Neil Wood-Mitchell — January 24, 2019 — January 24, 2019
Video Trends to Kickstart Your Year
2018 was a year where we were asked to help businesses use video in more ways than ever before. One of the reasons why video is such a powerful and cost-effective medium is within its versatility. So when approaching your video marketing strategy, it’s always worth considering how many ‘assets’ you can create from a single shoot.
We help our clients plan how their video will be utilised across as many platforms and channels as possible. This not only maximises the chances of your messages being seen but provides a far greater return on your investment.
Of course, the plethora of social channels available to a marketer now encourages much greater scope for ‘getting it out there’ – but it’s also a question of what are you putting out. What are the objectives behind the content creation and what action would you like the audience to take? Where are they in the sales funnel?
Reviewing some of our campaigns last year provided us with an insight into how forward-thinking businesses are now using professional content. Here’s a breakdown of some of the ways how smart marketers are utilising video campaigns to gain a competitive edge and grow their business:
Social Video
Undoubtedly the fastest growing use of video is for posting and sharing on social channels. The bite-size nature of the medium allows businesses to cost-effectively shoot multiple clips in one sitting, before scheduling. Whilst this can be a great way of connecting and engaging with followers, it’s also essential that the videos align with the wider objectives of the marketing function.
CrowdFund
Now one of the major funding streams for businesses at all stages, crowdfunding shows no sign of slowing, and for many startups, having a great launch video can make or break their chances of reaching the target. All crowdfunding videos are not made equal, so ensure you have researched your market, your supplier and understand what information is required.
3D Animation
With an ability to demonstrate complex processes and showcase products, 3D animation offers marketers unparalleled advantages. Production is usually labour intensive and application should be carefully considered. Ensure that your supplier is experienced and capable of delivering a satisfactory render quality.
Event Promotion
Nothing new here – but the ability to present promotional video in the run up to your event will greatly increase your chances of generating ticket sales. Executed professionally, your content should also double as a record of the event and provide a library of shareable assets going forward.
Animated Explainer
Perhaps the most fashionable type of content we’re asked for. Usually delivered via 2D animation, ‘explainers’ have an innate ability to entertain, inform and promote your product, process or service. Always consider how far your content can be leveraged; arming you with multiple assets that can be shared on various channels. Costs will always be reflected in duration and complexity.
Recruitment Video
Forward-thinking organizations are being increasingly proactive in the manner in which they recruit talent. The need to attract and secure the best candidates requires teams to think out of the box and find new ways to promote company values. Recruitment videos can be equally important for employee engagement, ensuring teams feel valued.
Brand Awareness
Video has always been top of the shopping list where developing brand awareness is key. Few mediums can communicate emotion like video can – and it’s this ability to build the brand through professionally shot, evocative images, that helps video trump other formats. Used tactically as part of a wider strategic marketing campaign, a video will deliver dividends.
Video Marketing
Referring to the use of paid advertising across the major social channels. The ability to laser audiences on platforms like Facebook, Instagram and LinkedIn provide unrivaled access to your target customer. When professionally executed, attention is still relatively low cost. Combined with great content, this approach can be hugely effective.
Process Video
In a training environment, the need for clarity and consistency is absolutely key. Whether used in a traditional training environment or to assist during sales presentations, well-constructed process videos communicate messages in a format that is both entertaining and memorable.
Corporate Presentation
No one enjoys ‘death by PowerPoint’ and whilst there will always be a requirement for this style of delivery, we’re being increasingly asked to develop video content that will support presenters. Not only will this create impact, but also helps audiences digest and retain your information. There are many ways that corporate video can be deployed, so be sure to seek advice first.
Always consider the audience and how you intend on sharing. There are now countless platforms, both public and secure, for internal and external sharing of your video content. Context is key and in a world where we’re bombarded by visual information each day, gaining stand out through professional production will always provide a competitive edge.
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