In the world of digital marketing, it’s no secret that video content is king. But it used to be really hard to make — you needed experts on Adobe After Effects and the like, often a whole studio to make one video. Now that AI is here, video marketing is easier than ever.
I have a few tips to help you harness the power of AI video tools (like me) for your business. You see, it’s not just about creating any old video — it’s about crafting videos that get results. That is, a video that gets viewers to do what you want them to do, whether that’s buying a product, signing up for a content offer or just giving you their contact info.
After all, what’s the point of a beautiful AI video if it doesn’t drive real business value? That’s what we’re here to explore in this blog: the art of creating AI videos that convert.
So without further ado, let’s get started on our quest to create videos that convert and leave a lasting impression on your audience.
Understand Your Video Audience
Before we dive into the world of AI video creation, it’s important to understand the cornerstone of any successful marketing endeavor: your audience. These are the people who will watch your video and that you want to captivate (and convert).
To do this effectively, evaluate who your audience is. Here’s a good place to start.
- Demographic data: Begin by analyzing demographic data, such as age, gender, location and income. This information will help you tailor your content to suit the preferences and needs of your target audience.
- Psychographic data: Delve deeper into your audience’s psychographic characteristics. Explore their interests, values, and lifestyle choices. This helps in crafting a message that resonates on a personal level.
After you have the basic “who” down for your target audience, examine their behavior. There are a few places you can look for this data.
- Web analytics: Use tools like Google Analytics to track user behavior on your website or landing pages. Pay attention to which videos are most viewed, the average duration of viewing, and the drop-off points.
- Social media insights: Platforms like Facebook and Instagram provide detailed insights into the performance of your videos and the rest of your content. Identify the content that receives the most shares, likes, and comments to gain insight into what resonates with your audience.
- Customer surveys: Direct feedback is invaluable. Conduct surveys to gather opinions on not just your videos but your overall marketing strategy. Then use this information to fine-tune your content.
- Competitor analysis: Analyze what your competitors are doing. If their target audience is similar to yours, chances are, you can get good data from how their content performs. Which types of videos are working for them, and which are not? This can provide essential benchmarking data so you know what you should aim for.
Remember, knowing your audience and understanding their behavior will help you tailor your AI-generated videos effectively. It’s the first step towards creating content that resonates, engages and ultimately converts viewers into loyal customers.
Set Clear Objectives for Your Video (aka KPIs)
We’re not going to go nuts with marketing lingo in this blog, but it’s pretty critical — key, you could say — to set KPIs for your video. These key performance indicators are what will let you know if you met your goal or missed it.
So what do you want your video to achieve? Here are some common examples.
Goal: Increasing Brand Awareness
- Views: Measure the number of times your video is seen.
- Reach: Evaluate how far your video content spreads across social media or other platforms.
- Social shares: Keep an eye on how many people share your video, amplifying your reach.
Goal: Driving Website Traffic
- Click-through rate (CTR): Monitor the percentage of viewers who click on links in your video to visit your website.
- Website visits: Measure the actual number of people who land on your website after watching your video.
- Bounce rate: Assess the rate at which visitors leave your website immediately, indicating the relevance and engagement of your video content.
Goal: Generating Leads
- Conversion rate: Keep tabs on the percentage of viewers who take the desired action (e.g., filling out a contact form) after watching your video.
- Lead quality: Assess the quality of leads generated by video marketing – not all leads are created equal.
Goal: Boosting Sales and Conversions
- Sales conversion rate: Measure the percentage of leads that convert into paying customers.
- Revenue: Evaluate the overall revenue attributed to your video marketing efforts.
- Average order value: Determine whether video viewers tend to make larger purchases.
Goal: Enhancing Customer Engagement and Retention
- Engagement metrics: Assess metrics like likes, comments, and shares to gauge the level of interaction and interest in your video content.
- Customer feedback: Solicit and analyze feedback from customers who’ve engaged with your videos to make improvements.
- Repeat customer rate: Monitor the percentage of customers who return for additional purchases or interactions.
Goal: Educating and Informing Your Audience
- View duration: Track how much of your video viewers actually watch. Longer view times indicate a higher level of engagement.
