“I’d love to produce more videos but it’s too pricey.”
I hear that from a lot of clients and executives.
What other challenges do marketers have regarding video marketing? And more importantly, how do they overcome those obstacles to produce effective and emotional video content?
To answer those questions, I spoke with Harish Agarwal, Vice President and Head of Marketing at Prudential Assurance Company Singapore and Denise Avia Lee, Communications and Content Lead at The Learning Lab, Singapore.
Keep reading to find out their best video marketing strategies and tips.
Prudential on their biggest video marketing challenge
Harish: Today, we live in an age where we get hit by content all the time. There’s so much content out there, whether it’s videos, infographics and so on. You see that on your social feed, on LinkedIn feed, and in media that you are browsing through.
So the challenge is:
- How do you cut through the clutter?
- How do you make an impact and leave an impression on the consumer’s mind?
- What is the best way to engage with them and make them recall the brand from which they saw the content?
A lot of times, we notice that they barely recognize a brand even after seeing a lovely film or infographic. That’s wasted content.
Cutting through the clutter, time consumption and price are some of the challenges of producing video content. However, the benefits are even more compelling. Did you know that 51% of marketing named video as the type of content with the best ROI?
If you’re looking to boost your video content creation there’s a tool called Lumen5 which uses AI to automate everything from summarizing a blog post to turn it into video content to choosing the background media such as photos, graphics and videos. Check out our post on how to create videos with AI.
Prudential on how they create video content
Harish: The challenges in creating content are making our life more difficult. They are making us work harder whenever we produce content.
There are three important things that we look at when creating content:
- We look at making sure that the content that we are producing is engaging.
- We look at the distribution platforms. We make sure that the content that we publish is in the right places and we engage with the right audience.
- We need to understand who does the content need to speak to; who is our core target audience; and what will make them watch or respond to our content.
For me, the holy grail is tracking whether they share our content or not. Viewability is important but people only share content that they really like. When your content gets shared, then you know that your content is both engaging and is making an impact. The challenge really is both on the front of distribution as well as content creation.
We look at engagement as a whole. We ask questions like:
- Do they like our content?
- Are they sharing our content?
- Are they commenting on the content?
But beyond that, you know how is that translating into either top or bottom of the funnel business for us. If we are producing content which is helping us generate more leads, then we look at the number of leads or the site visits that it is driving. We also check whether the people are really staying on the site and are watching the content through and through. We measure all those things, and then we tailor our content based on what we have observed from our past experience.
Because there is so much content that is available at people’s disposal, if you simply push content out there, it will not do much for your brand. Good content is fairly expensive unless it is user generated content which is not easy because nobody is sitting there thinking that I have to create content for potential customers.
How Prudential evaluates video content success
It’s a mixture between creating the right content relevant to the target audience and looking at the right distribution channels. There a lot of bots these days. You can’t even be sure whether human beings or bots are watching your content. You really have to work with the right partners and trusted agencies. They have to be accountable and make sure that they are reporting the right metrics and you should be able to verify the information if you see a huge spike in the viewability of your content or engagement. It’s easy to spend a huge amount on bots but it doesn’t attract the right people to watch your content. When selecting a partner, select the right kind of partner who will deliver exactly what you ask them to deliver.
Make sure that you are able to follow through in terms of performances and milestones. You should be able to verify and do random checks to see where all these views are coming from and whether they are the right views or not. Facebook defines views for about five seconds. I don’t know how much views you can get in five seconds. YouTube, on the other, hand does a slightly better job which allows for at least 20 seconds which gives you enough time to convey your message.
The Learning Lab on striking a balance between emotional and informative videos
Denise: With video marketing you’ve got a small window to engage your audience with each video.
The biggest challenge is to tell a story and strike that balance between the emotional hook and the informative pull.
The Learning Lab on the impact of video marketing on their business
Denise: It is helping us look at new solutions, new processes and motivating us to consider the way stories can have a great impact on our audience.
It is a real opportunity for us to think of video as a platform to tell compelling stories. If you have the right message and the right creative direction, video can be the perfect medium to engage and nurture.
How the Learning Lab develops its video content strategy
Denise: We’ve sat down as a team to talk video content strategy. We’ve started to build a repository of content that’s tied to specific goals, seasons, audiences. We’ve collated our existing video assets and looked at the gaps we have to fill.
Additionally, we’re looking at how video fits into our marketing calendar and how our planning, production and launch processes can be made more efficient.
As with any type of content, video content gives you the opportunity to help your customers acheive their goals and overcome their challenges. Thus, it gives you the opportunity to improve your customer experience.
Read what these 6 experts have to say about elevating your customer experience with content marketing.
(This piece was co-written by Angeli Tabin.)
(Special thanks to the Shootsta team.)