78% of people watch online videos every week. Are you using video to maximize your marketing strategy?
In our previously recorded Q & A with A & J, we sat down with Cynthia Kay, owner and video expert of Grand Rapids-based media production company CK and CO to chat about how businesses can leverage video as part of an overall marketing strategy and getting the most out of the content produced. Take a look at the on-demand webinar below to learn how your company can get started.
Resources from the webinar:
- Download: From Video to Victory Slide Deck
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Example: 1 Bold Step’s social shorts videos done with CK and CO
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Download: CK and CO's "How to Capture Video" Guide
Don’t want to watch the full webinar? Check out the recap of the session below.
Video Summary
History of Video
Before we jump into the importance of video production and marketing to your business, let’s run through a brief history of video. Generally, when thinking of modern day video, many people are under the assumption that video is a “new” trade. However, the first video camera was invented back in the early 1900s and as Cynthia mentioned in the webinar, the first-ever TV commercial aired back in 1941. It was a short spot for Bulova Watch Co. In the 1970s, video production really took off following the invention and popularity of the home video system. But, it wasn’t until 2005, following the start of YouTube, that video production and marketing changed forever.
Videos started to go “viral” and global brands like Nike and Sony jumped on the bandwagon, putting a serious focus on producing high-quality video advertisements and marketing campaigns. At present day, video content on the internet has consistently outpaced projections. According to an annual internet report by Cisco, one million minutes of video crosses the internet every second. Smart devices, including phones, tablets, and computers, have accelerated the use of video too. According to Insivia, mobile video consumption rises by 100% every year.
In the last decade, video has become a marketing staple for organizations of all sizes. But it’s evolving. Up next, we’ll go over what video production and marketing looks like today and what’s ahead.
Video: Today and Tomorrow
Over the last 100 years, video has completely changed. It’s gone from tape, to disc, to digital – and it’s still changing. As smart devices ramp up in popularity and general usage, we’ll see more mobile video. There’s the proliferation of quality video as well, from standard definition to HD, to 4 and 5K, all the way to Full Ultra HD and augmented reality. Upload and download speeds have increased exponentially. It’s evident these days, the race to keep up with constant technological advances is on.
There’s also a shift in focus, especially with video marketing and what customers want to see. Businesses are realizing now that the focus has to be on real people, not actors.
Take a look at this video, produced by CK and CO, that highlighted real employees of Siemens. The video was part of a documentary series called Siemens in 360° where viewers could get an inside look at the “Future Makers” of the company.
“[Companies] still hire actors, but today, people want to know about real people. What’s a real person’s experience with a company,” Cynthia explained. “I think you're going to see a lot less of the ‘sales-y’ approach and a lot more of the storytelling.”
The story of “why” can hook prospective customers, eventually turning them into loyal promoters of your business or product. So, what’s ahead?
When looking at projections over the next several years, we’re seeing more businesses are allocating more and more of their marketing dollars toward video versus other traditional marketing mediums. For example, most of Apple’s advertisements appear on YouTube. Back in 2020, following the launch of the Apple Watch Series 6 and the Watch SE in September, the company spent over $6.6 million on one particular ad that promoted the watch. Apple is a multi-billion dollar company with money to burn when it comes to video marketing and advertising, but the point still stands. The dollars are headed in that direction.
Maximizing Your Asset
When creating video for your marketing strategy, don’t treat it as a one-and-done endeavor. Maximize the new asset you’ve created! During the webinar, Jen recommended repurposing video in every possible way to get the biggest bang for the investment.
“In fact, video gives us so much – so many ways we can repurpose and reuse the content – we’ve come to love it,” she explained.
Say, you’re launching a new company or product line and decided to create several different, 1-2 minute videos showcasing said company or product. Here are a couple of ways to maximize the content you’ve got:
- Create short social media clips that can be used to drive people to the longer piece
- Create a “resource” page where all of the long-form videos can live
- Use the videos as follow-ups for leads and prospects
Another example would be shooting a video that will cover an in-depth and detailed topic, possibly a panel discussion with industry experts. The video could be 30 minutes to an hour long, maybe even longer depending on the topic and industry. Here are a couple ways to repurpose and reuse the video:
- Create short social media clips to drive people to the long-form video
- Transcribe the video and use it to create blog posts (to maximize further, embed short clips from the video that reflect the main topic of the blog post or embed the long-form video)
- Make sure that the panelists and anyone involved promote the video, as well as any other related media, for added exposure
Spreading out the video produced for a marketing campaign can create several opportunities for new, SEO-rich content creation that will drive more traffic to your website and social media channels – which will convert leads to contacts, and even buyers.
Get More from Your Video
Video is versatile. Different kinds of videos can serve different purposes, so when deciding to take the plunge on professional production – you’ll want to get as much as you can from the experience. Never treat a video shoot as a static moment – this is the perfect time to plot out future, usable content pieces.
Getting one interview is great, but to further extend the life of the interview, map out how you can turn one video into multiple pieces. Take the time to get B-roll that can be used to add dynamic movement to websites and on social media. Turn a long-form interview into social media shorts.
