Many brands acknowledge and can attest to the importance of having a video marketing strategy. However, while videos seemed optional before, it has become more of  an indispensable marketing tool nowadays. In other words, videos have become an integral component and are now considered central in many brand’s outreach, campaign, and social strategy efforts.

At this time and age, there’s no doubt videos have taken over social. A recent HubSpot research backs this up stating that 4 out of the 6 channels global consumers watch videos on are social channels. In addition, a Facebook executive predicted that in less than 5 years, their platform will be all videos.

So, why do you need to know this? For starters, if you are not creating videos yet, your brand and business will surely fall behind. Fortunately, video production has now become more cost effective than ever. That being said, there should be no excuse for you not to give video marketing a try and take advantage of all it has to offer.

Why You Should Focus on Video Marketing This 2018

In 2016, video experienced a steady rise in popularity as a content marketing format. In 2017, videos made it to the top of the marketing tactic list. This 2018, videos have evolved from a singular marketing tactic to a complete business strategy.

To say video as a strategy is the future is no longer as far fetched an idea as it seemed many years prior. In fact, a HubSpot research found out that more than 50 percent of consumers would want and would prefer videos from brands than any other content types.

Taking into account all the benefits it offers, the appeal of videos is not exactly surprising. Adding a video on the landing pages of the company or brand website can increase conversion rates by as much as 80 percent.

Mentioning the word “video” in the email subject line can also increase open rates by as much as 19 percent. More importantly, a staggering 90 percent of customers claim videos helped them make purchasing decisions.

However, video has not only dramatically changed how consumers shop, it has also revolutionised how salespeople connect with prospects and convert them into actual buyers.

Salespeople also consider videos as versatile tools all throughout the overall customer buying journey. Backend analytics help them accurately qualify and prioritise leads that are cold or unresponsive.

Videos have also changed how customer support teams delight and provide support to customers. Bottomline is videos offer so many peerless benefits aside from significantly increasing brand awareness.

For customer service teams, the help videos provide are endless. From knowledge based videos, to on boarding, meet the team, down to support video calls, videos have made it possible (and easy) for brands to create a more personalised and thorough customer support experience.

Different Types of Marketing Videos

Understandably, you need to be aware of the different types of videos available at your disposal before you can pick the best one to bank on. Understand and narrow down your options by checking out the list of marketing videos below.

Demo videos - primarily, this type focuses on showcasing how your product works. Unboxing, putting the product to the test, and giving viewers a tour of your software and how they can use it are just some of the ways brands can approach demo videos.

Event videos - is your brand hosting a fundraiser, round table discussion, conference, or any activity of the same kind? Producing interesting interviews or a highlight reel from said gatherings is the main essence of this type of marketing video.

How-to or educational videos - instructional videos are used to build foundational knowledge or teach an audience about something. In other words, it is used by brands to help consumers better understand their business or the solutions they are offering. These videos are also used by customer service and sales teams as they engage with customers.

Animated videos - this format is ideal for those difficult to grasp concepts that can use strong visuals. Animated videos are also the best option for brands looking to explain an abstract product or service.

Brand videos - this type is usually released as part of a much bigger advertising campaign that highlights a brand’s mission, vision, or products and services. The primary aim of brand videos is to establish awareness around the brand and intrigue and entice consumers.

Expert interviews - a video with industry thought leaders or internal experts would be a wonderful way to build authority and trust. In line with this, brands find authorities and influencers in the industry and get interactions with them in front of their target audience.

Explainer videos - when brands want their audience to better understand their product or service, they turn to explainer videos. Typically, explainer videos puts emphasis on the fictional journey of the brand’s core buyer persona that’s experiencing any issues. This individual will overcome the problem by purchasing or adopting the solution offered by the brand.

360º and virtual reality (VR) videos - 360º videos makes it possible for viewers to scroll around so they can see content from every angle. This video style also gives viewers access to experience an event or location.

Virtual reality (VR) videos on the other hand gives viewers the option to both navigate and control their experience. Videos of this type are typically viewed through devices like Google Cardboard or Oculus Rift.

Customer testimonial and case study videos - understandably, customers would want to know if a product or service can indeed solve the specific issues they are dealing with. One of the best ways to convince them would be through case study videos that feature loyal and satisfied customers.

Satisfied customers are undoubtedly any brand’s best advocates. Get them on cam and let them share what their challenges are and how your brand provided the solution they are looking for and you’ll have a good thing going for you.

Augmented reality (AR) videos - this type of video adds a digital layer to what is being viewed in the world. For instance, if a user points the phone’s camera at the living room, AR would let them see how a particular couch would appear in the space. One awesome example of this would be the IKEA Place app.

Live videos - for brands who want to give customers a special and behind-the-scenes look at the company, live videos is the way to go. Live videos are also best at drawing higher engagement rates and longer streams.

