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The Magic Of Video As A Communications Channel

It’s no secret that video is now one of the top ways of marketing products and services… if done right, of course. 

Videos are incredibly engaging and offer a well rounded sensory experience that includes visuals, motion, sound, story, and personality.

But, it’s not a case of just setting up a camera and a drone, filming stunning pictures from all angles, add some music (sometimes annoying) and a talking head here and there, like most productions do. 

A great production is far more than that. It’s far more than just telling a story that evokes emotion, and gets to the heart of the audiences’ pain points or desires with an actionable solution.

A video done right, can do far more: It can encapsulates a concept in a myriad of magical ways which no other medium can. It draws the audience into another world where the actors on stage entertain, educate, enthrall and enlighten.

It’s making the viewer experience something they would be unable to do in their real day-to-day  life. It’s bringing something worthwhile and valuable to them, so they can feel better for simply watching it.

Video is the preferred medium of engagement 

While text-based and photo content still plays a vital role in search engine optimization (SEO), many consumers don’t have a preference for long articles.

Google may love long-form content, but people are developing shorter and shorter attention spans.

Consumers want valuable, informative content that’s quick and easy to digest. 

Because video is a passive experience, audiences can simply click play, sit back and watch, whereas other mediums, require more active engagement, scanning through words trying to make sense of it.

More so, they want an experience. They want to see it, hear it, feel it, live it, and remember it. The only thing video can’t do (not yet anyway), is make them smell it.

Visual storytelling conveys a greater amount of knowledge and information in less time because all the senses are engaged for quicker absorption and understanding, and because it’s emotionally contagious, influencing a person’s emotions and behaviors, to mirror what’s on screen. 

BUT most videos out there, don’t elicit emotion at all, or not properly for the video to have high and deep impact. In most cases there’s annoying music background, or voiceovers that does not fit the feel or tone, and personality.

Producing a video that will have high impact requires skill and expertise.

A good video has…

Striking visuals: on-screen action enhancing messages and story through composition, color, data visualisation, kinetic text, animation, and live action (talking heads and talents – actors).

Soothing and complimentary audio: appropriate music, compelling voiceovers, fitting sound effects that convey the proper mood and tone, thereby increasing the audience’s emotional responses.

Story plot: The pace and nature of the narrative that will makes messages more enjoyable for audience to receive. 

Any company that does not have an aggressive Video Marketing Strategy is going to get left behind.

Video has proven itself over and over as a powerful channel for communicating  information, education and entertainment. A strong video strategy can thus help brands reach, inspire and engage audiences in more ways than ever before because:

With the advances in technology, and low cost of equipment, video marketing has already grown at an alarming rate, but this is just the tip of the iceberg:-

  • Statistics show 40% of people respond better to visual information. 
  • Science shows the human brain has a higher preference for images than text-based content, processing these images 60,000 times faster than words.
  • A study conducted by Origin market research company, reveals products featured with a story from their creator or artist, had a higher perceived value than the same product listings without stories. 
  • Stories with images garner 650% more engagement than stories without a visual aspect.
  • Stories delivered in video format get three times more links than those without videos.
  • Consumers are 85% more likely to purchase a product after watching a video featuring it.
  • According to a Levels Beyond Survey consumers consider brand video the preferred way for marketers to share information as it creates true engagement and builds brand loyalty.
  • By end 2021 Video will represent over 82% of all Internet traffic says a new study from Cisco.
  • According to a report published by Forrester, including video in an email, leads to a whopping 200-300% increase in click-through rate.
  • Unbounce reports that include video on a landing page can increase conversion by 80%.
  • YouTube reports mobile video consumption rises 100% every year.
  • 90% of users say that seeing a video about a product is helpful in the decision process.
  • 65% of executives visit the marketer’s website, and 39% call a vendor after viewing a video according to Forbes.
  • Forrester researcher Dr. James McQuivey estimates that one minute of video is equal to 1.8 million words.
  • According to NIELSEN Wire, 36% of online consumers trust video ads.
  • 92% of mobile video consumers share videos with others, according to Invodo.
  • After watching a video, 64% of users are more likely to buy a product online, according to ComScore.
  • 72 Hours of video are uploaded to YouTube every minute, according to YouTube.
  • 96% of B2B organizations use video in some capacity in their marketing campaigns of which 73% report positive results to their ROI, according to a survey conducted by ReelSEO.
  • According to an Australian Retailer, real estate listings that include a video receive 403% more inquiries than those without.
  • According to Forbes, 59% of executives would rather watch a video than read text.
  • Enjoyment of video ads increases purchase intent by 97% and brand association by 139% according to Unruly.
  • 50% of executives look for more information after seeing a product/service in a video, according to Forbes.
  • 87% of online marketers are currently using video content in their digital marketing strategies
  • 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video
  • 52% of marketers feel that online video marketing is good for boosting brand awareness
  • 45 % believe it works well for new business lead generation 
  • 42 % think business video marketing is good for online engagement
  • Of those businesses already using video marketing, the vast majority believe it to be successful
  • Video positions you as a sector leader and a thought leader

