As we approach the festive season, it’s hard to ignore the colossal impact of Black Friday and Cyber Monday on retail. Once dominated by the American market, these shopping events now resonate with UK and European retailers, too. So, let’s cut to the chase: how can your brand harness the power of video marketing to make the most of these retail juggernauts? Here are our top ten tips to get you ready for the holiday rush.
1. Go Back to School – Learn from Your Data
Start by diving into your past campaigns. It’s all about tracking and analysing the data to ensure a decent ROI. Take a good look at last year’s Black Friday and Cyber Monday videos. What worked? What didn’t? Identify trends, check your drop-off rates, and tweak your strategy accordingly. Knowledge is power!
2. Black Friday and Cyber Monday – time to socialise
Social media is where the action is, particularly during the sales frenzy. With TikTok’s rapid rise, it’s become a powerful platform for engaging younger audiences, where creativity meets commerce. The introduction of TikTok Shop allows brands to seamlessly integrate shopping into their content, making it easier for viewers to purchase directly from videos.
Instagram, on the other hand, remains a visual powerhouse. Leveraging Stories, Reels, and shoppable posts can significantly amplify your reach. Make sure your content is shareable and engaging—after all, social sharing is critical for your video marketing success. Eye-catching videos that resonate with your audience will encourage them to spread the word and help your brand thrive during these key retail events.
3. Optimise for Mobile: It’s a Must!
Mobile isn’t just an option; it’s where the majority of shopping happens. As consumers increasingly turn to their smartphones to browse and buy, ensuring your video content is mobile-friendly is essential. Here are some actionable strategies to enhance your mobile video experience:
- Vertical Formats: Embrace vertical video formats, especially for platforms like TikTok and Instagram Reels. This caters to how users naturally hold their phones and provides a more immersive viewing experience.
- Short and Snappy: Capture attention quickly. Aim for videos that are 15-30 seconds long, focusing on key messages and calls to action right from the start.
- Clear Visuals and Text: Ensure your visuals and text are legible on smaller screens. Use large fonts and high-contrast colours to enhance readability. Remember, many users might be scrolling through their feeds with the sound off, so make your message clear through visuals alone.
- Fast Loading Times: Optimise your videos for speed. Compress files to reduce loading times, as slow videos can lead to high drop-off rates. Test your content on various mobile networks to ensure smooth playback.
- Interactive Elements: Use interactive features available on platforms like Instagram Stories and TikTok. Polls, quizzes, and swipe-up links can increase engagement and drive traffic directly to your product pages.
By making these adjustments, you can ensure your video content not only reaches but resonates with mobile users during Black Friday and Cyber Monday. A mobile-first approach isn’t just recommended; it’s vital for capturing the attention of today’s consumers.
4. Personalisation
Nike is leading the charge when it comes to personalisation in marketing. They’ve mastered the art of connecting with consumers through tailored video advertising, using data analytics to craft messages that resonate on a personal level. Their Nike By You initiative allows customers to design their own trainers, creating a unique bond with the brand.
By deploying targeted video ad campaigns that reflect consumer preferences and shopping behaviours, Nike not only drives traffic but also fosters genuine engagement. For retailers of all sizes, exploring personalised advertising isn’t just a nice-to-have—it’s essential for delivering a meaningful customer experience.
5. All Out on the Experience
Remember, video marketing isn’t just about flogging products; it’s about storytelling. Take John Lewis, for example. Each year, they launch a highly anticipated Christmas advert that weaves a heartfelt narrative, often featuring a unique character or theme. This approach not only showcases their products but also evokes emotions, creating a memorable experience that resonates with viewers long after the festive season.
Think of ways to create engaging experiences that align with your brand values. Whether it’s a themed event, interactive video campaigns, or behind-the-scenes content that highlights your brand’s story, ensure it’s something your audience will remember and want to share. Creating these compelling narratives not only builds brand loyalty but also strengthens the emotional connection with your customers.
6. Point of Sale Videos
Don’t overlook the importance of physical retail spaces. Point-of-sale videos can enhance the in-store atmosphere and create a lasting impression that drives purchases. A well-placed video can be a game-changer in how consumers experience your brand.
7. Clear Call to Action
This one seems obvious, but it’s worth repeating: always include a clear call to action in your videos. Once you’ve captured your audience’s attention, guide them on how and where to purchase. A straightforward approach can lead to higher conversion rates.
Curious about how video marketing can elevate your brand? Get in touch with Hurricane Media today, and let’s create captivating content that turns viewers into loyal customers! See what we did there?
8. Video Landing Pages
Create SEO-optimised landing pages that feature your videos prominently. These pages should not only sell products but also include editorial content, gift guides, and perhaps a countdown timer to create urgency. Every little bit helps! Check out our Video SEO Guide for help..
9.Video Email Marketing
Integrating videos into your email marketing strategy is becoming increasingly popular. Around Black Friday and Cyber Monday, consider using trigger emails to engage those who may have abandoned their carts. An exclusive video or a tempting coupon can work wonders to draw them back.
10. Compete on Your Strengths
Shoppers are on the lookout for bargains, so showcase any discounts in your video content. However, if you’re a smaller brand that can’t compete on price, use video to highlight what sets you apart—be it exceptional customer service or quality products. A great example of a smaller brand successfully showcasing its unique selling points through video is Chilly’s Bottles. This UK-based company specialise es in reusable stainless steel water bottles that keep drinks hot or cold for hours.
Instead of competing solely on price, Chilly’s Bottles uses engaging video content to highlight its commitment to sustainability and stylish design.
Want to Create Impactful Videos?
If you’re keen to explore how video can inspire and engage your audience this holiday season, don’t hesitate to reach out.
If you want to talk about ways we can help your brand use video to inspire your audience, contact us for a chat.
