Video is a vital part of any successful digital, mobile and social network strategy. 2017 has undoubtedly been a year where video previews have proved their value through enhancing the user video browsing experience, increasing user engagement and maximizing revenues.
A video preview is a short three-to-thirty seconds’ outline of the videos’ contents, encourages users to watch it and helps them make a decision as to if they will play the full version. Video previews are automatically created and played and thus provide an improved digital, social and mobile experience. Previews are muted and are generated to help reach KPI targets in user take up, engagement and retention.
This is why Vid.Watch has listed the following five major reasons and how playing previews will positively contribute to your overall strategy.
1. Improve your user acquisition performance
With ever increasing amounts of online distraction it’s difficult to get a viewer’s attention. Static thumbnails go unnoticed and even when they are clicked, an image with a title doesn’t say much about the content you’re trying to promote; Some viewers bounce after they discover they clicked a video they didn’t expect to watch; Others who could be easily converted to loyal users, are not engaged to click by the static experience. This is why you need to make a significant effort in choosing the right combination of a title and image that will bring new users to your website and manually create multiple video teasers for each marketing channel you are working with.
Playing previews as part of your marketing strategy — as part of your marketing emails, content discovery platforms, and more, will help you acquire more users. By creating the right video experience for every marketing method and channel you use, relevant viewers will take notice and a potentially become loyal audience, and thus regular revenue, will frequent your site.
2. Improve your user engagement performance
Video ads generate the highest revenues; however, on average a user only watches one video per session. Playing video previews dramatically increases your click-through-rates, helps your users choose what to watch (and thus securing their engagement and willingness to watch ads).
Playing high-quality video previews which are tailored to your brand and content, created in scale, and efficiently-played on your website will increase your click-through-rates dramatically, increase your session depth rates and the overall number of watched content.
3. Improve your users retention performance
Playing personalized video previews to promote popular videos on your website — or in subscription e-mails — generates a fuller more interactive experience, helps your users choose what to watch and therefore lowers their frustration after making poor decisions that used to be based on the content of a static thumbnail. By giving your users value, and helping them find the content they love — you’re establishing a loyal audience that will stay longer, watch more and come back again and again.
4. Improve your video monetization strategy
Adding previews on your website creates a new dimension for ads that was never there before. Your users get used to this new video browsing experience and you can enhance it to increase your revenues by replacing some of your video previews with promoted previews or short-ads. Not only do you increase your profits by promoting your popular content, you also increase profits by promoting external paid for video content. These days, when six-second ads have become a standard and browser companies start to block auto-playing video ads with audio, it’s the right time to start using muted video previews and start making more profits!
5. Improve your mobile strategy
Increasingly more users experience your website via mobile devices. Engaging users with mobile video content is even more challenging than on PCs — video thumbnails are very small, users are pickier in their choices, and are very concerned about wasting their battery and data allowance on a video they didn’t expect to watch.
Helping them make the right video decisions, in a non-intrusive, battery efficient way, that works on every mobile device and browser, is just what your site needs to increase the number of video views via mobile users.
Vid.Watch (2015) helps publishers and marketing agencies to maximize their video strategy on any channel, platform and device by automatically generating personalized scaled video previews.