Why is video essential for your digital strategy?
Include video in your digital strategy
While it is now clear to most business leaders that it is essential to have a good digital strategy, some still have questions about the relevance of video in this strategy. However, among digital and marketing professionals, there is no longer any real debate. marketing video production belfast has become essential to any good digital strategy. Therefore, the question to ask would rather be: “How to include video in your digital strategy? »
Why opt for the video format?
If we are so trenchant in our introduction, it is because the evidence of the interest in the video in a digital strategy is accumulating. Here are the most compelling arguments in favour of what is called video marketing.
The most effective content on social networks
All Community Managers will tell you that offering relevant content to your audience is a sine qua non for success on social networks. But beyond relevance, the form also matters.
To begin with, the virality of a video cannot be compared to that of an image, a link or a simple text. In fact, according to Brightcove‘s The Hero’s Guide to Video Marketing, a video gets 12 times more shares than all other types of content combined! Similarly, 92% of mobile video watchers regularly share videos with their contacts.
Shares are one thing, but there are other ways to perceive the interest of Internet users for content, especially engagement. And on this side too, the figures speak for themselves. According to Twitter, Tweets with a video generate 10 times more engagement than others! The same is true on professional networks and especially on LinkedIn where video campaigns reach a 50% engagement rate.
Attention and memorization
In the midst of a war for attention, the videography company in belfast had another major interest. Indeed, as both visual and sound animated content, it captures attention much more quickly and easily than any other type of content.
And this intuitive observation is also supported by facts. According to a Kantar Media study commissioned by Facebook, Internet users spend 5 times more time in front of a video than in front of static content, whether on the platform created by Mark Zuckerberg or on Instagram.
The memorization rate of a video is also much higher than that of other web content. The use of visual and auditory codes known to viewers, dynamism and repetition makes it possible to achieve this result. On YouTube, the memorization rate for pre-roll ads is around 20%! And with repeated exposure, that rate skyrockets. Opel obtained a memorization rate of 53% after only 2 exposures with its advertisement for the Mokka.
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Content (perceived as) more qualitative
In general, video is perceived as the most qualitative type of content. Indeed, when a text or a podcast stands out mainly by its content, a video can also mark the spirits by its form.
Especially since today, making a video of “television” quality does not require huge resources. All you need is a drone, a 4K camera and a professional who knows how to handle them, to achieve what, a few years ago, required the mobilization of a team and professional equipment reserved for cinema and television.
More embodied, more dynamic, video has become the type of content in front of which Internet users spend the most time. So much so that every day, YouTube users watch more than 1 billion hours of video! How do compete with a simple text?
The best way to send a message
Ultimately, video is the best medium for getting a message across quickly and effectively. Watching a video takes less effort than reading a long text. The video format is more embodied than the text, even when the author of the latter puts himself forward. And for good reason, an Internet user will always feel closer to a person than he can see and hear.
Not to mention that some ideas and emotions are particularly difficult to put into words. In video, all you need are beautiful speaking images, music supporting the subject and a text pronounced in a natural (but not neutral) way to convey a whole range of feelings and various notions.
Where should a video be used?
Video content can have many uses and serve multiple purposes. The most important thing is to know when, where and above all why to broadcast a video. Here are some of the most common uses of the video format.
In a Content Marketing strategy
This is obviously one of the most frequent and relevant uses of video. There are many examples of branded YouTube channels that are particularly relevant and effective. We could cite:
- Castorama with its DIY tutorials (119,000 subscribers, 750 videos, 44 million views
- SEPHORA (150,000 subscribers, over 800 videos, nearly 111 million views)
Some will surely say: “Easy to get millions of views when you address the general public on subjects such as beauty and DIY. Admittedly, B2C lends itself particularly well to Video Content Marketing, but it is quite possible to implement this kind of strategy for a B2B activity. Some companies prove it like:
- Deloitte France (2,400 subscribers, 77 videos, almost 160,000 views). This strategy is all the more interesting since the major consulting and auditing firms are practically unknown to the general public.
- Airbus (English channel) (376,000 subscribers, 860 videos, 68 million views)
- IBM France (4,300 subscribers, over 1,000 videos, nearly 9 million views)
In your online advertising campaigns
Video can also be used for conversion purposes. Indeed, according to theEword, including a video in your ad can increase engagement on the latter by 22%! More and more marketing professionals are taking up this subject and offering this kind of campaign to their clients. B2-B companies are just as affected as B2C companies. Video is effective content on all types of targets.
In most cases, we think of advertising on YouTube, but the Google Display network also offers so-called “Outstream” placements, which allow you to highlight your products and services via videos positioned in the middle of an article or of a feed for example.
Finally, social advertising, whether on Facebook, Instagram or Snapchat (these last two channels being absolutely essential to reach a young target), is moving a little more towards video every day, for all the reasons we have already mentioned.
