If a picture is worth a thousand words, a video is worth a million — well, technically 1.8 million words, according to Forrester Research’s Dr. James McQuivey. As such, it’s become a fundamental tool used in corporate marketing. Using video, companies can connect with prospects and customers while increasing their brand’s visibility. If you’re still skeptical about corporate video, check out some of its top uses below.
#1) Marketing Material
Arguably, the number one reason why companies invest in video is for marketing material. A professionally made video is the perfect platform on which to promote a product or service. Companies can use these videos in digital marketing ads to boost sales and build recognition.
Statistics show that 73% of consumers who watch videos online are more confident making purchasing decisions regarding the products or services advertised in those videos. Of course, this shouldn’t come as a surprise given the transparency that video creates. Videos reveal exactly how a product or service works, which can help ease viewers worries about making a purchase.
#2) Search Engine Optimization
Videos can help your company achieve a higher search ranking. One study found that corporate websites are 50 times more likely to rank on the first page of the search results if they contain video. Given the fact that search rankings are directly linked to web traffic – the top Google search listing receives nearly 33% traffic share – companies who want to improve their online presence should utilize video. It’s a time-tested and effective SEO tool that can help you achieve a higher search ranking.
#3) Brand Exposure
While some companies use video to generate sales, others use video to increase exposure for their brand. As most business marketers already know, brand visibility is everything. If your target audience doesn’t recognize your brand for what it does or offers, you’ll struggle to create a sustainable business. Thankfully, video allows companies to increase their brand exposure in an easy and effective manner. With video, you can display brand elements such as your company’s name, logo, slogan, song/sounds, culture and more. The more people who watch your video, the greater your brand exposure.
#4) Engage Audience
Corporate videos can also be used to engage your audience. In March, McDonalds uploaded several videos to Instagram, including one in which the world-renown fast food chain asked viewers to tag their preferred dipping sauce. So, how did viewers respond? The video received more than 100,000 views and 20,000 likes, translating into an engagement rate of roughly 20%.
#5) Customer Testimonials
You might be surprised to learn that corporate videos can be used to share testimonials from past customers. Statistics show that 88% of consumers trust online reviews as much as personal recommendations. While you can always publish customer reviews in plain text format, videos offer a more genuine and authentic format. After all, any company can write a text review “claiming” it’s from a customer. But when the customer shows his or her face in the video, it creates a stronger connection with the viewer.
Many companies get important marketing information by studying their videos’ analytics. Depending on where exactly you publish your video, you should be able to measure key performance indicators (KPI) like unique views, returning views, average time spent viewing, click-throughs and more. Using this information, you can optimize your videos for a higher engagement rate.
Corporate video is a powerful recruitment tool that companies can use to find talent. If you want to show off your company’s innovation, why not use a video? With video, can present your company as a thought leader to candidates, encouraging them to apply for a job. You can also use these recruitment videos on job listing websites to help fill open positions.
Finally, you can use corporate videos to host contests for your target audience. One of the great things about this tactic is that videos showcasing contests tend to receive a lot of social shares. After watching the video and learning about your contest, for instance, a user may share it on his or her Facebook page. Other users watch it and may also share it on their Facebook profile; thus, creating a viral effect in which your video receives thousands of views.
Here are some tips for creating effective corporate videos:
- Tailor videos to your target audience by including relevant themes and content.
- Consider how varying the pace of your video can keep viewers engaged.
- Explain the benefits of watching your video.
- Don’t be afraid of taking risks.
- Add value to your videos by making them informative.
- Use a casual voice/tone.
- Include a “hook” in the beginning of your video.
- Experiment with calls-to-action at the end of your video.
- Invest in professional video production.
These are just a few ways to use corporate video. The truth is that you’ll probably find more uses once you begin to produce them.