Season 2 Episode 11: Top 10 Video Stats For Marketers

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Episode Description

In this video the Ark Media team let you know the top 10 video stats for marketers. Discover what marketers think about video, what consumers think about video and what businesses think about video.

Transcript

Hi I’m Judith from Ark Media and on this episode of The Video Marketing Show we’re going to be looking at the Top 10 Stats for Marketers. Here’s the team with the breakdown.

87% of video marketers reported that using video gives them a positive ROI.

86% of businesses use video as a marketing tool.

When asked how they’d like to learn about a product or a service 69% of consumers say they like to watch a short video. This compares to 18% who’d rather read a text based article or website, 4% who’d like to view an infographic, 3% who’d rather download an eBook or a manual, 3% who wanted to attend a webinar or a pitch and 2% who’d rather have a sales call or a demo.

91% of marketers feel the pandemic has made video more important for brands.

68% of consumers say the pandemic has effected how much video content they watched online, with the overwhelming majority 96% say this has increased.

96% of people have watched an explainer video to learn more about a product or service.

84% of consumers say they’ve been convinced to buy a product or a service as a result of watching a video.

99% of video marketers said that they would continue to use video in 2021. 96% said that they would increase or maintain their spend.

24% of marketers said that they started to use video for the first time in 2020.

36% of marketers said it had become easier to convince others in the business on the value of video content.

Thanks for watching and if you want to get in touch about your next video project you can do so here.

Season 2 Episode 10: What Is A Video Discovery Workshop?

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Episode Description

For marketing managers and comms professionals already using video and for those thinking about it. Find out more about what happens on one of our Video Discovery Workshops – including who they are for, how it works and what you’ll get out of it.

Transcript

Hi! I’m Judith Hutchinson Head of Marketing at Ark Media and today I’m going to talk to you about Video Discovery Workshops. A Video Discovery Workshop is about us learning more about your business and showing you and inspiring you about all the different types of videos and what you can do with them to help you hit your objectives.

The different types of videos that we might demonstrate are things like personalised videos, interactive videos, explainers, social media promos, television adverts, internal comms, the list goes on. A Video Discovery Workshop lasts for about an hour. It normally works best if we keep the numbers below ten. We can conduct them face to face or we can do them online via Teams or Zoom and we like to learn as much about your business as possible so that we can offer a really tailored workshop, so we like them to be interactive.

A Video Discovery Workshop is generally for Marketing and Comms professionals, it doesn’t matter whether you’ve already used video or you’re a complete beginner. We’ll tailor the workshop for you and your needs.

To book onto a Video Discovery Workshop you can use the link below or you can contact me directly. Thanks for listening and we’ll see you in the next episode of The Video Marketing Show!

Season 2 Episode 9: How Is Willmott Dixon Using Video Within The Construction Sector?

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Episode Description 

In this episode of The Video Marketing Show, our Managing Director, Phil Arkinstall, is joined by Head of Communications, Louise Roden, from construction heavy weight Willmott Dixon. They discuss how such a large firm uses video for both internal and external communications. The benefits they have seen since using video and their future plans for video. Watch the full episode here 

 

Transcript 

Hi, I’m Phil Arkinstall from Ark Media, and this is The Video Marketing Show. Today I am joined by a special guest, it’s Louise Roden from Willmott Dixon. Today, we’re going to talk about the construction sector and how they use video. So, Louise, can you tell us a little bit about how Willmott Dixon use video.

In my role, I’m responsible for internal communications and external communications and we use video across both of those. From an internal communications perspective, we use video for virtual events, like creating pre-recorded content. We also, pre pandemic, we use video to capture business events and highlight reels for people who aren’t able to attend. For external communications, we use video to share the impact that we have on local communities, to capture unique stories from our construction projects. They’re typically quite technical so we use video to talk about that in simple terms.

Do you use your videos as part of your calendar of events, do you plan them in?

Yeah, we use video as part of our calendar of events and we schedule those in from year to year. I guess the main one that we have done recently, is our virtual Building on Better awards and these are internal awards where we recognise the efforts of our people. We had to find a way to do it virtually that would A) be engaging, B) be cost effective as well as allowing us to share the stories of those people who were being recognised. We had a theme around travel, so we picked out a theme that people would’ve missed from the past 12 moths. We captured all the stories of people that would have nominated others, then all edited together and created a really powerful piece, and the feedback we have had from within the business about that has been brilliant.

So, do you also use video for internal comms as well as a way of communication?

Yes, we do. We use video for training, sharing site stories, leadership briefings and sharing learning as well and best practice.

And what about CSR? I imagine as a large organisation you have to do quite a bit of CSR, so how do you use video in that sense?

Our CSR programme is split into two halves, and one is around sustainability and the other around social value and community engagement. From a social value perspective, we capture community stories and the work that we do with local communities. From an environmental sustainability perspective, we appreciate that what we do can be quite technical so we try to use video to explain the why, the results and the benefits of the work that we do in an easy to understand way.

