Lessons: The Value of Video Content
Posted 7th of September, 2018

Producing video content for brands & businesses: The why & how.

Whether it’s launching a new venture, showcasing your work or communicating messages about your products, video content is a sure-fire way to increase your brand exposure and drive better ad-campaign results. Here’s why…

This year, we have started to increase the amount of video content we’re producing for our clients, and have been encouraging clients across a broad range of industries to give it a try. Why? The answer is simple - because video content has a better rate of conversions compared to still images and achieves a higher rate of engagement (such as likes and shares).

One example of the video content we’ve been creating is a for Emma’s Nutrition. Ahead of the launch of her Vitality Series in the UK, we created a series of videos that helped share the message of what Emma strives to achieve through her Vitality Series program. See an example of one of these videos, featuring some of our favourite influencers, here.

Stoked Food have also been benefitting from video content over the past few months, and it has been a great way to give people a taste of their new vegan menu and share the energetic feel of the brand. As caterers who are looking to grow their business in a competitive environment, being able to give their target audience a feel of what they do and the food they prepare is vitally important. Only video content can truly share the experience customers receive when they book Stoked Food for their event. See our Stoked Food video here.

Despite its success-rate, we still come across reservations from clients. There’s a common misconception, for example, that video content is costly and time consuming. But this doesn’t have to be the case. When creating video content for our clients, we develop a detailed brief with our team to ensure that the shoot is completed quickly and easily, which both reduces cost and the time spent creating the content.

It’s also important to note that video content should not be thought of a ‘single-use’ form of content. When we’re working with a client, we think about how we can gain different types of content out of 1 shoot.

Lessons:

1. Find a videographer that understands your vision and company.

2. Create a detailed brief that includes what you would like to film, and where, as well as the props involved, who will be featured and how long you want to shoot for.

3. If you’re featuring people in the story, who’s best to present? Ask yourself whether you think it’s best if you tell your own story, or whether the voice of customers / clients would be more effective at getting your message across.

4. Think creatively about how one video can be broken down into multiple pieces of content.

5. If you are using a video in an advert, be sure to use a clear ‘call-to-action’ to encourage conversions.

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