Video didn’t kill anyone, it re-invented marketing communications!
Make sure you’re not left standing still and miss the opportunity that video offers in terms of engaging with prospects and decision-makers, argues Steve Thomas, Montpellier’s Head of Audio Visual Communications www.montpellierintegrated.com/tv/
What is all this fuss about video?
There may be some that have sheltered from the constant stream of statistics that relentlessly pound the ears of marketeers regarding the importance of video. To add to the onslaught of stats, Cisco recently predicted that 80% of all web traffic will be video by 2019. None other than Facebook’s Mark Zuckerberg predicts that 90% of all social media content will be motion pictures by next year. So it seems the internet is determined to become a virtual cinema – coming soon!
One wonders what will happen to text and picture content in this new world. Do journalist and PR folk become script writers and film crews overnight? Even the video outfits that exist currently may have to gear up to produce programming in an apocalyptic world where no-one wants to read – just watch this fast moving space!
In fact, we have always been watchers in preference to readers. If a picture tells a thousand words, then moving pictures convey a veritable library, just in seconds! Reading was a natty technology invented initially to keep a tally of your goats and sheep on market day in downtown Mesopotamia. It has since flourished even for 35 years after Trevor Horne chanted “Video killed the Radio Star”.
Unfortunately, it has now had its day – its video or nothing from now on!
So what do marketers do?
- It’s best to stop thinking about corporate video. Content is content whether it is cinematic or not and the same rules apply. Essentially you need to offer the viewer value, through information or entertainment. The tedious footage of companies telling their own story is now redundant – essentially you need to match the needs of your audience. Effectively, you exchange mini-documentaries for features, video news bulletins for press releases and blogs for vlogs.
- The good news is that it doesn’t have to be slick but it must be professional. In other words – it is acceptable to produce a video on an iPhone – if you are broadcasting from a live event – like a trade show but the piece must professionally edited and with good sound that is easy to comprehend. However, most other video formats need to reflect brand values, so an equivalent to a TV production is ideal.
- Most people hate the thought of performing in front of a camera – until they do. After their first session, many can’t leave it alone. Firstly, the image of yourself is unfamiliar compared to the reflection you see in a mirror. The sound of your voice is strange too – you normally hear your words from ears located close to your mouth – not through an external microphone and speaker. Once the shock has passed, many adapt and are thrilled with the immediacy of the media. Video producers will often, offer a screen test session to familiarise your company spokespeople with the process – it pays to seize the opportunity. Also, the measure of a good video producer is how he or she puts the subject of a video – at their ease. Try to build an A-Team of employees that are good in front of the camera and utilise an autocue for ease of delivery.
- Treat video footage as a cumulative asset that builds into an archive. Task salespeople and technicians to record video on their phones and collect the professionally filmed assets from across your organisation. Footage from entirely unrelated videos can be re-churned to produce new topical content in the months ahead.
- In terms of marketing, video is a killer-app when used to produce case studies and A talking head on screen recommending your company’s products or services is seen as proof to a potential customer where text and print endorsements appear like an advertorial. Incentivise your customers to take part in video plugging – its value is measured in gold.
- Ignore bland statements that all video must be short in length. Like all communication, it depends on the viewing audience. According to the ‘funnel’ principle – short and sweet to capture attention and longer in duration as the prospects are filtered. If a customer is on the point of buying – they may welcome a comprehensive and detailed video lasting over 10 minutes.
So, there is no going back – video is here to stay and it would be risky to exclude it from your B-to-B or B-to-C campaigns in the future. Remember, over 70% of your marketing messages are read on mobile devices – and that is a platform best suited for video. If you need advice from our in-house video news production team – just call on +44 (0)1242 262977
About the author: Steve is an experienced marketer and PR, who specialises in the production of video as an online publicity tool. He delivers a package which makes video both easy to deploy and affordable; producing effective content where scripting, optimisation and targeting is as important as the ‘look’.
LET’S THROW SOME NUMBERS AT YOU NOW….
13% of online video advertisements run less than 15 seconds (and all 13% are probably those YouTube ads)
36% of online video advertisements run longer than 30 seconds
Including video in your content increases the change of a front page Google result by 53%
When video is included, email click-through rates increased by 2-300% (really!!!)
Consumers are 27x more likely to click-through video ads than standard banner ads
(And here is the craziest one….)
85% OF CUSTOMERS ARE MORE LIKELY TO MAKE A PURCHASE AFTER WATCHING A PRODUCT-RELATED VIDEO