Any successful marketing campaign should explore the place that each channel plays, such as print, email, direct mail, search, TV, radio, PR—and video. As marketers, our job is to design a program that contains a balanced blend of communications tools to gain awareness and drive—ideally—measurable results. Unfortunately, alternatives are often overlooked, which could play an important role in any campaign.
Video tends to be one of the tools that is ignored or dismissed for a number of reasons—however, video continues to grow and operate as a critical element of any marketing program. It can be used in a variety of contexts, like on a website, in emails, social media, etc. You can showcase different products, settings or experiences. And, since it’s digital, there is lots of data available to justify its performance.
When planning your next campaign, think about the benefits that video can bring to your messaging:
It’s Storytelling on Steroids
It’s human nature, but people are simply more interested in watching versus reading. Customers can familiarize themselves faster by listening to a brand demonstrate or share their product, and it also helps put themselves squarely in the shoes of the presenter. Younger audiences—18-34 especially—are fast entering the market and generationally tend to watch more video, as it’s how they were raised.
It’s Authentic
With video, you can build trust and gain credibility quickly. Viewers get an accurate glimpse into a product or destination so they can personally envision the experience. While it’s widely understood that photos can be retouched or photoshopped to present a manufactured brand image, video is seen as more authentic. With man-on-the-street footage commonly seen online, everyday people viewed as brand ambassadors, and introductions to product influencers by the thousands, video is used by many walks of life to effectively share messages.
It’s Digital Marketing’s Best Friend
Marketing programs include a wide range of strategies to speak to customers—video complements those messages and extends the value. Statistically, video has been proven to boost conversion rates and increase engagement overall.
For example, instead of just sending an email promotion, including video-based content in an email can deliver an increase of 200-300% in click-through rates, with 40x better ROI. Featuring video on a landing page can increase conversions by 80%, according to HubSpot. And social media usage is prolific—Facebook, Instagram, TikTok and Twitter all have millions of active users. Over 90% of mobile video users watch video content and share with others, further extending a brand’s awareness and message.
It’s Adaptable to Audiences
Core video footage can be re-edited and repurposed to speak to a variety of audiences. While an initial version might be aimed directly at transient guests about a vacation, a second version could be created to deliver messaging to a meeting planner who is arranging a group event. Brides, in particular, are heavily motivated by beautiful visuals and experiences that would represent their special day. And golfers can imagine playing the game of a lifetime with friends on a beautifully shot, sunny day.
It’s Accessible
Historically, the cost to produce video content was out of reach for many brands. Today, the availability of top-quality video production is much easier to attain and what was once completely unaffordable has become budget-friendly for almost any brand. In addition to capturing valuable footage on the ground, drones enable aerial views that previously required expensive lifts and bucket trucks. These types of creative solutions deliver professional marketing assets that widen a company’s library and reach. For simple day-to-day visuals or social media sharing, cell phones can make video a convenient and viable option. Online tutorials abound, so those who are motivated can self-teach or take classes to learn what it takes to create and edit your own video content. With the growth of low- to no-cost apps and other digital production products, brands and individual consumers have turned to curating content on many levels.
Like photography, always be sure to request permission and get signed usage forms from anyone that may appear in your video footage. There are templates available to protect yourself and your company from any future conflict if properly planned in advance.
Want to learn more about using video in your marketing materials? Contact Lynn Kaniper at 609.466.9187 ext. 771 or lkaniper@danacommunications.com today to learn how Dana can help.
