Video marketing: how to make it an asset for your company?

Videos are all the rage on the web. In fact, content published in this format is becoming viral on the web. As we said above, videos represent 80% of the traffic on the net. And this 80% includes all age groups and all consumer profiles. For example, according to the hubinstitute website, adults aged 25 to 49 spend more than 79% of their time on the web watching videos related to services or products. They represent a whole range of prospects who are likely to find an answer to their needs in your product if your company invests in video marketing.

Video marketing also provides very good results. To exploit it effectively, you can use social networks, mainly YouTube, which is very accessible for all companies. In fact, since it is free to publish a video on YouTube, why deprive yourself of it? With more than 1,500,000,000 videos viewed per month, according to hubinstitute, the social network represents a support of choice for marketing professionals. What’s more, since YouTube is a Google service, any content published on it following a good Search Engine Optimisation (SEO) is likely to appear in the first results of the search engine.

Imagine: after having set up a video content marketing strategy, the video of your product on YouTube appears on the first page of Google, after a user has typed the keywords related to your activity. Your video marketing strategy would be effective. You can also integrate your video into your website. This process also helps to improve the natural referencing of your site. It is possible to kill two birds with one stone! In addition, a website with video has a conversion rate of up to 4.8%, compared to just 2.9% for a site without video, according to research conducted by the Aberdeen Group.

With technology evolving faster and faster, marketing must be on all fronts to effectively engage as many prospects and consumers as possible. This is why total investment in online advertising amounted to 3,453 million euros in 2016, 7% more than in 2015. This figure is explained by the need to adapt to the various characteristics of video marketing, which consists of a whole range of channels and delivery techniques.

A corporate video (corporate video) is video content created by a company, for its employees, or its external audience. The latter includes the various partners, institutions to which it is attached, shareholders, customers, the press, and in short, all individuals or organizations concerned in one way or another by the company’s activities. In general, the objective is to present, or rather to promote the company as a whole, or part of its activities. There are three main types of corporate video, each with its own specificities and purposes: corporate video, event video, and promotional video.

A company must take care of and enhance its image in order to prosper. This is why the corporate film, designed to present a company, comes into play. The content varies according to the message that one is trying to convey. It is possible, for example, to focus on highlighting the company’s internal structure, its values, its know-how, or its products. The way in which the film is approached also depends on the target audience. For example, we can mention the American company Google and one of its institutional films Google interns’ first week on its social network YouTube. The firm presents several students working on their own, allowing them to present to Internet users Google’s own values, such as autonomy, initiative, ambition and the passion of youth, qualities united around a general vision, which is that of technological innovation within the company.

There is nothing better than a major event to make people talk about themselves, mainly on social networks. Indeed, it is possible to make a promotional video. The strength of this type of video lies in its ability to get consumers involved, which increases the popularity of a brand, or even of the company as a whole. Some events have become veritable institutions, such as the NRJ Music Awards. Widely covered by the media on the main French television channel TF1 and on social networks, the ceremony enables private French radio station NRJ to promote its image worldwide.

It is also possible to think about promotional videos for your products as part of your video marketing strategy. There’s nothing like a video to highlight a product. Consumers are used to seeing advertisements in front of a screen, so it is easier to display video content marketing on major social networks, such as YouTube.
There are two main types of online promotional videos. There are in-stream videos, which appear before, during or after the playback of a video. Then there are out-stream videos, which are found on other types of content, such as web articles or slide shows. If your company offers a given brand, this type of online video is preferable, for greater efficiency in terms of conversion.

Videos on social networks will account for 28% of advertising spending on video marketing in 2016, compared to just 8% in 2015. This increase in investment is accompanied by an improvement in distribution processes. Thus, marketing professionals today favor what is called native advertising for video marketing. The latter is known to be four times more engaging than a classic video. Following this process, video, also called social in-feed, is incorporated into the editorial environment of a website, to display only content that is related to that of the host website. For example, a corporate video about a brand of IT products will only appear on blogs dealing with the high-tech field.

Internet users don’t always have time to watch long videos. For example, it has been found that videos of around 15 seconds are shared 37% more often than videos of 30 seconds, or one minute. It was also noted that 30% of Internet users stop viewing a video after 30 seconds. This trend for a preference for short videos has been accentuated by the popularity of the Snapchat application, with its videos of up to 10 seconds. This is why it is important to make a video close to 30 seconds so that it is as punchy as possible.

A study has shown that on the social network Facebook, users spend three times more time watching a live video. Livestream, which means filming live with a smartphone, has become increasingly popular. Brands therefore follow this path, to offer unique and quality content. One example is the prestigious fashion magazine Elle, which used Facebook’s live-streaming, Facebook Live, to share a fashion show live to its community on March 9 last year. The broadcast was a great success, generating ten times more comments than on other classic publications of the magazine on the social network.

The data is unanimous: brands have a much higher loyalty rate for virtual reality marketing campaigns than for traditional campaigns. For online video in virtual reality, the commitment is 23%, compared to only 18% for a classic display. The democratization of virtual reality helmets and the reduction of their prices being, more and more people are interested in this reality, this digital world, which is synonymous with trends and novelties. It is also possible for companies to exploit 360° video, already well established on the main social networks. The Red Bull energy drink brand was the first to launch. The brand’s immersive content has generated an engagement rate of more than 80% and four times more shares than its traditional video publications.

As an advertising and communication agency, Habefast takes things to heart so that each project is of quality, innovative and creative.

Our large panel of experts (videographers, strategy consultants, webdesigner, etc.) will allow us to highlight your company and/or its services through video. In addition, we work closely with our audiovisual creation studio, LakeProd. All our areas of expertise offer you the possibility to benefit from 360 coaching.