Branding1 Jan 2024
5 Reasons why your business needs Corporate Videography
Corporate videos have become more than a passing trend. They’ve transformed the way we engage with audiences, setting a new standard in business communication that’s here to stay.
The latest research shows consumers are watching 19 hours of online video content weekly. 81% want more videos from brands, but many rarely or never get it. And 92% of marketers say videos have given them a good ROI.
If you’re still unsure about the power of video, we break down why video is a crucial tool to deliver your branding and marketing strategy.
The benefits of corporate video
1. Tell your brand’s story
Storytelling via video can help your brand cut through the marketing noise to show what your brand stands for and forge genuine connections with your audience.
Thanks to the blend of visuals, sound and motion, you can showcase more than your products or services but also your brand purpose, journey and values. The immersive experience helps viewers get a feel for your brand in a way that’s more accessible and memorable than audio or text. By engaging multiple senses, videos can resonate more deeply with your audiences, creating a sense of familiarity and connection with your brand.
In a time when people are surrounded by curated perfection, authenticity has become a refreshing marker of trust.
Videos that show what lies behind a brand have the potential to engage audiences on a deeper level. Whether you spotlight the people in your team, behind-the-scenes operations, or testimonials direct from customers, showcasing authenticity helps foster trust and relatability. With authenticity guiding the creative process, you can better connect with savvy consumers who are becoming increasingly weary of overly manufactured content.
Better audience engagement is essential for not just getting attention but maintaining it. And when it comes to engagement, video continues to outperform all other mediums.
In our experience producing corporate branding videos, we’ve found the magic behind high-performing videos lies in the script. Ideally, the script would take the viewer on a narrative arc and cater to reduced attention spans while delivering impact. When combined with the right visual and audio elements, you can create content that turns passive viewers into active participants who like, share and engage with your brand.
Company videos can serve multiple purposes and be repurposed to make your investment stretch further.
As a multi-purpose tool, you can use video to:
1. Improve brand awareness
2. Demo products
3. Recruit talent
4. Communicate change
5. Attract new leads
With the right strategic input and planning, you can repurpose videos across channels to help meet other marketing goals. For example, an explainer product video can be repurposed into a shorter video for landing pages, social media content, or email campaigns.
5. Improve your SEO
Integrating video into your marketing plan can boost your SEO and visibility online. Here’s why:
a. Enhanced visibility with thumbnails
Video thumbnails in search results are more attention-grabbing and increase the likelihood of clicks, driving more traffic to your website.
b. Improved engagement
Videos encourage viewers to spend more time on your website, improving dwell time, which sends a positive signal to search engines that can positively impact your ranking.
c. Reduced bounce rate
Engaging videos can significantly lower the bounce rate, as viewers are more likely to explore your website further rather than return to search results.
d. Backlink generation
Compelling videos are more likely to be shared, increasing the potential for generating backlinks.
Analysing performance and ROI
To analyse the performance of your videos and return on investment, consider the below metrics when reviewing performance:
a. View count
Measures how many times your video is watched, highlighting its reach, popularity and overall exposure.
b. Watch time
Watch time refers to the total time spent by viewers watching your video, with higher watch times positively impacting SEO rankings.
c. Engagement rate
This looks at how well your video gets noticed by measuring likes, shares and interactions with your video. High engagement often correlates with better brand connection.
d. Conversion rate
This is the percentage of viewers who take a desired action post-viewing, such as purchasing or signing up. It indicates the video's effectiveness in persuading viewers to take specific actions and is essential for ROI analysis.
e. Cost per view (CPV)
Cost per view indicates how much you spend to get a single view of your video and is a great metric to compare video ROI versus other channels. Keep in mind that a lower CPV means higher cost-effectiveness.
f. Customer lifetime value (CLV)
This reflects repeat interactions and satisfaction of customers influenced by the video. This indicates the long-term value and loyalty a customer brings, important for long-term business growth and strategy.
Choosing the right videography partner
Choosing the right videographer is crucial in crafting a corporate video that truly resonates. It's about finding a partner who understands the nuances of your target audience, your brand and your business goals and can translate your vision into compelling video content. Key considerations include:
1. The partner's track record and experience.
2. Feedback and reviews from previous clients.
3. Their ability to understand and align with your audience and messaging.
4. The quality and capability of their video production resources.
At Belong Creative, we're seasoned in guiding leading brands to create impactful corporate videos. Need a hand? Reach out to us to see how we can bring your corporate story to life.