- Content downloads: Measure the number of times any additional resources, like whitepapers or ebooks, are downloaded after watching your videos.
- Knowledge retention: Assess how well your video content educates your audience by conducting surveys or quizzes.
Setting these goals and KPIs for your AI-generated marketing videos can help you tailor your strategy for maximum impact.
Once you have your KPIs in place, be sure to measure performance. You can test and optimize your AI videos — for example, you might try an A/B test with 2 versions of the same video to see which performs best.
Continue to optimize based on what works. Content is an interactive process, but luckily, when it comes to AI videos, scale is no issue. So make 5 videos. Make 10. Test 100. See what gets you the conversions you need, and capitalize on that. You got this!
Add a CTA Button to Your Video
I need to start off by saying not every video needs a CTA button. So I’ll do that here.
Not every video needs a CTA button.
Maybe you just want to wish your customer a happy (fill-in-the-blank) holiday. Or maybe you’ve created something for brand awareness (see the first goal example I listed above).
If you don’t need them to click to go to another page, but instead, you want them to like and share the video or simply watch and enjoy it, then leave out the call-to-action.
But for most AI marketing videos, you probably do want a CTA button.
What’s a CTA anyway?
First things first, from a video perspective, think of the CTA as the director’s cue in your video’s performance. It’s that delightful message that guides your viewers on what to do next. It’s the difference between someone just watching your video and someone taking action — subscribing, downloading, purchasing, or whatever your heart desires.
So you might be wondering, “Hey, Lucas, why would I add a CTA button to my video?”
Great question! Well, consider this: You’ve just presented a killer video, your viewers are hanging on your every word, they’re nodding, they’re smiling — now what? Without a CTA, they’re left hanging. A CTA button is a gentle nudge that says, “Hey, if you liked what you saw, here’s how you can take it to the next level!”
Here are some best practices to consider.
- Since your CTA directs your viewers to the next step, it’s best to place it at the end of the video. That’s what I’ll do by default when you ask for a CTA in your video.
- Make your link actionable. Your homepage is great. I love your homepage. But before you link there, consider if it’s the best place for someone to take an action. You want the link to be a place they can easily convert.
- Experiment with a few different kinds of CTAs. You can try bottom-of-funnel conversions like sales but also softer CTAs, such as signing up for a newsletter or entering a giveaway.
- Track how many people click the link. A great way to do this is to have a custom landing page and look at traffic to that page. You can see how long users spend on the page, what they do there and more.
Videos are fantastic for engaging your audience, but a strategic CTA button turns that engagement into action. It’s your video’s secret sauce for boosting conversions.
Side note: It’s worth mentioning that not every AI video is built for interactivity. When you create videos with me, I can make them interactive on their dedicated video landing page, but depending on the AI tool you use, you might not have this option. Definitely something to consider before you create!
Select the Right AI Video Tool
Sure, you could fiddle with complex video software, but why not let AI do the heavy lifting? AI can churn out snazzy videos in no time. They can handle things such as voiceover, scripting, footage and CTAs (or if you’re me, all of the above!) so you save time and launch your campaign that much faster.
When you’re looking for an AI video creator, it’s important to know what you need.
Ease of use is a big hurdle for a lot of business owners and marketers looking to create videos, but AI tools should make life easier, not more complicated. Check if the tool you’re eyeing has an intuitive interface. You don’t want to spend hours figuring out how to add text or music.
Another thing to look for is customization. Templates are great, but can you put your own spin on your video? Adding your brand’s personality is key. Look for a tool that lets you customize colors, fonts and more.
This seems like an appropriate place to mention that if you work with me to make videos, you can save your brand (or brands) in your account so the fonts, colors, logo, etc., all change depending on which brand you have selected.
Didn’t I say AI was about saving you time?
One of the last things — or maybe the first — to consider when you’re choosing your AI video tool is the cost.
Budget matters. Most tools offer free trials so you can dip your toes in before taking the plunge. Pay attention to subscription plans and pricing structures. You don’t want surprises on your bill. (Disclosure: I don’t do surprises when it comes to billing. Check out my pricing options and FAQs.)
