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How to turn your corporate video into a content marketing blockbuster

By Laurna Woods

If you’re not incorporating video into your content marketing strategy, you’re already missing out. But it’s not enough to make films – you have make sure they’re seen or be swamped by the competition.

The dominance of video online is quite astounding and its pace of growth is relentless. Last year, video made up 69 per cent of global consumer internet traffic, according to research by Cisco. The tech giants expect that figure to hit 80 per cent next year.

And while you might think it’s the rise of streaming services such as Netflix, BBC iPlayer and Amazon Prime TV that are behind that growth, don’t discount the amount of social media and user-generated content that’s film-led.

For starters, there’s the 500 million hours of video that YouTube users binge on every day. Then there’s the 45 per cent of Facebook users who say they watch at least an hour a week of video on the site.

Videos that work best on Facebook

And the videos that work best on Facebook are short – with those that last less than two minutes most likely to keep viewers watching to the end, where you can hook them in with a call to action.

Those moving images are also “stickier” than stills. People are about three times more likely to scroll past a photo than they are a video. The message is clear: if you want potential customers to look at you, you had better get moving.

The opportunities that film offers at the core of a content marketing strategy are vast, and that’s why we’ve recently welcomed a Bafta-nominated videographer to the team at Beattie as we add corporate video production to the list of services our integrated communications agency offers.

Our man Wayne Mazadza is creating beautiful short films for us and our clients that really grab the eye. But the point of a corporate video isn’t just to look great – it has to be seen.

And with the volume of competition out there, you can’t afford to invest in video and expect people just to watch it because it’s there. To put some perspective on the scale of the competition, there’s more content uploaded to YouTube every 30 days than the whole US television industry produced in the last 30 years.

Advertising expertise gets your video seen

Getting your film noticed is where the skills of an integrated communications agency come to the fore. Once you’ve crafted your content, you’re going to need digital marketing nous and online advertising expertise to make sure it’s seen.

First off, you’re going to want your film to be on YouTube. Apart from being the world’s No1 video sharing site, it’s also the world’s second-biggest search engine by volume of searches. Remember, YouTube beats Bing.

You’re also going to want to set up your own channel for your corporate video productions. That makes it easy for people to find what you want to show them. If they’re tickled by one video, they can subscribe to find out whenever you post fresh content.

And you’ll want to be posting new videos regularly. Nobody likes a dusty bookshelf and nobody hangs about on a neglected web page. Show it some love.

You’re going to have to get technical, too. If you want your content to come up in those YouTube searches, it’ll have to be optimised. You have to be seen to be watched so get your SEO right.

PPC advertising delivers real rewards

Even optimisation won’t be enough to get traction – certainly at first. But pay-per-click advertising on YouTube costs pennies a click and delivers real rewards in terms of views. And once a user has watched one of your carefully crafted corporate videos, they open themselves up to being targeted with more of your content thanks to remarketing.

Then all you have to do is repeat the formula on Facebook, Instagram and Twitter. So make sure your content is engaging and shareable to get the best out of your social media presence.

And whether it’s being pushed out organically or backed by an ad budget, it has to be to the same standard. People who swipe past promoted content might be engaged by your organic film, earning you a like or a follow that opens them up to your paid-for films in future.

No matter whether you’re pushing your latest corporate video production organically or putting cash behind it, make sure there’s a call to action in there to drive prospective customers where you want them, whether that’s a buy-now button or a link to your website.

Vertical video on Facebook and Instagram

A new consideration on Facebook and Instagram is the emergence of vertical video. These are proving a hit with a generation that’s perhaps too lazy to turn its phones to landscape to watch your content.

These videos take up the whole screen in portrait mode and are a new addition to both sites, with Instagram recently launching IGTV to accommodate the format. It works well for talking straight to camera or in an interview format so it’s ideal for vloggers or those wanting to speak directly to their audience.

Something else to consider is the fast-approaching arrival of 5G internet, with promises of 10-times-faster downloads on the move. Samsung expects to release its first 5G-ready handset next year, though it could be 2020 before the service goes live in the UK.

Exploit the power of 5G

It will bring superfast wi-fi broadband speeds to mobile phones, allowing 4K video to stream with no buffering without the need to hook up to a hotspot. Data bundles are likely to continue to increase in size and reduce in cost to accommodate the new demands – so the opportunity for film will only continue to grow.

Remember, nobody goes to see a movie just because it’s been made. Blockbusters spend fortunes on advertising and public relations, and even word-of-mouth hits don’t get there without a promotional push.

The tools to help you achieve your success are at your disposal. Use them.

To find out how we push the boundaries of PR and marketing to get the best for our clients, call us now on 0800 612 9890.