The video marketing industry is booming, thanks to quickly emerging technological advancements and an array of social media platforms. ProBroProductions, the top aerial drone photography service in Greenville, S.C., is capitalizing on this new niche, believing that the most successful marketing videos will come from captivating content that directly engages with and appeals to consumers.
Sergio Loaiza left his nine-to-five marketing agency gig in 2015 to create ProBroProductions. Loazia claimed that he started the new venture to chase something that gave him passion, purpose, and freedom. There are many ways to gauge the success of a video, but Loazia believes the only real way to measure success is to have calls to action embedded within the videos.
“It really depends on the type of video, and the platform consumers are engaging with,” Loaiza said. “For example, we make showcase videos, a billboard of sorts, and we recently had a video for a barbershop that was posted on social media. We noticed that people are pretty lazy, and in the text of the post, a call to action doesn’t capture attention. So we edited the video to have an interactive ‘swipe up to book now’ call to action, and the consumer click-through rate skyrocketed. The call to action in the video is where it’s at.”
Social media marketing is its own niche of marketing because the platforms have different rules and regulations when posting content. Loaiza remarked that the best type of video content for social media would be a quick 15 or 30-second reel with, again, a call to action.
“The whole point of video marketing is to draw more business for the client,” Loaiza says. “Right now, from what I have seen, the raffle engagement technique is gaining traction. To enter into a raffle, the consumer has to access the website first and purchase something—one entry per dollar spent. Promotion plus driving business for the client is genius.”
Loaiza being a seven-year veteran in the video production industry, had 3 main tips to share on how to market your business with video on social media.
• Tip 1: Have your first three seconds be highly engaging. Our first three seconds is usually an opening drone shot to capture the audience’s attention.
• Tip 2: Understand the platform that you are posting on.
• Tip 3: Be concise and straight to the point. You have to tell the story with your video and compete amongst the clutter.
Loaiza further believes that consumers want to be engaged, and it is best to keep content concise and straight to the point so that the message is not lost or dragged out.
When asked his biggest takeaway from years of experience in the industry, Loaiza pauses and says, “If a picture is worth a thousand words, a video is worth millions.”