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Video Communications Articles, Trends, Tools, Strategies & Best Practices
Scan the latest news, articles, and industry trends related to online video communications including best practices, software tools, online video training, corporate communications and employee engagement videos. Keep up with the ever changing ways in which large companies and organizations are using video communication tools and software solutions to improve engagement and efficiencies.
A simple video communications helped establish the Dollar Shave Club. One video helped Dollar Shave club grow to 330,000 subscribers who purchase products on a monthly or bi-monthly basis. The eCommerce retailer recently announced that it raised $12 million in a Series B investment round.
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Even though over 85 percent of American Web users watch online video, only 24 percent of brands actively create video communications. Video marketing increases audience engagement. Product videos can increase eCommerce sales by 174 percent.
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Web users will spend 88 percent more time interacting with websites that contain video communications compared to websites with plain static content. This is one of the many reasons that organizations need to incorporate video communications into the marketing mix. Professionally produced video content generates a 24.7 point lift in share of choice and a 16 point increase for brands.
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A report published by Unisphere Research found that 60 percent of marketers devote budget to video communications for content marketing. Eighty-seven percent of respondents to the survey said that they create video communications content in-house.
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MediaPost's Online Video Insider - John Fitzgerald
Organizations should be developing video communications to capture viewers attention. Three-quarters of the US population regularly watch online videos. According to Digitas, 49 percent of viewers are apt to watch social video content shared across social media sites. The audiovisual nature of digital video enables communicators to enhance messaging beyond static text.
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Video communications are imperative to the eCommerce experience. A study recently conducted by Invodo and the e-tailing group found that more than 50 percent of consumers are more confident about their eCommerce purchases after viewing video content. Video communications can increase a shopper's purchases by more than 174 percent.
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Co-creation, authenticity and serendipitous discovery are three keys to successful video communications. Marriott believes that digital video communications need to focus on more than just a delivery of brand messaging. The hotel chain understands that consumers are increasingly drawn to web video content and brands need to consider developing video content that is personal to the viewing audience.
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Video communications enable organizations to communicate to employees in a cost-effective and timely manner. Dow Chemical uses video communications for corporate-level information sharing, such as quarterly financial reports and employee benefits information, to micro level content including office safety.
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One of the reasons video communications are so successful is due to the ability to the nature of audiovisual content. Video content enables marketers to demonstrate and show examples, instead of just telling a story. Also, video is a great way to showcase an organization's personality.
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Video communications are the sixth most popular content marketing format, due in part to the impact video has on viewer engagement. Audiences spend 2.5 times more time watching relevant short-form video content versus static marketing communications.
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Eighty-one percent of senior marketing executives currently utilize video communications. Web video productions should be a part of every organization's marketing plan. For promotional programs, web video marketing is an essential format to communicate with audiences.
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"Caught in the Act - Extra Vegetable Affair" from Green Giant is a new edgy video communications campaign with weight-management, not extramarital affairs, as the key measure. The video content was designed to broaden the vegetable brand's reach from moms to millennial women.
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Video communications shared via video email are changing the way organizations communicate with employees. While the web video production quality can range from amateur to professional quality, internal video communications enable companies to rapidly share information with employees.
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There are a number of reasons why web video marketing and video communications initiatives do not generate optimal results. When organizations use video content that is too long or not direct in messaging, viewers will not engage. While video marketing content does not need to adhere Hollywoood-level production standards, web video productions do need to be "watchable." Viewers will not watch videos that are poorly edited or uninteresting.
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The biggest mistake brand web video marketers make is to aim to create viral video communications. Rarely does a single branded digital video reach a mass audience. It is more effective to develop a web video marketing strategy that includes a series of videos seeded through a mutli-pronged distribution strategy that may include social video and video email messages.
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Video postcards fit into many content marketing initiatives. Video postcards are video communications with unique visual designs that engage viewers with interactive features. These video communications are ideal to share via social media sites. Many viewers, in turn, will share video postcards either within social networking sites or via video emails.
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According to Accenture, 90 percent of consumers worldwide watch digital video communications. Small businesses can create video communications that educate customers and compliment other marketing initiatives. Web video productions including behind the scenes tours and customer testimonials are different ways businesses can create web video marketing messages.
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A through video communications marketing strategy should include the establishment of specific campaign goals and objectives. It is important that the video content be created for the digital viewing experience. Additionally, online video advertising will be most effective if viewer targeting capabilities are leveraged.
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Digital video communications are essential for organizations trying to reach audiences. Marketers may need to use an array of tactics, including online video advertising, social video and video email, to gain viewer attention.
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Fourteen percent of retail home sellers used video communications in 2012 to facilitate the sale according to data from the National Association of Realtors. Only nine percent of home sellers were creating video communications for home sales in 2011.
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