Try the video format for my digital strategy
On your website
Here we are talking about a website in the broad sense. Whether it’s your showcase site, an e-commerce site or a landing page, putting a video there have several advantages. As with the online advertising we have just discussed, a video on a web page can increase its conversion rate ( +86% )! But that’s not all.
Video is a great way to retain visitors to your site. It is estimated that on average, an Internet user spends 2.6 times more time on a site with at least one video than on a site that does not. As we have already said, this content helps to capture the attention of the visitor and therefore to reinforce his interest in what is happening on your site. Ultimately, adding a video will increase your site’s average session duration and decrease its bounce rate. These two data are important in the eyes of Google which will deduce that your site is relevant since Internet users stay there. This is how video can help you improve your position on search engines.
In addition, Google is increasingly highlighting videos on its results pages. Indeed, when it finds this relevant, the search engine displays (in addition to the other results) a few videos responding to the user’s request. Thus, putting a video on a web page gives you an additional chance of being positioned on the keywords that matter to you.
Video as an acquisition channel
Finally, you can use video as a true acquisition channel. To do this, there are usually two options:
- webinars _
- video training.
Even if the content is different, the method remains the same. This involves requesting personal information from your prospect in exchange for access to your content. These are particularly effective acquisition channels, especially in B2B. They allow you to work on your brand image by putting your expertise forward while attracting new customers.
What videos to produce?
Now you know why to produce videos and where to post them. But as we have just seen, there are different genres of video content. So it’s time to answer the ultimate question: what kind of videos should you produce?
The corporate video
Also called “corporate film”, a corporate video allows you to present your company, its values, its processes, its employees, etc. We could also liken this type of video to a business card. It’s about presenting your company in the best possible light and in a way that your audience immediately understands what you do, how and why you do it.
On the form, we are most often dealing with the manager of the company (sometimes accompanied by one or two other speakers) talking about the project and the ambitions of his company in front of the camera. To break the monotony, this discourse is punctuated with illustrative shots that give relief to the whole.
The corporate video allows you above all to work on your brand image as well as, to a lesser extent, your notoriety. As for its distribution, favour your website and your YouTube channel. A corporate video will be perfect as a trailer for said channel.
The advertising video
A priori, everyone sees what it is about. The advertising video aims to highlight a product, a service, a range or even your brand as a whole. It is characterized by
- his particularly laudatory tone
- his worked style
- its distribution channels (YouTube, Outstream, Facebook, Instagram, Snapchat, etc.)
The form of your advertising video largely depends on the distribution channels, whether in terms of duration or format. All this will have to be taken into account when developing the scenario.
The advertising video is not an easy project to set up, we can only advise you to be accompanied by professionals. They will work with you on a scenario and take care of:
- writing the script
- the rest of the pre-production
Result: a professional-quality advertising video that perfectly matches your desires, your values and your image.
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The instructional video
There are three types of instructional videos:
- The webinar
- training _
- The tutorial
Generally, a webinar is a live event during which a speaker makes a presentation. Spectators can therefore interact with him, ask him questions, etc. It is a rather horizontal format. To attend, the user must register by filling out a form. This allows you to collect qualified leads since the people going there are visibly interested in the theme you are going to address. Note that the webinar is a rather professional format and therefore often limited to B2B Content Marketing.
Video training is not live, which leaves much less room for interaction. In fact, it is a much more top-down format than the webinar, but this also gives it a much longer lifespan since as long as it is online, it can be followed by Internet users. Thanks to post-production, this format also offers more possibilities in terms of scriptwriting and directing. In addition, you can correct certain editing problems, add animations, insert illustration sequences, give more rhythm to the presentation, etc. Video training can target professionals as well as individuals, even if the latter tend to prefer video tutorials, which are shorter and more direct.
Tutorial videos, let’s talk about it. Unlike the webinars and training we just talked about, a tutorial is relatively short (usually less than 10 minutes). Its field of application is restricted, well defined and very often concerns a problem of daily life.
In this sense, the tutorial video is a bit like the “general public” counterpart of the training video. This is typically the kind of format favoured by a company like Castorama, which we mentioned earlier. By quickly and simply answering questions such as How to remove wall tiles? , or How to lay floating parquet? , the brand highlights its expertise while making viewers want to take action.
Indeed, you will notice in these videos that even relatively complex jobs such as adding electrical outlets seem simple, quick and inexpensive. Indicate the references of all the tools and materials used in the video, add the links to the online store and your tutorial becomes an excellent acquisition channel.
The product presentation video
At first glance, this style of video may look very similar to an advertising video. However, these are two somewhat different formats, especially in the tone adopted. Indeed, as we said, an advertising format adopts a laudatory tone while almost always using superlatives and visual and/or textual stylistic effects. The product presentation is intended to be more informative, even if it presents the product or service in its best light.
For a good product presentation, you will need a quality packshot, scenario plans, a voice-over or text to recall the main commercial arguments. And that’s what this type of video can give with a lot of means and one of the most effective marketing strategies currently in force: Introducing iPhone 11 Pro. In this specific case, the border is blurred between advertising video and product presentation.