company site or blog, give it some time to grow. If your site has a good, stable flow of traffic, it will take less time to see the effect.
Can video marketing benefit other digital marketing strategies?
Of course. Video marketing is great at supporting and boosting their cousins in the digital marketing family. There are 4 main areas that enjoy direct benefits.
If your brand has a lot of user-generated content, this is a good source to enhance your credibility.
As long as you know how to effectively manage your social media, adding video content will surely bring you nice surprises.
It’s even better with livestream optimized for mobile where potential customers can ask questions directly and make the purchase on the spot.
What should your company prepare for a successful video marketing strategy?
As video marketing is great support for other digital marketing activities, its potential is best developed when you take good care of those. Specifically, reviewing your strategies of content production, social media and site management (e.g. your websites and blogs) should be on your to-do list.
For the ultimate products, consider entrusting the task of video creation to a trusted advertising production house or marketing agency and enjoy their professional service.
On a final note, cooperation and support from your company to the agency will certainly move the video creation project forward.
How much do video marketing or video production services generally cost?
There is no one-size-fits-all solution, so your quotation depends on your requirements. Common cost factors include:
Type
For example, a request for product video creation usually costs less than one for a testimonial, as it doesn’t require external people and information. And the amount of time required for post-production editing will also differ.
Length
Common sense says that the longer the time, the higher the cost. However, remember to take into consideration information density and importance of the content. You can’t expect a 5-minute self-made product review to cost more than a one-minute company introduction video posted on your official site.
Resources
Equipment, tools, locations and external people are typical examples here. Utilizing available resources will of course save more, as long as you know how. Investment in a professional camera will not pay off unless there’s at least one person who knows how to make a good use of it.
When setting up a budget, break it down. For example, 25% pre-production, 30% production and 45% post-production. These numbers will change depending on 3 factors above and other requirements.
In short, to get the highest value for your investment, consider these tips.
- Be realistic and have data backed up when setting up goals and expectations.
- Invest adequately in the process and follow it through.
- Think long-term about how to re-use the same content for various purposes in future.
- Consider looking out for a comprehensive package from a reputable video advertising agency, as DIY may cost your company even more.
How to choose the best video production agency for your company?
Because there are as many types of video as the number of multimedia production companies, identify your expectations first. Some agencies may provide only more common types, such as explainers, while others have a more rounded profile.
If you haven’t decided on your strategy, reach out to an all-in-one digital video production agency as they will spend time to really understand your company and consult you on the most suitable solutions.
On Digitals prides to accompany you on the journey to realize your brand’s full potential with an all-inclusive video marketing service package tailored just for you.
