Did you know that half of us watch five or more videos every day*? And that by 2022, online videos will account for a staggering 82% of all consumer internet traffic**?
In 2020, there’s no denying the power of video marketing, and the COVID-19 pandemic has only increased its value. Marketers can no longer rely on an event to bridge the gap with their customers. Even a well-dressed shop window or a well-placed billboard have lost their persuasive power at a time when people are being encouraged to work from home, and town and city centres lie dormant. In 2020, marketers need to ensure their messages get directly to their consumers.
Damian Cox, founder of video production company Into Productions, understands the answer lies in video. Of course, we’ve all got used to beaming into our colleagues’ homes through video conferencing platforms over the last year – but when it comes to smart brand marketing, nothing beats the power of a professionally-produced video.
“The beauty of video marketing, whether corporate or commercial, is that the final project can be at once both immensely versatile and enduring,” explains Damian, who has more than ten years working in the media industry under his belt. “On the back of a two-day shoot, we have enough footage to put together an ad, a brand video and a series of social media-ready promos. Plus, a quality video is something that you can roll out regularly as part of your wider content schedule thanks to the longevity provided by its quality,” he adds.
Among the many positives of video marketing is its versatility – and how willing audiences are to accept it. Far from clicking it away in irritation, as was the case of the pop-up ads so ubiquitous a decade ago, a consumer will engage with an ad that proceeds their chosen video on YouTube, or that features as a story on social media. Indeed, 54% of consumers say they want to see more videos from the brands they follow – so perhaps we shouldn’t be surprised that 66% of video marketers get more qualified leads per year***.
And video is far from only useful as a promotional tool. The team at Into have created videos that have a personal impact among cancer patients; that share cooking tips with viewers with specialist dietary requirements; that provide easy-to-follow guidance new customers can return to time and again. With the ongoing pandemic necessitating people must spend more time apart, video can provide that personal connection that customers and clients need so desperately right now.
Damian began his career behind the camera on TV shows including the award-winning Shameless. Having built up a successful freelance career as a camera operator, he yearned for more creative opportunities – Into Productions was the result.
Founded in 2011, Into Productions now has a core team of four. The team’s motto is “there’s no such thing as a ‘copy and paste film’” - every project is unique, from the quote to the edit, so clients are guaranteed a tailored solution.
This flexibility has led the company to work with a wide range of clients, from charities and food banks to public sector organizations, including the NHS. Producing promotional films for car manufacturers, specialist healthcare providers, sporting events and technology start-ups, it’s fair to say their experience is varied.
Of course, COVID-19 has had an impact on the company’s plans for 2020, just as it has every industry. Early on, Damian came up with a plan to show clients how their safety could continue to be guaranteed when commissioning brand and promo videos during the pandemic – and what better way to communicate this than through film?
Early on, the team put together a film that clearly and simply explained their safe filming guidelines, which have been in place on every project this year. This means clients can still get the high quality marketing content they want, without worrying about theirs and their contributors’ safety.
As the future becomes harder to predict, it seems the one thing businesses can count on is the power of video. And with so much uncertainty, that surety is extremely valuable right now.
To talk about your next video project, or how video can be used to further your planned marketing campaign, get in touch with Damian at firstname.lastname@example.org. You can find out more about the company at intoproductions.co.uk.