Video content provides a great alternative to copy

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With the advent of YouTube and Vlogging over the past decade, the use of video as a marketing communication has grown. For both B2B and B2C marketing communications producing a video can be the answer. And, if your target audience are millennials even better.

YouTube has over one billion users, with hundreds of millions of hours of YouTube video watched. In addition, YouTube reaches more 18-34 and 18-49 year olds than any cable network in the US. It’s easy to understand why video can be worth the investment and, produced well, will help build your brand.

Recently, the team at TMCC produced a video for our client SEMPRIS, a niche insurance provider, offering indemnity insurance to sports doctors and consultants. Indemnity insurance in this sector is complex and there’s a need to educate doctors about their risks. Research* has shown there is a growing trend for doctors to use digital technology to assist them in their work. The three social media channels used most widely for professional purposes by doctors are YouTube (28%), LinkedIn (24%) and Google+ (21%), so a video offered the best communication solution.

Making the most of video content

There are a few points worth considering before running for your camera and signing up an A-lister to appear in your epic:

  1. Ensure you allocate enough budget. Producing a video can be expensive as its advisable to work with a production company. Using animation will increase the cost, although this is a good option when you need to explain more complicated products or services.
  2. Shop around for a production company and choose one based on their previous experience and understanding of your needs.
  3. Research your target audience; what are their preferences, how do you communicate your messages to them through film, what tone is most appropriate.
  4. Prepare a full brief to share with everyone involved incorporating what you want to achieve through the video; what you want the content to portray.  Is training required for people that are to feature in the video?
  5. Will animation work and what graphics are needed.
  6. Prepare a script if necessary and rehearse.
  7. Keep it short. The average length of time an internet video will be watched is 2.7 minutes. A video length of less than 5 minutes will mean that you can achieve more than 60% of views on average*. But by keeping it short make sure you still are getting your message across.

With the right and relevant content many people will be happy to spend three to four minutes viewing a video online in preference to reading pages of product details and company profiles. A video can also be embedded in newsletters or emails and sent directly to your customers’ inbox.

In conclusion, investing in a promotional video is well worth considering and a well-executed video can increase brand awareness and drive sales.

Some facts:

  • Research by Microsoft show that a person’s average attention span is 8.25 seconds dropping from 12 seconds in 2000. Humans have a lower attention span than a gold fish with an average of 9 seconds!
  • Small businesses must offer content that is easy to digest. Video does this very well
  • If a picture paints 1,000 words the one minute of video is worth $1.8 million according to Forrester’s researchers
  • Seven in 10 people view brands in a more positive light after watching interesting video content from them. (Axonn Research)
  • Video is easily distributed across social media including mobile

*According to Cello Health Insight – Digital Health Debate 2015, research carried out with 1,040 doctors worldwide:


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