Start using video in your marketing campaigns!
The rise of video in marketing seems unstoppable. Worldwide, video streaming grew by 10% in the first quarter of 2022 alone.1 People are watching and sharing videos on almost every social media platform. Cisco reports that 82% of global internet traffic will come from either video streaming or downloads this year.2 While you’ve been told that video is powerful, effective and necessary for taking your marketing to the next level, several myths might be keeping you from getting on board. Let’s separate fact from fiction.
Myth #1: Video is costly to produce
Even if video is the way to go, one of the biggest misconceptions is that video production is expensive. But, in recent years, new technology has made the cost of producing simple videos more affordable than ever before. A simple yet impactful video suitable for sharing online doesn’t have to break the bank. However, costs will go up or down depending on the format and the potential need for direction, scripting, voice or acting talent and music.
Myth #2: Video only appeals to younger audiences
Gen Xers and their predecessors may not be digital natives, but that doesn’t make them old-school in their media consumption habits. From 2019 to 2021, the share of Americans ages 50 to 64 who said they ever used YouTube increased from 70% to 83%. Among those 65 and older, YouTube use increased from 38% to 49%.4 Bottom line: people of all ages are significantly more likely to watch a video than read a block of text.
Myth #3: Video ROI is hard to measure
Measuring the return on investment for video marketing goes beyond simply counting views and conversions. You need to factor in audience behaviour, such as social sharing, that can help increase brand awareness. For the best read on what’s working, consider not just quantitative but qualitative factors, including surveys and polls, anecdotal feedback and viewer comments.
Myth #4: Video content creation is daunting
Don’t know where to start? Skilled video writers can work seamlessly with creative directors and production teams to storyboard your concept and develop a video script that will bring it to life. Developing a partnership with a content agency like Ext. can be a faster, smarter and more cost-effective way to manage your video production.
Myth #5: Video doesn’t work for my industry
Once immensely popular in niche creative industries, video is now at the forefront of marketing campaigns across all industries, including financial services and B2B and B2C channels. When striving to cut through a “sea of sameness,” video can be invaluable in telling your brand story and connecting with your target market.
Videos that are on-brand and on budget are within reach. Get the cameras rolling by calling us today for a quote at 1.844.243.1830 or info@ext-marketing.com.
1 www.forbes.com/sites/dbloom/2022/05/18/online-video-viewing
2 www.cisco.com/c/en/us/solutions/service-provider/index.html
3 https://dmakproductions.com/blog/how-much-does-video-production-cost
4www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021
Five reasons to ramp up your video marketing
Have you factored videos into your digital marketing plan? If not, you may be missing out on a tremendous opportunity. Whether you’re marketing to retail or institutional investors, appealing to advisors or training your internal teams, videos effectively distill sophisticated, at times complex, ideas in digestible ways.
In our experience, videos can be a great complementary piece to boost engagement and reach a wider audience. Here are five reasons why you need to consider adding videos as part of your marketing plan.
1. Your clients expect it
According to research by Wyzowl,1 96% of the marketing professionals and online consumers they surveyed said they had watched an explainer video to learn more about a product or service. The same report found that 73% of respondents preferred to learn about a product or service through video.
2. Video outperforms other content on social media
More online video content is uploaded in 30 days than the major U.S. television networks have created over the past 30 years. Hootsuite’s Global State of Digital 2022 2 reports that 694,000 hours of video are streamed on YouTube each minute.
Other ubiquitous social networks, such as Facebook, Instagram and Twitter, have amped up their capacity to help users create and post video content. And don’t forget one of the most powerful features of video on social networks: shareability. According to Wyzowl, people are twice as likely to share video content with their friends than any other type of content. If relationship marketing and networking are part of your client acquisition strategy, then shareable videos could be a key contributor to your success.
3. It provides a roadshow, minus the road
How much of your client acquisition strategy is based on face-to-face meetings, conferences and presentations? While video cannot completely replace in-person interactions, video content enables you to reach a wider audience with far less travel. A video of one of your principals explaining your investment philosophy can be an extension of your traditional relationship-building strategies and enable you to further leverage your existing marketing efforts.
4. Video can explain complex topics in simple terms
Explainer videos are short, engaging marketing tools that can highlight your offers and detail potentially complex processes in a succinct and memorable way. Wyzowl found that 88% of people say they’ve been convinced to buy a product or service by watching a brand’s video.
