Retrograde (3)

Episode Description

In this week’s episode of The Video Marketing Show Ark Media’s Managing Director, Phil Arkinstall, will talk you through whether you are using the right type of video for your business or brand.

Areas that will be covered in this episode are:

  • What is the problem that you are trying to solve and will video help you to solve that?
  • Offering different types of video ideas and how you could be using video to help reduce costs and time within your business
  • Different touch points within your customer journey where you could be using video to benefit your business and client experience.

You can watch the full episode on our YouTube channel above, or you can listen to the podcast version below.


Welcome to The Ark Media Video Marketing Show

Hi I’m Phil Arkinstall and welcome to The Video Marketing Show. Now are you using the right type of video marketing for your business or brand?

We want to discuss the different types of products that we offer, and how that fits together with what you might need as a company. So, the first thing we always try to encourage is, not looking at what that product is, so whether it is an animation or an advert or an explainer video. What we always try to do is actually work out first what’s the problem? What are you trying to achieve and also why you think video is best used to achieve that goal? When we do that in a strategy session, we’ll look at exactly what your problem is, is it something to do with recruiting the right people? Is it do with engagement with your brand on the internet? Is it to do with communicating with staff and getting messages out there? Or is that you just want to cover off a bit of news that the company has, and that all falls into different products that we offer.

Proportionally within our business, our biggest product, even though we are a live action video production company on the whole, as a stand-alone product, animation is by far our most popular, and the reason for this is because it actually covers a lot of different bases, so it allows you to convey a message that doesn’t require filming. If you have a business where there is nothing visual about it, or there is something in the business where you can’t actually see by filming it in live action, what the end product looks like, then animation is a good place to go. So, for example here, you could have a company who does some work underground that you cannot get a cross sectional view of the work that they do. So, an animation might be perfect there to help convey that message. Another area might be that staff don’t want to be in the video, they might be feeling that they don’t want to be represented on screen with their own image so actually telling the story through animation might be a powerful method to achieving this.

There could be other reasons why you’d choose animation, perhaps it’s easier to update certain members of your team leaves instead of having to cut them out of the video or come back and do more filming you could actually just change the name of the character in the animation or it might not even be identifiable to that person. Also, they’re vibrant animations, there’s colour, there’s graphics that can fly around the screen, you can get a lot of call to actions by using those graphics and make them memorable, so they’re a really good form to be using to convey your messages.

Another, potentially interesting approach, could be to actually advertise on the television or to advertise on YouTube, so there you would probably be looking at making a more glossy video a bit more polished, certainly not something you would find on zoom or teams at the moment, we’d go through a full production process. There is a lot more detail required for this particular form of video, so you would have to get clear cast approval on the script, you have to be very careful that you’re not miss-selling anything and that you’re accurate about your messaging. It is still a brilliant way of getting maximum exposure, so you could have literally millions of people watching it, we did an advert a couple of years ago for Worcester Cricket, and it appeared in between Coronation Street so it was seen within the Midlands region by upwards of a few million people, and their gate receipts that year for their T20 tournament were absolutely out of this world because again you’re hitting a mass audience. They can be targeted because you might choose to have your advert shown during a particular programme, so if the advert was promoting cricket, it would be perfect to put it in between a sports programme, or if it was particularly about Worcester Cricket, it might be that it is in between a local TV show that focuses on that particular area. Same can be said for YouTube and using that format as well, so if you’re into computer games and you wanted to advertise your computer games, well the best place to go on YouTube would be before hints and tips videos that gamers are using, just being in that right area where that demographic is going to hang around.

Another type that we tend to offer to people is explainer videos, this is where you want to get some information about a product or service across to an audience, by explaining what that is and how it works. These can also be very useful when you’re helping your customer to understand the product and it can actually help to decrease things like support calls you might not need to have a call centre that’s explaining a certain product because they can be referenced straight to the video. This can both really help both B2B and B2C organisations that are utilising the post customer experience, for example if a customer needed to assemble some flat pack furniture, you could have a quick explainer video, explaining exactly how to do it. One of the ones that was always useful for our business was folding up the green screen, we could never seem to get it back into the bag so actually folding it up it was brilliant having access to a video.

A large area that we find video is useful for is internal communications. If you’ve got a team could be anywhere from say five to five-thousand people, getting consistent messages across to that team is massively important, and video is a brilliant way to do that, it’s actually quite vital in that industry to be able to communicate in that way. You can have interviews with the CEO or the senior team, you can have entertaining videos that just maybe convey some health and safety information but do it in an amusing way, but at the same time the message is serious and want to get it across to their staff, maybe even have event videos, highlights of an event that they’ve attended as a business, just to recap, just to capture that moment, newsworthy type material really.

Then of course, promotional videos, that’s a big area of focus for us as a business. This is usually the two to three minute long video, it encapsulates what a business or an organisation does, really brings that brand to life and makes it look as good as it can look, glossy shots, really good concise interviews with people explaining what they do, maybe a voiceover recording and some music, motion graphics, there’s a lot of scope within this area, but what has been interesting over the last few years for us, is that promotional videos actually now have a second life to them you can chop them back, you can make them into short social media clips, so instead of just having that one video that sits on your website or in a presentation for years on end, you can actually recycle and reuse the video and make more focused content. Instead of perhaps covering the breadth of what a business does, you might just cover one particular thread, this can be really highly effective if it’s targeted properly. It also helps having promotional videos because it engages with the visual learner, it helps to build a YouTube audience and ultimately, within business, the reason for having a promotional video would be to increase your presence online, but also to increase sales, and potentially can be more cost effective because it can be used as a touchpoint to a consumer.  Again, when you are filling your marketing funnel, you probably have to have, up to, well anywhere from five to thirteen touchpoints and this video is a brilliant way of reinforcing that, it’s probably one of the most powerful tools that you can have, and maybe it can be seen on your website, it might be seen on your social channels, shown at an event, can go onto your e-newsletter, there is a lot of different places you can use your video, the channels for your video, and it can offer a really cost effective solution.

As we move forward, as technology continues to grow, we’ve also launched a product called Tibi personalised video. Tibi is all about the individual experience, so the video is tailored to the person that’s receiving it, that can be the visual or the auditory. Visually, it could be that their name appears on the screen, some statistics relevant to the product that’s on offer appear, so maybe if someone was asking for a loan, the computer would calculate the repayment terms on that loan and actually show the person directly what they would expect to get from that product. Then on the sound side you could have the voiceover address the person by name, and also if it was say an animation, you could get it so that the characters were switched out to represent the demographic of who the video was aimed at. If you had an animation that had two different target markets, you could have two different characters that fit nicely into that market. It’s a real revolution in how video will be used in the coming years, and we are definitely on the forefront of that.

To conclude, I think the key thing to identifying if you’re using the right type of video for your brand or business is probably to have a strategy session. Sit down with our team, plan out what you are trying to achieve, what the pain points in your business are, sometimes these pain points they don’t, they obviously show that they are linked to a video solution, but actually once you have discussed that problem, you can find that there is a video solution, a quick example of that, would be if you’re bringing a load of new staff on, you could send them out a load of training material that are visual, that perhaps the company historically might not have done that before, but again, just having that conversation and figuring out what’s a particular developmental point within your business, across the whole company, video may well be able to offer a solution and the way that we try to do that is by having a strategy session. So please book onto a strategy session on [email protected]. Thank you for joining me for this episode of The Video Marketing Show

The Ark Media Video Marketing Show, giving you powerful video marketing strategies to truly make an impact.