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- Wait—do you really need a video marketing strategy?
- Get started: Understand your audience first
- Grab attention with a bold start
- Align with your audience’s intent
- Show Credibility
- Use loss aversion as a winning strategy
- Use the scarcity principle
- Drive action with a compelling CTA
- Keep the video short
- Now, what next?
Made a sales video for social media but didn’t see the expected results? Well, the magic is in the right sales video script and some other key marketing considerations.
Let’s look into how you can create effective sales ads and revise your video marketing strategy for a higher return on investment!
![Woman making sales video with a video script](https://images.ctfassets.net/b4k16c7lw5ut/3cNOtS4rBfEeZdQNpLTYGX/70656c0dd3230e3667e74e20b0b04ba8/shutterstock_1902264442.jpg?w=1000&h=667&fl=progressive&q=50&fm=jpg)
Wait—do you really need a video marketing strategy?
Take a look at what the numbers say.
Since 2015, video has continued to grow as a key marketing and sales tool. Right now, video marketers grow revenue 49 percent faster than non-video marketers. As we approach 2023, when worldwide retail eCommerce is expected to hit $6.5 trillion, video would become even more important.
![State of video marketing survey](https://images.ctfassets.net/b4k16c7lw5ut/jhLqgF4APS6PDteodynVg/849b89dd8fad1835a43c152eb02de88d/image5.png?w=538&h=302&q=50&fm=png)
In 2021, 93 percent of video marketers consider video important to their marketing strategy, up from 78 percent in 2015.
Eighty-seven percent of video marketers reported a positive video ROI—over 50 points above 33 percent that felt that way in 2015. And according to Cisco, videos will account for 82 percent of internet traffic in 2021.
Not investing in video marketing today could lead to a missed opportunity, so get strategizing!
Get started: Understand your audience first
A video is only as good as the messaging, but how do you tell a story that’ll resonate? Know your audience. That is, build your audience persona.
Go beyond demographics: Enter behavioral and psychographic Data
Feel like marketers have thrown this term around so much that it’s losing its meaning?
The advice often cycles around knowing where your audience lives, their age, gender, and income. But knowing your audience goes beyond basic demographics.
Answering these questions could set you on the right path.
What are their pain points?
What are their goals?
What are their challenges?
What motivates or triggers a response from them?
What are they interested in hearing, seeing, or experiencing?
Why it works
Here’s why understanding and building your audience profile based on psychographic and behavioral data works:
Understanding your audience’s deep burning pain points helps you level up your message.
Knowing what motivates them helps you craft irresistible offers.
Using their everyday language in the video makes the message relatable.
Understanding their challenges helps you eliminate frictions on the conversion path.
Getting to know their goals helps in addressing possible objections.
Grab attention with a bold start
You’ll need to grab attention first to sell with a video, and unfortunately, you probably have less than 12 seconds to do that—a study found that the human attention span is now eight seconds, down from 12 seconds in 2000.
So, make the most of your first eight seconds.
Clearly and quickly introduce yourself and the purpose of the video. Front-load it with value and the most important messages. Use incredibly entertaining scenes, soundtracks, and humor to engage the audience.
Video example: Dollar Shave Club
Mike, the founder of Dollar Shave Club, starts with a three-second introduction and in 15 seconds he gets to the message.
The video generated over 12,000 new orders within 48 hours of launch. It also boasts impressive engagement numbers—27.3 million views, 140,000 likes, and 9,000 comments.
![Video example: Dollar Shave Club comments](https://images.ctfassets.net/b4k16c7lw5ut/4oc9oIp2skYL3sD6hoTWnV/0e5bd087ad8866c0a1f9db5d3826ac67/image2.png?w=871&h=478&q=50&fm=png)
Why bold starts work
Here are what makes starting boldly a non-brainer:
It helps grab the audience’s attention.
Only about 46 percent of viewers watch videos to the end, so you want to make those first seconds count.
When people get the core message earlier on, they are more likely going to watch the video to the end.
Most people skip ads, including video ads, so engaging them within the first ten second is very vital.
Align with your audience’s intent
About 78 percent of customers say they don’t feel understood by brands. Get on the same page with your audience by aligning your message with their intent.
Aligning with your audience’s intent boils down to understanding their pain points and aspirations. For example, they might be applying to college, trying to decide on a site hosting solution, or seeking to understand a complex subject like machine learning.
Articulate this problem in the language they understand, clearly focusing on their most important pain points and aspirations.
Video example: Old Spice
Use emotional triggers that address the specific pain point (for instance, ‘save’ if they want to save money), and reinforce how your product or services could help ease the pains and attain their goals.
Find out what they consider helpful, and communicate it in ways that’ll engage, interest, and build emotional connections.
Here’s a classic example from Old Spice—a body wash maker.
This 32 seconds video generated over 59 million views, over 27,000 comments, and about 232,000 likes.
![Old Spice Youtube comments](https://images.ctfassets.net/b4k16c7lw5ut/wMC9JySvBU5foA1Cl6V5M/503bc34ffb62cb8ec66a89d6ce7b385e/image8.png?w=882&h=293&q=50&fm=png)
The campaign sparked a sensation that became the fastest growing and most popular in history. Within one week of launch:
The brand’s Twitter following increased by 2,700 percent
Facebook fan engagement went up 800 percent
Website traffic rose 300 percent
Old Spice body wash sales double by 107 percent
Why focusing on your audience’s intent works
Paying attention to what your audience is trying to communicate or attain pays off for these reasons:
It makes them feel the brand understands their needs.
It helps them relate to the message, easily.
Using the emotional triggers that address their specific pain point draws emotional responses and grows sales.
Show Credibility
Stealing attention with a bold start, aligning with the audience’s intent are both excellent but are not enough for prospects to buy from YOU