So, what would you say to another comms professional that works in construction who’s perhaps thinking about using video for the first time?

It doesn’t have to be as super expensive or as time consuming as you may think, if you pick a good video production company you can really reap the benefits of it.

With Willmott Dixon being quite a large firm, what challenges do you where video can actually help to overcome a problem?

Our biggest challenge at the minute is the geographical spread of our workforce. Traditionally, reaching those teams out on sites has been a challenge, they don’t have a lot of time and they generally don’t like to read heaps and heaps of information, so we find that video really captures their attention.

Having worked with a video production company for a while now, what would you say are the best and worst things about working with a video company?

The best thing about working with a video production company is that they really challenge your thinking. You may have an idea or purpose that you’ve got in mind but by having people that are experts in storytelling and producing content you really get extra benefits.

So, finally, could you give us three tips for anyone in the construction sector who’s thinking about using video.

I’d say really define your purpose and why you are creating each piece of content. Think about the story first, focus on the B-roll afterwards. The other thing I’d say is put time into creating the brief and working closely with Ark to make sure that everyone is on the same page. Spend some time coaching some of your key speakers and key voices within your organisation to enable them to be more confident in front of the camera.

That’s brilliant, thank you Louise, that’s really good, and some real good insight there. So, thanks very much for joining us for this episode of The Video Marketing Show and hope to see you again soon.

Season 2 Episode 8: How Can Video Help Increase Employee Engagement

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Episode Description 

In the weeks episode of The Video Marketing Show, join Ark Media’s Head of Marketing, Judith Hutchinson, as she talks about how video can help to keep your employees engaged. It is said that we retain 95% more information from a video compared to text and that 54% of employees now expect to see video in the workplace. Watch the full episode here to find out more.

 

Transcript 

Hi I’m Judith Hutchinson from Ark Media, so how can video help increase employee engagement?

54% of employees expect to see video in the workplace, so when you’re looking at internal comms channels, video is definitely something to consider. For larger or geographically diverse organisations, video is a great way to get a consistent message out to your workforce. Onboarding, training, education, seminars, a monthly update from the CEO or a thank you message to someone that has gone above and beyond.

Video helps to build trust as you can see and hear a real person, not only this but it is said that when we watch a video, we retain 95% of the information than when reading text. Your employees are not only more likely to be engaged with a video, but they are also more likely to retain the message as well.

Training videos can also be a big help here, staff don’t have to worry about travelling to different offices for training, the training can be brought to them. This also frees up their time and saves the business money.

Video is also a great opportunity for your employees to get more involved with your company and therefore more engaged. Get them to star in the video.

We can help you with your internal video communications, find out more by visiting our website, www.arkmedia.co.uk

 

Season 2 Episode 7: How Engaged Is Your Audience?

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Episode Description 

How do you maintain your audience’s attention from start to finish? What are some of the methods you could use to boost their engagement? Join Phil on this week’s episode of The Video Marketing Show where he shares the best ways to keep your audience engaged. You can watch the full episode via the link above

Transcript 

Hi, I’m Phil from Ark Media, today I’m going to answer the question how engaged is your audience? First thing you need to think about it is your audience retention. You need to try and keep this as close to one hundred percent as you possibly can as this means that people are watching your videos all the way to the end. How do you do that? First off, something that you probably already know, but you will need to grab their attention from the very start. It is said that we have a maximum of eight seconds to grab someone’s attention, it’s even smaller on platforms like Instagram and Tik Tok. Give them a statistic or a question that you’re going to answer, give them a reason to stay. Next add in some b-roll, this is footage that isn’t just you talking to the camera, this keeps the video interesting throughout, rather than just watching the same person talking or the same clip. Have you ever considered a co-host or guest? Add in other people’s opinions and bounce off one another to create conversation that really helps to engage with people. And finally keep you content concise; answer the question your audience needs in just a few minutes, be informative and cut out any irrelevant information.

So just to recap grab their attention with stats and questions, add in some b-roll and finally be concise. For more information have a look at our website about our work at www.arkmedia.co.uk. Bye for now.

Season 2 Episode 6: How Video Can Help With Your Internal Communication

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Episode Description 

Has your business struggled with communication during the pandemic? Do you need to communicate messages to a great scope of people both efficiently and effectively? In this episode of The Video Marketing Show Judith and Louise share with you how video could help your business share information quickly and dynamically.

Transcript

Judith – Hi everybody welcome to this episode of The Video Marketing Show, I’m Judith Hutchinson from Ark Media and today I’m joined by Louise Roden Communications Manager from Willmott Dixon. Louise is also a distant relative of Ozzy Osbourne. So today we’re going to talk all things internal communications and video. So Louise welcome, can you tell us how Willmott Dixon communicates internally please?

