Video

If you think video isn’t an important tool for marketing, think again. In a recent article on infographics, we discussed how 65% of the population is made up of visual learners. This means that it’s important to present content visually, and whether you’re placing it on your blog or website, distributing it via social media or sending it through email, video is a great way to make your content visual and entertaining.

It’s easy to take the video route when you’re a big company with a multi-million dollar budget, but what about smaller companies, start-ups and b2b companies with limited resources? Let’s take a look at some smaller companies that have recently created some successful — albeit unconventional — video content.

Wistia
Wistia, a video hosting, tracking and managing company, recently announced that they would be releasing their first ever free pricing plan on June 5th, and what better way to announce their new plan than through a funny, original rap video? On the first day that the video was posted to their blog, it spread across several social media platforms, buoyed along by positive feedback from clients and industry experts alike.

Dollar Shave Club
Another example comes from a start-up called the Dollar Shave Club, a company that ships razors to subscribers on a monthly basis for a small fee. In March, they released a video that employed humor and outrageous dialogue to describe their new business platform. It immediately went viral, gaining more than a million views and prompting 5,000 people to subscribe to the Dollar Shave Club within the first 24 hours.

So what can we as marketers learn from this? Can we all expect to create video content that goes viral, starts trending on twitter and results in hundreds of new clients or customers? No, of course not.

Video as a Marketing Tool
What we can take from this is that video is a powerful tool, especially when it comes to marketing. It’s also trackable, so we can get data such as views and shares that can help determine ROI. There are a lot of ways to use video that can attract positive attention. For example, Pardot recently featured a new video on its homepage that illustrates the tense relationship between sales and marketing. Before, this content might have made for a dry read. Now, it’s been turned into an amusing, animated and easy-to-understand video.

This video by Pardot was also incorporated into an email campaign, which is a good example of how video can be integrated into your marketing or marketing automation efforts. The Q4 2011 Video Marketing Survey and Video Trends Report, by WVMC and Flimp Media, found that 52% of senior marketing executives have been using video in their email marketing campaigns. Of these, 88% said that integrating video has had a positive impact on their campaign performance. This statistic shows how video can provide even more data to help determine email marketing effectiveness. Just be careful not to bog down your emails with videos. It’s often more effective to link to a video using a strong call to action, which avoids the complications that can result from embedding.

Webinars are also a great way to bring in video or visual content. Results from Ooyala’s Q1 2012 Global Online Video Index indicate that more than 50% of time spent watching video is spent on long-form content, or video lasting longer than ten minutes. Since webinars generally fall into this category, they could be a great marketing tool for your business. Many marketing automation platforms can connect with different webinar platforms, making it easier to integrate them into your marketing efforts.

If you’re already using video as a part of your marketing strategy, what have you found that works well for you? If you’re not using video, maybe it’s time to get started!

Jenna Hanington

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2 responses to Create Engaging (and Fun!) Video Content

  1. I’ve also found it very effective to include a screenshot of the video with a play button in our e-mails (along with the call to action), directing them to the page the video is on and having the video auto-play (instead of trying to embed).

    • Jenna Hanington June 13, 2012 at 4:31 pm

      Thanks for the comment, Alison! That’s a great alternative to embedding a video within an email. Screenshots of videos accompanied by a strong CTA are certainly a good way to drive traffic back to your site.