Video is set to be the biggest generator of all web traffic in 2017. According to Syndacast, 74% of web traffic will be video this year. It's more engaging content - Twitter has noted that videos and photos get way more retweets than text posts. And it gives your SEO a natural boost. Google prefers 'rich content' like video.
Social media platforms like Facebook and Instagram have jumped onto video and you can now create your own live videos or stories through these channels. Web users have gotten more used to posting images of themselves and sharing more about their lives over time, and whilst it can feel strange at first, we are gradually posting more video. This is changing the way customers interact with each other and it will most certainly change the way they expect to interact with brands.
So, you know why video is important, but are you struggling to think of how you can incorporate it into your marketing strategy? Don't worry, we have plenty of ideas of how video can be used.
If you're feeling like the home page of your website is a little dull, adding video will make it much more dynamic. Instead of using the standard format of a photo slider at the top of your site, add a video instead. Ony Agency did a good job of this. Or, you can use it as a background video like Barrel NY has done. If you're investing in a new website this year, a video will be a slick compliment to it. A home page video will help you show your customer exactly who you are, without the boring 'about' text. 'About' pages typically have low traffic to them.
Client testimonials/Case studies
Client testimonials show how trustworthy your brand is. Showing the testimonial straight from the horse's mouth on a video will add to that trust tenfold. With testimonials, quality over quantity is best. Three good client testimonials incorporating a case study will do more for brand trust than twenty text-based testimonials.
Attracting talent is hard and recruitment agencies are expensive. According to Monster, the average recruitment agent spend is about £4,500, it's far better to get people sending you speculative CV's or applying to your vacancies directly. Your business can't grow without excellent talent and hiring the wrong people is a hassle (understatement). Showing off your corporate culture in a short video can mean you aren't just telling potential new recruits that you're a great place to work - you're showing them.
Have an amazing new product? Create desire for it with a beautiful film. If it's something that needs a little explanation or has many different features you can make this a much better user experience with video than you can with pictures and text. 64% of people are more likely to buy a product after seeing a video of it online, according to Hubspot. That's why Asos have a video of every single garment!
If your product or service is complicated, then a film explaining exactly what it does or how to use it will help people out much more than a wordy manual would. Many people just do not have the capacity to follow long text instructions. If part of your business involves training your customer on how to use your product, then this will save time and money on customer service. You could use a product or service demo as part of a customer welcome package.
Many businesses have an FAQ (frequently asked questions) page. These can get a little dry, making this page of your website into a video will be much easier for a potential customer to watch, which will essentially save you time in answering the same questions over and over!
If you've spent a lot of time, energy and money on an event then you really should be recording it with video. This will help you promote future events and show that your it was worthwhile and valuable. Award ceremonies cost a fortune to enter and attend and yet the experience is usually not recorded and businesses just put a small badge at the bottom of their web page to showcase the award which seems like a huge waste.
Social media advertising
Social media advertising is a cheap and powerful way to advertise. Impressions can be measured and monitored with a clarity that is unavailable on TV, radio or print ads. You can also retarget to people who have visited your website. Using video on social ads is more effective than using a photograph. The ads only need to be 15 seconds long at most and people usually watch social videos without sound, so subtitles are commonly used in these ads. If you're using social media ads then video can improve your click-through rate and help you get more response from your budget.
Did you know you can showcase a video on your LinkedIn profile? Our very own Luke Tyrell has our videos features on his LinkedIn page. You can add any of the types of videos we've discussed on your LinkedIn page, but we think a product promo, a client testimonial or an event video would be the perfect types of film to add to your profile. Remember you can encourage your staff to include your videos on their LinkedIn pages as well.
Facebook and Twitter posts
Social media marketing is big business, and many brands are investing in a social media agency or an in-house team. Social media with video can increase engagement on posts significantly. Social media videos are not just something you'd need to hire us for, you can do them yourself too. Create mini videos on your phone to answer questions or to show what you're up to. Unlike videos that are used on website branding or product demo, people are a little more forgiving of poor quality videos on social media posts. They understand that you made them quickly. If you use a video you have made yourself on a website homepage, for example, it will cheapen your website and brand so be careful how you use this.
You can also 'go live' on Facebook or Instagram, or use Twitter's 'Periscope' to provide a live exciting snippet to your customer.