Mayo Clinic video shows employees how they help company succeed
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Ragan.com - Russell Working
The Mayo Clinic used video communications to inspire employees as part of a strategic plan promotion launched in 2010. As a result of the video communications, the Mayo Clinic doubled awareness of the strategic plan initiatives. Eighty-eight percent of employees became aware of the campaign as a result of the video content. Past Mayo Clinic employee communications only netted a 40 percent employee awareness rate.
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The ability to convey a story is a key reason why digital video communications have grown in popularity among marketers. Unlike traditional television advertising, online video enables organizations to use video content that focuses on storytelling without being restricted by time and content limitations. Brands can easily distribute digital video communications through email or via social media networks.
Two types of video communications are expected to play a big role in brand-driven content marketing. Branded social video content generates four-times the engagement level of regular branded online video communications. Most short-form social video content is an extension of larger marketing campaigns. In addition to short-form video content, brands are also producing longer-form videos. The branded videos range from 3 to 28 minutes. Viewers will watch when the message being delivered is worth the time to view the video content.
Video communications are more important for airlines than most travel-related businesses because video content is more transparent that other marketing formats. When fares are priced similarly, an airline's brand perception plays a critical role. Video content is a way for airlines to share their philosophy with consumers.
Video communications that reach an audience through viral distribution methods can ultimately drive millions of dollars of free media. The most effective web video marketing campaigns contain video content produced specifically for a digital viewing experience. Repurposed video content generates significantly less engagement than web video productions and is less apt to be shared virally by viewers.
Sixty-one percent of marketers plan to use video communications as part of their 2014 marketing initiatives according to research from Conversant. Overall, there is expected to be a 20 percent year-over-year growth in digital marketing spending in 2014. Video content is expected to remain a dominant component on brand marketing plans.
Video content plays an important role in idea generation for home remodeling projects. Both genders turn to video communications before initiating a do it yourself (DIY) home project. In a survey of 3,400 adults conducted by Burst Media, a majority of respondents said that they watched online videos for project inspiration and how-to tips.
GoPro's video communications strategy is based on showing users footage created using the GoPro camera. The brand creates video content such as "Video of the Day" that is distributed through YouTube and across social media networks. GoPro has generated 1.78 million subscribers and more than 446 million views from nearly 1,600 videos produced to date.
The "Trading Faces" video communications series from Ulta Beauty features non-celebrities in a online program in which women from different geographic regions swap fashion and makeup tips. Ulta turned to video communications because digital video content proved to be a better fit to reach prospective customers than traditional advertising.
"Farmed and Dangerous" from Chipotle is the fast-service burrito chain's latest video communications. Chipotle produced long-form video content that is being distributed via the Hulu video sharing site. The video campaign takes a satirical look at industrial farming through 30-minuted scripted online video programming.
Following the style of the popular Snapchat app, a video communications from Guinness in support of the "Made of More" campaign will be able to be viewed only on one day. The video, featuring American biathletes Tracy and Lanny Barnes, tells the story of Tracy relinquishing her Team USA spot to her sister Lanny.
For a third year in a row, the Online Video Marketing and Business Video Trends Report provided an insight into how organizations are using video communications. This annual study provides a benchmark data on how businesses are marketing with video content. Sixty-five percent of respondents said that their organization produced more than ten videos for marketing during 2013.