Action! How to use video in your campaigns

22/09/2021 09:23:33
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Marketing is forever evolving; how we communicate our business message has developed into a multifaceted approach, merging traditional and digital tools. Video has become a key part of communication strategy, not just for its benefits of transmission but also due to the way web giants such as Facebook and Google factor them into their ranking and algorithm systems.
 
In a way, you need to be in it to win it now with video. So, how do you best use it in your campaigns?
 

Benefits of video

With a video, one can get a lot more across than traditional media. Video can have subtext: style, personality etc that says a lot about your brand or company before there is even any content there. Is it bright and quirky? Simple and clean? The viewer already has an idea of that brand identity within seconds.

It is also the most engaging form of media – a Netflix binge will tell you that! Moving pictures invariably invite the viewer to stay longer and see what happens/find out the story. Unlike text or a still image, there is a lot more for the mind to take in; sound and movement etc keep people engaged and entertained.

It is incredibly versatile and can be used to portray a plethora of messages: simple information, stories, adverts, education, policy… you name it! This means video can benefit just about every business.

Types of video media


As discussed, video is a versatile creature. This is not only in what it can be used for but what it can be used on in terms of a platform or system.
 
Traditional video remains the most flexible and high-quality way to add to a campaign. Videos made offline can be used in internal and external marketing campaigns. There is great software for editing and perfecting, as well as wonderful companies that can really provide insight, animation and high-quality film and sound. These video files can be used at will - uploaded, embedded or shared.
 
Unless you live under a rock (no judgement), you will have heard of the biggest video hosting platform. YouTube has changed the way the world views video and how it is watched and shared. It introduced us to ‘going viral’ and how to make video universal and accessible. It is also, now, Google-owned. Think links, trends and rankings through the search engine, making videos easier to find and significantly increasing reach. Videos can be uploaded here to be viewed and shared across the net.

 
 youtube image

Social networks have their own video offering. There is the app TikTok which allows short videos to be created, edited, and shared. Instagram has a similar thing called Reels. Users can like and re-share these at an alarming rate, creating a reach that marketeers would previously have only dreamed of. These tend to be a more immediate, less produced style of video but traditional videos, if short enough, can be uploaded here also. There is also a ‘live’ feature where you can throw caution to the wind and address your audience directly. Preparation is recommended!
 
Facebook ranks posts that are videos higher than other posts in its algorithms, since they know it increases engagement and keeps people on their platform longer (if that was ever a problem…) meaning if you share a post with a video, it is more likely to appear high up on the feed of your followers. You can also go live on here and upload video to your ‘stories’ as well as your main feed.

Who is watching?

As with any campaign, defining your desired result and audience, dictates the journey the campaign will take and, in this case, which type of video media will work best to fulfil your goals.
 
What is the core demographic for your service or product and what interface do they use? Most under 40s and absolutely under 25s will be accessing content using a mobile phone. Thus, mobile-friendly video is key and the best platforms for this are YouTube and social media. The more corporate or older viewer is probably on a computer so will be seeing the video on a larger screen (think high-res, not too distracting as to overwhelm) and through your website, LinkedIn or YouTube link.
 
You may also wish to go a bit more avant-garde and quirky with styling if the under 25s are your customer base. It takes a lot to stand out amongst a saturated crowd on social media and make your voice and brand heard. In contrast, simple, clean and to the point would be better for a corporate/older consumer where their initial attention is possibly a given, due to the more direct nature of the marketing, but they need persuasion to convert.



woman watching video

Our friends and clients, InkBlot Films have some top tips and truths for video:




What is the goal?

Is it reach? Engagement? Online video platforms offer great tracking and analytics so you can really dig down into how your campaign is doing, who is viewing it etc and adjust accordingly in future. This also goes generally for shared posts on socials; if you share your video across Twitter/Facebook etc you will be able to analyse how well that post has done, as with other posts.
 
With short-fire video hosting like Reels and TikTok, you can have multiple quick videos, demonstrating or reviewing products/services that people can learn to expect, tune into and follow for a longer engagement journey. Youtube can also be used in this way, or for a one-off video packed with content, aimed to convert/educate more immediately.
 
What about an internal campaign? Something to get key messages, training or changes across to staff within a company. For this, traditional video works really well, as it can be diversely shared, embedded in PowerPoint, emailed to staff etc. Our client Saint-Gobain Glass used video as an event in itself to communicate their strategy for the year to their workforce. This is usually done by a physical event but due to the restrictions of the pandemic, this could not take place. Instead, a video was created for a ticketed ‘online viewing event’ (with popcorn delivered!). This is a great illustration of just how versatile and accessible video can be. For those who couldn’t make it? Video can be emailed, played in staff rooms, placed on intranets or put in a staff zone on YouTube for later.

Other examples of video campaigns with our clients

Glassolutions used video to launch their new app, encouraging customers to order their glass on the go. The video featured a demonstration of the app and projected how it would be used in situ – plus the benefits of how quick and easy it is to order the glass in this manner. The video was uploaded to YouTube, then shared across social and emailed out as a link to the appropriate customer base.
 
Integral blinds manufacturer Morley Glass & Glazing use their video to bolster their social media campaigns – whether this be a timelapse of manufacturing or a product demonstration. The videos are shared across all socials to engage customers in their processes, educate about their products and build trust.

Video is so versatile


How to use video in your campaigns? There is no one way! Video is so versatile and can be used for education, sales, story-telling and much more. Choosing the right platform for your video depending on your audience is very important and your style, although a background feature, speaks volumes. Think about what you want to project and who you want to reach, then get creative. Monitor your results if possible and use that moving forward across your marketing strategy.

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