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5 min read
Scale your business with video production
Video is a must have marketing essential for business in 2023. Instagram said themselves that "we're no longer just a photo sharing app. It's all about video".
In a digital age of fast paced content and short attention spans, video is preferred over text by staggering figures. That's why we made a video to tell you all about it!
What story are you trying to tell?
Understanding your messaging is key. What are you trying to tell your audience?
Are you educating them? Are you keeping them updated? Or are you trying to sell them something?
If your aim is to educate your customer base on your ethos and practice as a company, then a documentary style "about us" video is a great way to go. Video is a much better way of connecting with your audience on a deeper level - it feels more personal when your customers can associate a person or a voice with your story and your business.
Another great way to drive engagement and sales is by advertising the lifestyle surrounding your product or service. What benefit will this thing have on their lives or how will it make them feel.
"Social video generates 1200% more shares than text and image content combined."
- Forbes
Types of video for your audience
Video gets digested in two ways; short form content and long form content. Short form exists on Instagram and TikTok and lasts anywhere between 15s and 60s. Short form is designed to quickly grab your audience and leave them wanting more. Television commercials are also a great example for short form content. They're snappy, straight to the point.
Long form content is anything over 60s in length and would generally sit on your website, YouTube or on InstagramTV. This type of video is perfect for the inquisitive audience who want to know more, or those who return for added insight and expertise.
Short form benefits:
1. Selling a product or a service
2. Grab people's attention quickly
3. Leave then wanting more
4. Short & snappy to keep up engagement
5. Increase click-through traffic
Long form benefits:
1. Educating a customer base about your brand ethos
2. Provide insight/added benefit to your customer base
3. Generate a returning audience
4. More information for inquisitive audiences
Let's take a restaurant for example. Their short form content consists of 15-30s reels spotlighting their wonderful food and location. People digest this quickly (pardon the pun) and it leaves them wanting more, or perhaps prompts a visit.
Their long form content might include a longer about us video, exploring their backstory, their history and their company ethos, or it might include a series of free online masterclass videos. These videos are designed to bring people back time and time again, and they keep coming back for insight and expertise.
"viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text"
- Forbes
Generating a returning audience for content
Your customers may come back for that product or service you provided, but are they returning for your content or your insight.
Connecting with your customer base on a deeper level is brilliant way to generate a returning audience, as you educate that consumer base on your ethics, processes and provide added insight that they wouldn't be able to find elsewhere.
Brand's with a larger selection of content for consumers to digest outperform those who close themselves off to this kind of output.
Producing video on a regular basis is vital to building a returning audience. Generating content that's unique to your customer base is extremely important. There's no use in producing content that can be found elsewhere. You want to add insight and depth to a shoppers experience that goes beyond the purchase of just the product or service itself.
This is a proven method for generating returning leads and keeping your name at the forefront of peoples minds.
So how can you scale with video?
1. Produce eye-catching short form content to advertise your product/service
2. Educate your customer base about your company and bring them closer
3. Produce regular insightful content to maintain and grow a returning audience
4. Use video testimonials to prove that your customers love what you do
Video has a place in every corner of your business. Whether it's customer facing or for internal use, video is a vital tool in expanding your reach, and maintaining a customer base. The possibilities really are endless, and that's why we're here to help you decide on what's right for your business.
So what are you waiting for.
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