Showcasing your company with video is fast becoming a necessity. It’s estimated that, by 2020, 75% of global mobile traffic will be via video.  Jumping on this visual communication shift, Facebook’s Mark Zuckerberg has stated that by 2021, at least 90% of the platform will be video content.  This drives a crucial question – does your business strategy include video content?

We know video content will be essential to every business within the next five years, so an increased use of video – even beyond marketing – would capitalize on this growing trend.

Investing in video content can help you:

·         Reach more top talent

·         Save your business time and money

·         Spread brand awareness

·         Grow your audience exponentially

Read on to discover five ways your company can integrate video content and boost your business’ overall value.

How to Integrate Video Content for Your Business

1.Reach Top Talent

If your business recruitment strategy in the next few years only includes Monster, Indeed and the like, then chances are you’ll be missing out on an opportunity to attract bright talent on YouTube, Vimeo, Facebook as well as other platforms that host video content. Plus, for candidates with winning personalities and skills, a job hunt without deeper insights into the company’s culture might look to be a dead end.

Consider the recent job posting from New Zealand’s police force; the video became a trending international discussion. Beyond drawing worldwide attention, the recruitment video highlighted available roles and addressed the most essential question that every job posting should include, but often fails to mention.  The most essential information within a recruitment ad should be ‘why you should work for us and join our team’ in the first place. Given the versatility of video content and its ability to address ‘the why’, video recruiting is quickly becoming a key approach to answering this question.

Keep in mind, a recruitment video doesn’t have to be a flashy production.  Businesses can also use laid back, quirky video content to broadcast their job openings to applicants.

Recruiting with video allows your business to:

·         Widen its candidate search and more effectively reach top talent

·         Convey the ‘why’ for candidates who contemplate joining the team

·         Share insights about your company with a wider audience

If you plan to bring on new candidates this year then keep in mind that recruiting videos are one of the fastest ways to witness results from video content.

2. Meet the Team, for Real

When it comes to answering the question of ‘why us’, the core of that answer should be about your company’s culture and mission. The voice of your business should definitely be something captured with video and thereby easily shared worldwide for brand awareness. One of the first things I did when starting Tabrizi Productions was highlight our brand through video. To put it simply: video content has the ability to transcend audiences, from potential recruits, new hires for training, B2B partnerships and – most of all – your client base.

Whether you’re a small to medium sized business, startup or nonprofit organization, capturing your business culture on video is also emotionally powerful. Video has the added advantage of coupling your business’ identity with feeling and eye-catching purpose. Consider Home Depot’s recent culture video that highlights some of the team and cleverly interweaves the company’s mission. A video about your business’ culture has the ability to emote in a way that printed words cannot.

Videos highlighting your business’ culture can:

·         Convey your company’s mission in a clear and memorable way

·         Express emotion and solicit a connection from the viewer

·         Allow you to share your brand across a variety of audiences

Overall, capturing your business’ culture in video becomes a window for viewers of all kinds to identify with and relate to your brand.

3. Limitless Professional Development

Let’s be honest, once new candidates are brought into your company their onboarding process will demand significant time from current employees.  But the training required for new hires is likely repetitive and, as companies are finding, this repetition can easily lend itself to onboarding sessions through video content. Create detailed video content in a clear presentation with screen share and voice recordings and your business will have reusable recruitment content without sacrificing time from other employees.  Best yet, with video training new employees are able to pause, replay and save content for future reference and possibly learn at a deeper, accelerated pace. 

But why stop with the onboarding process?  With the advent of technologies and educational webinars, even large companies like T-Mobile, are awakening to the idea of professional development and career growth through video content programs. 

Developing training video content is business savvy because it:

·         Saves time and resources retraining the same content

·         Empowers employees to stay on and continue their professional growth

·         Elevates your business and its network by joining a progressive movement of video education and engagement

There is more than one way to create training video content. But when it comes to saving time and resources, the advantages of professional development through video make it a rising approach within businesses of all sizes.