 

Louise – So being a construction business just by the nature of what we do our people are geographically quite dispersed, some working on construction sites and other people in offices. So we use a variety of internal comms channels to ensure we share our stories and messages in a multitude of ways, that A. reach the people we need to reach and B. communicate messages in ways that match peoples learning styles.

 

Judith – And you’ve obviously been using video, can you tell us about how it’s helped as part of your internal comms?

 

Louise – So particularly during the pandemic, we’ve been able to capture briefings and updates for our people from our leaders in a more personable way, giving people that visual element that we’ve all been missing out on really and helping people to connect back to the business and that bigger whole that they’re part of. We also find that video is quite a fast and dynamic way of sharing information, particularly with the service we’ve been utilising from Ark over the last 12 months regarding the editing service. I can shoot content on Teams or Zoom and then Ark edit it for us and that enables us to respond quickly. We also use video to share some of our stories from sites and projects to share what our people are doing, what’s unique and to promote the schemes that we’re developing for our customers.

 

Judith – What would you say has been the biggest challenge for you as an IC professional within the pandemic?

 

Louise – I’d say the biggest challenge that we’ve had over the past year from an internal comms perspective is communicating with our people who are two hours, three hours away and enabling them to feel connected to the business as a whole, and making sure our leaderships stay visible to our people.

 

Judith – So in terms of the next 12 months, taking into account what’s happened with the pandemic, what do you see as the biggest challenges for an IC professional in the next 12 months?

 

Louise – Our biggest challenge I think as internal comms professionals is adapting to the change and blend of workplace dynamic, a lot of people have now signed up to homeworking policies. I think it’s about ensuring that connections stay in place regardless of where people are.

 

Judith – And in terms of video what types of video work well for you?

 

Louise – I think it’s about looking at what you’re trying to achieve, the purpose and fixing the type of video you’d pick to that need. If we do an event we find that a highlights reel works particularly well, if we’re doing a virtual celebration I think animation adds an element of fun and entertainment. I wouldn’t say one size fits all it’s about really nailing down what you’re trying to achieve.

 

Judith – And since you’ve started to use video as part of your internal comms channels, how would you say things have changed?

 

Louise – Regarding our people, our happy scores last year were actually the highest in the country for Willmott Dixon and I think a lot of that is owing down to video and just ensuring that we can connect with our people quickly. I think the other benefit we’ve found is that we can benchmark what videos seem to do well and what don’t, so we’ve been looking at our hit rates on some of our social content to see how videos are performing against others.

 

Judith – So Louise given that there’ll be other IC professionals watching these videos what would be your top three tips for them?

 

Louise – The first one would be really defining your purpose and your method for internal audience and understanding who it is you’re trying to talk to. The other tip is putting time into creating the brief and ensure that everyone who’s taking part in the filming really tries to understand what you’re trying to achieve. That leads into my third point about the people that are taking part in the filming, ensure they understand their voice, spend a little bit more time with them coaching them and helping them understand what you need them to say, how they need to say it to ensure that it comes across authentic. I think it enables you to cater for people who are visual learners as well as people who digest information by text. It gives you another tool in your tool box really.

 

Judith – Thanks so much for appearing in this episode Louise, thanks for watching everybody, if you’d like to subscribe to the YouTube channel we’re @arkmediaproductions and we’ll see you in the next episode.

Season 2 Episode 5: How To Look Good On Camera

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Episode Description 

Are you wondering how you can look your best on camera? Join Graham on this week’s episode of The Video Marketing Show as he gives you his 3 top tips – 1. Be energetic, 2. Film in good lighting and 3. Use a tripod!

Watch the full episode above.

 

Transcript 

Hi my names Graham from Ark Media, and today I’m going to be giving my top 3 tips of how to look good on camera, pretty rich coming from me, I know. Tip number one be energetic, the more enthusiasm you put into it the more your audience will be engaged. Number two always film in good lighting. Too bright and you’ll look like a ghost, too dark and we won’t see you! It’s best to position yourself by a window, that way you can use natural light to light up your face. Tip number three, always use a tripod, set it up so that the camera is in line with your eyesight. Too high and you’ll look tiny, too low and you’ll look enormous. Using a tripod to steady your shot will allow you to focus more on what you’re saying rather than holding a camera steady.

If you need help with your videos, we are always happy to help, find out more information on our website www.arkmedia.co.uk

Thank you for listening

Season 2 Episode 4: Why is video marketing so effective?

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Episode description 

Why is video marketing so effective? What is it that makes people want to purchase your product or service? What impact can a video have on your marketing goals? Join Phil in this week’s episode of The Video Marketing Show where he will give several reasons as to why video marketing really is so effective. Watch the full episode via the link above.

