People now spend an average of 40 minutes on YouTube per viewing session.
So, why should film be important to your brand? Well, first of all I may be slightly biased… After all I work for a creative communications agency that offers moving image as a service, but I promise this is not a sales ploy!
Film plays a large role in most of our campaign work at AB and I have seen first-hand the incredible results that can be achieved by adopting alternative Content Marketing routes.
Some of you may have seen the recent #MadeForGirls campaign in and around Exeter for The Maynard School, an independent all-girls day school. It was a lot of fun to work on and has generated results above and beyond all our expectations. Film was the core element of the advertising strategy, supported with targeted Digital Marketing using social, data and YouTube, as well as outdoor and cinema advertising. This campaign is an example of how a powerful, engaging film built awareness, increased social following, website traffic and ultimately the number of students visiting the school.
There are an array of statistics from marketers that claim moving image increases both brand awareness and particularly engagement. If you visit a website and spend time watching a film, it’s likely that you’ll go on to explore the rest of the website (according to research conducted by ComScore, websites with video content hold viewer attention for more than two minutes longer on average than sites without a film) and find out more information about a brand. Vidyard research highlighted that 70% of marketers claim video produces more conversions than any other content.
It’s important to note that it’s not just about generating conversions or building engagement, film can open up your brand to new audiences who appeal better to different forms of content over a text based blog for example. Creating diversity in your content will position your brand to be forward-thinking and most importantly thought leaders in the industry. If a one-two minute film can create a compelling story and give potential customers all the information they need to trust and buy into your brand, surely it’s a no brainer?
A study put together by the Forrester agency discovered that websites with a strong video marketing strategy in place increased their likelihood of being ranked on the first page of the Google results by as much as 53 times, and don’t forget that YouTube is the worlds second largest search engine. Google is looking to rank websites in organic search results that have good engagement rates, above average time on site, social shares and good quality content that generates external links and PR. The benefits of film don’t just stop at making your brand more desirable or personable.
So, should I go and get a film made for my brand ASAP?
Don’t get it wrong by rushing. You should look at it as a business and marketing investment and have a clear strategy in place before choosing a production agency to work with. Obviously anyone can attempt to create their own film through a smartphone for example, but is the quality really going to be good enough to showcase your business?
Costs may be higher using an agency but the results will be be far superior. The other added benefit in working with an agency is taking advantage of their creative expertise to come up with an underlying story / comepelling idea for the video. Ask yourself:
Why do you need a film for your business?
What are the objectives of the film? Is it to provide an overview of the products you sell?
How will you promote the film after it has been created on different channels?
What results are you looking to achieve and how will you measure this?
An agency that provides you with a strategic / creative approach is going to deliver an end result that you’ll be proud to show your customers.
I’ll leave you with this statistic: video on social media generates 1200% more shares and engagement than text and images combined. (Brightcove)
Author: Jason Purvis
Jason has always loved film - He spent his youth arguing the case to his parents that he actually needed to see The Empire Strikes Back five times. After studying advertising at Watford College he begun a career on the mean streets of advertising, later working for one of London’s leading moving image design studios working for clients such as Channel 4, BBC and MTV. He believes passionately that todays digital technology coupled with a strong idea can allow any business to achieve the same creative excellence that at one time only global brands could command.