Video marketing as an anti-crisis tool

People spend almost 16 hours a week watching online videos in the “normal” period of life. During quarantine and exit from it (due to residual habits), this figure can be safely doubled. 84% of consumers say they made a purchase decision after watching the video. These results are demonstrated by a study conducted by Wyzowl. Is this not a reason to think about strengthening the role of video marketing in your anti-crisis communications?

According to the Content Marketing Institute, today 71% of companies in the B2B and 66% in the B2C segment use video in communications. And according to Cisco forecasts, in 2021, 82% of all Internet traffic will fall on videos. Given this, we can safely say that every year the video more and more crowds out other content. Therefore, in order to be in the field of view of consumers, increase conversion and increase sales, without video marketing in any way.

What is the power of video marketing

Today, people have a limited time to perceive information from brands. Often they are just too lazy to read even the most interesting texts. Watching a video is another matter. Moreover, our brain is in a “conspiracy” with this tendency: it turns out that after 72 hours we remember only 10% of what we read. But after watching the video, up to 65% of the information remains in memory. Such data are given in the book "Rules of the Brain" by molecular evolutionary biologist John Medina.

Google loves videos. They allow you to increase the time spent by users on the site, which helps to improve the delivery of content by the search engine. According to statistics, video pages appear on Google 53 times more often. And 83% of companies with a video on the main page of their site say that it helps to increase the number of leads.

About video types

A vivid picture, useful and high-quality content, driven into an adequate time frame - a mix that forces users to watch your videos. According to the American media company Social Media Examiner, most marketers create videos up to 3 minutes long. But interesting videos that last longer also have a chance to be reviewed to the end.

Before creating a video, you need to decide on the goals and objectives that it should cover. For example, to sell a product, to emphasize its exclusivity, to win customer loyalty and the like. Once you have decided on the purpose, you can select the video format and start shooting. Remember, your videos do not have to be action games with special effects. The viewer will forgive their simplicity if the shooting and editing are high-quality and neat, and the content is interesting. There are many interesting video formats. The most popular are the following:

YouTube channels

This format is suitable for any business, from local service brands (beauty salons, bakeries, etc.) to multinational financial corporations.

"Before and after"

This format will be indispensable if you need to create a WOW effect. For example, demonstrate the services of a makeup artist, fitness trainer, design studio, etc.

Reviews

According to Viglink, 72% of users consider video reviews to be an extremely important evaluation criterion when making a choice. Therefore, ask customers about them.

Reviews

This is useful content that does not directly sell, but helps to make a decision. To be believed, be honest: talk about the advantages and disadvantages of the product.

Educational content

Share useful experiences, life hacks. Show how to prepare delicious vitamin cocktails or make a healthy menu for a week. People appreciate this information and are willing to buy more.

Entertaining content

Don't be fooled by fun content. We all at least occasionally go to YouTube to relax. Create videos that could become viral.

Andrey Burenok, founder of TripMyDream Travel Services
The first step in the process of creating video content is to write a script. Then - shooting a video. But this is only half the work. You also need to cut the duplicates well and mount. For a 15-minute clip, we shoot material for at least 3 hours, and sometimes for 5-8 hours. Someone does the editing on their own. And our goal is to attract sponsors and monetize the YouTube channel. Therefore, all the videos help us create a professional editor.
It is also important to give the correct name for the video, create a “tasty” description, optimize, select tags, publish on time. It is advisable to publish all issues at the same time, otherwise YouTube will lower the videos in the organic issue and recommendations. The involvement of people is also important: we “sew” content into the video that will stimulate users to comment and respond to them. We also hold contests for activity. There was a time when T-shirts, suitcases, hoodies “came in” as gifts to people. Recently, the audience has been reacting more actively to the air ticket draw. The reaction of users to the video is important. Even dislike in terms of YouTube algorithms is better than no reaction.
Remember the “audience retention” metric, which shows the number of users watching the video to the end. If you watch the video for 10 seconds, then you should not count on YouTube showing it in the recommendations. A good result is considered 30-40% of the revised video. We have this figure so far at 54%, plans to increase it to 60%.