Video production and distribution has never been cheaper than right now. Film cameras used to be bulky, expensive burdens that were only brought out for special occasions. Now we carry high-resolution cameras in our pockets, using them to capture every meal that deserves social-media attention.
But just because something’s easier and cheaper to do, does not mean the craft has gotten better – just more accessible. Within the marketing world, video is an increasingly powerful medium for conveying message and personality.
2019 – Year in Review
Wyzowl’s 2019 State of Video Marketing highlighted video’s crucial role in promoting businesses, products, and services digitally. According to the report, it improves product and service understanding, increases website traffic and dwell times, generates leads, and reduces support calls.
The 2019 report also noted that Youtube retains its top position for video marketing and is considered the most successful platform. However, video’s effectiveness and usage have increased across Facebook, Instagram, LinkedIn, and Twitter. With so many channels available for sharing, it would be foolish not to invest in some form of video-content creation.
Marketers aren’t just realising the strength of video content – consumers also prefer it. The report noted that 68% of people prefer to learn about a new product or service by watching a short clip. A huge number compared to text-based articles (15%), infographics (4%), presentations/pitches (4%), and e-books/manuals (3%).
According to the report, 48% of people said they’re more likely to share videos with friends – well above social media posts (23%), news articles (16%), blog posts (5%), and product pages (3%).
In the eyes of consumers, videos are more desirable and more likely to be viewed or shared. Marketers offered a variety of reasons why they didn’t use video in 2019 – cost, time, unclear ROI, or lack of knowledge. However, the study suggested that viewership will continue to increase in 2020.
I’m not sure how many of you remember the rental chain Video Ezy – what a childhood relic. These stores have been rendered obsolete by streaming services, mirroring the shift in how we view videos. When it comes to content today, people expect quick and convenient access. As a result, Blockbuster’s down to one location, Video Ezy moved to online services and rental kiosks, while streaming platforms dominate the market.
Marketing and comms professionals should be embracing the digitalisation of content. Not only because audiences expect videos, but because they’re so easy to create and share. Content should be informative, persuasive, and demonstrate brand personality – whether that content’s for investors, customers, or staff.
You won’t believe me when I tell you all of this is possible through PowerPoint. You can create something quick and punchy for social media or a longer-form clip for onboarding staff.
If you aren’t feeling heaps confident with you directorial skills, we have an ultimate guide as well as an outline of the Synapsis Creative process. Otherwise, reach out if you’d like to bring some motion-picture magic to your branding.