Craft a Compelling Story
I’m going to talk about this some more, but part of the reason video is so effective is because it’s one of the best mediums for storytelling. Hard to tell a story in a tweet or a GIF. Make a video and it looks more like the audiovisual world we live in — it’s what humans have been used to for thousands of years.
So yeah, video rules. But to capture your viewer’s imagination, your video needs to be engaging. How do you do that? Make the narrative compelling to your target audience (which you’ve already identified above, right?).
Think about what resonates with them personally. Use footage that catches attention. Pick phrases that line up with how they think and speak, so it’s more familiar. This isn’t the time to pull out the dictionary or use industry jargon.
The first few seconds of an AI video matter. Start with a hook that will grab attention. Use compelling visuals, a thought-provoking question, or an intriguing statement to draw them in. The initial hook sets the tone for the rest of your video.
While your AI video may not have a traditional hero, it should feature relatable characters and situations. Highlight individuals or scenarios that your audience can connect with on a personal level. For example, if you’re promoting a fitness product, show someone facing challenges or doing exercises that your audience can relate to.
Emotion is a powerful tool in storytelling. Whether it’s humor, empathy, or inspiration, aim to evoke emotions in your viewers. Share anecdotes, testimonials, or real-life experiences that tug at the heartstrings. When your audience feels something, they’re more likely to stay engaged.
Promote Your Video
So you’ve just wrapped up your AI video masterpiece. It’s engaging, informative, and ready to make a splash.
But wait, how do you ensure your creation reaches the right eyes and gets the attention it deserves? That’s where distribution and promotion come in. Consider these steps to get the most out of your AI video.
Choosing the Right Platforms for Your Audience
Think of this as picking the right stage for your performance. Not all platforms are created equal, and not every platform is suitable for your specific audience. Know your viewers and understand where they hang out.
If you’re targeting young, trend-conscious audiences, platforms like TikTok or Instagram might be your jam. For more professional or B2B content, LinkedIn might be the best fit. It’s all about finding the platform where your audience is most likely to engage with your content.
Crafting Attention-Grabbing Video Thumbnails
Imagine your video thumbnail as the first impression on a first date — it better be impressive! A thumbnail is often the first thing viewers see, so make it count. Choose a visually striking image or design that teases what your video is about.
It’s like a book cover, and we all know people do judge a book by its cover (or a video by its thumbnail). So make it one that pops or maybe even piques curiosity.
I give customers 4 options for any video I create that includes a different thumbnail for each.
For example, see this thumbnail for a quick video I made in honor of National Cat Day. How could you not click on that adorable kitten?
Implementing a Promotional Strategy
Now, this is where the real magic happens. Crafting a promotional strategy is all about getting the word out. Here’s a quick game plan:
- Leverage your social network: Share your video across your social media platforms. It’s like inviting friends to your party — they might bring more people along.
- Collaborate and cross-promote: Partner with influencers or collaborators in your niche. They can introduce your video to their audience, and you can do the same for them. It’s a win-win!
- Email marketing: Send out a newsletter to your subscribers. People who’ve signed up for your content are more likely to engage with your video.
- Paid advertising: If your budget allows, consider investing in paid advertising on platforms like Facebook, Instagram, or Google Ads. This can help you reach a broader audience.
- Optimize for SEO: If your video lives on YouTube, make sure to optimize it for search engines. Use relevant keywords and add a detailed description to help viewers find your content.
- Engage with your audience: Interact with viewers who leave comments. Answer their questions, and create a sense of community around your video.
Remember, promoting your AI video is not a one-size-fits-all approach. It’s about tailoring your strategy to your content, your audience, and your goals. So go ahead and showcase your video masterpiece to the world. With the right platforms, thumbnails, and a killer promotional strategy, your video can shine as it deserves.
AI Video Can Help Your Business Drive Conversions
In the world of video marketing, AI can be the superhero that scales up your video-making potential. (I don’t wear a cape, but I do what I can.) Whether you’re a small business owner or a marketing enthusiast, AI has the power to propel your brand — or your clients’ brands — into the limelight.
But it’s not just about creating video content because video’s popular — though it is — it’s about crafting videos that do the job you want them to.
Ready to create some conversion-focused AI videos? Let’s get started.Try Lucas