The importance of video marketing

In an increasingly impersonal digital world, consumers are craving more than ever a personal brand connection. People want to experience content that is meaningful, engaging and believable.

Video is one of the best ways to engage with your audience on a more personal level, giving them a real glimpse of what you offer – your ethos, values and personality.

Brands need a video marketing strategy – this idea isn’t new. The key difference to creating successful video content now, is to think beyond profit and product – show them something about your philosophy, or share some information on an interesting event, or offer some valuable information. The more they know about your positive practices and personality, the more likely they are to stick around.

Interviews with key team members, founders, influencers or special guests are a great way to express valuable brand insights within a natural conversational format. You can also re-use the audio and market it as a podcast.

Our recent video for Spendor Audio began with a brief to provide clear guidance to their retailers and end consumers the difference between their three product lines. After an initial client consultation it is was clear to us that an interview-focused style video would be the perfect format. The outcome is truthful, insightful, personal and provided unexpected conversational information that could not have been fully predicted or scripted in advance.

5 reasons to consider using video:

1. Informing and Educating
97% of marketeers claim that videos help customers understand products.

2. Search Engine Optimisation
Over 80% of all traffic will consist of video by 2021.

3. Staying Competitive
81% of businesses are now using video for marketing.

4. Getting Personal
Live video content will account for 13% of traffic by 2021.

5. Boosting Conversions
90% of consumers claim a video will help them make a purchasing decision.
(Social Media Today)

A few top tips to consider:

Quality over quantity – ensure your video length is made / edited for your marketing platform. Here’s what Hubspot recommends:

Instagram: 30 seconds
Twitter: 45 seconds
Facebook: 1 minute
YouTube: 2-3 minutes

To ensure the best engagement and accessibility as well as boost your SEO include subtitle captions on your video for social media platforms. Studies have shown that 85% of videos on Facebook are watched without sound.

Don’t make the viewer wait until the final seconds to understand the purpose of your video – we promise they won’t stick around! Similar to a piece of journalistic writing, include a hook near the beginning that states the purpose of the video.

Plan every detail – storyboard the visual narrative and consider some level of script / dialogue, do not leave it all to chance. Even the most basic of videos that appear to be very natural and ‘off the cuff’, will have been carefully planned.

This does not mean that the video needs to be expensive to produce. For most social media focussed videos, the more simple and raw it is, the more authentic the content seems, and that’s what really matters to your audience.

As with any brand marketing content, you must still have pre-defined your goals, objectives and ability to measure its success. This could be to increase brand awareness, engagement, or to promote and specific event. By defining your goals, it will help determine what type of video you should make and where you should post it. For example, if your target audience is not familiar with your company, you will want to make a video that focuses on brand awareness before promoting an event or product.

If you need any help conceptualising or producing your brand videos, do not hesitate to get in touch.

Our camera’s are focussed and ready!