Video is one of humanity’s most engaging communication tools. It can memorialize a story, capture an emotion and transcend the spoken word – frame by frame. So, it’s a rather obvious fit for any company looking to boost their visibility and engage even more with their desired audience. In in fact, a recent report showed that usingthe word “Video” in an email subject line boosts open rates 20% and click-through rates 40% . So, we wanted to share some simple, inexpensive ways to incorporate video into your marketing strategy.
Video is the most consumed content online. There’s no magical, mystical or supernatural reason behind why audiences respond so well to video. People simply enjoy having multiple senses engaged at once, and the emotional responses these senses provoke. It’s the exact reason why film and television have endured as art forms. It’s also why 52% of marketing professionals worldwide name video as the type of content with best ROI(Syndacast Report). Humans are visual creatures.
So, naturally, it makes sense that marketing can and does benefit from video – just think of the “I only watch the Super Bowl for the commercials” cliché. Or how you probably still remember commercial jingles and catchphrases from your childhood. Just think about a recent commercial you’ve seen and if it stood out to you or not.
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If you’re looking to expand your marketing repertoire into video, don’t try to make viral happen – unless you enjoy coming off as a desperate brand that’s trying too hard. Be authentic but be creative.
All of your time, energy and resources should go toward crafting an original, compelling final product. Try to keep your video between 30 and 90 seconds – the optimal viewing for shareworthy content. Viewers can figure out pretty quickly what is – and is not – designed to pull numbers rather than pique curiosity. Cynicism and calculation yield very little in terms of establishing your brand as one worth engaging. In the long run, you should place your investment in the qualitative rather than the quantitative.
Luckily, creating videos these days is a far easier undertaking than it was even five years ago. Even tight budgets have plenty of free tools available to help them get started:
- Most smartphones and tablets these days have native video apps, or more professional-looking options for $10 or less. While not the first feature-length film shot entirely on an iPhone, Tangerinereceived critical praise at Sundance. There’s no reason you can’t record your own commercial.
- Both TikTok and Instagramuse native apps to create and upload super short films (photos, too, in the latter’s case).
- YouTubeand Vimeoallow you to upload, edit and track the metrics of your videos.
- Animotofunctions as a sort of digital media collage or slideshow with video, text and photos.
Friendly reminder: If you plan to embed your video on your website or in an ad, be kind and don’t autoplay. Disrupting your intended audience only serves to turn them off of your brand.
Once again, the simplest solution is the best solution. Video should be an experience that conjures up an emotion (or cluster of emotions), then asks the audience to channel those feelings somewhere. Take the opportunity to create a memorable moment with your brand.
Need some help? We are always here to kick around ideas. Give us a shout.