‘A minute of video is worth 1.8 million words’ – Forrester research
Last week, I attended my first marketing event with a newfound excitement to learn about video marketing, after joining the video production and animation specialists, Soup Creative, based in Chester city centre.
‘Moving Pictures Speak a Thousand Words’ was hosted by Adrian Stores, a marketing guru with years of industry knowledge and a CIM Chartered Marketer. The event also included presentations from industry marketers such as Terry Smith – not only a fantastic marketing lecturer but author of ‘Marketing Communications: A Brand Narrative Approach’. As a student at the University of Chester, I was more than happy to grab the chance to listen to speakers of the marketing world and soak up the hints, tips and tricks that they were ready and willing to share about the art of video production. The event was titled ‘Moving Pictures speak a thousand words’ and this is something that Soup do in every single one of the videos they produce for their broad range of clients.
Immersed in Terry’s overview of video marketing, he began to explain how video marketing is a content captured, the content that is needed for the consumer is complete in a single video production, and labelled it as ‘Negotiated Communications’ – this included social media and hailed video production marketing as being brand-user generated. This meant that both the brand that the video was created for and the consumer were fully engaged in the video and that the video was generated especially for both sides. The consumer created the video ideas just as much as the brand that generated the video. Video production marketing often lets the client become totally involved in the production and marketing compared to what Terry described as mass market ‘transmitted communication’. This involved TV advertising and was seen to be mainly dominated by the brand owner. As said by Neilsen, ‘Consumers are better informed, better connected, more communicative and more in control than ever’ – everyone for video advertising!! This has been something that I’ve loved learning at Soup – that everybody is involved in the process of video production; whether that’s on Soup’s side or the client’s side!
The Value of Video
We were then led to learn about ‘The Value of Video’ and how to reach the target audience. Gone are the days of one-sided company productions and we’ve brought in the new view that content is the new digital currency. Cisco’s research shows that by 2017, video will account for 69% of all consumer internet traffic so the better the content, the more it will engage.
Video production companies can no longer just deliver videos as the end result. It’s the marketing of these videos that really gains the traction and the results that brands want to see. Soup is one of these agencies, delivering results for its clients, through various video advertising, engaging new and targeted audiences, leading to click-throughs to websites and ultimately, the end-goal of conversions.
I often find that I remember information better from videos compared to what I’ve read or listened to – apparently there’s a reason for this and this is Coding Theory! Coding shows that when information is verbal and visual, this is the best way to learn and take in the information provided. (Probably the reason that I can remember more of the videos that Soup have done from the past year than what I’ve read this morning in a comms magazine I flicked through over breakfast!).
So, after a whirlwind of video production pros, cons and stats, the overall view of video production marketing was that animation is an unlimited creative tool that can be used to capture your audience and throw out your message and video content is the future of the internet. The event finished with a statistic that made me excited for the future of video production – ‘64% of all marketers are expecting to see video dominating their marketing communications strategies’ – Neilsen, 2015 and obviously, here at Soup, we have some great things lined up!
Written by Emily Kench – Social Wave Caster