5 Ways a Video Strategy Can Elevate Your Messaging

The use of the audiovisual format has moved beyond advertising. In 2023, US adults will spend more time on digital videos than on television, and everyone stands to benefit, not just entertainers. Research by Wistia shows that audiences are more willing than ever to give businesses their emails in return for excellent video content.

Source: 5 charts to prepare marketers for the rest of 2023 – Insider Intelligence Trends, Forecasts & Statistics

When the average person talks about it today, the first thing that comes to mind is entertainment (OTT, addictive Instagram, TikTok reels, etc). But video is more than that, and over the past few years, its applications in marketing have expanded, pushing its full potential as a tool that can move, persuade and teach.

As advances in camera technology have lowered the barriers to quality video production, more organizations are incorporating video into their marcomms. In fact, 70% of ‘non-video-marketers’ have planned to start online video marketing in 2023

Source: 4 Ways To Win With Video – the ‘It’ Content Format for 2023 [Research and Examples] (contentmarketinginstitute.com)

No matter your industry, whether you are in corporate marketing or government comms, fundraising, or tech – video can add to your communication in many ways. And no, you don’t “have” to jump on the TikTok bandwagon. Research shows that product videos, educational videos, and webinars deliver the highest return on investment (ROI)

Wondering how video can help you? Read on to find out.

What are the advantages of video production?

1. Improve Engagement and Retention

According to New York University psychologist Jerome Bruner, while visual communication is ahead of oral communication regarding how much an individual retains in their memory, the most compelling communication combines visual and nonvisual (i.e., auditory) content

The more compelling your communication, the more your audience will remember your brand and the contents of your message. This works great, especially if you’re trying to teach. Whether you’re showing a new user how to handle a product; or even the Air Force Civil Engineering Center training firefighters, there’s nothing like video.

Also, training video production is far from boring. When you add in some humor, as the Federal Aviation Administration (FAA) did with their employee management training series that we made, science shows memorability is almost guaranteed.

2. Increase Conversion Rates

Google loves video. Video gets you more traffic from search engine results, and when done right, it can boost your conversion rate (the percentage of leads who convert into buyers). As for the specific change in conversion rate, your mileage may vary based on your industry and the finesse of your CRO efforts. But 90% of marketers agree that video marketing has helped them generate leads. This is great for sales if you’re a business, fundraising if you’re an NGO, and customer experience no matter what kind of organization you are.

A-B Tech Community College ran a fall enrollment campaign, featuring short interviews with recent alumni following the theme “I am A-B Tech” to drive more applications to their institution. Check it out here.

3. Meet your Audience Where They Are

More than 2 billion users sign in to YouTube monthly, and more than 1 billion hours of video are watched daily. TikTok, Instagram, Facebook – you name it – every social media app supports a video platform. It’s no secret that whoever you’re trying to reach probably lives online and spends most of that time watching video content—everyone from toddlers to the elderly access videos through computers and mobile devices. If you want to cast a wide net, the best way is to publish videos online. 

The Aspen Institute did this with a Rock Creek production documenting Aspen’s Young Leaders Fellowship program. Aspen used a teaser video to promote the event through various social media channels and used much of the footage we gathered to keep a cadence of video marketing going on its multiple platforms.

4. Simplify Complex Concepts

The entire e-learning industry is based on the knowledge that videos offer higher recall and retention to a captive and attentive audience. According to Adobe, videos provide a “stickier” learning experience on account of better retention and recall.

Government agencies, nonprofits, higher education institutions, and corporations often deal with complicated topics that may be difficult to explain through text alone. Consider the challenge National Oceanic and Atmospheric Administration (NOAA) scientist Dr. William Kessler would face in trying to demonstrate how a SPRAY Ocean Glider works–without any visual aids. 

By using animations, graphics, live, and studio-shot video content, Rock Creek managed to simplify his explanations and make them more accessible to a broader audience. 

5. Demonstrate Transparency and Accountability

A strong video strategy can help demonstrate transparency and accountability. You can show your organization’s commitment to openness and honesty through behind-the-scenes content, progress updates, and insights into decision-making processes. This level of transparency eventually leads to trust and credibility.

Our team at Rock Creek was part of a corporate video production for Continental Corporation, which supplies brake calipers to companies like Maserati, Mercedes-Benz, Honda, Ford, and others.

The company promoted its operations in its Fletcher, NC, plant through a tour video that captures the complete process of brake caliper production. Right from the organizational chart to the company values to a step-by-step view of the production process — everything was showcased, so stakeholders and viewers could have an authentic look at the company’s heart and what it stood for.

Trouble getting started with video?

96% of businesses already see video as an essential part of their strategy – but out of those who haven’t begun incorporating it, 18% don’t know where to start with creating video content (Wyzowl). If you’re in the same boat, we at Rock Creek Productions can help. 

We’ve been doing video production for nonprofits, corporates, government agency clients, and higher-ed institutions all over the DMV region and beyond for decades. If you’re searching for top-quality video production and post-production services at reasonable prices, look no further. Reach out to us at [email protected]!

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