Bolster your business operations with video content

Creative, engaging, and easy to watch on any device, video is one of the most effective formats for companies to tell their stories — and one of the most popular for customers. By some estimates, 76 percent of consumers have purchased a product or service after seeing it in a video advertisement.

How to make video part of your business strategy

Crucially, high quality video marketing also helps your business boost profits.

• According to Wyzowl, 89 percent of video marketers say videos improve return in investment (ROI) and nearly the same percentage say it helps them to generate more sales leads.

The COVID-19 pandemic has only amplified the power of video.

• People in the UK consumed a daily average of 5 hours and 40 minutes of audio-visual content, nearly 20 percent more than they did the previous year.

Put simply, if you are not reaching your audience over video, you may not be reaching them at all.

Video doesn’t just help businesses drive sales. It has also become the preferred channel to communicate with employees and prospects — a prime way to drive transformation and success within your organization.

Let’s take a closer look at how you can use video to build brand equity, recruit top talent, and even offer better training to your employees, in addition to strengthening your marketing strategy.

Reinvigorate hiring and recruiting

A well-crafted recruitment video effectively humanizes your business, creates employee evangelists and gives prospective hires a glimpse into your organization. In less than two minutes, you can walk viewers through artful establishing shots of your offices, show off your working culture, and reveal the perks they can expect when working with you.

In today’s world of remote and hybrid work, video is also an indispensable way to keep employees, contractors, and freelancers connected across geographies. Video conferencing and virtual communication have been growing in popularity for years, but the events of 2020 led to a step-change in adoption.

• In fact, KPMG research reveals 77 percent of CEOs plan to build on their use of virtual collaboration tools and 73 percent say remote work has actually broadened their pool of available talent.

Provide more thorough training

The value of video in employee training cannot be overstated. Your employees likely already use YouTube, even TikTok, and a range of other platforms to learn on-demand in their daily lives. They expect the same ease-of-use and video availability from their employers. The benefits are clear: a more engaged audience, better retention of topics, and better performance built on robust training.

Mobile learning in particular is a must-have. With anytime, anywhere access to tutorials and tips, your employees can source crucial information exactly when they need it and apply their learnings right away. Also known as microlearning, the practice of delivering bite-sized training content to your teams makes training less overwhelming, more efficient, and more effective.

Whether you create traditional instructional videos, animations, or bite-sized snippets depends on the nature of your business and the skills your employees need. For instance, a company with many employees in the field might prioritize mobile learning while a business that must teach university graduates about complex financial topics might lean on a mix of human instructors and animation to simplify the topics.

Increase sales

The impact of video in sales and marketing is well documented. Compelling stories told through video help businesses sell, especially as the dynamic between brands and audiences shifts to digital channels.

• One study found that the revenue created by video communications jumped 69 percent between 2020 and 2021, and that 43 percent of B2B revenue now comes from a mix of video and online commerce.

Many factors contribute to the selling power of video. For one, well-crafted video content helps your company to establish a clear identity that resonates with your audience. It can build compassion, which is important with consumers who now demand that the companies they buy from have purpose. At Adobe, for example, we recently shared videos from creators around the world celebrating LGBTQ+ Pride. It allows us to share in our customers’ values, and the videos received a lot of customer engagement.

Above all, great video captures people’s attention. In just a few seconds, you can draw customers into your world and show them why your products, services and values are right for them.

Reinvent your marketing strategy

There are countless arguments for integrating video into your marketing strategy. On a practical level, it can be optimized for any platform, from an iPhone to a SmartTV. Digital video also delivers valuable audience data and insight. For instance, haircare company Milbon draws on viewer data for its video marketing campaigns to deliver increasingly relevant content that drives sales.

Video marketing also helps brands to stand out in an increasingly noisy and competitive online environment. Your customers are flooded with more ads, emails, and pop-ups than ever, which leads to marketing fatigue and can lower engagement rates for text and image-based content.

Video is an ideal way to cut through the noise and reach your audience in way that appeals on multiple levels. On top of delivering a rich audio-visual experience, effective video creates a strong emotional link that inspires customers to act.

Incorporate the customers

There will always be a place for well-produced scripted video and professional actors, but people increasingly value a more down-to-earth and authentic voice from brands. Just look at the explosion of low-polish viral videos on YouTube, TikTok, and other social platforms for proof.

You don’t need to spend a fortune to make quality content. In fact, user-generated videos and customer testimonials are among the most impactful forms of video you can create. For one, your prospects want case studies to see how your products and services have helped other customers. Secondly, potential customers place more stock in references from their peers than they do in branded content, as they feel they are more honest and genuine.

The best part is that through testimonials, your customers speak to prospects on your behalf. Thanks to you, they get a platform to tell their stories, which boosts retention. Meanwhile, your company gets a boost for your reputation, which drives sales.

Double down on video today

The power of video extends beyond marketing. In addition to helping your business engage customers and drive revenue, video can transform the way you recruit and empower talent. It can be a platform for your customers to tell your story for you. In short, by making video part of your business strategy you stand to see returns both in your bottom line and internally.

A successful video strategy for your business depends on quality content and your ability to integrate video with how you run your business. To get started, this simple guide walks you through how to create video that drives traffic and connects with your audience. You’ll also find case studies and insider tips to help bring your video strategy to life.