Part 3: 4 Ways to Use Video to Build Your Brand In 2020

82% of internet traffic will come from video in 2020

In last week’s blog, we focused on ways to translate data analytics into actionable social campaigns. This week, we’re excited to discuss how you can use video as a powerful educational tool.

Use Video as An Educational Tool

When it comes to raising awareness for a particular product, service or issue, video is an enormously powerful educational tool. About 68% of people said they would prefer to learn about new products or services by watching a short video, but 96% of people say they’ve watched lengthier videos to learn more about a product or service. The audience is there! Remember that the next time you’re considering how to get across a piece of information. Adding a video component could make all the difference.

We used video to explain how our client NINE dot ARTS’ creates engaging and unique art experiences for their own clients.

Thank you for tuning into our blog! Next week we’ll focus on leveraging social media as a search engine.

Part 2: 4 Ways to Use Video to Build Your Brand In 2020

Videos on social media are shared 1200% more than images and text combined

Last week, on our blog, we discussed the power of integrating video into your communications strategy and simple ways to measure the success of your videos. We’re continuing our four-part multimedia series this week with a look at how you can translate your video strategy into actionable social campaigns.

With more people using social media than ever – around 3.48 billion – visual content strategies, including social media and video campaigns, are becoming increasingly important to reach your target audiences.

What makes a strong social media strategy even more important is that it’s increasingly the gateway to your brand – about 58% of consumers visit a brand’s social media channels before visiting their website.

So, how can video raise your game on social media? Let’s dive in.

Get Social with Video

With Instagram and Facebook providing ways to post live stories and videos, companies have more opportunities than ever to leverage these features to share a brand’s story with more than 400 million active Instagram users and 500 million daily Facebook users.

About 90% of businesses today are posting videos at least once per week on Facebook and YouTube while 80-83% of brands regularly post videos on Instagram, which is unsurprising, given that social videos are shared 1,200% more than images and text combined!

And it’s not just consumer-focused brands using it to their advantage. Video is just as relevant for the CRE community. Given the highly visual and experiential nature of the built environment, there’s tons of opportunity to help people understand what you do and how you do it through video.

Here’s an example of how our client Elsy Studios used video to share the completion of an impressive adaptive reuse project with their social networks:

By leveraging social media analytics from your accounts and campaigns, you can track and improve performance to ensure you’re putting your time and resources into the right channels and content types.

Don’t forget to tune into our blog next week! We’ll tell you how you can use video as a powerful educational tool.

Part 1: 4 Ways to Use Video to Build Your Brand In 2020

Video marketing in email increases the click-through rate by 63%

It’s no secret that the way we communicate is changing. And while buzzy platforms like Tik-Tok might not make sense for a developer, architect or brokerage firm just yet, the way businesses in the commercial real estate industry communicate with their audiences is rapidly becoming more social and increasingly visual.

Today, video remains the most engaging, most shared type of content on social media and one of the most valuable tools your company can use as part of its overall communications strategy. But video alone, sans strategy, won’t land you meaningful results.

With 87% of businesses leveraging video strategies to deepen their communication tactics, it’s essential to create meaningful content that tells your story and highlights your competitive differentiators.

With that in mind, we’re kicking off a new series with four ways your team can leverage multimedia to drive visual brand communication in 2020.

For this first post in the series, we’re looking at integrating video into your communications strategy and ways you can make sure your video strategy is effective. 

Integrated Video Campaigns (Embrace Those Analytics!)

Visual content is reshaping how and when businesses communicate their story. By the end of this year, it’s predicted that an impressive 82% of internet traffic will come from video.

Not convinced that applies to business yet? Simply adding multimedia content to your email blasts has been shown to increase the click-through rate by a whopping 63%.

Here’s an example of integrating video into a newsletter for one of our clients, JOHNSON NATHAN STROHE. Capturing the essence of their Founding Partner, Jim Johnson, was best done via video and resulted in a 39% open rate – more than double the industry average!

Already on board with video? How are you measuring its effectiveness? Data analytics and metrics are making it easier than ever to understand what type of video is resonating best with your audiences, so an agile approach will yield more success.

Here are seven key metrics that can help you measure the success of your videos:

  • View Count – This tells you how many times your video has been viewed. If you want to boost your video view count, consider sharing your video with your audience through email and social media; distribute your video to relevant influencers; encourage your team to share it on their own social profiles.
  • Play Rate – By analyzing the percentage of visitors who actually clicked play and began watching your video, you can measure how relevant your video is to where it’s placed and how successful it is in attracting viewers.
  • Average Time Watched – This shows you how much of your video viewers stuck around for. Measuring engagement is a great way to gauge the quality and usefulness of your videos, as well as experiment with optimum length.
  • Social Sharing – This can tell you a lot about how viewers felt about your video by showing you how inclined they were to share it.
  • Click-through Rate (CTR) – The CTR will show you how successful your video is at stimulating viewers to take action (or click).
  • Conversion Rate – This is the number of leads you gained resulting from the video.
  • Feedback – Analyzing the tone of comments and overall reactions to the video will allow you to create a video more tailored to your target audience in the future.

Stay tuned for our next post in this series! We’ll take you through how you can translate these analytics into actionable social campaigns.