2017 v 2021
“Conservatively, 90% of businesses already use video in their marketing. For businesses new to this type of marketing, it is not about why you need to use video, it is about how you use it. ”
The growth of brands using video as a marketing tool has exploded since 2017 when 63% of businesses were using video. And businesses are using it differently now too; it’s not just about call-to-action TVCs transplanted into social media, but branding showcases to build a community online.
Businesses using the most popular medium of the day to market or promote skills, services or products isn’t new. We’ve seen it with theatres in Shakespeare’s time, newspapers, billboards, radio, TV and through the digital revolution with websites, social media and podcasts.
Video has evolved with the rise of cinema, TV, web, social media and more broadly in streaming services. Video is so ingrained in the cultural ethos of most people that it has become a cultural connector. It is the combination of images, sound, music and graphics that enables video to capture the attention of a broad cross-section of society.
Conservatively, 90% of businesses already use video in their marketing. For businesses new to this type of marketing, it is not about why you need to use video, it is about how you use it.
For us at Straightline Media, variety is the key. From behind the scenes, making of videos, showcasing a new product to product reviews from team members or brand ambassadors to long form how-to or demonstration videos. Engaging people with different types of videos is so important when all of your competitors are already using video.
When planning your video marketing with Straightline Media, we go deep into your target audiences, your most popular platforms and look for how the video can capture your brand in a fresh perspective. We need to know if this video is for people who already love your brand or for people who might not know your brand.
A good suite of marketing videos should include:
Facebook Edit
Instagram Edit
Stories Edit
Long Form for YouTube or website
Behind the scenes/making of video
We also like to include B Roll for all our business partners; it might even make a great blooper reel or two!