Video is a fast-growing industry thanks to the constant evolution of video content creation and sharing. Live videos and stories on social media allow for quick, easy, and personalized content creation made with smartphones and webcams, and video sharing sites like Vimeo and YouTube allow for a quick distribution of media. Looking at this growing love of video and the success it has managed, businesses and brands are working to determine how it can be used to increase their brand’s reach.
According to WordStream, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. About 84% of consumers claim to have been persuaded to make a purchase after watching a video for a specific brand. These statistics show the benefits of using video as a form of marketing for a brand looking to share their services and products with consumers, as well as attain a greater reach. Research has also found that videos in emails can boost click-through rates by 200-300% and using video on a landing page can increase conversion rates by 80% (Forbes). By using video to encourage viewers to learn more about a brand and services offered, the brand gains an opportunity to bring in more customers, leading to benefits like new customers, brand loyalty, and increased interest in the brand’s website and products.
What is Needed?
Before deciding the best type of video for a business and how it will be used, it is important take note of the available resources. Video requires a lot of behind-the-scenes work to make a finished product, and having a solid understanding of the video’s budget, the available resources, and the kind of team helping you out can make the production process a little easier. A video is going to require certain resources, such as filming and sound equipment, actors and props, high-quality editing software, and a team with an understanding of each stage in the video-creation process.
Let’s Make a Video!
Putting together a video takes a lot of planning and consideration. Typically, a video will start with something like a creative brief, which helps outline the video’s goals, the target audience, the overall message is, and so on. After the theme of the video is established, the creative concept is developed, including steps like storyboarding and script development. Once the creative content is solidified, the production phase begins, and the video is filmed. Following filming is post-production to complete sound and video editing, pick-up shots, and more.
Types of Videos
When first creating video content, it is suggested to look at what phase of brand marketing the video could boost and what kind of video can provide that boost. To determine what phase of marketing would benefit from the help, look at which elements in the process are struggling—for example, is the brand having difficulty bringing people in, or does it need help maintaining its user base? Depending on what kind of brand or business is creating the video, the style of video created can help attract new users. Popular types of videos include demonstration videos that explain a product or service, videos that discuss the essentials of the brand (the mission, values, goals, etc.) and draws in customer interest, videos that explore certain subjects in-depth, animations, and testimonials. Live videos and videos meant primarily for entertainment are additional examples of videos that can help with marketing (Forbes).
Different videos work for different companies. If a company is looking to promote its new kitchen gadget, it could be beneficial to demonstrate how it works or share customer testimonials on how the product worked for them. If a new brand wants to increase their user base, a brand video that gives a brief overview of who they are and their goals can help encourage new users to interact with them.
Interaction & Engagement
Videos can help bridge the gap between a company and the viewers. Companies can take video around the office for a day, visually demonstrating what makes them different than the competition, as well as showing viewers the kind of people who work there and the work they do. Certain companies have also taken advantage of new video capabilities through social media to make a connection with fans and have included user-generated content or ideas in their campaigns (Scion Social). This interaction helps make the brand feel more personal and encourages users to become more invested in the company through their involvement.
Using video can be a great marketing tool to help show emotions that might be difficult to convey in print or in a single image. There are endless possibilities for content. The ease of distribution helps spread brand awareness and makes content more accessible, as well as creates connections between the brand and the user.
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