It’s no secret that video has become the poster child of the marketing world. Year-upon year, we are seeing more-and-more companies implementing video into their marketing plans, and this is only set to continue (Business 2 Community predicts that by 2021, 82% of internet traffic will be represented by video traffic).
However, because video – as a marketing tool – is still at a relatively infantile stage, many companies miss-the-mark with how to unleash its true potential for their business. And to add even more confusion, there’s also been a shift in what makes an effective video, meaning what worked in the past, doesn’t necessarily work now.
So what has changed, and why is this?
As businesses began their exploration into the world of video a few years ago, a pattern emerged in the content being generated. We saw the emergence of (and we also filmed many!) ‘typical corporate videos’. These are usually 2-5 minutes in length, and serve the same purpose as an ‘about us’ page on a website. They include interviews with key members of staff at the company’s office/premises, who talk about their business and the products/services they provide.
These videos drove high rates of engagement and enquiries, as their audience wasn’t used to seeing video used in this manner… And we all love something new!
Skip forward to the present day, and these types of videos are no longer unique to your audience, who have seen these types of video over-and-over again. Therefore, it won’t take them long to move their attention back to checking their social media, or playing Candy Crush!
Does this means that ‘typical corporate videos’ are a waste of time and money? Not necessarily: they are still useful to have, but we feel there’s more inventive ways to use your video budget.
In the past, both hot and cold leads would see this type of video and be impressed. But now, the cold leads need to be engaged in a more creative way, as a corporate video will no longer stop them in their tracks.
So how can companies use video to engage with their audience more effectively? Well, we already touched on it: you need to put something in front of them that is unique and attention-grabbing.
From a personal point of view, when we are devising a project, we first start by understanding our clients and where they fit in the marketplace. We need to know:
- Who are you as a company? What is your history, your goals, and your ethos?
- Who are your customers/clients, and how can we speak to them in a way they will be receptive to?
- What are you looking to achieve from video? Acquire more customers? Increase your brand awareness? Educate your audience?
This is only scratching the surface of what we ask, as it is essential for us to gather as much information as possible in order to create an effective video advertising campaign.
When we have a good understanding of a client, we can then implement something that we know their customers will engage with.
To give you a real life example of how we put this theory into practice, here’s how we used video to help an accountancy firm increase their brand awareness in a unique and engaging way…
There are many other obstacles that arise when trying to generate effective results from a video campaign (we’ll cover these in other posts), but boring content is certainly one of the easiest ways to repel customers/clients.
If you would to know about how our unique spin on video marketing can help your business, call us on 0114 438 7707, or email firstname.lastname@example.org