Is the old presentation video anachronistic? The new strategic utility of the video in digital marketing

  • Editors
  • January 7, 2019
  • Comments Off on Is the old presentation video anachronistic? The new strategic utility of the video in digital marketing

 

Since the time of the company’s traditional video presentation, the main strengths of these video productions have been capturing attention, brand communication, and credibility of the organisation. There are other benefits, of course, but these three should be enough arguments to convince companies to invest in video communication.

Years ago a quality video production had distinguished businesses from the crowd and had the merit of making your company look like a big company, just for the simple reason that the cost was extremely prohibitive.

Meanwhile, things have evolved a lot, the emergence of smartphones has made it possible to produce DIY movies at HD or 4K quality, and the new social platforms have made it possible to distribute them at extremely low costs. Everything has changed, and most importantly, the consumption behaviour of our key audiences has changed, in such a way that the old presentation video is practically anachronistic.

It is outdated especially because people no longer want to watch a 5 minute video about a boring CEO speech! People want to be stimulated and trained, people want practical information and entertainment. People now have the smartphone and the tablet for consumption, not just the TV, and for this reason companies should never communicate on Facebook or LinkedIn their services because they are not interesting even if  it’s targeted to a relevant audience. Instead, talk about problems and offer solutions. Talk about the company in such a way that the message will be interesting, exciting and informative!

Some make the videos the backbone of their marketing strategy. A lot of companies (e.g. cryptocurrency stocks) use videos to generate leads on social media, leads that will eventually materialised in sales. Video content must be exactly the same as a social media post… and of course there are a few recipes that can make a video a viral with millions of views. (another topic, for a different article)

Video also makes for best content in a content strategy based marketing. A lot of b2b companies are using to position themselves a thought leaders or experts in a particular domain.

“Content marketing is a strategy designed to make your expertise more visible by producing and distributing material that is interesting and valuable to your target audience. This content can come in many formats, such as blog posts, articles, white papers, webinars, videos and e-books.

In most cases, your content should be educational, useful or entertaining, rather than promotional or sales-oriented. Educational content gives prospects a taste of your firm’s expertise and what it might be like to work with you (do you come across as authoritative and formal or friendly and approachable?).

Useful, high-value content is the fuel that propels successful SEO, social media and lead generation. And importantly for the professional services, it is a very effective tool to build trust and engagement”, according to Lee Frederiksen, Ph.D.

The premises of this article are the following: People’s behaviour has radically changed over these past years so should video productions. And premise 2 is: It is preferable to communicate via social media even if it means creating low budget content with your smartphone than not communicating at all.

 

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