WHY YOUR BUSINESS NEEDS MORE VIDEO CONTENT

It’s not just a fashion or a fad, or a vanity thing. Your business needs video content because video content is what your customers are looking for. This month, the Content Marketing Association (CMA) reported that video has moved to become a central part of content marketing strategies, with video budgets set to accelerate further over the coming year.

Currently, on average, 78% of content marketers spend up to a quarter of marketing budgets on video content. In the next 12 months, 58% of senior level marketers said they are planning on increasing the percentage of marketing budgets spent on video content, with nearly a third planning for an increase of up to 50%.

Why? Because successful marketing is about storytelling and video is a staggeringly effective tool for telling stories. As Clare Hill, MD of the CMA, said: “There’s been an explosion in branded video content as the platform gives an unparalleled opportunity for brands to deliver value to customers through engaging content.”

Hang on, you say; this is the Content Marketing Association talking. Surely it’s not surprising that they should be backing more investment in a growing area of content marketing? Maybe so, but the facts are that the effectiveness of video content is so measurable now that the success of video marketing speaks for itself. It is now possible to accurately measure the ROI of branded video content, with key metrics such as “views”, “lead to action”, “length of engagement”, “view completions” and “social sharing” and know for sure that video content is playing a major part in marketing your brand to interested parties. In short, it’s customers who are telling us that video is a marketing channel with massive reach, not vested interests.

The opportunities to engage and connect with customers via video are massive. Cisco has claimed that, by 2017, video will account for 69% of all consumer internet traffic. Already, YouTube receives more than one billion unique visitors every month.

Engage viewers and they will not only share the video but also spend longer on your website and more time interacting with your brand. We’ve proved that with a series of films for TRW, the global leader in automotive safety solutions.

The central focus of our True Originals campaign for TRW is a series of films that tell the stories of the people who work at TRW and show that TRW people are simply made for the jobs that they do, through and through. And because our campaign shows these people to be imaginative, dedicated and highly professional, it underlines the truth that TRW is a premium supplier, because it’s in the nature of the people at TRW to achieve excellence.  When our first film in the series launched in 2015, huge numbers were attracted to the TRW website and, crucially, the video played a significant role in keeping them there. Visitors across Europe topped 423,000 and a massive 42% of them watched more than 75% of the video. The figures are there, the opportunities are huge. All you have to do is tell the stories. Your customers are waiting to hear them.

If you’d like to us to help you tell engaging stories on video that your customers want to hear, contact brett.sammels@lawcreative.co.uk