Video marketing and communications strategy – pt1

Video continues to represent the fastest growing communications medium of the 21st century. It is expected that 82% of internet traffic will be video-based by 2021. Already, 87% of marketers claim to be using video marketing. The moving image is set to continue to dominate communications, online, on social media, and even out of home or in print. The UK video market has been valued at over £1 billion and more than 1 billion hours of video are watched on YouTube every day.

In this series of blogs we’ll be looking at “Why video is vital to your communications strategy”. We have also prepared a guide which is available at the link below:

According to the latest assessment from Econsultancy and Adobe, this digital trend is spearheading a resurgence of investment in creativity, both from a design perspective and through the development of high-quality content that helps to improve the customer experience.

A recent survey by Wyzowl reveals that there has been a sharp rise in the number of businesses using video marketing from 63% per cent in 2017 to 81% in 2018. More than nine out of 10 marketers believe that video represents a key element within their marketing strategy, and 83% of marketers say that video provides them with a good ROI.

Video improves SEO

…holds the attention longer, improves engagement, creates an emotional attachment with your brand, and ultimately works to increase conversions. And producing video content has never been easier or more cost effective. It is now possible to build video into every channel and platform where your brand is showcased from social media to email, and from programmatic advertising to print. Video can be incorporated in Twitter posts, embedded within your website, added as a module in HTML email, and even built in to printed brochures, packaging, gift boxes and more.

Everyone is talking about using video but what how do you narrow down what you’re trying to achieve? Below we explore different types of video, and the ways in which it can be used to get your key message across.

Slick and polished – an aspirational showcase

Despite its origins on television, we tend to associate video with online media in the 21stcentury. In fact, the first videos with major impact were generated by TV and cinema advertising and cinema with big budget brands such as Guinness having successfully led the field for decades. As technology has progressed, it has become easier for any brand, no matter what its budget, to create experiential content that showcases its values. Be bold and imaginative and use your video to depict the lifestyle that your brand represents.

From the horse’s mouth – bringing case studies to life

Satisfied customers will always be happy to talk about their experiences. A recommendation has more resonance than what you say about your own brand. Case studies and testimonials on video serve a triple purpose; they explain what you’re good at; they provide evidence of your experience; and they cement the bond between you and the subject of the case study. See how this endorsement of Experian by Virgin Money adds value to both brands.

Inside out

Videos are not just for external customers. Think about how your internal communications could benefit from the moving image. Key briefings could become a lot less dry and more compelling. Video can be used to explain new products, outline new systems, make announcements, broadcast company news or to celebrate business success. It is also vital for mandatory training, especially through webinars when colleagues may be scattered geographically.

Devil in the detail

Ultimately the success of a video project rests with its impact on your objectives. Communication at the briefing stage and managing expectations are vital to delivering a successful project. Start with a blank sheet of paper and define what you are trying to achieve. Storyboards should be used to flesh out the theme and always make sure everyone has signed off the concept before any filming gets underway.

In this series of blogs we’ll be looking at “Why video is vital to your communications strategy”. We have also prepared a guide which is available at the link below:

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