Engage with consumers

Tell your story

First up, here are the facts on video as a marketing tool as shared by inbound marketing platform Hubspot:

  • Video is projected to claim more than 80% of all web traffic by 2019.
  • Adding a video to marketing emails can boost click-through rates by 200-300%.
  • Embedding videos in landing pages can increase conversion rates by 80%.
  • 90% of customers report that product videos help them make purchasing decisions.
  • According to YouTube, mobile video consumption grows by 100% every year.
  • 64% of customers are more likely to buy a product online after watching a video about it.
  • 87% of online marketers are currently using video content in their digital marketing strategies.
  • A third of all the time people spend online is dedicated to watching videos.
  • Video ads now account for more than 35% of all ad spending online.
  • 59% of company decision makers would rather watch a video than read an article or blog post.

So it's pretty impressive and while we've seen video grow as a marketing tool, there's nothing like seeing the stats to reinforce the day to day happenings in the marketing landscape. 

But for now, back to telling your story.

Key to developing your standout video piece is not only communicating about your product or service offering but finding the right mix of elements that you'll use to showcase your brand and associated message. 

To get started, gather the team and simply throw some ideas around. Work out what exactly you want to achieve from your brand video and your message of course, then consider:

  • The feel you want your brand video to have
  • The format and length it will be
  • The visuals you would like to use
  • The sounds you could incorporate
  • Maybe you will add text
  • Maybe you'll use illustrations or animations
  • Maybe you'll come up with other elements to include

It's your piece to own, get creative with it. 

Here are three different videos brands have deployed to tell a story. They are all different but be sure to take them all in, consider all the elements and put pen to paper on your concept with your team.

Why the team approach? Well, it is crucial to create a piece that resonates with everyone who interacts with your brand, internally included. Through team input, the final product will be of shared interest as it features a shared vision, and your team will support and embrace its delivery and use as a marketing tool moving forward. 

Western Sydney University - Deng Thiak Adut Unlimited

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Bankwest - Brand Short Version