Brands Big and Small Benefit from the Power of Video

Content marketing is an evolving animal – one that quickly ditches its skin for another to keep consumers interested in what brands have to say.

Photo of Ashlee Weber

Ashlee Weber

Associate Managing Director of Brand Development

Gone are the days when billboards and print ads were the epicenter of any marketing plan. With the onset of advertising fatigue among consumers, digital content is moving – literally – as real life and animated videos create maximum returns on consumers’ short attention spans.

Northwest Florida Beaches International Airport’s “Plan Your ESCAPE” Campaign included a :30 video highlighting potential vacation destinations. The video was played as a local TV spot and in digital advertising. It was recognized at the 2018 Telly Awards with an inaugural Gold Telly.

In today’s world, digital content is king. And video wears the crown.

If you are tired of hearing the words “video marketing,” buckle up because it’s here to stay. While video is not new to an advertiser’s arsenal, the costs of TV air space traditionally prohibited medium and small sized brands from tapping into its potential. But the rise of digital platforms, current consumption habits and new technologies have opened the gates for brands of all sizes to market their message through video. So much so, that to survive the digital arena, brands today MUST use video to be seen and heard. Consider this:

  • 78% of people watch online videos every week, and 55% view online videos every day. (HubSpot)
  • 59% of executives say they would rather watch a video than read text. (Wordstream)
  • Users view more than 500 million hours of video each day on YouTube. (Business Insider)
  • By 2020, online videos will make up more than 80% of all consumer internet traffic (85% in the US). (Cisco)
  • One minute of video is worth 1.8 million words. (Forrester Research)
Florida Healthy Kids Corporation and Moore earned a Silver Telly Award for this promotional video highlighting the “I Am Kid Care” Campaign which was used to market the brand through TV and digital advertising.

But it’s not enough to “just make a video” these days.

Because digital marketers are dealing with a different kind of consumer – one that is impatient, savvy and spoiled for choice. To reel in today’s consumer requires the in-tandem collaboration of all marketing disciplines including branding, creative, business intelligence and digital prowess.

It’s important to remember that as a marketing channel matures, the expectation for quality increases. And that applies to both the video production as well as the content. As video marketing continues to evolve, brands must work diligently to create video content that resonates with their target audiences. Here are five takeaways to keep in mind:

  1. Know the goal. What are you ultimately trying to accomplish? Sell a product? Build brand awareness? You’re not making a movie, you’re making a short statement. So keep your content focused and to the point.
  2. Hook the audience. And do it in the first six seconds. Any longer and you run the risk of your audience bailing before you get to the best part which is whatever your “selling.”
  3. Tell a story. Set up a problem and resolution and keep the sequence of events easy to follow for your audience.
  4. Keep it on brand. Companies live and die every day by their brands. Be cognizant of your brand’s personality and tone and ensure your video content stays true to your brand.
  5. Know your platforms. Different digital platforms have different consumer types and ultimately different specifications for video including length and sizing ratio. Know what platform you are using to ensure your video is set up correctly and that it’s built on best practices – more on that in a later blog!
Moore worked with the Florida Department of Agriculture and Consumer Services to build a :60 video highlighting school breakfast and lunch as part of its “Think Food” Campaign. This video was used exclusively for digital marketing efforts and was recognized with a 2018 Bronze Telly Award for excellence in branded content.

Last word.

The question is not should you be making videos, but how are you using video to engage your target audiences? So make sure your marketing budget includes video development. With the right plan, a little creativity, and audience intel, every brand has the ability to create engaging video content that inspires audiences to take action.

We produce award winning videos for Fortune 500 companies and non-profits alike. Contact us to see how we can help you.