Video as a marketing tool has seen sustained growth in recent years. According Hubspot, 85% of businesses use video as a marketing tool, and 92% of marketers who use video say that it is an important part of their marketing strategy.
As a marketing and communications channel, video is credited with delivering significantly higher retention rates than written text, with more social shares than other formats and capable of delivering higher ROI.
Recent research by Google indicated that since the onset of the Coronavirus pandemic, increasing numbers have been going to YouTube for news and information. Some statistics suggest that 96% of all adults use YouTube every month, and 59% of executives prefer to watching video to reading text.
Few would dispute that video is a communication channel that deserves attention, a clearly defined strategy and capable resources.
However, many have also experienced that video is not an easy format to get right. It’s not just about the production; having the right content and nailing the delivery are as much responsible for the brand impression you leave with clients.
So, what can you do to make sure your videos resonate positively with your target markets?
5 important steps…
- define your strategy – what do you intend to accomplish with the video?
- outline the message – an easy-to-follow narrative flow will keep your audience engaged
- ask for feedback – present the story to colleagues and fine-tune your message
- brief and rehearse with your spokesperson – make sure they know what messages to emphasise
- edit your video carefully – make sure you key message dominates and that all data and b-roll is relevant
Video can certainly prove to be the marketers best friend, if it receives the time and investment that it requires. And this starts with careful planning.
Signet Marketing helps businesses improve the quality and ROI of their video content and virtual events. Contact us to explore what we can do for you.