One of the biggest problems of video is that it’s expensive to change, so you want to make sure you get it right the first time. What does it mean to “get it right”?
Primarily, to make sure that your value proposition will resonate with your target audience. It’s the first 5 seconds of the video, where you have to grab your viewers’ attention. It’s the opening that lets viewers figure out exactly if the rest of the video is worth watching.
A cost-effective way to test your message is to run Adwords. Yes, you’ll be using PPC to optimize your PPV.
Here’s how it works:
Distill your company’s message into 4-6 unique statements that succinctly convey your value
Run PPC ad campaigns using these statements for 1 week, effectively A/B testing your message
Pick the best 2 and produce 2 versions of the video (the only difference is the opening), and A/B test in your video ads as well
The PPC campaign will show you which value props have the highest click-through rate. Assuming your targeting is accurate, the value prop with the highest CTR should resonate the most with your audience.
This will result in better view rates for your video ads and higher engagement with the video on your website. Overall, a much higher video ROI.