• It’s easy to consume

80% of people will consume all the content on a webpage when it is shared as video vs. only 20% if it is text only. This means that if you have information you need to share, video is the best way to do it.

• It’s eye catching

Dynamic and colourful, video makes almost any webpage or conference booth more compelling. A professional video increases dwell times on and offline, giving you and your team more opportunity to build a relationship with your audience.

• Share ideas concepts simply and effectively

An expertly crafted video has the effect of compressing time, allowing you to hone the exact message you are sharing. The added benefit of being able to demonstrate the message either literally or metaphorically helps to make your points clear and accessible.

• Demonstrate your product

You can’t get your product into the hands of everyone who might purchase it, but you can show them how it works, what it does and why they might want it. You can slow down action, focus in on intricate functions or use animation for additional clarity. User interviews or testimonials allow you to build trust and further your audience’s understanding of your products or services.

• It’s sharable

The most powerful companies in the world have made our attention the most valuable asset on the planet. They do that by making it really easy to share the content that you love. You’re doing it and so is your audience. Quality video productions are super sharable, helping your message to get the attention you deserve.

• It’s relatively cost effective 

For $20,000, you could have 40,000 brochures which go out of date almost immediately, or an expertly crafted animation which you can use and repurpose for years to come. A study by Google/YouTube found that over 75% of a marketing campaign’s effectiveness comes down to the quality of the creative messaging. The better the content you create the easier it will be to promote.

• Footage can be repurposed again and again

Your audience’s need for quality content isn’t going anywhere. If you make an investment in a team to film in your offices, or an animator to design some assets for your business, they can be cheaply and easily repurposed again and again. All the material becomes part of your company’s library which you can use whenever you need it in the future.

• It harnesses our hardwired need to empathise

The reason video works so well is that our brains are hardwired to feel the emotional impact of the events we witness in the world around us. Our stone age brains don’t see the difference between events in ‘real-life’ in front of us, and on the screen. If you understand this, you can use it to make your communications even more memorable and impactful.

Learn more about why video content marketing is such a powerful tool in this blog post that unpacks the emotional power of video.

Brand building focuses on creating a positive emotional connection with the brand. These are the associations and beliefs that make the customer more likely to buy from one brand over another. This requires repeated exposure to consistent messaging, slowly building a compelling image of what that brand represents, produces and stands for. While this takes time to achieve, the effects are deep seated in the audience and lead to the best long-term effects.

The consistent nature of brand building has the additional benefit of creating followers among people who might not be in the market for the brand’s product at the time of exposure. This is important because the audience are not looking to purchase for the majority of the time. Video’s emotive power makes it an extremely valuable tool because it is so much more memorable.

Sales activation is targeted at those who are likely to buy in the very near future. This aims to encourage the buyer into making a purchase and aims to make the purchase as frictionless as possible. These include discounts, vouchers, special offers, unique experiences, seasonal sales and are far more targeted to the individual than the broader nature of brand-building content. The more bought into your brand your audience are, the more effective this type of content will be. This is a great opportunity to further strengthen your follower base by offering them favourable terms if they are a subscriber to your channel.

Sales activation is targeted at those who are likely to buy in the very near future. This aims to encourage the buyer into making a purchase and aims to make the purchase as frictionless as possible. These include discounts, vouchers, special offers, unique experiences, seasonal sales and are far more targeted to the individual than the broader nature of brand-building content. The more bought into your brand your audience are, the more effective this type of content will be. This is a great opportunity to further strengthen your follower base by offering them favourable terms if they are a subscriber to your channel.

What we’re trying to achieve with professional marketing video production is an increase in the perceived value of your product or service. By creating that increase you make it more likely that the audience will take the leap to making a purchase. This is going to get a little schooly but humour us for a moment: consider that, in the mind of the audience, there is no difference between ‘perceived’ and ‘real’ value; i.e. the value that is in the quality of the product and the value that is added through marketing, respectively. So, it is generally a lot easier and cheaper to add value to the product by making it desirable to your audience through positive branding than it is to make your product proportionally better.

This is reflected in the work of Austrian-American social economist Ludwig von Mises. He argues that it is impossible to split the enjoyment of a diner between the quality of the food cooked by the chef in a restaurant and the value provided by the man who sweeps the restaurant’s floors. Ogilvy vice chairman, Rory Sutherland, rather sharpens the understanding of this by saying that it would be impossible to enjoy a meal if there were a strong smell of effluent coming from the loos; i.e. it would not matter how great the chef, the ingredients or the food were, if you couldn’t shake the smell of sewage.

This has been the role of marketing since the beginning – it is a lot easier to add perceived value than it is to add to the functional value of what you are offering. What does this have to do with video production? Well, we want you to know that we understand the challenge that all marketers face because that helps us to make better, more effective films.

Over the years, Casual Films has produced over 10,000 films for clients that run from the world’s largest to the very newest seed stage startups. That experience has allowed us to hone our process to make it perfectly fit for the purpose of delivering our clients exactly what they need.

As a full-service video production company, we’ll take you from creative development all the way through to post production. Your named Executive Producer will act as your guide, working with our proprietary Ariel Production System to deliver you all the content you need to deliver on your goals, no matter what they are.

Contact our marketing video production team here and find out why our clients keep coming back to us.

This is reflected in the work of Austrian-American social economist Ludwig von Mises. He argues that it is impossible to split the enjoyment of a diner between the quality of the food cooked by the chef in a restaurant and the value provided by the man who sweeps the restaurant’s floors. Ogilvy vice chairman, Rory Sutherland, rather sharpens the understanding of this by saying that it would be impossible to enjoy a meal if there were a strong smell of effluent coming from the loos; i.e. it would not matter how great the chef, the ingredients or the food were, if you couldn’t shake the smell of sewage.

This has been the role of marketing since the beginning – it is a lot easier to add perceived value than it is to add to the functional value of what you are offering. What does this have to do with video production? Well, we want you to know that we understand the challenge that all marketers face because that helps us to make better, more effective films.