Video production: Our Take...

Video marketing: don't get left behind

7th August 2018


Video marketing isn’t the next big thing: it is already here. 79% of consumers prefer to watch a video about a product than read about it, and 82% favour videos over all other types of social media posts. Companies that added a product video on their landing page see an 80% increase in conversions.

Not only do people prefer videos, they also watch more of them, and for longer. In fact, YouTube users alone watch a jaw-dropping billion hours of video each day, and more than half of all people - 55% - watch videos daily.

So the audience is there, and they are more willing to engage with you than ever before. And videos really help in that regard - they spark  conversations, and receive 12x more shares than images and text combined. And they work on all platforms - since LinkedIn enabled videos, a new must-take opportunity opened up for B2B customers.

But while consumers’ eyes are ready to be drawn to your video marketing, that definitely doesn’t mean any meaningless content will bring them running to you. It must be engaging. Here are five tips:

  • Stories lead to sales - A story, such as a customer’s, can show your company ideals and bring value to viewers, helping to increase engagement and build positive association with your brand.
  • Relevance is key - Your video must be relevant to your target audience, tapping into their needs and emotions.
  • Length – This depends on the type of video you are making and the platform you want to put it on. HubSpot recommends the following:
    YouTube : 2 minutes
    Facebook: 1 minute
    Instagram: 30 seconds
    Twitter: 45 seconds
    LinkedIn: 30 seconds – 5 minutes
  • Emotions drive action - What emotions do your audience want to feel? This will determine the purpose of your video. When it comes to driving awareness, surprise and anticipation have been shown to be the most effective, while Barry Feig, author of Hot Button Marketing, has suggested 16 emotional opportunities to drive conversions.
  • Mobile is important – There are billions of people with access to smartphones, creating an unimaginable number of instances where people can and do watch videos. According to Wyzowl, a massive 90% of consumers watch videos on their mobile - and this is only ever going to increase. So, make sure your video is fit for mobiles.

If you want to make the most of the opportunities video marketing provides, and get top engagement with your target audience, contact us at info@middletable.com or call us on 020 3890 7356

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Louise Beale

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