Video isn’t just one piece of your overall marketing plan. It’s central to your outreach and campaign efforts, especially your social strategy. That’s why if you aren’t pushing out video within a competitive market, you’re likely to fall behind.
So we have put together this guide to provide you with some best practices for creating and sharing video, and highlight some key reasons why video is so important to your marketing strategy.
Video is one of, if not the most, versatile and engaging content formats you can use within your marketing strategy. It benefits the consumer through being easy to digest, entertaining and engaging which makes understanding your messaging much easier. It also benefits marketers, as it is easy to share across multiple channels (e.g. website, social, TV, YouTube etc.) and can also provide a huge return on investment.
There are several different types of videos a business can create which all have different styles and purposes. It is important that you think about what you want from your video and which type of video will best help achieve that purpose before you start filming.
Here is a breakdown of the different types of videos and why you should use them.
Company Culture videos allow you to highlight your company ethos which helps gain the trust of your customers as they can see how ethically the business is run. This can also help attract new talent as it gives people an insight into how well the employees are treated and what they get up to day to day. These videos are generally 2 to 4 minutes long as they often require a lot of shots and information to show viewers the full picture.
Sales video are one of the most commonly used videos by businesses and are generally between 15 and 30 seconds long. The content can vary depending on the business but the purpose is to show off your brand and product or service. These videos are most commonly used as part of a multi-channel campaign with the video being created to suit social media, TV, Website and many more.
If you are offering a product or service that isn’t easily understood then an explainer video is the perfect way of demonstrating how it works and how it benefits the customer. These videos typically feature animation with a voiceover and are used on a businesses website or on social media.
360-degree videos are video recordings where a view in every direction is recorded at the same time, using an omnidirectional camera. During playback on a normal flat display, the viewer has control of the viewing direction like a panorama and can also be viewed in a VR Headset. This encourages engagement and, through this, has over 3 times the conversion rate of traditional video content and a 30% higher repeated view rate.
1.) 97% of marketers claim that videos help customers understand products (Hubspot)
2.) Live video will account for 13% of traffic by 2021. (Cisco)
3.) 90% of consumers claim a video will help them make a purchasing decision. (Social Media Today)
4.) One-third of online activity is spent watching video. (Word Stream)
5.) 72% of customers would rather learn about a product or service by way of video. (HubSpot)
Ensure your video is the right length and aspect ratio for the channels you are publishing it on. Some channels will cut off some of the content if this isn’t done properly. Check out our social media image size guide for the ideal specs for social videos on all channels.
A call to action should be used at the end of your video to encourage people to take your desired action (e.g. ordering a product, calling a number, visiting your store etc.). This should be clear and easy to do otherwise customers won’t complete the action.
Your video needs to be interesting and engaging otherwise viewers will drop off before the call to action. Keep the video as concise as possible so that viewers get all the information they need in a short amount of time which will avoid people dropping out.
Need help creating a video for your business? Our media team have the know-how and tech to carry out all aspects of video creation, from developing your concept to filming and post-production. From green screens to 360 cameras, we have access to all the latest equipment. Get in touch today!