With 55% of people watching videos online every day, it is clear that video has become a major part of the average technology-conscious consumer. With our decreasing attention spans and increasing expectations, doing video marketing has now become a major concern for a lot of companies. It’s important to get it right the first time… and every time.
Video Marketing: How to get it right the first time and every time
The recipe to a good marketing video requires many ingredients. Let’s start with examining the type of content you are creating. The content should be natural, engaging, interesting, and should be specifically targeting your ideal customer. The quality of the video is not to be forgotten in this discussion – professionally filmed and edited content is more likely to get successful social media engagement, as is shown by Bumble’s latest video getting 23k views on Facebook. A lot of the time, your brand image is highly dependant on quality of your products, services, and how those are presented. What makes a good video is the message your brand is able to tell your audience and how well they can connect with it, and ultimately buy your products or services.
Why organic content? Well, let’s take Twitter for example: native videos on Twitter drive 2.5X replies, 2.8X retweets, and 1.9X favorites than third party players. Humans like to see creativity and originality in other humans, so natural content is your best move forward! It shows that your brand is growing, independent and not afraid to put themselves out there.
If you’re thinking of outsourcing video marketing production but aren’t sure yet, read our article on the 4 reasons of outsourcing video production.
Integration: copy, SEO, social media
All components of your marketing strategy must integrate well with your video content. An effective video will have the right copy to go along with it, with various calls to action. To ensure good SEO, the video should have a transcript or an option of switching on the subtitles for the viewers – this will also make Google see you as a good samaritan; as you’re creating accessible content for people who may not speak your language very well, or people with hearing disabilities. Accessible content is one of many ways Google ranks search result positions. 85% of Facebook video is watched without sound which is amazing, and definitely highlights my point that subtitles are vital for content to go viral.
Including video as part of your website is especially effective as people spend on average 2.6x more time on pages with video than without. A good website is the factor that can dramatically affect the perspective your customer has of your brand. We are visually-stimulated beings, and so a good marketing video will make the consumer appreciate the high-quality content, and impact the way they perceive the brand.
Types of marketing videos
When storyboarding video content ideas, you may wonder ”what is the best type of video that will present my brand in the best light possible?”. We specialise in creating commercial videos for brands, businesses and organisations so we have done pretty much all of the following. Let’s look at some of the types of videos…
- Brand films can take the form of many types of video, from the traditional commercial with a plot, to a quick viral social media campaign, to simply a few highlights of the brand’s values. Take a look at one of our recent brand videos: British Cycling.
- Animations allows more complex story telling through the use of characters and and dialogue displaying real life ‘realistic’ motion. Animation-style videos aim to present the brand through simplicity of story-telling in regards to the colour and shapes, and quirky characters. Those videos are helpful at breaking down complex processes about the product or service into something understandable and relatable.
- Motion graphics use moving diagrams, text and icons to convey primitive story by stripping out any superfluous information. Animation gets often confused with motion graphics, wanna know the difference? Read our breakdown here.
- Product videos are the stories we want our audience to know. Product videos can be like a tutorial, in which they are similar to explainer videos or, simply the highlights of the product itself in action. 4 out of 5 consumers believe that demo videos are helpful in making a decision to buy a product or service. Those videos are able to explain what the product does and how it can help solve their problems (presenting a problem and a solution). Take a look at a product video we did for Redbull – Can you make it 2016.
- Interview-style videos enable an employee or company owner to show off the passion and the heart that they have for their brand. Interviews are particularly effective as they bring a human touch to business, and the audience is able to relate with the interviewee. In October, we interviewed a luxury Italian furniture designer, Maurizio Pellizzoni, on how designers collaborate with suppliers – Minotti London
- Explainer videos dive really deep into the company culture, values, roots, and passion that the stakeholders have for the brand. If a product is innovative, an explainer video would be perfect to show the customer how to use the product and explain all the features. An explainer video is also great for informing your audience of specialist processes your company uses, in areas where general knowledge isn’t enough. For example, when working for the Ingenious Group, we had to water down the complex elements of the process into a short, promotional, understandable piece of content.
Social media has taken on the storm of video marketing content. With Instagram now doing Snapchat-inspired stories, companies have even more ways to connect with their audience. Video content is shared on all social media platforms, including Facebook, LinkedIn, Twitter, as well as the previously mentioned Instagram and Snapchat. Nearly two-thirds of consumers prefer video under 60 seconds – which is where Instagram’s video content can flourish, as it only allows videos up to 60 seconds long. If you want to know the best practises of using Instagram for business, read our article on how to gain your first 1000 followers.
Social media videos have a huge potential of going viral, or at least reaching thousands of consumers. 55% of people consume videos thoroughly — the highest amount all types of content. That’s an amazing statistic and certainly highlights the power of video marketing.
Video marketing content is a little bit different with platforms which are specifically for sharing video content. One of the reasons is the adverts; some viewers can’t stand sitting through adverts so they click off the content altogether. Many of the viewers have ad-block for sites like YouTube however, which is ironic if your content is the advert itself!
YouTube does seem like the most popular video-sharing tool. But consider publishing your videos on other platforms such as Vimeo or DailyMotion. Those platforms have higher quality viewers as there are usually part of specific communities who appreciate a niche type of video content. Viewers expect high-quality content – that doesn’t necessarily mean hiring out a massive production crew. High-quality content is entertaining or educational, engaging and prompts the user to share it with their followers or friends. It is video content which has the potential of going viral.
Live streaming has become a hit since a few years back. People love a sense of urgency, as it shown by the fascination of expiring content (in the case of Snapchat). Users love to feel part of something greater, which is why live-streaming provides the most personal form of online communication that a business can have with their customer.
Facebook is rated as the most impactful social channel for video — 8.4X higher than any other social channel. Facebook Live has gained a status of being a business tool, more than anything else. Instagram or YouTube Live is great to show the behind the scenes of your company working or an event you’re attending. Once again it creates a sense of f.o.m.o. (fear of missing out) on the knowledge, or entertainment the live video can provide the user. Niche platforms such as Periscope, Twitch and YouNow are also options to consider.
Periscope’s latest update enables you to link your profile to your Facebook and Google accounts. This encourages online interaction and promotes the brand as users can suggest ideas for future content or comment during the broadcast. Facebook users comment 10X more on live videos than they do on regular videos – which really highlights the purpose of creating live video content – interaction!
To sum it up, video marketing is a rapidly growing opportunity for companies to connect with their customers on a deeper level. Video marketing should be integrated with all the other components of your marketing strategy including social media, copy, website development, SEO, as well as other types of content. In order to ensure success, the video should be of the best quality, so it’s worth hiring a professional to do the job.
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If you would like any information on how dgtl Concepts can help your brand flourish, please visit out website, or contact us.