Marketing video production belfast: the essential guide to success
Brands need to design a specific marketing video production belfast strategy for online videos, which have become increasingly important across all platforms and channels. Videos are no longer just a part of an overall marketing plan. They represent the heart of campaigns and communications, especially in terms of strategy on social networks, the use of which is spreading and intensifying exponentially. Video dominates social networks, and marketing video production in Belfast in the year 2020 was illustrated in this area with the sudden and massive emergence of TikTok.
>> Find out how to create and use ultra-personalized videos
It is essential to realize the importance of a videography company in belfast because if a company does not publish videos yet, it is likely to lose market share. However, it can easily catch up. For most videos, the simpler and more raw the content, the more authentic it seems to audiences.
In addition, video production is becoming less and less expensive and a simple smartphone is enough to shoot high-quality videos. Videos are now less expensive and easier to make. Still, video can seem complex when it comes to identifying the cameras, lights, and editing software needed. Each section of this guide brings together all the information you need to ensure a successful video marketing strategy.
Why do video marketing?
Videos are the strategy for the present and the future. As proof: in 2021, 85% of consumers wanted brands to broadcast more videos; in 2022, estimates predict that video viewing will account for 82% of online traffic.
Video is no longer reserved for entertainment purposes, the commercial strength of the company depends on it: 84% of consumers say they have purchased a product or service after watching a video broadcast by the brand, and 78% of companies find that the video has directly impacted their sales.
Video has not only transformed marketing methods and consumption patterns; it has also revolutionized the way sales teams connect with prospects and convert them. Likewise, this medium has changed the way customer service teams help and retain buyers: 94% of companies note that video helps improve the understanding and use of their products or services. Videos are undoubtedly useful throughout the entire business cycle, not just for improving brand awareness.
A versatile tool for sales reps along the path to purchase, video can do more than increase engagement. Analytics also help sales teams qualify and prioritize undecided or uncommunicative leads.
There are many options for customer service teams: implementation, information or overview videos, or even video calls to answer a question or share a customer story. Videos can give rise to a personalized and in-depth customer experience.
While 61% of companies plan to increase their video marketing budget for 2022, 44% note that the cost of creating an online video is accessible and 51% note that the process is easier in 2021. Videos are therefore a strategy suitable for companies of all sizes, regardless of their budget and the composition of their teams.
The 12 types of marketing videos:
- Demo Videos
- Brand Videos
- Event videos
- Interviews with specialists
- Instructional videos and tutorials
- Explanation Videos
- Animated videos
- Videos of case studies and customer testimonials
- Live videos
- 360° and virtual reality videos
- Augmented reality videos
- Personalized posts
Demo videos explain how a product works. They can present software and its possibilities of use, or even show the unpacking and operation of a product. Example: IKEA, on its YouTube channel, publishes in the form of a demonstration video the explanations for mounting a curtain rail.
Branded videos are typically created for a larger advertising campaign to showcase a company’s vision, missions, or products and services. Their objective is to develop the notoriety of a brand, but also to intrigue and attract its target audience.
If a company is hosting a conference, roundtable, fundraiser, or another type of event, they can post a video showing key moments, snippets of interesting conversations with attendees, or presentations made that day. .
Interviews with specialists
Recording the interviews carried out with experts within the company or with opinion leaders in the sector of activity concerned helps it to establish its authority, but also to build a relationship of trust with its target audience. So it’s important to figure out who the industry influencers are and share those conversations.
Instructional videos and tutorials
Video tutorials help an audience learn new things or acquire the basics that will allow them to better understand a company and the solutions it offers. Sales and customer service teams can also use it with customers. For example: on the YouTube channel of the Michel et Augustin brand, the consumer can learn how to make cinnamon rolls. This educational video is not directly aimed at promoting products, the media offers fun content.
Explainer videos help an audience better understand why they need the company’s product or service. They are often based on the fictional journey of the main buyer persona and the problem he is facing. This person then manages to solve it by adopting or buying the proposed solution.
Animated videos are an ideal medium for presenting complex concepts, which will be more understandable with strong visuals, or for explaining an abstract service or product.
Videos of case studies and customer testimonials
Prospects want to know how a company’s product can help them solve a specific problem. To explain to them, it is possible to create case study videos involving loyal and satisfied customers, who will be excellent promoters. It is advisable to film them explaining the challenges they encountered and the solution offered by the company. Example: this production by Oui. sncf published on its YouTube channel is a perfect illustration of this type of video. A grandmother shares her experience of traveling by train in a way that promotes the service of the railway company.
Live videos give viewers a special behind-the-scenes look at the company. They also drive longer watch time and higher engagement rates because viewers can spend up to 20x longer on live video than on video on demand. It is, therefore, useful to broadcast interviews, presentations and events live, and to encourage the audience to share their comments or ask questions.
360° and virtual reality videos
With 360° videos, viewers can view content from different angles, as if they were physically present. These spherical videos thus make it possible to discover a place or an event. With virtual reality, the audience controls their own experience. These videos are usually viewed with devices such as Oculus Rift or Google Cardboard.
Augmented reality videos
In videos of this type, a digital filter is added to what the viewer sees. For example, by pointing the phone’s camera at a specific point in their living room, a person can see how a sofa would fit there using augmented reality. The IKEA Place app is a good example.
Videos are a creative medium for continuing a conversation or responding to an email. HubSpot Video or the Loom tool can record a recap of a meeting or provide personalized guidance. Videos of this type provide unique moments for prospects and can encourage them to move forward in the buying journey.
Preparing to create a marketing video
Before creating, recording, or editing a video, it is essential to clarify its purpose. Indeed, each decision made during the creation process will be linked to the defined objective and the action that
the audience must perform. Without a clear objective accepted by all the teams, it may be necessary to film new shots, reframe the content, or even revise the editing.
Making a video involves many stakeholders and they must be all aligned. For this, it may be useful to create a questionnaire using Google Forms or SurveyMonkey and send it to each contact concerned with the project. The same questions will be asked to everyone and the collection of answers is done from the same platform.