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If a picture is worth a thousand words, imagine what a well-made video is worth.
In a world where attention lasts less than a cup of hot coffee, video marketing has become the king of communication strategies. A post on networks or a blog article is no longer enough (although, mind you, they are still important). To impact, connect and convert, video is your best ally.
Still doubting whether you should include it in your strategy? Then get ready, because after reading this, you’ll be ready to hit the “record” button.
Video marketing: from entertainment to strategic communication
If you think that videos are just for influencers dancing on TikTok or cats being cute, we have news for you.
Ninety-one percent of companies already use video marketing as part of their communication strategy, and it’s not on a whim. According to HubSpot, 86% of consumers would rather watch a video about a brand than read an article or publication.
The reason? Video captures attention, builds trust and, above all, allows you to convey messages quickly and effectively. In one minute of video, you can tell what it would take you 10 minutes to explain in text. And in a fast-paced world, that’s pure gold.
How video marketing boosts your communication strategy
A well-made video is not just a pretty add-on, it is a key tool within a solid communication strategy. And this is where a comprehensive public relations agency can make the difference. Let’s look at why video is so powerful:
- Generates more engagement: Publications with video receive up to 10 times more interactions than those without audiovisual content.
- Improves conversion: A video on a landing page can increase the conversion rate by 80%.
- Facilitates brand recall: 95% of the message in a video is retained, compared to 10% in text.
- Increases organic reach: Platforms prioritise videos in their algorithms, especially on social networks.
If you think about it, it’s as if video were the secret superpower of digital communication.
Types of video every business should use
Before you run off and shoot anything with your mobile phone, let’s talk about the types of videos that really work as part of a communication strategy:
Corporate videos
No stiff speeches with executives in suits. A good corporate video shows the essence of your brand, your team and your values in an authentic and engaging way.
Interviews and testimonials
Trust sells. If you have satisfied customers, put them in front of the camera and let them tell about their experience.
Educational content and tutorials
If your company has valuable knowledge, share it in educational videos. There’s no better way to demonstrate authority in your industry.
Short, dynamic and with a good hook in the first 3 seconds. Example? Instagram reels or YouTube Shorts are taking the world by storm.
Streaming and live
Live streams generate 27% more viewing time than pre-recorded videos. They also create a sense of closeness with the audience.
However, it’s not just about making videos for the sake of making videos. You need a well thought-out strategy. And this is where media relations play a key role.
Video marketing and PR: an unbeatable combination
Video marketing and PR are not worlds apart. In fact, combined they can achieve an even greater impact. A good video can become a powerful communication tool to:
- Increase brand awareness in digital and traditional media.
- Support PR campaigns with attractive visual content.
- Positioning company spokespersons as leaders in their sector.
If you have a start-up or a growing business, leveraging PR can make all the difference.
Here is an interesting article on how start-ups can benefit from PR.
How to get started with video marketing in your company?
If after all this you are convinced, but you don’t know where to start, here are some basic tips:
- Define your objective: Do you want to increase the visibility of your brand, capture leads or build customer loyalty?
- Create valuable content: Don’t make videos just for fashion, they must provide something useful to your audience.
- Adapt the format to each platform: A video for YouTube is not the same as a video for TikTok or LinkedIn.
- Take care of the quality: You don’t need Hollywood equipment, but you do need good audio and lighting.
- Measure and optimise: Analyse what type of content works best and adjust it according to the results.
If you want a well-designed strategy aligned with your objectives, contact us here and we will help you integrate video marketing into your communication plan.