Video has played an increasingly pivotal role in marketing strategies over recent years, and this trend isn’t showing any signs of slowing down.  It’s the most effective medium for conveying emotion and information simultaneously and its impact is very easy to measure, thanks to readily-available statistics on views and click-through. 

It’s likely that video is already at the core of your content strategy, but are you getting the best out of it?  Here are our top 5 recommendations for optimising your video marketing strategy this year.

1. Highlighting humanity

With the rise of Instagram stories and a prolific sharing culture, audiences are used to connecting with people they follow at a personal level.  Younger generations are particularly averse to being swamped with ads on social media platforms, so brands need to look for a way to connect more authentically with their audiences. 

One popular trend in humanising a business is to promote its leaders, providing insight into their background and what drives them.  We explored how Chef Alfredo’s Mexican upbringing has influenced the way he treats his ingredients and kitchen while producing this video for whimsical restaurant Mr & Mrs Fox, which provided an extra layer of depth to the piece.

2. Quality over quantity

It’s far better to invest in one quality piece of content that speaks directly to your audience than to blast out several pieces that lack substance.  Planning is key to creating content that is thoughtful and well-positioned – ask yourself what you’re trying to achieve before you decide how you’re going to execute it. 

When developing brand videos, such as this one for pre-owned luxury watch specialist Watchbox, we spend time beforehand interviewing key business leaders so that we can hone in on what makes the offering unique and convey it a succinct way.

3. Increased transparency

Behind every product or service is a team that has poured time, effort and creativity into development. Getting your employees out from behind their desks and sharing this process firsthand with your audience is an effective way of gaining trust while demonstrating how brilliant you are at what you do.

We filmed this behind-the-scenes video with luxury interior design company Indulge, which provided a huge amount of insight into their redesign of the new Angelina Bar at the Sofitel Metropole Legend Hotel in Hanoi.

4. Mobile first

Given how much time we all spend on our phones, it came as no surprise when the number of mobile views surpassed desktop in 2017.  Shooting videos with the aim of delivering in a square or portrait format requires creative thinking, but it’s certainly worth it for the increase in footprint on the screen – square video (1:1) takes up 78% more real estate on a mobile newsfeed than landscape (16:9).

Take a look at this video for menswear label Carlo Carlo, which we filmed with the idea of a square aspect ratio in mind.

5. Tailoring for different platforms

Chances are your marketing strategy involves reaching your audience through multiple channels, and you can get more out of your video content by tailoring it to suit each platform. Instagram has a 60 second limit for video uploads and most users watch with the sound off, while Facebook & YouTube allow for longer videos as well as closed captions. 

We worked on a music video for Grammy-nominated producer TOKiMONSTA which was released on YouTube, and also edited a 60 second Instagram version which linked to the full version. By distributing your content like this there’s also the chance that you’ll direct existing followers to additional platforms.

Lots to consider for 2019 – feel free to get in touch if you need assistance with developing your strategy, we’d love to hear from you.

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