Is it possible to turn viewers into customers?
The key challenge for most marketing managers is how to deploy video content to effectively generate consistent, measurable sales. Doing so can also make an effective business case for more video content, therefore contributing to more sales.
By Dave Tinneny, Affiliate Manager at Tug
Good quality video content has become firmly established as an invaluable tool for reaching new customers. YouTube is now the world’s third busiest website and the growth in video consumption over the past few years has been staggering.
A recent study by Entertainment Media Research on behalf of Visibility IQ revealed some very interesting stats:
• 78% of adults who use the internet watch at least one video a week.
• Women are more likely to watch brand related content
• 96% of those that watched product demonstration videos cited purchase consideration as their main motive
• 57% have gone on to purchase an item after seeing an online video.
As it stands, most brands will have a Youtube presence for the benefit of their SEO and social media channels. However, the affiliate channel should not be overlooked and can monetise good quality video content, using it as an effective and measurable selling tool.
One Solution: There are a number of affiliate video networks such as Coull and Linkto.tv, which can help you turn views into cash.
Coull embed unique affiliate links in existing video content, allowing publishers to promote your brand’s video content and earn commission from any sales generated. They also connect publishers and advertisers, helping to bring your brand to new audiences. Coull is also partnered with the Google Affiliate Network.
Linkto.tv charge a monthly fee to tag ‘hot spots’ in video content with item descriptions and links to the advertiser page.
The conversion rates are impressive, as brands can say a lot more in a 30 second video than using a one sentence text link. At Tug, we’ve seen consistent conversion rates over 7% for this type of offering.
Downsides – As Coull is a network in its own right, they take an override to generate their own revenue. In order to offer their affiliates the same commission level as a direct affiliate on your existing network, commissions need to be set 30% higher on Coull. However, the advantages are that this is CPA with no additional set-up fees or on-going monthly service fees.
Linkto.tv charge an on-going monthly fee to use their technology.
The key to this type of campaign is the nature of the content used. Informative, descriptive and useful content will be more engaging for users, yielding higher conversion rates. Regularly updated content is also useful.
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