The Changing Face Of Content Production

Video is an increasingly important marketing tool, with marketing teams able to use it across online platforms such as social media and ecommerce platforms.

In the last three decades we have witnessed the advent and rapid development of mobile and smartphone technology.

In the 90's we were in awe sending and receiving our first text messages. By the mid 2000's it's the WAP (internet browser) enabled phone. Our joy and disbelief at seeing the Google homepage on a tiny mobile screen. Quickly fast forward to today and we use our mobile phones to watch videos, catch up on news and shop.

Online purchasing is projected to grow. 80% of UK consumers use their mobile device to research products before they buy. Ecommerce purchases through smartphones and tablets is at nearly 50%. We're using handheld technology to our advantage, making the most of this enabling and versatile tool.

As competition grows, online consumers are demanding more information. Businesses are having to work harder to hold our attention. According to research “78% of online shoppers want to see more products brought to life through imagery. Over three quarters of consumers want more photographs – at least 3 to be exact”. It makes sense therefore, that online retailers who offer their audiences more information, gain more custom.

As a marketer, what 'more' can you give? Alongside great images, video is quickly becoming the new king of content.

Increasing Demand

We have seen an increase in video productions year on year, but were finding that the general attitude to product video was that it's considered a luxury or an ‘add on’ if marketing budgets allow.

That, not surprisingly, is changing fast with online retailers making video almost a requirement - but not quite, just yet.

The understanding and appreciation of the benefits of video marketing is growing. Video will soon be considered a main concern for ecommerce marketing material.

Some of the most illuminating information revealed in the latest research is that videos build trust. 58% of consumers think companies with product videos can be trusted. Building a strong base of loyal returning customers is vital to all businesses, both B2C and B2B.

60% of consumers would rather watch a product video than read a product description and consumers are between 64%-84% more likely to make a purchase after watching a product video.

A Powerful Medium

A quick internet search yields a whole host of statistics, supporting the growth of businesses who use videos to promote their products and services. Illustrating improved engagement, increased sales and improved success in marketing campaigns. Think with Google have analysed some interesting data supporting the increase in shoppers habits and reliance on using video to support their purchasing.

But, it's still about storytelling – video marketing is a powerful medium for reaching people and sharing information.

Marketers can no longer ignore the power and importance of video. A versatile and creative medium, it's open to a whole host of genres for retailers, for all budgets and sizes. Product demonstration videos, 360 product rotations, model "catwalk" videos, lifestyle videos, location shoot videos and more!

It's Also Fun!

Create animations and gifs – be playful in your video content. Behind-the-scenes videos; show how your products are made and where you source your materials. From a 10 second snippet to a 10-minute biopic, the breadth and depth of video is endless, as a medium for communication it’s potential cannot be undervalued.

Increase Your Reach

The push for moving content is coming from all directions as social media demands videos and 'reels' to gain all important reach and engagement. Algorithms favour motion and stills are struggling to compete in the race to entertain, inform and inspire - and importantly - sell!

Build trust, share who you are and what you do.

Reach your customers with video; the newly crowned king of content.