From Fake News to Fyre Festival, a growing culture of scepticism has meant Marketing professionals are under pressure to change the way they create and distribute content. With online video expected to make up more than 82% of all consumer internet traffic by 2022, it is the most effective medium to reach audiences – yet over a quarter of PR and Comms leaders are struggling to make it work.
A recent study from The Pulse Business and PRCA, in partnership with video platform Binumi Pro, has shown that 26% of PR agency bosses are aware of the value of video, but have yet to find a way to make it work to their advantage.
Common pain points like high agency fees and a lack of understanding mean that, although 65% of agencies regularly include video in their marcomms activity, they are often disappointed with the results.
With that in mind, we have identified five key elements that will ensure your video content is strong enough to succeed.
Consumer trust is at an all-time low. Research from Ipsos Connect showed that almost 70% of consumers distrust advertising, whilst 42% are sceptical of Brands. The key to authenticity is letting your story be told by others. And who are the truest ambassadors of your brand?
More often than not, these are the people that understand the connection between your message and your audience and embody your values and ideals in a way that is relatable. Empowering your employees to define a narrative that is open and honest gives consumers a reason to believe in what you have to say.
Speak the language
Talk to your audience in a way they understand — and we don’t mean by scraping Urban Dictionary for slang. Identify their concerns, wants and needs, and the topics that spark conversation. When you speak to your audience on an emotional personal level, your message will resonate.
Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. As 45% of consumers stop watching after 45 seconds, keeping video short and sweet is a must.
‘Bitesize’ content between 15-35 seconds is easily digestible, making for a higher view rate, and a more engaged audience. To ensure your video can land its message with or without sound, include responsive subtitles and hardcoded text.
Stand out creatively
Differentiate yourself from the sea of sameness. With video, visuals are everything; the first three seconds of any video is the most important to capture the attention of your audience.
By employing eye-catching visuals, dynamic text and effects, you create a ‘thumbstopper’ moment that elicits active engagement. Don’t underestimate the importance of a great thumbnail image either — autoplay isn’t a given.
The 24-hour news cycle means that timing is more important than ever, but the costs associated with using video production companies are still prohibitive for many, and the timeliness means they often miss out on what they set out to achieve.
Be smart about your approach to video content production and streamline your process for faster turnaround. Utilise user and employee-generated content, create branded templates and frames, and develop a repository of clips to dip into as and when needed to capitalise on trending stories and moments.
“Professional-standard video production needs to be democratised out of the hands of video production companies and into the hands of the people that are actually using it.”– Christopher Bo Shields, Binumi Pro Co-Founder
If you invest in the process, not just the product, you will find that video can become a high-performing element of any successful content marketing strategy. That is why Binumi Pro offers businesses a scalable way to take control of their video communications – at a fraction of the cost of traditional video production.