4. PR that Showcases Your Brand and Vision

Public relations, a marketing necessity for all organizations, should include a video content strategy. Whenever you speak about your business, this is PR. But when it comes to generating strong public relations exposure, most businesses lack visibility, budget or both. Video content is fast becoming the tool for creating authentic, affordable content about your brand that is also entertaining and shareable.

Businesses are even looking to low-tech video recording efforts as well. Recently Verizon undertook a video PR campaign where two ordinary friends documented their road trip with the video camera on their smartphone. Although you’ll still need to pay attention to lighting, framing, focus, etc, this example demonstrates that showcasing your brand with video does not have to be a costly endeavor.

As the old adage goes, a picture is worth a thousand words! Creating video content to showcase authentic messages about your brand can be worth thousands of words and potentially millions of shares.

5. Reach 10x More with Video Ad Marketing

Using video content for ad campaigns is not a new endeavor. The striking development in this area is how more platforms, like Facebook and Google, will weigh video content over written content in the near future.  In 2017, we witnessed that some of the highest viewed ad campaigns were video segments – with more than 100+ million views in some cases.  Marketing data tells us that video content sees 10 times the number of shares as compared to still images and written content, a figure social media and news platforms seem to support as they continue to bet their algorithms on video content. It seems that for ad marketing campaigns, the widespread use of video will continue to rule.

Whether your business is already rocking a video ad strategy or not, consider ways your brand can step up its video marketing profile.

How to Create a Video Action Plan

"Look within your team and discern more about your employee's interests and skills..."

"Look within your team and discern more about your employee's interests and skills..."

Whether you’re looking to amplify your company’s existing video content strategy or aiming to create a video strategy from scratch, the following steps should be considered:

·         First, sometimes the seeds for a new or updated undertaking can be under your nose! Look within your team and discern more about your employees’ interests and skills. Are they passionate about video? Do they understand how to use video editing tools, such as iMovie or Adobe? If they possess enthusiasm for video, but lack recording and editing skills, then consider investing in their professional growth and secure them video training for the benefit of the team.

·         Second, be sure your business has a mission or a vision for your business’ culture that is clear. This can be determined from your leadership and narrowed down with input from your team as a whole.

·         Next, consider your market and research the best networking platforms associated with your audience. It might be helpful to poll your customers and discover the web platforms they most frequent.  For example, are they more likely to visit Facebook on the weekend and Instagram during the week?

·         After you’ve learned more about your market, evaluate the types of video content that perform best on the networking platform you’ll be using. Also, take into account your company mission as well as your business culture and brainstorm a dozen different ways those messages could be conveyed through video. The combination of platform, company mission and market audience should ultimately define your video content strategy.

·         Understanding your company’s strategy for video will help determine your video equipment needs. Will a smartphone suffice or would you need to rent or buy a higher end camera? Do you need a computer for editing? IMPORTANT: businesses often start with stage (rather than doing the research in the earlier steps) and this results in unclear messaging or unnecessary equipment purchases.

·         Once you’ve published your brand’s first videos – celebrate!

·         Finally, measure the statistics from your videos, including number of shares and the average time spent watching. As a team, continue to reevaluate and refine ways to showcase your brand. Did shorter videos garner more shares? Were videos that showed people form the team able to reach a wider audience than videos with the product but without people?

For any one or all of these steps, consider investing in a video consultant. It will help your business determine the right video content for your audience and setup your content with the best tools and special effects to create a professional showcase for your brand’s message.

Final Thoughts

With the growing trend for video content throughout social networks, as well as the media, a winning business strategy should definitely include video. Social media platforms are betting on video content more heavily than other communication.

This is because videos can transcend a variety of audiences and can effectively be used for recruiting candidates, training employees, capturing your business’ culture, enhancing your business’ public relations and reaching ten times more customers with your ad marketing.

There are steps you can start making now to build your video content strategy, but investing in a video consultant would definitely empower your team with professional video insights to showcase your brand far into the future.