Transcript 

Hello and welcome to The Video Marketing Show, I’m Phil and today, I want to answer the question, why is video marketing so effective?

Firstly I want to talk about the emotional connection that video can create, compared to text or image. Having real people talking about your product or service can help a business to build that emotional connection and relationship. Also, people expect to see video now, it’s a language that everyone understands and is now used across many platforms. 81% of businesses now use video, building that emotional connection with your customers is also really important as people buy from people. They want to understand completely what it is they are purchasing.

Secondly, I’d like to talk to you about how to save time and money using video. A perfect example of this would be, to use a short explainer video to describe a complicated product or service to your customer. This can alleviate calls to your call centre or your office, and therefore frees up your staff to do more important tasks within their day.

The final point I’d like to make is that there is an absolute range of videos out there on offer, from short social media clips to help engage your audience to fifteen-minute interactive training videos, there’s so much variety, and there will always be something to suit you and your customer’s needs. Animations a great example here, you get quite a few people who don’t like being in front of a camera and animation is a great way of potentially avoiding putting somebody in front of the camera, and bringing subjects to life as well, so perhaps something that’s not particularly visual can look a lot better in animated form than it does in live action. We also now have interactive video. This is where the viewer picks the journey that the video takes, again great for training as your staff are more likely to retain information from a video but also great for building trust in a relationship with customers due to the ease of getting to know your brand and products.

So, these are just a few of the reasons why video marketing is so effective. Positive ROIs come through using video and it’s said to be a language that everybody understands. People now expect to see video from companies, both in internal and external communications, and I think something that we are real big advocates of is having a video strategy session to find out more about how video can benefit a business and solve a business problem, that perhaps historically, video wouldn’t have been the chosen format.

Thank you for joining me on this episode of The Video Marketing Show. Please check out our other episodes on our YouTube channel and I’ll see you soon.

Season 2 Episode 3: Why Video Testimonials Work

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Episode Description

In this week’s episode of The Video Marketing Show, Ark Media’s Head of Production, Graham Allsopp, gives his three top tips as to why you should be using video testimonials in your video plans. Watch the full episode via the link above.

Transcript

Hi, I’m Graham from Ark Media and today I wanted to shed some light on why you should be using video testimonials. Here are my top three tips as to why video testimonials work really well.

Number one, they provide social proof. You can have a real-life person, telling your audience about their experience with your product or service. It creates trust and remember that people buy from people.

Number two, video gets shared. Across all social media channels, video gets shares 1200% more than images and text alone. That’s a lot of people you can get in front of, very easily! A Google review will work fine, but it’s not going to be shared as much as a video.

And finally, video helps people to make purchase decisions. 73% of people have said that they have purchased from a brand after watching their video. Having real life people talk about your brand helps to build emotional connections with your audience, they build trust resulting in higher sales.

These are my top three tips for why video testimonials really work. If you have clients that have given fantastic feedback, we can help capture their thoughts on camera, just email us [email protected] or visit our website to find out more

Season 2 Episode 2: How Much Budget Should Large Businesses Allocate To Video?

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Episode Description

How much budget should you be allocating to video? Join Phil & Judith as they discuss the different types of video, different ways you could be using video and how this can help you decide on budgeting. Watch the full episode above.

We can also help you to define the challenges that your business may be facing and how video can help to overcome these.  You can contact one of our expert team members on  [email protected], just leave us a short description of your business and we will get back in touch with you

Transcript:

Judith: Hi everybody, welcome to The Video Marketing Show, I’m Judith Hutchinson

Phil: And I’m Phil Arkinstall

Judith: And in this episode we’re going to be answering the question, how much money large businesses need to be dedicating to video

Phil: Shall we start off by talking about strategy?

Judith: Yeah so first of all you have to start with your objectives, what it actually is you want to achieve, and I think it’s important to also think about that it might not just be about marketing for your organisation, it might be about internal communications as well and training so thinking about in terms of the budget you want to allocate to video are there different departments and if so do you ger economies of scale when you buy video, but predominantly organisations are looking at marketing for video because its such a good way of communicating with your customers. So think about what it is you want to achieve, what your marketing objectives are, and then I always advise clients to then think about their customers so where are they consuming that content. Obviously if you’re thinking of a television advert that’s going to be a different ballpark in terms of money to an Instagram campaign for example. Although that said, with things like Sky TV AdSmart the costs are quite comparative at the moment. And also think about your ROI as well, if you’re wanting to generate hundreds of thousands of pounds a self-shot video probably isn’t going to cut the mustard. If you’re wanting just a one-off zeitgeist piece for social then maybe a quick Facebook live will do it sort of a thing. So I think thinking about what your overall objectives are, your customers and what ROI you’re expecting as well will help to influence how you put together that budget.

 

Phil: So thanks so much for joining us for this episode of the Video Marketing Show and we look forward to seeing you on the next episode.