It’s been approximately 7 months since Singapore implemented their circuit breaker measures on 7th April. Since then, the government has gradually lifted these measures – we’re currently in “Phase 2” of our reopening, with plans to enter the final “Phase 3” stage as early as the end of 2020.
Uncertainty is bad for business, and advertisers have had to change marketing tactics in order to reach an audience that’s hard hit by a global pandemic. During this period, video production companies have adapted to include services like livestreaming and shoot videos over video-communication services like Zoom. In Phase 2, video shoots have resumed, with IMDA guidelines permitting no more than 10 on screen talent/performers (who may be unmasked if necessary) at any given time.
As the situation in Singapore steadily improves – it’s time for advertisers to stay on top of current events and reassess the current situation. Here are some key points to note on video marketing during Phase 3:
Having the right message is crucial to the success of a video commercial – make sure that your video broadcasts a positive message with a tone and feel that’s in line with your brand. With Phase 3 just around the corner it’s a good idea to remind your audience not to take anything for granted. While the situation in Singapore is improving, the pandemic remains a global crisis, and Singaporeans must remain vigilant.
It’s hard to put a positive spin on such a message, but when done correctly, audiences are more than likely to support your brand – especially if it’s for a good cause. IKEA produced a video ad earlier this year that personified people’s homes and invoked feelings of nostalgia to encourage people to stay home during the lockdown. With IKEA being a household name in home furniture, the video ad was well-aligned with IKEA’s brand with a positive message that was timely and relevant to the situation then.
Apart from the topic of Phase 3, it’s also important to remember the regular rules to follow for effective video marketing. Generally speaking, you want to keep your message simple and easy to understand, as to avoid things getting lost in translation. A great example of simple messaging is this video ad by Dollar Shave Club, which features CEO Michael Dubin delivering a quirky and entertaining sales pitch at various locations in their factory. With each scene change, Dubin highlights a new reason why people should buy their products (i.e. commercial razor blades are expensive, have unnecessary tech features, free shipping etc) and manages to pack a good amount of information into the 90 second commercial.
Of course, once you’ve captured your audience’s attention, you want them to take action. Make sure that your video ends with a strong call-to-action (CTA) with relevant website links that are easily accessible by the viewer. Thanks to Dubin’s persuasive message, the Dollar Shave Club video ad generated 12,000 conversions within 48 hours of the video’s release – not bad for a video shot on a USD4,500 budget.
Having produced a video with a strong message, the next step is publishing. There’s a wide range of platforms you can use to host video – Facebook, Instagram and YouTube being amongst the most popular. Recently, we’ve seen the rise in popularity of TikTok, a viral video-sharing social networking service owned by Chinese company ByteDance, who recently opened a new Singaporean office at One Raffles Quay.
Before deciding on what platform to use, make sure you consider your budget and target audience. Platforms like Facebook (who own Instagram) and YouTube (owned by Google) allow you to set daily/lifetime budgets for your video campaigns, as well as detailed targeting of your audience. For Facebook/Instagram, video ads can appear on your news feed, stories and affiliated apps and websites. YouTube video ads appear during, before or after watching a regular YouTube video, and you can choose between skippable and non-skippable versions.
While Facebook and Google offer some flexibility with their budgeting, buying ads on TikTok is much more costly. Depending on the country – TikTok’s in-feed native video ads can cost anywhere between USD25,000 and USD 30,000 and their brand takeover ads (which appear when you open the app) are priced at USD50,000 per day. TikTok has shown significantly higher growth and user engagement figures – an estimated 75% of TikTok’s 800 million users are daily active users, whereas only 66% of Facebook’s audience are daily active users.
Lastly, make sure that your videos are mobile-friendly. Traditional out-of-home (OOH) advertisements took a big from the pandemic as fewer people were spending time outdoors. Even with Phase 3 around the corner, most people have a mobile device, with smartphones being the most used device amongst Singaporeans. If your video is going to be on social media, it’s a good idea to consider shooting videos vertically – especially on apps like TikTok that only support vertical video formats.
As the situation improves and restrictions are gradually being lifted – now’s a good time to consider producing a video to promote your brand or business. Here at Big 3 Media, we have a suite of services to market your business during these challenging times:
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