Videos are engaging, and they lead to serious moments of consideration.

Most of all video is highly shareable: by the time you can even text your friend to ask if they saw the video you posted, they’ve likely already watched, shared, and rewatch it

Video For Mobile

Worth mentioning here is to cater for mobile audiences: go vertical.

According to McKinsey, “consumers now spend nearly four times as many hours on mobile devices as they do on desktop computers. Mobile has become the main source of information and, increasingly, the way goods are purchased.

In the mobile-first world, video is quickly becoming one of the most engaging means to tell stories —from vertical (purposely created with a vertical orientation and thus specifically designed to be consumed on mobile platforms) video on social media, to geolocated video discovery and sharing.

Full Digital Production Service: 

  • Conceptualising (idealise an authentic story suitable for your target market, who, what, where, when, how)
  • Pre-production (research, scriptwriting, storyboarding, production planning) 
  • Production (using the latest camera and filming technology with 4k quality, excellent sound, lightning, onsite technicians)
  • Post-production (editing, animation, SPX, voice overs, music, audio mixing)
  • Output (final video + podcast audio + marketing copywriting)
  • Distribution (youtube upload to your channel for marketing)

Auxiliary (accompanying the video)

  • Photo snapshots
  • Blog posts
  • Social media snippets for all social mediums
  • Press release
  • All content optimised for SEO + fast downloads
  • Video marketing campaigns and strategies

The power of writers, artists and filmmakers, to make visceral an event where the real effects may still be 50 years in the future and halfway around the world is very powerful.

Did you consider an independent documentary production?

There is no better, more powerful way to place your subject or cause on international agenda than with a documentary

Documentaries are among the most valuable forms of content delivery – but so far a totally undervalued and neglected form of educational art.

They aren’t all good obviously – depending on who produced it – but the best of them are intriguing, unusual, persuasive, seductive…

And offer a real experience – filling some of the void left by the pretentiousness of social media – and restrictions of television reporting.

Docs focus on serious subjects which affect all human life, attracting a large audience for certain subjects ranging from the disappearance of honeybees to the effects of Monsanto’s forceful presence and poison in drinking water.

As authentic journalism has been hard hit with the advent of social media – documentaries are filling a vacant space and supplying much needed information which not only keep audiences informed but sometimes allow them to take action.

Docs subsist at the intersection of education, contemporary culture, journalism, film narrative and entertainment – aiming to to interpret or analyse but most of all to capture human experiences, inform audiences, and tell stories of empowerment or deceit.

In their attractiveness docs can seem more real than reality – capturing the deeper essence and bring to light which otherwise would not have been known.

Documentaries can be repurposed for: Web documentary – tying all creative elements together to tell a highly interactive story online.