5. Quality of content matters most
You don’t need to hire Christopher Nolan to make an effective marketing video. Users tend to pay more attention to the substance of a video than its production value. However, to get the best results within your budget and timetable, it’s important to work with a partner that has professional video production resources and deep expertise in the financial services industry.
With the right service provider, video content can represent one of the best marketing decisions your firm can make.
Looking to ramp up your video marketing? Ext. has the expertise you need. Contact us today at 1.844.243.1830 or info@ext-marketing.com.
5 best practices for better online videos
More than ever before, Canadians are consuming their information and news through online video. It’s no wonder financial services firms are capitalizing on this trend and boosting their online video production capabilities.
Here are five tips to help ensure that you’re capturing attention and driving interest in your services and solutions with online videos.
1. Great sound is essential
Sometimes the most important aspect of a video is the audio.
We can’t overstate how essential audio is to video. You may be talking about the most interesting subject in the world but if your audience can’t hear you clearly, they’ll go somewhere else. So invest in the right audio gear and recording equipment for the best results.
2. Have the right words
You don’t want to “wing it” when it comes to conveying your message. Be prepared with a strong script and compelling content for your video. If you can’t get it right, bring in a professional to polish the wording.
Once your plan’s in place, fill in the blanks with the right speaker. Remember, though, a speaker who is at a loss for words and starts using fillers like “umm” could hurt your company’s image. Try to find a presenter who is passionate, authentic, speaks clearly and intelligently, and can relate to your audience.
3. Keep it short and sweet
We are often asked “What’s the best length for a video?” Sometimes people are surprised by our answer. We think one to two minutes is ideal. That’s right, just one to two minutes.
This time frame works because it doesn’t ask much from your viewer and, if written well, is more than enough time to convey one to three key points.
Note: longer videos do serve a purpose too, but they should be targeted to those who are highly engaged in a topic.
4. Hold off on the hard sell
The most engaging videos are not sales pitches. Instead, they solve problems.
If you focus too much on your company’s history and successes, you run the risk of boring your audience. You don’t want them asking “What’s the point of this video?”
The best approach is to use your corporate videos to outline solutions to the challenges your clients and prospects may be facing. An educational approach can also build credibility and is a great way to showcase your company’s expertise.
5. Close like a pro
Just like brochures and newsletters – and every other type of marketing material – corporate videos should end with a clear call to action.
Remember: if they have made it to the end of the video, you’re not imposing on your audience. The viewer probably wants more. So help them out by inviting them to contact you or offering a link for something to download.
Do you need help creating a video that will engage your clients? We can make it happen. Contact us at 416.925.1700 or info@ext-marketing.com.
Advisor communications series: Five best practices for videos
Given the amount of time people spend watching online videos, it’s no wonder advisors want to evolve their marketing endeavours to capture the attention of their clients and prospects.
Here are a few tips to ensure your online videos are more professional and engaging.
Be prepared
Write a script. If you can’t get it right, bring someone in to polish it for you.
You don’t want to wing it when it comes to conveying your message. If you’re lost for words and start using fillers like “umm,” it could hurt your – and your company’s – image.
Great video depends on great sound
We can’t overstate how essential audio is to video. You may be talking about the most interesting subject in the world, but if your audience can’t hear you clearly, they’ll go somewhere else.
This goes for lighting too. If you’re hidden in the shadows, your viewers may not want to strain to see you.
Keep your video short and sweet
People often ask us “What’s the best length for a video?” Sometimes people are surprised by our answer. A minute is good. A one-minute video works because it doesn’t ask too much from your viewer. If written well, it’s more than enough time to convey one to three key points.
Note: there is a place for longer videos if the content you’re sharing truly is great and people are highly engaged in your topic.
Hold off on the hard sell …
The best videos are not sales pitches. They solve problems instead.
If you focus solely on your company’s history and successes, you’ll bore your audience. You don’t want them asking “What’s the point of this video?”
The best approach is to use your corporate videos to help solve your clients’ and prospects’ challenges.
… and close like a pro
Corporate videos, just like brochures, emails and every other type of marketing material, should end with a call to action.
Remember that if they have made it to the end of the video, you’re not bothering your audience. The viewer probably wants more. So help them out and tell them what they should do next.