How to Make Use of Video in Marketing

Sinead Owens By Sinead Owens, 20th Aug 2017 | Follow this author | RSS Feed
Posted in Wikinut>Business>Sales & Marketing

A guide on how to make use of stock video in marketing projects,

Why Use Stock Video for Marketing Projects

Marketing campaigns have become increasingly reliant on social media to gain efficient circulation with an emphasis on video marketing. It is now estimated that 87% of online marketers use video content and 51% of these marketers deem video the method of marketing with the most ROI.

However, with such power to influence consumers via video comes great responsibility which is why, it is becoming more common place to opt for stock video. Using stock video allows marketing teams to be more flexible with storyboards and ideas without the limitations and/or cost of having to go out and physically film and edit footage themselves. Below are some key pointers to making use of video in your marketing:

Consider Where You Are Posting

With video, the key to making use of the often costly procurement of stock video in your marketing piece is to gain maximum exposure. You should be circulating your videos on multiple platforms, including social media.

This is often understated but given that 92% of mobile video viewers share the content with their nearest and dearest, it is so essential to ‘get it right’ so to speak. Ensure your video includes stock videography in a seamless fashion that engages and provokes a call to action within your target market.

Choose Your Content Wisely

Consider your audience and what you are trying to achieve in your marketing video; likely you are trying to sell a product or service. However, the general public do not feel like they are being directly sold to.

Therefore, select stock footage that includes people – human interaction and reaction to a product, service or message are more memorable and don’t generate the commercial ‘switch off’ that videos which merely feature products do.

Quality Always Wins

While stock video is enormously useful for marketers who often don’t have the time or resources to professionally film and edit the footage needed for their marketing campaigns, it can sometimes appear disingenuous and not tailored to the campaign.

Therefore, analyse the stock video you are considering using carefully and if possible, use a focus group before you launch the video to gain crucial feedback as to why the video could be ineffective and/or not taken seriously by the target market. Higher quality stock video can be expensive but its relative increased chance of market impact can absorb the higher cost and make it worth it.

moderator Peter B. Giblett moderated this page.
If you have any complaints about this content, please let us know


Add a comment
Can't login?