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Engage customers by using video content in marketing

February 9, 2021.
Handheld camcorder on a blue background

Video content is often viewed as time and resource-intensive, with uncertainty surrounding the value of investing in the creation of moving images. However, you don’t need to choreograph a high budget Hollywood-style production to tap into the increasing demand for video from consumers. The world of video content is incredibly rich, and there are options to suit any business’s marketing strategy. Here are our some of our key points to think about when you are using video content in marketing.

Why produce video content?

COVID-19 has drastically increased the amount of online video people watch, and according to Wyzowl, 87% of video marketers in January 2021 reported that video gives them a positive return on investments, as opposed to just 33% in 2015. With smartphone cameras becoming more sophisticated and social media offering a wealth of options to share content with customers, businesses can take advantage of the many opportunities that video content can provide for them, from building brand awareness to enhancing trust in a brand. Statistics from Cisco found that in 2020, there were nearly a million minutes of video per second making the rounds on the internet, so how can you make video work for your business? Here are some key points to consider.

Define your time and resource budget

Firstly, is it necessary to use video when a GIF will do? All moving images are eye-catching, and this includes GIFs and animated slide presentations. You can make your marketing stand out by using tools such as Canva and Adobe Spark to add a simple element of movement to your images, whether that be testimonials, calls to action, or examples of previous work. Be careful not to overuse animated images; try to achieve a balance to boost the potential reach and engagement rate of content that would otherwise just be static words.

Think about the purpose of the video

What format will you choose? The beauty of video is that a wealth of video lengths and structures are available. For SMEs, explainer videos are often a popular choice, offering a short ‘how to’ style tutorial to showcase products or services. Psychology shows that videos help people to learn better than words alone. Video is also a valuable opportunity to engage previous customers or clients with a testimonial or case study on camera. Interviewing employees also offers an avenue for introducing your business’s approach, distinctive values, and the personalities behind your brand.

Assess whether people are essential

Video does not have to be complex, and social media offers the ability to post very short snippets and slideshow style presentations that bypass the need to feature people on camera. These can be anything from animated testimonials to ‘before and after’ comparisons. Sharing these on platforms such as Instagram, Twitter and LinkedIn can add variety to your content, catch viewers’ eyes, and present information in a more easily digestible format.

Prepare your team

If you have the resources and time to film a video that involves other people, particularly customers or clients, it can be helpful to draw up a list of guidelines beforehand. This will allow everybody involved to be prepared in advance of filming, and to ensure that the filming process is as stress-free as possible. Troubleshooting any potential issues before they occur is essential, particularly if you are filming remotely due to COVID-19 restrictions. When setting up your space for filming, find a quiet spot with little to no background noise, and avoid spaces with lots of echo. Use headphones with a built-in microphone or air pods, and sit in front of a plain background, e.g. a wall. Ideally, you want to light yourself from the front with soft, indirect light, and minimise other lighting in the room, particularly from windows or light sources behind you.

Summary

To summarise, video is a valuable tool for any business, from B2B to B2C. Hubspot statistics show that 91% of marketers feel the pandemic has made video more important for brands. Therefore, with the range of approaches available, video can become a valuable part of your content strategy in 2021.

Get in touch with our content team today if you would like to explore the possibilities of video for your business. For more tips on video content in marketing and other content tips, take a look at some of our previous articles:

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