With consumer testimonial videos, infomercials, and even basic website landing page videos becoming more and more apparent, there’s no denying this is where the industry is headed. However, even with all the potential video has to offer, few businesses consider the various creative uses beyond the obvious. To break down barriers, here are a few creative uses for video within your business or organization that you may not have considered.
Training & Orientation– Perhaps the picture that comes to mind when the term “corporate video” is used, training and orientation videos are an engaging and effective way of educating internally. A number of big brands have already made the switch- it might be something for you to consider as well.
Recruitment– A lot can be said about why recruitment videos are a must when it comes to getting people interested in jumping on board. Whether it’s for hiring purposes, summer camp enrollment on post secondary recruitment, video gives viewers a feel for your brand’s personality.
Email Video– Looking to potentially double your click through rates for direct email campaigns? Placing a video will increase engagement substantially, especially if there is a specific call to action such as “visit our site, call to request a quote, or follow us on (insert preferred social media site)”.
Post-Sale Customer Support/ FAQ– I don’t know about you, but I prefer to avoid user manuals altogether and resort to it once I’ve reached a point of no return. Granted, it is not the best way to go about assembling, but technical drawings tend to miss the point of simplifying the process. A video however, makes the process of problem solving and instruction much easier for consumers to understand. For example, I purchased a juicer and after attempting to take it apart for a good part of an hour, I typed my question into Google. Sure enough, a video appeared on how to disassemble the appliance because the customer service line was becoming overwhelmed with calls about this one particular FAQ. That being said, effectively produced FAQ (perhaps answered by a company expert) and instructional videos can save you a lot of money in post-sale customer support.
Trade Show Content– Take your trade show booth from just another table to “what are they about?” with video content as a promotional tool. This not only increases your appeal in terms of professionalism and credibility, but it is an element that will help draw people in, or occupy someone while you wrap up an ongoing conversation. Besides, sometimes a compliment on that beautiful flat screen is all it takes to start a conversation and generate a lead!
Event Presentation– If you are in the business of making presentations or pitching on a regular basis, video might be the edge you’ve been looking for. It increases engagement and when done right, your credibility benefits as well as a result of appearing up-to-date or ahead of the times. It can also serve as a take-away on a branded USB to accompany whatever documents you are leaving behind. Leaving them with more is always a good way to go.
As you can see, there is more to video that meets the eye (pun intended). If you are looking to get a message across to an audience, it is an effective way of being seen AND heard.
Posted by Anthony
At the end of the day, we all just want to be heard. Putting aside the clever play-on-words, being an Attention Score keeper will help you keep on track towards getting your message heard across the channels you have chosen to broadcast. It’s hard enough to get your message across on a personal level- but when it comes to broadcasting across marketing channels, things get a lot more complicated. That being said, it’s all about your Attention Score. It comes down to what product or service you have to offer- and how you let people know it is at their disposal.
Stick It to ‘Em
Getting the attention you desire and deserve is possible with a strong marketing plan- specifically one that incorporates use of video. Keep people on your website longer with a video that welcomes them, and sums up the need-to-knows about you and your business. This is referred to by some as making your pages ‘stickier’, and is important seeing as search engines no longer account the number of page views as the ranking factor. This not only has them listening to your pitch, but ranks you higher in search engines so other potential clients are more likely to stumble upon you as well.
I don’t know about you- but a large majority of the posts that appear in my social media news feeds scroll passed my line of vision and are disregarded. That definitely applies to posts by brands or businesses that I follow because I often couldn’t care less to read about yet another sales promotion. It’s hard to pay attention to everything- especially with people updating their current moods, meal plans and cat memes. Videos with catchy headlines are without a doubt less likely to be over-looked in a social media feed, especially if the thumbnail is a cat meme (although not recommended for professional purrrposes).
Sharing is Caring
The great thing about social media is just that- it’s social. Humans are social creatures, and we love to chit chat, gossip, debate and exchange information. If your video is entertaining, engaging and of course, relevant, you can expect to be tracking quite a few shares. This is huge, because every time a video is shared, it is broadcasted to an audience that you probably didn’t have access to prior. As they say, it’s all about who you know! Here are some fun facts to wrap your head around (courtesy of Jeffbullas.com);
- 500 years of YouTube video are watched every day on Facebook
- Over 700 YouTube videos are shared on Twitter each minute
- 100 million people take a social action on YouTube (likes, shares, comments, etc) every week
Videos are shared- a lot. Need I say anymore?
Show ’em what you’re made of
Video is a great opportunity for viewers and potential customers to get a better feel for you and your brand/ business. Here is where your creative direction becomes crucial. Sure, everyone loves a good laugh or a chuckle here or there, but beware of crossing into ad-vertainment territory. This applies to commercials and promotional videos that are so focused on entertaining, that the viewer actually missed the point of the video. In some cases, they couldn’t even tell you what company the video was talking about (well, that was a waste). That being said, you don’t want your video to be overly informative and just plain ol’ boring. The key is to be genuine, informative, and allow your company’s personality to shine through.
Note: Using the right tone for the topic you are discussing is also important. Funny and clever don’t apply to every situation, so be sure to develop your message’s tone wisely.
What ever it is you would like to tell the world (your target market in particular) about your business or brand, there are many reasons why video is s way to go about doing it. By using this engaging media through a number of mediums, you are sure to boost the public’s interest in what you have to offer-without the use of cat memes.
Posted by Anthony
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