“That’s the thing you need to think about,” Cynthia explained during the webinar. “And you need to think of this upfront, because when you’re out shooting – that’s cheap to ask an extra question or two, and then leverage it for later.”
The key here is to go into a video shoot with a plan that one interview can turn into multiple deliverables in a campaign, but be mindful.
“You don't want to overproduce [videos] and you don't want to underproduce,” Cynthia continued. “So, this is where you can think about what's the best way to do it and be efficient with it.”
Need help optimizing your videos in your marketing campaign? Click here to contact us.
Proving ROI
One of the most important quotes in business was said by Austrian management consultant, educator, and author Peter Drucker: “If you can't measure it, you can't manage it.” This philosophy should be the foundation of your marketing strategy and will help you to incorporate a new element, such as video, in a way that will prove the return on investment.
As previously mentioned, video should never be “one-and-done” and it should never stand alone. Video produced for your business’ marketing strategy should absolutely be part of a campaign.
So, in the case with 1 Bold Step, videos are part of campaigns that are built in HubSpot.
“Video that we produce is just one element and the campaign might also include social media posts, emails sent out about it, web pages where the video is hosted, and more – that way we’re always measuring,” Jen explained. “And not just the asset by itself, but how people are actually consuming it.”
What it boils down to is: How did the video work? Did it prove ROI? You’re going to want to pull data that can help you break down leads, visits, downloads – and that might need to come from different sources – but it will paint a larger picture on whether your video was a worthy investment.
Another thing to consider is video produced becomes part of your “historical files,” meaning it never stops promoting you, your business, or your product. Once uploaded, videos will continue to live on YouTube or your website and can be recirculated to reach new audiences. Videos can be repurposed and reused, where it fits, with the help of the right technology and the data to back it up.
“And unless you completely changed who you are and what you're trying to do, you should keep them around,” Jen advised during the webinar. “And as I said earlier, we slice it, we dice it, we serve it up again.”
Videos, especially those that live on YouTube and other video-streaming platforms, can be used as an extension of a brand. No matter the age of the video, if the content is evergreen and the topic is relevant, a company can make the production worth the investment by centering their brand.
For example, 1 Bold Step’s client SmarterServices is using their YouTube channel as an extension of their brand and offering educational and helpful resources via video. Some of the videos were produced in the past, however, the company is going back to ensure that all the fonts reflect the brand they are today. So despite the videos being hosted on a third-party platform, SmarterServices is still the focus.
Finally, if you post a video somewhere other than your site, you have to make sure that it links back to your company’s website, or a product or service that is mentioned in the video. Otherwise, you're putting quality content out and losing quality exposure that would draw someone further into your story and brand.
Why Video?
If you’ve made it this far into the webinar or the recap and are still wondering, “Why video?” This is where we’ll leave some departing thoughts that may sway you.
Video Works
According to Insivia, viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. And according to research released by Wyzowl, 72% of customers would rather learn about a product or service by way of video. The research indicated that most marketers feel that video is a worthy investment for lead generation, and 84% of video marketers say video has been effective for generating leads. Numbers don’t lie, video is working to capture attention and hold it.
Video Gets You Noticed
People are watching videos, that much is clear. Think about how many times you’ve stopped scrolling through social media because of an eye-catching video. According to The Marketing Helpline, social media posts with video have 48% more views. And according to Conversion XL, video increases organic search traffic on a website by 157%. Use the video, it will get you noticed! Insivia found that a website is 53 times more likely to read the front page of Google if it includes video.
“[Video is] important. You can personalize and it gets you noticed, if social media posts are done well,” Cynthia explained during the webinar. “But here’s the trick, you gotta grab people in those first few seconds, otherwise you won’t keep them. But if you can grab them, that’s great.”
The best way to grab a lead? Tell your story through a visionary leader, those who are great at telling their story or relaying the complex problem they’re trying to solve.
“When you hear the CEO say, ‘We are connecting innovative thinkers and we're going to change the world,’ you're like, ‘Oh my gosh, I get it. I want to be a part of this.’,” Jen explained. “So, if you're dealing with, or if you are a visionary and no one can tell your story like you, video is a great opportunity.”
Q & A’s from the Webinar
We received a lot of great questions from webinar attendees on how to incorporate video production into their marketing strategy and how to make the investment worthwhile. Take a look to see what was asked.
- How long should my videos be?
- What is the most effective limit of time you should make your video to keep a view engaged without wanting to leave before you’re done?
- Do you think more people would watch a video live with interactive tools vs. watching a 15-20 minute presentation on demand?
- What is the best time to post a video to get the most views?
- Is it worth it to pay for alternative video hosting services (something other than YouTube)?
- What factors do I need to consider when picking a video hosting platform? Should I just always use YouTube?
- What is the best way to call viewers to action at the end of your videos? What's the best way to "sell" in video without being "salesy."
- Say you’ve done some DIY video, but you’re ready to invest in professionally produced video for digital advertising. Where do you start?
- How important is animation in the video presentation?
- When it comes to very small businesses, what video shortcuts do you have for a team with limited time and resources?
- What editing software do you recommend for people who are doing videos on their own?
To view the answers to these questions, check out the webinar starting at 23:27.
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