We all know that a picture is worth a thousand words—but what about video? Today, marketers are responding to audiences' shorter attention spans by making content more interactive and visual—and it's paying off. In fact, videos are responsible for 74 percent of all internet traffic in 2017, according to data from Syndacast. So, if you don’t already have a video marketing strategy in place, you could be missing a tremendous opportunity. Managed services providers (MSPs) can leverage video marketing to engage with their target audience, market their IT services, and promote their business. But where exactly can you start?
Recently, the video team at Continuum won a 2017 Videographer Award of Excellence for our Continuity247 Archive video. I sat down with Joel Burgos, Digital Animator at Continuum, to discuss not only what this award means to him, but also the importance of video marketing today and how MSPs can work to implement it into their overall marketing strategy.
Q: First off, congratulations to you and the team! What does winning this award mean to you?
A: Winning the Videographer Award of Excellence is very exciting. I’m truly honored, and I could not have done it without the talent and effort of the entire Continuum team. I think video is such an essential piece of business and marketing today, and being recognized like this just shows how a lot of hard work, collaboration, energy drinks, and having fun doing what we love can create something really special!
Q: You mentioned how video has become a big part of modern business. As companies search for new ways to engage with clients and prospects, why should they seriously consider video marketing?
A: We’ve already seen how attention spans seem to be growing shorter and shorter nowadays. But video has become so valuable because it allows you to spark an emotion, conversation, or an idea to any audience in a very short span of time. This is especially vital in the tech industry where the content can get complex. Instead, video enables us to use visual metaphors to explain those concepts in a way that’s easy for audiences to understand and relate to.
Q: Where do you find videos are most commonly used today?
A: Video marketing is everywhere, even if we don’t realize it. Where it is used really depends on where the audience is spending most of their time, because that’s the best place to reach them. For example, a younger audience would likely be spending a lot of time on social media platforms, while an older audience may be better reached through television commercials, and people with a very specific interest may frequently go to the same website. By looking into where these people are spending their time, we can inject short content to those platforms to expose them to video content we want them to see.
Q: I definitely agree that video marketing is everywhere, so how can it be properly leveraged to help a business grow? In other words, what's the ROI?
A: There are many benefits to video marketing, including increased engagement, traffic, and leads. By releasing video content on social media platforms, it becomes much easier to reach a wider audience because video catches people’s attention. Think about it; how many times have you scrolled over static content in your feed but stopped to look at a video? It happens all the time! By posting a video to social media or your website, you’re capturing that audience with your content—even if it's just for a few seconds. Also, if people like what they see, they’ll tend to share it within their own networks, which in turn multiplies your audience and generates much more traffic and awareness for your organization.
Q: In your opinion, what type of videos perform the best?
A: Just like how there are different types of content out there, there can be different types of video. But to me, it’s all about considering the user experience with each type. If a user is using a platform like Facebook, they’re scrolling through the content quickly. In this case, a compelling visual is key to grab their attention. Also, they will likely not be using sound, so closed captioning is helpful for telling a story on this platform. On the other hand, for an advertisement intended to be used ahead of a YouTube video, users can skip the video after a short delay. Those first 5 seconds are crucial to deliver an impactful statement to keep them watching. When it comes to things like content on a business’ website, users are probably there to look at what your company has to offer, and will spend more time looking through the content in greater detail, so it’s ok to give more information in that content.
Q: To win an award such as this, you and your team must work together pretty well. Tell me about what your video production process is like.
A: Before I start creating a video, I like to start off with a big collaborative effort with our team. I really enjoy this process because ideas will often start out in one form, but as we work on it together it evolves to be something completely different from where we started. And this evolution takes place throughout the whole process, through the initial scripting, to storyboarding, then to design, and finally to production. Every team member has a different background and experience, so they all bring unique perspectives and creativity that goes into each video.
Q: Finally, for our MSP audience out there, how can they start incorporating video marketing into their overall marketing strategy?
A: I get that most MSPs are busy running their business and wearing multiple hats, so something like video marketing may not seem like a top priority. However, there are places where you can start small and see some results. For example, it’s a good idea to get video involved on the different channels you have a presence on. Whether it be quick, “how to” videos that you can share on social media or in blog posts, or even product videos you can leverage on your website or product pages. If you want to go a step further, consider hosting a webinar and using the on-demand video recording as a way to capture leads. There are a variety of ways you can use video marketing, but the key is to find a strategy that works best for you and your business.