You’ve heard it everywhere, and it rings especially true for businesses wanting to stay relevant: video is king.
In 2023 and beyond, it’s not only a nice-to-have in your marketing kit, but a must-have.
We’ve gathered a few insights that we’re excited to share with you about the future of corporate video production and how having a killer video strategy can strengthen your brand, build trust and take your marketing efforts to the next level. Let’s dive in.
In a recent survey conducted by Wyzowl, The State of Video Marketing 2023 shows that 91% of businesses use video as a marketing tool in 2023, which is an all-time high since the company started tracking this data back in 2016.
The stats don’t lie, and so you have to ask yourself: are you part of the 91% embracing video and seeing its many benefits for your business?
Reason 1: Build Your Brand
If you’re a business owner or marketer working within a corporate setting, you’re familiar with the overall marketing goals of setting up brand awareness metrics, creating sales targets, etc.
And the good news is that video is not only a great conversion tool, but an even more amazing brand awareness booster.
According to WordStream, videos have been proven to increase conversion rates by 80%, which is great news for businesses.
“Use video on your landing page to put a face to your business, help your leads trust you, and convert faster.”
Not only does quality video help you with conversions, but it’s also a powerful way to communicate your unique selling point to your target audience.
Video becomes a vivid storytelling platform where your one-of-a-kind tone of voice, style and messaging can connect with audiences and communicate your brand values and identity.
Once your ideal customers have gotten to know you and trust who you are, they are more likely to convert and to become brand advocates. And it can all start with beautifully executed and single-message-focused corporate video content.
Reason 2: Engage Your Customer
The options for creating high-quality video content are endless and the ways to reach customers even more so.
Whether distributed via your website, social media platforms, webinars, or even via email marketing (such as the example from BambooHR), well-produced corporate videos can really grab your audience’s attention.
Think like your customer and ask yourself the following questions before investing in video production services:
- What would make you trust, well, you and your business, products or services?
- What makes you watch a video from beginning to end?
- If you’re distracted after 5 seconds of watching a video, what would make you watch to the end?
- What is your intended call to action – sign up, share, buy, etc. Be clear and to the point.
- What would make you connect with a brand, product or service? Think personality, tonality, unique brand promise, etc.
Most companies and businesses view video engagement success rates to include overall impressions that have resulted from some form of engagement, including views, likes, comments, and shares.
You might want to set up those metrics before you start creating and sharing your video content to ensure everyone involved is measuring from the same page.
Numerous social media studies have proved that video content is more likely to engage audiences than static text or images.
A well-produced corporate video can attract your audience and keep them engaged for longer; while it gives you a platform for communicating complex info in a visually pleasing and easily digestible – and shareable – format.
Reason 3: Showcase Your Strengths
Utilising the power of brand storytelling through corporate video production to showcase your company’s expertise will enhance your overall marketing communication efforts.
By demonstrating your industry knowledge, for example, or your team’s unique skill set, or your commitment to quality in the workplace, are all success factors that you can highlight to position your business as an industry leader.
Customers trust companies that speak with authority, but also speak their language. Why not put your team behind the camera – if they are comfortable in such a setting, of course, but we can assist with that – and show your customers who the hard-working, dedicated teams are behind the success of your business?
Showing customers who are engaging with your brand or product for prospective customers to imagine themselves in their shoes, is another successful way to reach your target audience. Brand storytelling, the Airbnb way, makes all of us dream of connecting more meaningfully through video.
Reason 4: HELP Marketing Work Smarter
You and your team don’t want to be working harder, but smarter; and video offers a versatile solution as it can be used across multiple platforms, including your website, social media, email marketing campaigns, and more.
Another big tick mark for video production is its measurability and shareability. Videos are easy to track and measure, making those reports and analytic figures rather appealing. It’s good to note that not all video is created equal, but each format has its appropriate place.
We'll cover the types of corporate videos extensively, but for now, here's a glance at the types of videos companies create, according to the Wyzowl report.
Reason 5: Boost Online Engagement
Here’s the scenario: You’ve invested in professional corporate video production and you’ve put your videos out there, on your website, on YouTube, and via your social media channels. You wait with anticipation for the numbers to climb. Initially, it does, but then your views seem to plateau and you've no idea why.
VSEO could be the issue. Video Search Engine Optimisation is your missing ingredient, and below are a few tips that could help, as created by the well-known marketing personality Neil Patel.
According to Patel, VSEO is crucial to get as many eyes on your videos as possible, whether you’re optimising for search engines or social media search algorithms.
Here are three SEO rules to follow:
- Create custom video thumbnails that are human-centric & informative.
- Include a video transcript.
- Write engaging headlines and descriptions.
There’s a lot more to video SEO than we’ve covered here, and if you’re interested in learning more, you can check out Neil Patel’s The Secret Guide to VSEO.
To sum up...
Corporate video production offers an array of benefits and opportunities you don’t want to miss out on.
If you’re looking for a video production company who can assist in setting you up for success with video, get in touch with us today or have a look at our corporate video production services.