Viewers have been known to spend as much as 8.1x longer when viewing live videos than videos on demand. You can also increase engagement by inviting viewers to comment when you live-stream presentations, events, and interviews.

Identifying Goals and Evaluating Results

Prior to launching your video marketing campaign, you need to first identify your primary goals. Do you want to increase engagement? Are you looking to boost brand awareness? Do you want to offer free trials?

As a general rule of thumb, it would be best to pick one or two goals for each video so you can zero in on the message you would like to convey.

When determining goals, always keep your target audience and buyer persona in mind. What are their interest? How old are they? What interests them? What stage of the purchasing journey are they in? The answer to those questions can help determine the type of videos you will make and where you should post them.

After you’ve identified your goals, you need to figure out the relevant metrics so you can gauge the result of your video marketing efforts. Some of the key metrics you need to monitor include:

  • View count - basically, this refers to the number of times a video has been viewed. This is also otherwise referred to as reach. This is the ideal metric to track if you are looking to increase brand awareness and you would like to have as many people as possible see your content.
  • Comments and social sharing - brands who are active on social media are familiar with commenting and sharing. Comments and shares are seen as good indicators of how relevant a particular content is for the target audience. When a video is being watched and shared, then you most likely created really good content. Brands who would like to reach many people should include social shares in their tracking.
  • Completion rate - in essence, completion rate refers to the number of individuals who watched your video in its entirety divided by the number of individuals who played it. Completion rate alongside other engagement metrics would be a good way to gauge people’s reaction to the video. If a video has a low completion rate, it is a sign that the video content is not resonating with the people you are targeting.
  • Play rate - brands who want to determine the relevance or appeal of their video should include this metric in their list. In a nutshell, play rate is the percentage of viewers who watched your video divided by the number of impressions it got. If thousands viewed the video but only a handful played it, that’s a cue the content needs to be optimised.

If you have not integrated videos in your overall marketing arsenal yet, now is the best time to do so. Get in touch with Reelmedia or call us at (65) 6527 2655 or (65) 9488 8669 and we’ll take your business to the next level with professional and exceptional videos that truly impress!

 

 

If you have not jumped on the video marketing train yet, now is the best time to grab a ticket. Why? Because the verdict is in. A staggering 78 percent of consumers prefer videos!

The fact that videos have been cited by Hubspot as the top content disruptor in 2018 is no coincidence. Today more than ever, it has become increasingly apparent that videos have become this key component marketing campaigns can no longer do without.

Gone are the days when marketers treat their brand’s marketing strategy as nothing more that a stagnant game plan on a piece of paper. Nowadays, they are required to bring it to life if they want to succeed or at least stay afloat. And yes, an impeccable corporate video is exactly the electroshock therapy needed to successfully revive any brand’s flatlining marketing strategy.

The appeal of videos has proven timeless. They can do something mere texts and even images can’t pull off. Videos can create real and instantaneous connectivity and interaction with consumers. In addition, they can also provide a medium where people can comment and react in real time. And that’s just for starters.

Video Marketing Statistics

Before we dive into the reasons for investing in a corporate video production, let’s answer one of the key questions brands ask—is video marketing really worth it? Savvy marketers reply with a resounding yes! However, for those who are not convinced, the following statistics should change their minds.

The Corporate Video Revolution

What are corporate videos?

The landscape of corporate videos have evolved dramatically. Many years prior, budget constraints have limited corporate videos to internal communications. Also, back then, only massive corporations with huge marketing budgets can afford corporate video production and commercial-broadcast videos.

Nowadays, corporate videos are everywhere. In fact, a staggering 96 percent of B2B companies are now integrating corporate videos in their content marketing.

What are the different types of corporate videos?

There’s no denying videos are now considered the best way to connect and engage with customers. There are diverse types of videos a company can produce and each comes with awesome and unique benefits.

Let’s explore some of the corporate video types that deliver impeccable results.

  • Corporate Communication Videos

Some people can probably remember those days when Xeroxed company wide memos or poorly crafted (and lengthy) emails tackling new blanket directives or recent policy changes were the thing.

Fortunately, modern technology has given companies a better and more effective means to communicate. Nowadays, many companies have turned to corporate communication videos to tell stories, inform, persuade, and grab the attention of employees, influencers, and customers.

Come to think of it, how do brands get people to buy into a service or product if consumers don’t have a clear understanding of what they are offering to begin with? What better way to get employees to support and understand recent company directives than a video straight from the company’s CEO?

In the same manner, if a company restructures or rolls out new investor initiatives, a well-produced video on the landing page of the company website can be a truly effective way to deliver complex details in a manner that’s coherent, elegant, and interesting.

