Your organization is doing great things. You’re spending a healthy budget on marketing – perhaps a dollop of PR mixed with a sprinkle of social media and a pinch of digital advertising. For special occasions, you might even splurge on a memorable event or activation, to really let your target audience know you’re something to talk about. You understand the need to communicate consistently with the right audience and see it’s a key ingredient for ongoing success. As an integrated communications agency, we’ve handled countless events, launches and retained PR and social media accounts over the past decade. One thing has never changed – most clients don’t want to pay to bring video to the party.

Get video in the mix

A recent survey sums up our frustration, as it finds overwhelmingly that marketers are struggling with video content, despite acknowledging its impact. Of those surveyed, 85% said video marketing was either somewhat, or very successful, in achieving objectives. When asked what were the most challenging video marketing obstacles they faced, 39% cited inadequate video budget and lack of production resources as holding them back.

As an agency, we’ve made moves to overcome this problem by hiring an in-house video producer and offer cut-price packages for short media clips or regular interviews. The uses for this type of rich media are many and powerful, from social media sharing, to online advertising, presentations and proposals. There’s no excuse for skipping this important element of your communications mix.

The stats tell the story

Here are 10 of my favorite video statistics:

1. Adding a video to marketing emails can boost click-through rates by 200-300%

2. Embedding videos in landing pages can increase conversion rates by 80%

3. 90% of customers report that product videos help them make purchasing decisions

4. According to YouTube, mobile video consumption grows by 100% every year, with video projected to claim more than 80% of all web traffic by 2019

5. 64% of customers are more likely to buy a product online after watching a video about it

6. 87% of online marketers are currently using video content in their digital marketing strategies

7. One third of all the time spent by people online is dedicated to watching videos

8. Video ads now account for more than 35% of all ad spending online

9. 59% of company decision makers would rather watch a video than read an article or blog post

10. Digital marketing expert James McQuivey estimates that a single minute of video content is the equivalent of 1.8 million words

Powerful tools

We often generate media coverage and create engaging content, then share this across social media platforms throughout the month. The difference in response from video posts compared to text, photographs and graphics is pronounced.

For example, as part of our monthly remit for one of the region’s leading architecture firms, we handle its Instagram account. The average organic post engagement for the one-minute staff profile interview clips is 490, compared to static posts at 116 – that’s a jump of 422%.

The distinctive video clips are now well known in the industry. They’re being noticed among the right channels by the target audience; as marketing tools they are extremely powerful.

Long gone are the days when professionally edited video clips cost several thousand dollars to produce. For ambitious companies with character, they should be an integral component of your monthly communications strategy. Don’t be camera shy.

Check the video here

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Author Profile
Ian Hainey
IHC, Managing Director

With almost 20 years PR and journalism experience and as a UK national award winner of ‘Best Planned PR Campaign’ Ian created Integrated Holistic Communications, an agency set on surpassing clients’ expectations. Ian promoted a region’s tourism, before running one of the UK’s busiest press offices for regional police service before he moved to the UAE, where iHC was born. iHC offered the region a new agency experience of high-level creativity and holistic communications that delivers upon promises. iHC’s journalistic-led and integrated communications model was a huge success, winning major accounts, including: Zurich, Emrill, Travelex, Perkins+Will, Air Miles, Bosch, Hilton, Midcom, De Boer and Mercedes. After firmly establishing the Dubai office Ian more recently has expanded the agency’s offering in the UK, providing the same model and expertise to meet increasing demands from multinational clients. Ian’s PR experience has spanned retained contracts across most industries, with no client deliverables ever being the same, making him well placed to tackle any communications challenge. He is also a keen writer across many titles and regularly writes business features for The National.

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