Why you should include video in your next marketing plan

Video is no longer an “up-and-coming” marketing tactic — it’s here, and it’s a powerful way to communicate.

To start, here are three Insivia statistics that suggest why you should consider using video in your marketing campaigns:

  1. 1/3 of all online activity is spent watching video
  2. 92% of mobile video consumers share videos with others
  3. 87% of online marketers use video content

Live video

If you don’t want to invest in professionally filmed and edited videos, have you thought about¬†trying live video to see if that works for your brand?

The key to the success of live streaming is its accessibility and unpredictability. It’s not staged or an advert; it’s a genuine experience. The things you see are actually happening, creating a transparent representation РQS Digital Solutions

While there are live streaming video services available¬†from Twitter (Periscope) and YouTube, Facebook¬†– with its¬†1.86billion active users – would be the place I’d start. You’ll get instant feedback on whether people like what you’re doing through likes, shares and comments.facebook-live-video

If you’re worried about your video looking less ‘authentic’ and more ‘amateur’, for around a¬†¬£100 investment you can buy some basic tools such as a clip on mic and small tripod to improve the sound and picture quality, without compromising the¬†authenticity of the film.

360-degree video

For something completely different, you could consider 360-degree video.

Incorporating 360-degree technology further immerses users in your world, creating a new layer of connectedness or giving them an ‘on the ground’ view that they might have been missing previously.

Ted Baker recently invested in a new 360-degree ‘shoppable film’ to increase shopper engagement and drive online purchases:

 

Ted Baker 360 video

A still from Ted Baker’s 360-degree ‘shoppable film’

 

Google suggests that 360-degree video typically results in a higher click through rate, as well as a greater amount of engagement in the form of social shares. 360 video can have a 3x times higher average watch time, too, (source: iProspect) and while this is all very persuasive, it is worth bearing in mind that virtual reality development can add approximately 40% of additional costs to video production.

So, will you be including video in your next marketing plan?

 

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