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Marketers can also use performance videos to target diverse personas based on demographics.

This piece argues that leveraging performance videos can be a cost-effective content marketing strategy for businesses to get better returns in the changing economy. Performance videos are user-centric that can help marketers showcase their products’ value “through the customer’s selling points, not the brand’s.”

To make performance videos better connect with the audience, marketers should make them mobile-friendly. For instance, a women’s apparel brand used overlaid texts and frontloaded its content with strong upfront branding to get noticed by the fast-paced mobile viewers.

But, brands should first plan for the action they want their users to take after watching their videos. Marketers can also tweak their successfully running performance video ads into new ones to appeal to different demographics to save on production costs.

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[4 minute read]

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