9 February 2021
Video: content marketing’s future and how to make money at it
Videos use standards designed to make them readily consumable on all screen-based devices. That’s not something you can say for text-based stuff rooted in the last century. But don’t take our word for it, take Biteable’s.
Among the highly-persuasive 2021 facts you’ll find there, consider:
- Adding a video to your emails boosts click-through rates by 300%
- 85% of consumers want to see more video content from brands
- 75% of B2B marketers say video positively impacts ROI
Reinforced by the projection that video will claim 82% of web traffic by 2022, it’s estimated 92% of people who consume mobile videos share them with other people. That’s massively overtaken other types of content sharing. That propensity to go viral is why video marketing is content marketing’s future.
The 6-point guide to better, more cost-effective videos
Arguably, more money’s wasted on corporate video than any other content. Many marketeers haven’t yet learned how to multiply the ROI from video shoots. And production houses naturally won’t tell you when there are more cost-effective ways of achieving your marketing objectives. So, this is a 6-point guide to making better videos, at higher production values, with limited marketing budgets. Some aren’t about savings in the monetary sense, but about avoiding expensive brand damage.
Stay ruthlessly short
There’s a law of inverse proportion between a video’s length and its impact. Go beyond two minutes and you’ll lose the viewer. Be ruthless. Aim for short. Be prepared to “kill your darlings”. Nothing takes precedence over the message. And put some important quantitative stuff upfront to grab attention.
Watch production values
While it’s a no-brainer your videos should reinforce your brand strategy in colours, fonts, tone of voice, etc. Don’t miss the point your production values are a metaphor for your brand. Uninspiring talking heads filmed against plain backgrounds may save money, but they speak volumes about your company’s vanilla values.
Repeats earn revenue
It never fails to amaze us how many companies produce a video, then pop it on a virtual shelf to gather dust. They miss the point that excerpts have myriad marketing applications like PPT slides, montages, and to open and close presentations. We’ve found re-use can multiply return on marketing investment fivefold.
Trailers aren’t trash
The use of corporate video trailers is a GoRefCo innovation. A 30-second snapshot, as an emailable file, can drive viral traffic to your website. It can also be offered to your customers for internal communications purposes. And it can be used to bring life to personal and corporate social media presences. Here’s one made for BT.
Drive hard bargains
Most directors and crews work in one-day units. If they’ve got to do a return trip for a video interview, the day’s lost for other work. The onus is on you to plan and bargain better. Make their days more productive e.g., get the director to use spare time producing the trailer. Knowing the ins and outs of the business helps get more value.
Show, don’t tell
Many users have audio autoplay muted when watching a video. When silence is the default, 85% of videos are viewed without the sound, meaning the audience will likely watch for longer if it’s optimised for silent viewing. 80% of people react negatively to a mobile ad that plays loud unexpectedly. And the last thing you want is to spend money on ads that make people think less of your brand.