Three Big Challenges Facing Video Marketers

Video is becoming a standard for marketers. With it’s ability to reach new audiences and motivate viewers to take action, it’s no wonder businesses are implementing video into their marketing strategies. Despite its potential to generate leads, many businesses still struggle with creating video content that’s effective and leads to real results. Here are three big challenges facing marketers who use video, and our tips on how to conquer them. 

Three Tips for Using Stock Footage

A common roadblock many cross during preproduction is when there’s a need for certain shots or footage that compliments a part of the script, but there isn’t enough room in the budget or time for shooting. With some exceptions, you can find almost any kind of shot you need by searching any one of the dozens of stock footage websites out there. Stock footage can potentially cut down on shooting costs and save time during video production, but it’s important to know how to use it correctly and what its limitations are. Here are a few things to keep in mind if you find yourself looking to stock footage for a video.

Entertaining Training

Not only has entertainment become a popular approach to employee training and safety videos — it’s becoming a standard. Effective training doesn’t have to be boring. Education and entertainment can go hand in hand. You may be hesitant to incorporate humor or entertainment into your employee training, especially when it comes to safety. But done properly, humor can actually improve retention. Viewers will remember more of what is taught to them if the content is entertaining. 

Compelling Content

According to a recent Ascend2 Study, companies using video in their marketing strategies are seeing positive results.

Research shows that video has proven to be an effective communication tool for engaging and educating customers, and increasing brand awareness - all of which ultimately results in increased leads generated and conversion rates for marketers.

About 51% of marketers consider customer testimonials, explainer or tutorial videos, and demonstration videos to be the most effective types of video content.

Aerial Video

Drones and other radio controlled aerial videography tools are sweeping the nation, capturing breathtaking footage that would have been difficult, if not impossible, to shoot less than a decade ago. A quick search for aerial video will lead you to thousands of videos captured by professionals and amateurs alike that feature birds-eye views of everything from firework shows to vast landscapes like the Serengeti.

Visuals Are Essential

When you have a large amount of information to communicate to an audience, what tools do you utilize? According to a Kellogg Insight study, adding visuals to your presentations may be the key to getting your point across.

In today's multiscreen world, we are constantly being bombarded with new content, so we filter out information very quickly. Because we process visuals much more quickly than we’re able to sort through the same amount of information in the form of text, visuals allow you to explain complex ideas or information based on data in the form of easily-digestible bits that will actually stick with your audience.

Researchers have found that around 40% of our brains are devoted to visual comprehension. This means images and video are absolutely essential in communicating any important message to an audience, especially those that involve large sets of data or information. “It’s taking a big complex data set and guiding people through one snapshot at a time so that they understand the big picture through a guided tour,” Franconeri says.

Now, this doesn’t mean you need to overwhelm your audience with complicated graphs and visualizations. Sometimes all you need is a simple image that complements the content or message.

If you want to present data in the form of visualizations to your audience, keep it simple, and only select the most powerful, memorable information to convey visually. Too many visuals in a single presentation will start to look the same to your audience and lose their significance. 

*A great example of data visualization via thinkwithgoogle.com

Visuals in the form of video can be an even more powerful way to communicate this type of information. Infographic videos combine visuals and text to convey powerful messages supported by research, and cover more information in one to two minutes than a speaker ever could. 

*This infographic video by BP uses simple, but powerful visuals to share a ton of information in less than two minutes.

Explainer videos are another popular way of using visuals to create a quick, uncomplicated explanation of how something (such as a product, service, or process) works.

Video content is stimulating and connects with audiences on an emotional level. Combine that kind of connection with the power of visualizations and you’re sure to get your message across.