Creating inclusive and impactful video.
Why video is essential for your brand’s success
Many organisations fail to use this powerful format in their content strategies consistently. And have no clue about the impact. Head of Video Mark Darlington explains why it’s time to tune in to video or fear losing impact with your audiences…
Why video? Why now?
Let’s look at the facts:
- Digital video viewers worldwide are expected to reach 3.5 billion in 2023.
- On average, people watch 17 hours of online videos weekly and are 52% more likely to share video content than any other type.
- Not only that, 75% of viewers watch short-form video content on their mobile devices.
- B2B video content achieves an average engagement rate that is 1200% higher than text and image-based content combined
- TikTok remains the leading platform for short-form video content, especially among Gen Z, with the highest engagement rate among short-form video platforms.
Video marketing significantly impacts ROI
It’s not just about the impact and reach of video channels, but the content itself.
87% of marketers report a direct increase in sales through video marketing and including video content in marketing campaigns can lead to a 34% higher conversion rate.
With 84% visiting a website after watching a video ad about the brand’s products or services.
Websites with embedded videos are 53 times more likely to appear on the first page of Google search results.
The importance of creating impactful ethical video content
With all those facts driving your decision to deliver content – how can you make the content work for you?
There are many different video formats to choose from, each suiting different needs. Determining the message you want to convey and how you would like it to be seen is crucial. With this in mind, it’s essential to think about what will keep a person watching your video. Is it the music? The pace? The visual experience? Or the character on screen? More than ever, those factors can make or break the impact on your audience and how your message comes across.
The growing emphasis on sustainability and ethical marketing reshapes how brands approach video content. Consumers are increasingly drawn to brands that reflect their values and are committed to social and environmental responsibility. Integrating these elements into your video strategy enhances engagement and builds trust and loyalty. By creating content that is not only visually appealing but also ethically sound, brands can forge deeper connections with their customers and stakeholders and stand out in a crowded digital landscape.
Action will speak louder than sound.
Most videos are watched without sound, especially on mobile devices where 83% of viewers choose to watch silently. Visuals are crucial for capturing and retaining attention, making creative captioning an art form
When creating content, consider scripting, actors, locations, and animation. Remember, authenticity matters more than Hollywood-level production. Educate your audience; don’t just sell to them. Be authentic, build trust and create a meaningful connection.
Don’t always seek visual perfection.
Beyond traditional video formats, more creative approaches such as user-generated content (UGC), interactive videos, and VR/AR can significantly enhance your content strategy.
- UGC allows brands to leverage authentic content their audience creates, fostering trust and community engagement.
- Interactive videos provide an engaging experience by enabling viewers to interact with the content, making it more memorable and impactful.
- VR and AR provide immersive experiences that can captivate audiences and provide a unique way to highlight products or tell stories.
Blend innovative formats, prioritise visuals, and stay authentic to create compelling video content that resonates and stands out online.
But do seek to be inclusive and accessible.
Video is inherently accessible and inclusive. It transcends language barriers through visual storytelling, making it easier for diverse audiences to engage. Subtitles, closed captions, and AI-driven automation enhance accessibility for those with hearing impairments, while descriptive audio tracks can aid visually impaired viewers. By leveraging these technologies, businesses can create engaging, effective video content.
Emerging technologies like AI are revolutionising the video production process. Automating tasks such as captioning, translation, and content personalisation, ensuring that videos can reach a broader audience more effectively. AI-driven analytics provide insights into viewer behaviour, allowing businesses to tailor their content to meet their audience’s specific needs and preferences. By leveraging these technologies, businesses can create effective video content.
Measure … and measure some more
Measuring the impact of video is crucial for understanding its effectiveness and optimising future content strategies. Views indicate reach and audience engagement, while likes, comments and shares suggest the content resonates with viewers. But you can also measure conversions, operational time saved, and revenue generated. Tracking these metrics effectively will help you to understand your video’s true impact.
Video is a critical tool in modern marketing strategies. Its ability to engage audiences through compelling visual storytelling, coupled with its accessibility and inclusivity, makes it indispensable for businesses. All organisations should embed video into their content and communications strategies to connect with audiences, drive engagement, and achieve ROI.
Cavendish helps organisations navigate this dynamic landscape. Our expertise in video production and strategic marketing ensures impactful, ethical, and engaging content tailored to your brand. Elevate your content and video marketing strategy with high-quality production, innovative formats (like UGC and interactive videos), and AI-driven personalisation.
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Video: the key to inclusive, impactful content.
Why video is essential for your brand’s success, and how to do it well.
All change at Westminster.
A new government means a new political landscape. New relationships to build, new priorities to understand, and a new ecosystem of advisors and influencers to navigate.
Creating opportunities with NeuConnect.
We organised a work experience programme for students to help boost their career prospects in the energy, construction, and engineering industries. Check out the behind the scenes.
Build, Britain, build.
The Labour Government’s manifesto centred around ‘change’ to make its mark on the country. Wanting to get going, the Government has committed to revising the NPPF by the end of this year.
Hear from our experts.
What does the new UK Labour Government mean for Nuclear and the Renewables Sectors?
Olivia White.
Director
Nuclear supports the Government’s priorities to decarbonise electricity whilst delivering new jobs, skills and investment. We look forward to some early announcements about nuclear from the new government, including on the SMR competition, a Final Investment Decision on Sizewell C and the outcome of consultations on a new National Policy Statement for siting nuclear power generation and Alternative Routes to Market for New Nuclear Projects.
Whilst Labour has traditionally been a little more reticent towards nuclear, there are plenty of opportunities to showcase long-term commitment to the sector.
Steven Park.
Executive Director
For the renewables sector, the new Government started very positively by approving three solar DCOs in addition to releasing a policy statement about removing current barriers to delivering onshore wind in England; with a commitment to doubling onshore wind energy by 2030. As can be seen from Scotland’s positive approach to onshore wind and other forms for renewables, a similar stance by the UK Government will hopefully see more opportunities, jobs and investment come forward.
The National Planning Policy Framework announcement added to this positivity, seeking to “direct decision makers to give significant weight to the benefits associated with renewable and low carbon energy generation” and reintegrating onshore wind into the NSIP regime.
Questions remain about what Great British Energy’s role as both an investor and developer will be. But as a proud ‘Aberdonian’, where GB Energy will be based is just as important a question to me.
Thursday 19th September
Cavendish Midlands Summer Party.
The new West Midlands Mayor, Richard Parker, will set out his vision for the region at our Summer Party in Birmingham on Thursday 19th September.
We’d love you to join us at the Cosy Club, Birmingham from 6pm for drinks and canapes, and an opportunity to hear how the Mayor wants to work with colleagues from across the built environment to build the homes, workplaces and leisure facilities of the future in Birmingham.
The party, which we’re hosting in partnership with Vistry Group, will carry on till late with an open bar and live music. Our Birmingham events are always popular (did we mention the free drinks?!), and a great way of catching up with colleagues and politicians from across the region. We hope to see you there.
If you’d like to come along, please click RSVP below.
