The Power of Video

Live video became a domestic scene during the pandemic. Video calling for professional or personal reasons became a daily occurrence. A team meeting, a brainstorm, online lessons, discussing the growth of our children with the school or just chatting with friends or our grandparents. So by now, we would know what position to take when we are being filmed. But is that true? Can we use our phone and make a spontaneous movie recording suitable for content marketing? That still appears to be difficult. Well-thought-out preparation is crucial. Since 2022, we have been supporting Evoke video content production. We'll explain why.

The appeal of moving images

Around 80% of all internet traffic consists of video (well). More than 500 hours of content are uploaded to YouTube every minute (well). Insanity? Let's be honest: who can resist it? Moving images have a strong appeal and a lot of other benefits. Moving images are better stored in our memory than text. Video draws attention quickly and keeps it for a long time. Social video generates 1200% more interaction than text and photo images combined (well). 90% of all online marketers use video content to sell products (well). And not only people love video, the algorithms of social platforms also love it. In addition, video has a greater impact on search engine results (SEO) than text.

What is video marketing?

You create and share video to attract and keep attention, increase sales, or share content marketing. Video lets you share information in a condensed way. Short videos get the best results. Through video marketing, you can tell a company story in the long term (in short episodes) and arouse interest in a product or service without explicitly promoting it. You can show expertise and build thought leadership. There are hardly any creative limits if you tackle it thoroughly. If you allow creativity in every step of the production process, you can keep your audience engaged. It is therefore recommended that you use professionals to produce consistent content that stands out from the crowd.

Why use video marketing?

Simple: because it works. Video marketing boosts sales. It's more emotional and real. It creates trust. It is very efficient to tell complex information. Search engines love video content. Social media algorithms are also eager to see video coming, because it's so easy (mobile friendly) to share, like or comment on.

A wide range of content videos

Before you begin the creative process, consider a few essential things. What is your key message? What is your goal? Who is your target audience? On which platform do you want to launch the video? And how does the video relate to the marketing funnel? Depending on the answers, you have several options.

At the top of the funnel

This is the first step in a customer's journey. Focus on relationships with potential customers by creating entertaining and informative video content. Educational video, documentary, a video series, expert interviews are types of videos that attract potential customers. An online commercial video as a teaser can be part of a video series.

In the middle of the funnel

Focus on the product or service to increase your brand's credibility. Explainer videos, animated videos, case studies, and testimonials work very well in this phase.

At the bottom of the funnel

A final push to make a sale by answering any questions your viewers may have about the product or service. Work out demos or onboarding videos to show how you can get the most value out of your service.

Outside the funnel

Burn videos tell the story of your company or brand. Promotional video stimulates interest in the run-up to an upcoming event or product launch (and is often used as part of video series to build expectations).

Recruitment videos attract the best candidates by showing how great the workplace is and highlighting the many benefits (location/team/culture).

Meet the teamvideos provide insight into the people and characters behind your organization, connect with the viewer and portray your company (culture) using the movie style.

Scheduling. Production. Promotion.

Don't underestimate the time-consuming production process of a video. Regardless of budget, think carefully about each step in detail. It generally consists of three phases:

• Pre-production: planning, logistics, schedule and design. Crew, casting, location, scripting, storyboard, visual design.
• Production: the actual recordings. Light, sound, acting, directing on set.
• Post-production: this is where the final result is produced. Editing, voice-over, sound effects, graphics, animation, subtitles and final export.

The process doesn't stop once the video is approved: consider sharing and promoting, pay attention to reviews, and be prepared to learn from analyzing your results.

Video fails

Unfortunately, it happens more often than you think:

• Don't focus on a single message: keep it limited.
• Going too far in the abstract and therefore deviating from your brand guidelines: association remains key
• Make long videos: a bite-sized two-minute video scores best
• Using a CTA Error: Prevent Irritation (Subscribe! Buy now! See more!)
• Not taking advantage of all available platforms: don't just post everywhere
• Ignore the influence of SEO: use meta descriptions
• Expecting immediate results: video content marketing is a long-term investment
• Neglecting analytics: listen to your audience and read the review

Also check out our No Embargo on video content: