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How Video Became a Marketing Star

You’ve loaded your website with all kinds of fascinating information about your services or product. That’s great but it looks like you’ve forgotten that people have a seven-second attention span and your potential customer doesn’t have the time or inclination to read through long paragraphs of text. He/she is now thinking about watching cute animal videos instead. Yes, really.

Video isn’t just an important part of our digital experience; more and more, video is the internet. Today people are hungry for information, and they want it fast. They’d much rather spend 2-3 minutes watching a video than spending 15-20 minutes reading long paragraphs of text. By 2017, videos will account for 69% of all consumer internet traffic, according to Cisco.

If you’re thinking about having a video made for your business, and you definitely should, there are different types you can choose from. Explainer videos, like the one we produced for Envisio (above) and BCIT, are short and concise videos explaining what your company, its services or products do – in 1-2 minutes of highly visual storytelling. They work best when using animation, motion graphics or a whiteboard style. Explainer videos can be as simple as a step-by-step guide on how to use your website or you can use 3D animation to show users how a product or gadget really works like in our creative for FreshTech.

You can make use of corporate overview/culture videos to reinforce your brand identity, show a more fun or hidden side of your company or use as a recruitment tool. This video we produced for Mezzi (above), featuring their creative art director and exploring his inspirations and creative process, is a great example of how a corporate video can lift the veil on your business and allow customers to form a deeper connection with your brand.

Have great reviews from clients? There’s no better way to prove your company’s legitimacy than a testimonial video. Use this video on your website, in presentations and social media to really make full use of it. And, of course, TV or online commercials are extremely effective in communicating a new product or service, especially when you’ve targeted your audience properly.

The Why
Utilizing video in your content marketing plan will be great for your SEO. According to comScore, adding a video to your website can increase the chance of a front-page Google result by 53 times. Transcribing your video content into text on YouTube will also greatly improve your SEO as google will pick up on that text and make it a searchable element. The use of video in emails and newsletters has proven to result in a higher click-through rate.

Often customers are wary of purchasing products online. Adding influencer testimonials or filming a friendly face from the business will increase the level of trust that people have with respect to your brand.

According to comScore, more than half of users tend to visit the marketer’s website after watching their video and a significant proportion of these users ends up purchasing the product, which means that videos tend to lead to better conversions. Whichever stage of the customer funnel you are targeting, videos can help. Compelling copy is good, but when you bring text, speech, and graphics together, you get an unbeatable instrument to help you communicate your message clearly.

The How
A few quick and dirty video tips: Have a clear message and keep it short. The sweet spot for these videos tends to be around 60-90 seconds. Don’t forget to include a call to action at the end of the video – videos perform better if the user knows what to do after they’ve watched them so direct them to download information, ‘like’ a social media page or prompt them to buy your product. Feature the video in a highly visible spot. The video does little good to you if it’s hidden in between a lot of links. Put it at the top of your homepage, and place a large “play” button on a still from it.

Finally, quality matters so if you’ve never produced a corporate video before grabbing your camcorder and just winging it is a terrible idea. Scripting is all-important and is the backbone of any project and great visuals, a clean design, and good quality audio all makes a huge difference in whether users watch the video, and how they react to it and to your product.

We’ve produced umpteen corporate videos and each and every one of them have been extremely successful. We design your video to be shareable, the focus is on the story/script and we always create our videos to have a genuine sentiment. No matter what your budget or needs are, let us show you why video marketing is a more viable option than ever before. Contact us today and let’s make some video magic.

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