VIDEO MARKETING: WHY IT IS ESSENTIAL
Demand for Video Content is Increasing
According to recent studies, 54% of consumers want to see more video content from a brand or business they support (HubSpot, 2018). With the increasing demand for video, many industry influencers are proactively creating different types of video content to meet this growing need. Respondents of this survey claim that video content is in higher demand because people are more likely to pay attention to it. People tend to skip parts of audio and written content. Brands get more audience attention with video.
Internet Users Everywhere Enjoy Video Content
85% of all internet users in the United States watched online video content monthly on many of their devices (Statista, 2018).
Video is a Powerful Marketing Tool
87% of marketing professionals use video as a marketing tool (Wyzowl, 2019).
Consumers Love Seeing Videos on Social Medial
Based on the 2018 State of Social Video Marketer Trends report, 73% of consumers claim that they have been influenced by a brand’s social media presence when making a purchasing decision.
Video Marketing = Profit & Brand Resonance
88% of marketing professionals use video as a marketing tool (Wyzowl, 2019). The power of video marketing is actually felt throughout the entire buyer’s journey – the same study shows that 96 percent of people within the study turn to videos to learn more about a particular product and/or service.
Video as a Lead Generation Channel
66% of video marketers get more qualified leads per year (Optinmonster, 2019). Optinmonster also concluded that video marketers achieve a 54% increase in brand awareness. Additionally, 93% of marketers say they’ve landed a new customer thanks to a video on social media. This increased quality of leads can be attributed to the quality of education that video brings. Not only do customers gain trust in companies, but they’re also able to educate themselves about the company or their product through interactive visuals.
Videos Engage Users Longer on Your Website
Videos serve to keep users on your website for longer periods of time while keeping them more engaged with your content. The average user spends 88% more time on a website with video (Forbes, 2018).
Power of Video in Purchasing Decisions
Internet giants like Google (who recently purchased YouTube) are describing videos as “indispensable.” Not only do videos keep users more engaged, but they also play a rather important role in their decision-making process. A survey conducted by Wyzowl shows that eight out of every ten users have purchased a piece of software or app after having watched the brand’s video (Wyzowl, 2018).
Video Marketing = Profit & Brand Resonance
Growing Popularity of Video
In 2019, users spent a weekly average of six hours and 48 minutes watching online videos – a 59 percent increase from just three years prior in 2016 (Limelight, 2019). All signs currently suggest this will continue to increase. Audiences under the age of 36 are spending more time watching videos online than on traditional broadcast mediums such as the television.
Video's Role in Internet Traffic
It should come as no surprise that video market share in internet traffic is set to increase. It’s estimated that by 2022, 82 percent of the global internet traffic will come from video streaming and downloads (Cisco, 2019). That’s an 88 percent increase in traffic share from the 72.3 percent in 2017.
To put things into perspective, 56 exabytes (equivalent to one billion gigabytes) of internet video was consumed on a monthly basis in 2017. This figure will more than quadruple to 240 exabytes per month by 2022.
Video Builds Trust
Trust is the foundation of conversions and sales, and creating long-term relationships. Give people a reason to visit your site by providing them interesting and useful information. Video helps to calm consumers who are skeptical about buying products and services on the internet because they fear fraud and cheating. Effective marketing videos present your products in a conversational form, that creates a sense of individual approach which is why 57% of consumers say that videos gave them more confidence to purchase online.
For further information we recommend reading the full article:"Marketing Your Store", by Maryam Moshin, (December 13, 2019). Retrieved from oberlo.com: https://www.oberlo.com/blog/video-marketing-statistics/
HOW TO: SIMPLIFY VIDEO PRODUCTION
The video production process can be lengthy, involving a great deal of planning and fine details, however, we will simplify the process by breaking it down into three basic phases:
PRE-PRODUCTION, PRODUCTION, and POST-PRODUCTION.
Pre-production refers to everything that needs to take place before the actual filming of the video. Essentially, this is the planning stage and should involve the following:
Goal Setting: Bring your decision-makers and production team together to align the purpose with the message, content strategy, and company goals for the video, how it will be used and distributed once the video is complete. Examples of specific video purposes include product demonstrations, TV commercials to raise brand awareness, or internal training videos.
Budgeting: This will provide a guideline as to what you can and can’t do during the production and post-production phases.
Establishing Your Audience: Once you’ve set your goal(s) for the video, you can determine exactly who you are trying to reach with your video. Understanding your audience is vital if you’re going to achieve the right tone and feel for your video to resonate with your audience.
To create video content that resonantes with your brand audience, consider the following questions:
1. What do you want your viewers to do after watching your video?
2. How long do you expect your audience to stay engaged with the content in your video?
3. What do you want your audience to think?
4. How do you want your audience to feel?
Writing A Script: A script will need to be written for your video. Be sure to leave extra room in the timeline for multiple revisions and edits. For videos that include documentary-style interviews, have your questions prepared in advance.
Create A Shot List and Storyboard: Using the script, all of the shot sequences required to tell your story will need to be placed in a list. This list will be used to create a series of drawings called storyboards that help to set the mood and visually map the action sequences used to create your story.
Finalizing The Details: Finally, make sure you cover all of your bases and finalize the following details:
A. Project timeline
B. Talent, e.g characters and actors
C. Production team
D. Equipment needs
Finalizing the components above, will ensure the next phase, PRODUCTION goes as smoothly as possible.
Production starts on the first day of the shoot and ends when the cameras, lighting, sets and audio gear are put away. This phase is where your vision takes form, where live scenes are stored on film and digital memory cards for post-production editing. Production typically includes the following:
1. Setting up the sound, lighting, and video equipment
2. Conducting interviews
3. Acting and role-playing
4. Recording voiceovers (if needed) (Note: This can be completed after all the video is shot and is typically done in a recording studio away from the shoot.)
5. Capturing B-roll audio and video (extra video footage is used to support your story)
During the final phase, the video production team will begin to organize, review, and edit all the video footage. Throughout the editing process, elements such as music/soundtrack, animation, special effects, brand compliance, graphics and text, voiceover, and B-roll footage can be added depending on the type of video content that was shot.
Approval and Revisions: Once the initial version of the video is edited, it’s time for the first round of revisions. If you’re working with a video production company, there may be a predefined limit on the number of revisions you can request or on the number of hours spent on revisions. Once the video is finalized and approved, the video will be exported to its final format. Be sure to pay attention to the platforms in which you are sharing your video, because each platform may have slightly different specifications for optimal video performance.
TIME = VALUE
Timelines of the video production process can vary depending on business requirements and complexity of the video production, but if you want to get the highest-quality video possible, it’s best not to rush the process. This process takes a lot of time and creativity, so don’t be afraid to hire on an outside production team to bring your story to life. Interesting and informative video content can offer exceptional value to your brand, and it’s quickly emerging as one of the most effective ways to reach your target audience.
LET US DO THE HEAVY LIFTING
If you’re in need of a video production company to communicate your message in an appealing and engaging way, be sure to CONTACT OUR RESONANT VIDEO STRATEGISTS.