  • Marketing Videos

At this time and age, customers use multiple screens at various times to tap into information they want. To address this need, brands have to create a marketing strategy with a laser-focused and clear message designed to keep the customer’s attention and keep it.

Using video production techniques such as time-lapse, 3D imaging, and animation, the company’s message gets seen, understood, and even shared on social media. With that said, brands now consider making engaging, compelling, and interesting videos using the latest video production trends and technology a wise investment.

  • Corporate Training Videos

Many firms work with industrial psychologists and corporate coaches to “train trainers” and teach company employees how to work best within the culture of the company. Other brands on the other hand allocate a huge budget on training conferences to ensure employees understand and apply effective sales techniques, new safety guidelines, and customer service procedures accordingly.

A well-produced and well-conceived corporate training video can lessen hassles and reduce costs dramatically. Also, using corporate training videos can help brands leverage resources effectively and train employees in a way that is both engaging and effective.

Why do businesses need corporate videos?

Marketers can attest video is one of the primary ingredients of any successful marketing campaign and research and statistics have proven this to be true. The average business now publish as many as 18 videos per month and many consumers are embracing this type of content wholeheartedly. In fact, 85 percent of consumers say they look forward to seeing more videos from brands.

The trend shows no signs of slowing down. And it’s not really surprising. For starters, video can support and achieve multiple business and marketing goals including customer experience, retention, sales, customer retention, and many more.

Below are 7 compelling reasons why businesses should invest in corporate videos.

  1. It helps boost website traffic

When it comes to increasing website traffic and keeping visitors on the company site longer, video is deemed a highly effective tool. Nowadays, brands post videos on social media and other content platforms to drive people to the site. A whopping 76 percent of marketers attest videos have helped them successfully achieve said objective.

One of the notable companies that has seen results using this strategy is Home Depot. The well-known home improvement brand creates and posts impactful videos on their Facebook page featuring some of their products. They also include a website link in their captions so viewers of the video can easily explore each products more.

  1. It helps brands win new sales

Marketing and sales teams are now using videos to convert prospects and be a step ahead of the pack. While digital ads and email drip campaigns are also helpful in creating customer touch points, videos have proven to be a more dynamic and compelling option when it comes to telling their story and winning new sales.

Undoubtedly, videos have the power to showcase and promote products in ways photos and texts can’t, making them a indispensable tool in the sales process. Statistics back this up with 81 percent of people claiming a brand’s video convinced them to purchase a product or service.

  1. It helps brands educate new users

When it comes to the perfect tool that can help new customers and prospects better understand a product or service, videos take the top spot. An unbelievable 97 percent of marketers affirm that videos have helped their users gain a better understanding of the products and services they are offering. In addition, 95 percent of consumers watch explainer videos to obtain relevant information about a product or service they are interested in.

  1. It helps brands address commonly asked service and support questions

Customer service and quality support are both critical to customer retention. Fortunately,   there’s no need for customer service teams to manage these aspects anymore. At present, many brands have turned to videos as a way to answer questions proactively. At least 47 percent of brands claim this strategy has effectively helped minimise support queries.

Aside from answering frequently asked questions, videos can also be used to provide visual instructions on how one can complete specific tasks. This is a win-win since it will not only help customers save time, it can also help brands save money that will otherwise go to costly customer support teams.

  1. It helps boost a brand’s popularity

Regardless of the social site brands are active in, it’s easy to see videos are currently dominating the content game. When scrolling through Instagram, Twitter, Facebook or other popular social media platforms, videos are predominant and are shared at a much higher rate than blogs.

When videos are posted online, brands are sharing content that has the potential to impact the business in a really profound way. This is especially true if the video goes viral. The commanding popularity of videos is quite evident with 92 percent of mobile video audiences sharing them according to a research conducted by Hubspot.

  1. It helps brands stay relevant and competitive

The idea that videos are here to stay is no longer up for debate. Many studies and signs point to videos eventually dominating the Internet in the not so distant future. In fact, a Cisco study predicted that by 2019, videos will comprise at least four-fifths of the traffic online.

Clearly, videos will continue to dominate in the coming years and leveraging on its power now gives brands a leg up on its competitors. Those that wait until later to jump in on the bandwagon are sure to get left behind.

  1. It provides measurable return of investment (ROI)

One good thing about videos is brands can easily gauge its success and determine if it’s well worth the investment. Websites like Youtube and Wistia have tools that can track relevant metrics like unique views, shares, likes, etc. so brands can easily keep tabs if their efforts and investment are paying off accordingly.

There’s no doubt the video marketing landscape will continue to evolve dramatically. However, one thing is constant—when used accordingly, videos will not only help you be a step of the pack, it can also help you effortlessly take your business all the way to the top.

Need a topnotch corporate video for your business? The team of experts at Reelmedia is just a mouse click away. Get in touch with us and let us know how we can help!