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VIDEO PRODUCTION: Using video in your marketing mix can increase engagement, sales and ROI

“Video marketing can boost engagement, increase sales and offer an unbeatable return on investment…This was true back in 2019, but it became undeniable in 2020 when the pandemic closed off many other forms of marketing…96% of consumers are said to have increased their video intake in the past year.

Gil Becker, Forbes.com

Incorporating video into your marketing mix can have a significant impact on your brand. According to Hubspot.com, in a 2018 HubSpot survey, 54% of consumers wanted to see more video content from a brand or business they support (compared to other content like emails, newsletters and social media photos). HubSpot also shared the following statistics:

  • Businesses using video grow company revenue 49% faster than year-over-year than organizations without video. 70% of marketers claim video produces more conversions than any other content.
  • Video drives a 157% increase of organic traffic from search engines.
  • YouTube is 11.3 x bigger than Facebook in terms of hours viewed, both on the web, and in-app.

TOP 4 PLACES TO UTILIZE VIDEO MARKETING:
1. Social Media Content
2. eCommerce Videos
3. Training Videos & Webinars
4. Website Videos

Social Media Videos

Social media video content lives in a variety of categories from regular social posts to reels, more comprehensive YouTube videos, short-form videos (i.e. – TikTok, Instagram Reels, Pinterest, YouTube Shorts, etc.) and live streams. The subject matter of these videos will vary whether the marketer is B2B or B2C, but the results of engagement and sales can be staggering.

“A 2020 study by Wyzowl reported that people share videos at twice the rate than any other form of content. It also found that 84% of people were convinced to buy a product or service based on the brand’s video.”

Martina Bretous, Hubspot

According to an article from renderforest.com, statistics support the use of video content in social media marketing:

  • 75% of people are more likely to follow a brand’s social media page if it has video content.
  • Video is the most preferred content on social media at 81% (compared to 68% photos, 31% text posts, 30% stories, and 9% quizzes).
  • Video receives the most engagement on social media at 74% (compared to 15% images, 6% text, and 4% other).

Social media videos can be extremely cost effective. Regular social account posts are free, and paid video campaigns on most platforms can be carefully targeted to audience segments. The analytics tools for these campaigns are carefully measured, and often provide real-time ROI data.

Beyond the numbers, social media videos offer brands a way to humanize their marketing efforts. Whatever the marketing message and tone – humor, informative, serious, empathetic – a video can immediately deliver it.

eCommerce Videos

The trend to stay ahead of in 2022? Selling products with eCommerce videos. While traditional eCommerce product shots are still important, showcasing a product – how it moves, how it works, how it “feels,” how the customer will interact with it – truly tells the story of the product, enticing buyers to click through to purchase.

“With its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.”

Miriam Ellis, The Moz Blog

Brands like QVC, Walmart, Amazon, GE, GAP and more all utilize video within their eCommerce platforms to capture a more specific in-the-moment interaction with their products. Think of these videos as a virtual salesperson and an extension of a sales team. By telling the product’s story via video, the potential buyer will see a more authentic representation of the product.

“Unboxing videos, product tours, and customer testimonial videos can mean the difference between a visitor who decides to check out your competitors first and a visitor who hits the buy button immediately. “

Vimeo.com

Training Videos & Webinars

According to an article from HR Daily Advisor, viewers retain 95% of a video message compared to 10% when reading a text version of the same message. The reason? People tend to learn and retain information better when it is communicated in a visually stimulating way. In fact, the article explains that video training is a more inclusive training tool for those with disabilities and those in the neurodiverse community.

Training videos can also provide a cost-savings benefit. Traditional in-person skill training and onboarding can be expensive. Videos can be produced ahead of time and utilized over and over again for new hires. Webinars allow marketers to share industry expertise with their customers and clients without having to host a cost-heavy event.

Video training also offers a completely customizable format with room for creativity. Companies can provide a glimpse into their culture and manage expectations of the daily work environment.

“Using video as a replacement for classroom training (and other forms of training) has been proven to increase productivity and reduce costs! When the multinational professional services firm, Ernst & Young implemented video training, they reduced costs by 35% and reduced training time by about 52%.”

Hassan Ali, wzyowl.com

Website Videos

Marketers can utilize video content on their website to increase page views, extend engagement time, recruit new talent and more. These types of videos can include brand storytelling, product demos or tutorials, virtual tours, augmented reality, company culture videos, landing page content and testimonial videos.

Videos help viewers to engage with a company or product on a more authentic, personalized level. It allows brands to share impactful stories and helps decision makers to quickly gather information needed to make a purchase.

Video has become the most commonly used format in content marketing, overtaking blogs and infographics. 87% of video marketers say that video has increased traffic to their website.

Hubspot.com

Ahead of the Trend

Even with countless impressive statistics in favor of video content, not all marketers have adopted video into their communication strategy. According to Biteable.com, 66% of marketers find video production too time-consuming, 41% find it too complicated and 37% find it too expensive.

Vivid Impact’s streamlined video production process focuses on storytelling and creating targeted, effective video content for customers.

Vivid Impact now offers Video Production Capabilities

Vivid Impact has the ability to create all aspects of pre-and post-production video, from concepting to final product. This may include concept/creative meetings, story boards, sound design, shooting/directing, editing, special effects, animations, and multi-format delivery for multiple platforms (tv, social media, YouTube, etc.).

VIVID’S VIDEO CAPABILITIES – LET’S TELL YOUR STORY

Vivid’s Video Studio is currently under a remodel to offer an even more brilliant production space!

Shoot and Edit Footage: Shooting on location or in studio, interviews, training videos, product installs, TV commercials, gimbal (smooth movements) and tripod stabilization, lighting, drone capabilities to come in future.

Animation & Moving Graphics: Animation is used for anything with a screen (i.e. television, social media animations, menu boards, Gas Station TV, walk-up screens, digital billboards, digital banners). The term “animation” refers to moving and manipulating graphics and illustrations (not full-fledged cartoons). While cartoon animation is possible, it would be a much larger project scope than standard graphics animation.

Combining Footage & Animation: Animations can be combined with footage in many ways. For example, the lower-thirds of news interviews with the name and title at the bottom of the screen, a commercial where a product graphic comes in as the person talks, infographics, thought bubbles, etc.

3D Compositing: Using digital 3D models in footage (3D models must be provided)

Audio Engineering & Mixing: Live audio capture during shoots, sound design and sound effects, adding music to footage (charged based on licensing fees)

Trevor Vick, Vivid’s Video Specialist, has over 14 years of video experience and 7+ years of studio/agency work. His experience includes music videos for national and international bands, national television spots, digital animations in NFL and MLB stadiums, local tv, social platforms, and menu boards just to name a few.

Start telling your brand story with Vivid Impact video production!