Chances are that you watch at least one web video a day, whether through social media, a website, app, connected TV or other platforms. In fact, more than half of Americans watch videos online each day. Why? Videos are entertaining, educational, inspiring and appeal to multiple senses.
What’s holding your brand back from engaging with audiences through such a captivating, in-demand medium?
You always want to incorporate multiple engaging elements into your marketing plan.
“You always want to incorporate multiple engaging elements into your marketing plan,” said Brett Adams, Trilix’s chief marketing officer. “Video is a good opportunity to do that, and it can be incorporated into long-term plans or timely campaigns.”
If videos are not part of your marketing plan, it’s time to add them into the mix. Let’s address some common misconceptions about marketing videos.
Is Not Worthwhile
All organizations have limited resources. If you’re contemplating whether producing a marketing video will be worth your time and energy, consider this: consumers are 27.4 times more likely to interact online with video advertisements than standard banner ads, according to a MediaMind analysis.
“It might not seem like a medium they ever needed to use, but the statistics show how extremely powerful and engaging video can be. The time to start is now,” Brett recommended.
Brightcove found that social media users share video posts 1,200 percent more than other posts. Videos also increase a website’s search engine optimization by 157 percent, and Cisco predicts that video will comprise 82 percent of all consumer internet traffic by 2022.
Simply put, people are more likely to view and engage with your organization’s products or services through video on your website, social media and other platforms.
“It’s a very strong medium because the audience doesn't need to put in a lot of effort to take in information. It’s being presented in a thorough way without relying on the audience to interpret the message,” said Nathan McNurlen, Trilix’s post-production video director. “It’s stimulating your visual and auditory senses, so it's captivating when you’re multitasking while watching TV or scrolling online.”
Is Not Usable More than Once
Is Publishable Across Platforms
Videos — like all content your organization produces — can and should be used efficiently and integratively. One video shoot can yield the fully concepted project as well as several clips for social media, pieces for a website or digital ad and still images for graphics.
“The strongest value add that we often bring to clients is the pared down versions that either segment out pieces or highlight the most specific idea of the narrative,” Nathan said. “That's a strong value add because we've already done the upfront work to realize the vision, tone, music, shots and imagery. The production is already done. It’s very efficient to then make that short piece.”
A video producer can provide insight as to which on-camera interviews make great social media clips and testimonials for a website. Action footage with or without sound could be incorporated into the banner of a website or on a digital ad for a powerful and attention-grabbing visual without being intrusive to the user’s experience.
“It’s rare that we produce something that isn’t crafted into a variation that lives on other platforms, especially on social media and online because that's where we’re seeing the highest audience growth,” Nathan added.
Is Not Able to Portray My Brand
Is Able to Reflect Many Tones through Numerous Formats
Your organization’s brand likely encompasses a wide variety of products and services that should be shared across multiple platforms. We’ve produced videos that capture footage of momentous events, feature products, highlight services, provide customer service testimonials, celebrate employee and business achievements and include educational elements.
The ways in which we can share that information are varied and pieces often contain a myriad of formats. The video could feature a series of interviews with supporting environmental or action shots. A video could simply be an amalgamation of photographs combined with stop-motion graphics. But the formats must reflect the message.
“We start with ‘what message are you trying to convey?’ and then, ‘how can we construct that into a narrative?’” Nathan described. “We can capture anything to reflect the narrative a client wants to portray.”
Our video editors further mold that message to reflect the tone of the piece using lighting, music, transitions, graphics and other elements. They know that videos can encompass both serious and enthusiastic tones, educational and humorous or emotional and uplifting.
“There are many people out there who have the technical ability to shoot and edit raw footage. There aren’t many who are able to execute it creatively and understand the fundamentals of storytelling: how to emotionally engage with somebody to hit the right levels of empathy, authenticity or enthusiasm,” Nathan said.
“That's what makes Trilix stand out. We have people that tick all the technical boxes, but then we have a wide variety of individuals who have strong skillsets to realize a lot of different creative visions within this
Is Not a Manageable Process
Is Efficient with Planning
The lack of concepting could be what’s stopping your brand from making videos that could increase audience engagement. A video production team could be your solution.
“A company could come to us with a complete realization of how they want themselves to be portrayed and just need us to execute a plan,” Nathan said. “They could say, ‘we know we want a video; we just don't know how or what.’ We can help craft their story with whatever level of input they need.”
Pre-production is the key to fruitful and efficient video shoots. A video team will help your organization determine the message you want to share, the shots they want to capture, people they want to talk to and the overall tone of the piece. The production team can help with just a portion of the process, or team members can help with pre-production, filming and editing.
And if your organization does not have a group of eager video stars waiting in the wings, remember that authentic stories are the most impactful.
“Video can seem like a big monster, but it only needs to be as complex as you want it to be,” Nathan explained. “We work with all kinds of organizations with all kinds of budgets. We can have a quick, on-camera conversation with someone about their work, and that one clip can speak volumes.”
What’s holding your brand back from incorporating video into your marketing plan?