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Video: A Powerful Tool for Driving Awareness


To say that video is a powerful tool that can have a strong ripple effect across your entire organization is something of an understatement. According to HubSpot, including a single video on your landing page can increase the conversion rate of that page by an astounding 80%. In the B2B space, roughly half of all executives admitted to actively seeking out more information about a product or service after seeing it highlighted in a video. According to a study from Forrester Research, it is approximately 50 times (!) easier to get to the top of the search results in Google with a video than it is without it.

There’s a reason why video ads made up an amazing 35% of all online ad spending in 2016 – it’s a medium perfect for raising awareness and increasing sales at the same time. However, video alone isn’t enough to get the job done. If you truly want to use video to drive awareness (and sales), you’ll need to keep a few key things in mind.

Crafting Video Content: The Core Pillars of Success

When it comes to crafting custom video content to raise awareness, you need to focus less on the product or service you’re trying to sell and more on the audience you’re trying to reach. A deeply rooted, intimate understanding of your audience isn’t just an asset – it will literally dictate all of your decisions moving forward.

Once you know who your audience is, you know what they like. You can pick the right TYPE of video to attract that audience, packaging the information you’re trying to convey in a way that they’re actively willing to receive. Consider just a few of the options that are available in terms of corporate video production:

  • Interviews
  • Presentations
  • Montages
  • On-location and at-event footage
  • Behind-the-scenes/documentary-style productions
  • Product demonstrations
  • Case studies

Maybe your audience is really interested in finding out more about your product, but they were looking for a case study and you gave them a “talking head” interview.

Understanding who you’re trying to reach also helps you nail down other factors of production like length. According to Forbes Insight, for example, 47% of executives prefer B2B videos to be between three and five minutes in length. However, 36% prefer one to three minutes. This may not seem like a lot, but the chasm between a one minute corporate video and a five minute video is a huge one in terms of what you have a chance to say.

To truly drive awareness about your message, you need to know more than just what you’re trying to say – you need to know how the people you’re trying to reach want you to say it. This is why teaming with a corporate video production company is so important – it gives you the best opportunity to craft multiple types of videos laser-focused at specific segments of your audience with these and other goals in mind.

If you’re interested in finding out more information about Columbus video production, or if you’re trying to find out everything you can about how to use video as one of the most powerful awareness engines that you have within your organization, don’t delay – contact INLINE Productions today.

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