With the spread of video platforms such as YouTube and TikTok, and video distribution services such as Hulu, Netflix, and Amazon Prime Video, online video viewing continues to increase, and video has become a familiar presence.
Along with this current situation, the use of video content has become important in corporate marketing activities. This time, we will introduce marketing that utilizes video content.
Video content that drives marketing results
According to the 2021 Survey of the Actual Status of Video Utilization in Corporate DX Promotion announced by Allied Architects, Inc., approximately 60% of companies reported improved results and KPIs for video content compared to still image content, and improved overall marketing performance. The results show that the results have improved.
Specifically, they mentioned an increase in followers and engagement on SNS. Another effect is that customers’ reactions to the website and online exhibitions and events have improved.
Now that online marketing and sales activities are becoming mainstream, video content is attracting attention as an important measure to improve marketing results.
Features and benefits of video content
The reason why video content improves marketing results is due to its unique characteristics.
① Large amount of information that can be conveyed
Compared to text, photos, and illustrations, videos can convey a much larger amount of information in a short amount of time. It is said that the amount of information is approximately 5000 times greater. The greater the amount of information, the better the user’s understanding of the product or service, and the easier it will be to remember it.
In particular, with SaaS services, video content can be used to simulate demo-like experiences in order to convey to users who have never used the service the value and appeal that cannot be understood until they actually use the service. SaaS services that don’t offer free trials can be very useful content.
② A certain level of quality is guaranteed no matter who gives the explanation
. It goes without saying that videos have the same content and the same explanation, so no matter who watches the video, a certain level of understanding can be promoted. Additionally, no matter who is using video to provide explanations, such as webinar presentations, sales, or customer support, a certain level of quality is guaranteed regardless of who is using the video to provide explanations.
③Easy to share on SNS
Videos tend to be shared more easily than text on social media. If you can create impactful video content, it will be shared on social media and attract attention. Additionally, you can impress users with your product or service even if they are not aware of the product or service.
Types of video content and production points
There are four main types of video content.
① Promotional videos
Promotional videos that convey the image of a company or product are used for branding purposes. In the above survey, more than half of companies use it. Video allows you to intuitively appeal to users the appeal of your company, products, and services.
②Product/Service Introduction Video
As the name suggests, this is a video that introduces the details of a product or service. According to the same survey, 60% of companies use it.
You can simultaneously promote awareness and understanding of products and services to users who do not know about them. Also, by including actual usage scenarios, you can give the impression that you are actually using the service.
③How to video
How-to videos introduce how to use products and services. According to the same survey, 30% of companies use it. By showing users who are already familiar with your products and services how to use them, you can remove any concerns they may have, communicate your strengths compared to other companies, and guide them to take specific actions such as making inquiries or requesting information. can.
④ Company introduction video
Company introduction videos that introduce the company culture and workers are posted on company websites and are mainly used in recruitment situations. According to the same survey, it is used by the least number of companies, less than 20%.
There are also three points to consider when creating video content:
① Clarify the purpose and persona
<br/> Clarify the purpose and persona of the video. The purpose of videos is to increase awareness and understanding of products and services, and increase inquiries and requests for materials.
Also, rather than creating a persona from scratch only for opportunities to watch videos, we first clarify which phase of the persona’s journey they are considering. When creating a video, imagine the specific situation in which the user in that phase would act, watch the video, and what state they would be in as a result of watching the video.
② Deciding on the content
Once the purpose and persona are clear, it’s time to decide on the content. The content for each purpose is as follows.
- Improving awareness → Promotional videos, product/service introductions, etc.
- Promotion of understanding → Product/service introductions, How to videos, introduction example videos, etc.
- Inquiries/Requests for materials → Product/service introductions, How to videos, introduction example videos, etc.
③Creating content
<br/>Video creation was often outsourced at a cost of at least several hundred thousand yen, but now some companies are creating it in-house using video editing software. there is. Choose the creation method that suits your budget and resources.
When creating a video, the key is to create a visual that grabs attention in the thumbnail and the first 5 seconds of the video. Also, try to keep the video length to 3 minutes at most.
Points for using video content
① Maximize SEO effect
Although Google’s search engine can recognize images on websites, it cannot recognize the content of videos. Therefore, in order to increase the SEO effect of video content, it is necessary to work on the entire site, not just the video content alone.
Specifically, we will post video content that is highly related to the content on the site. As users start watching video content, the amount of time spent on the site increases, the bounce rate improves, and search engine rankings indirectly improve.
Additionally, to help users find video content, Google provides instructions on how to index videos on the following page.
New resources for video SEO | Google Search Central Blog
② Utilize on SNS
<br/> We will distribute video content to SNS suitable for the target age group. Twitter is the most frequently used SNS for young people in their teens and 20s, and Facebook is the most frequently used SNS for people in their 40s and 50s. It is said that the optimal video length for SNS is 30 seconds to 1 minute, so it is a good idea to prepare short video content for SNS.
③Use it at events such as exhibitions and seminars
<br/> At exhibitions, video content is effective in catching the eye of visitors and guiding them to your booth. Additionally, since video content promotes understanding of products and services, it is expected to improve sales efficiency within the booth. Also, during seminars, you can promote visual understanding by playing video content during the seminar.
Where to use video content and what will happen next?
In addition to marketing, video content can be used for a wide range of purposes, including sales activities, customer support onboarding, recruitment activities, and internal training.
As video platforms become established and communication speeds improve with the spread of 5G, the time spent watching videos is expected to continue to increase. As a result, the importance of utilizing video content will continue to grow.
summary
- Video content has the following characteristics and benefits: 1) It conveys a large amount of information, 2) A certain level of quality is guaranteed no matter who explains it, and 3) It is easy to share on SNS.
- There are four types of video content: promotional videos, product/service introduction videos, how to videos, and company introduction videos.
- The key to creating video content is to first clarify which phase of the persona journey the persona is in, and then create it while imagining a specific situation.
- In order to increase the SEO effect of video content, it is necessary to work on the entire site, not just the video content alone.