News & Views

There’s no denying the power and influence of video. According to Cisco, it will represent 82% of all internet traffic in 2021, and the launch of 5G services is set to further ramp up demand for video streaming and downloads.

Beyond entertainment, video is a valuable tool in politics, news, science and technology, public service announcements and, of course, content marketing. Certainly, when it comes to the B2B space, marketers are increasingly requesting and publishing video content, but the results can be a mixed bag if the overall vision and objectives aren’t clearly defined.

So before the cameras start rolling, here’s some guidance on what steps to follow:

Nurture broadcast talent

While being interviewed on camera is second nature to news correspondents and Hollywood stars, it’s not typically part of the day-to-day responsibilities of a corporate executive, economist or financial analyst. Although some may balk at the thought of an on-screen appearance (especially in ultra-high-definition), the experience needn’t be uncomfortable if you invest in media training. Just a handful of sessions can make a huge difference by boosting confidence and sharpening message delivery, ensuring your speaker looks relaxed and in command when the crew shout ‘Action!’.

Don’t neglect pre-production

As with any successful content campaign, planning is absolutely essential. However, marketing managers quite often fail to factor in video pre-production, perhaps unaware of the technicalities involved with the medium. Unanswered questions about file formats (AVI or MPEG-4?) and turnaround time (should an editor be on site?) can lead to hold ups.

A few small changes can make the entire process run smoothly and prevent delays or extra costs. For instance, drafting a rough script can help focus the interviews and guarantees the main talking points are covered within the desired 2-3 minute video length. Another must-do is providing the correct branding elements in advance – such as opening title templates or preferred background music – for the editors to work with.

Most importantly, block off an appropriate amount of time as well as a good location for filming. Videographers are usually fast on their feet but they should be allowed to properly set up and test their equipment beforehand. Moreover, their job becomes much harder when tasked with turning a generic meeting room into an eye-catching backdrop, or trying to drown out the sound of ringing telephones or chatter from the nearby office canteen.

Be creative with styles and presentation

There are a multitude of ways to deliver views, insights and facts, so don’t be afraid to experiment and take inspiration from other media sources. Consider the popular explainer video as an example – a tricky concept can be explored through animated infographics with voiceover (Vox is famous for this), a reporter walk-and-talk with stock footage and graphics (check out CNBC Explains), or one expert speaker with an excellent prop (see the FT’s Charts that Count).

Similarly, think about how to use video to accompany and promote reports and articles. Planning a white paper on the growth of ESG investing in Asia-Pacific? You could commission a package which includes an animation on the recent surge in green bond issuances in the region, a Q&A with a sustainable finance strategist on the key findings, and a compilation of soundbites from the paper’s authors on their predictions for ethical investment trends.

Publish on different platforms

Once you have the finished product, the next stage is publishing and sharing. Naturally the video will feature on the official company website, however, it would be wise to utilise YouTube, Twitter and LinkedIn, among others. Remember each platform serves a specific purpose so the video should be crafted to suit the audience. This could mean producing 30-second ‘teases’ or snippets for Instagram or Twitter, with the relevant links and hashtags, while posting the full two-minute piece on YouTube and LinkedIn.

Additionally, search engine optimisation (SEO) is vital to maximise audience reach. Picking an engaging thumbnail, paying attention to keywords in the title and video description, and encouraging viewer comments will certainly generate more clicks in the long run.

Ultimately, videos give organisations the chance to strengthen their brand identity and amplify their voice in a crowded marketplace. We hope you find these tips beneficial and wish you good luck with your future multimedia campaigns.

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