Video marketing: why bother?

Posted in Marketing

At the end of last year, predictions abounded that 2016 would be the year of video. And this has come true to a large extent: video is everywhere, on social media, news outlets, at exhibition stands and even in e-mails.

Online video already accounts for 50% of all mobile traffic and is expected to account for 79% of all internet traffic by 2018 (Cisco, 2015)

And it’s not just people uploading videos of epic pranks or skateboarding dogs. 61% of businesses currently use video as a marketing tool; of these, 66% were NOT using video just 12 months ago (Wyzowl).

While the maritime industry generally prefers to wait and see which way the wind blows, even here the use of video has grown exponentially. We’ve seen a strong interest in the services of our new partner Salt Pixel, who specialise in marketing videos and 3D visualisations. Moreover, at Posidonia and SMM, an impressive number of editors chose to conduct their interviews on camera:

 

 

 

Why should I consider using video?

The advantages of using video lie in the way visual information is processed in the brain (60,000 times faster than text), which makes it easier to get your message across and hold attention. And there are additional benefits associated with using video online:

• Increase your web traffic: Companies using video can expect 41% more traffic from search than non-users (Aberdeen)
• Reach prospects: 75% of executives watch work-related videos on business-related websites on a weekly basis, while 52% watch work-related videos on YouTube at least weekly (Forbes)
• Increase sales: 77% of consumers say they’ve been convinced to buy a product or service by watching a video (Wyzowl). This will likely be lower for B2B products and services, but it is still a promising number.
• Improve your CTR: Video ads have an average click-through rate of 1.84% – higher than any other digital format (Business Insider UK)

OK, fine, you’ve convinced me. So how do I use video?

Depending on your needs and budget, you have several options:

Professional: storyboard – record – edit – distribute

The most obvious video format would be one which explains your product, service, etc. This is useful to describe cutting-edge research or explain technically complex or under-appreciated products. For example, Salt Pixel created the video below for Precision Products UK, as part of their rebranding strategy. The idea was to demonstrate a high precision component in a strikingly visual way which demonstrates its vital role in marine engine operations.

Precision Products UK video by Salt Pixel

RCCL testimonial video for Bolidt

You could even choose to let your customers do the talking: there are few things more convincing than seeing actual customers express their satisfaction with your company on camera.

Alternatively, you could produce video interviews: interviewing people at various positions in the company can instil confidence and make your company more accessible. An interview with the MD might illustrate your company’s values while the R&D manager could discuss the company’s ongoing commitment to R&D.

 

 DIY: spontaneous record & post

There are numerous opportunities for creating your own videos, which you can either live-stream or pre-record and edit before posting:

• Maritime or offshore exhibitions: Film quick videos to give an impression of the exhibition, interview your employees at the stand, interview customers about their experiences at the show, etc.
• Press conferences: Add some panache to your event by live streaming it! If you post the footage on YouTube later, it will give journalists who were unable to attend a chance to catch up.
• Speaker slots: If you’ve secured a speaker slot at a conference, why not increase your reach by live streaming your talk? Make sure you have the organiser’s permission first though.

Got any practical tips for live streaming?

Test, test… and test again

First and foremost: get yourself some decent equipment and test it and the internet connection before going live! Publishing low-quality videos can actually do more harm than good: 62% of consumers are more likely to have a negative perception of a brand that published a poor quality video (Brightcove, 2016).

Good equipment doesn’t have to be expensive, there are plenty of high-quality affordable cameras available nowadays, even some that offer direct Periscope integration. Also, don’t forget to check the sound – if your camera doesn’t have a good internal mic, consider investing in an external one.

Legal issues

Make sure you are aware of any possible copyright or privacy issues that may crop up as a result of a live streaming – see here for a checklist.

Live streaming, aka blooper danger

Last but not least, remember that in the case of live streaming you have no control over the content that goes out. Sometimes events may not unfold exactly as you had imagined (it happens to the best of us, even professionals) – and that’s a risk you will need to take. If you’re not prepared to, you may wish to stick with pre-recorded video.

If you have any questions about using video in your communications strategy, please don’t hesitate to contact us. I look forward to seeing your videos!