Destination Digital – trends in video for 2015
Online video has been a continually growing industry for the last few years, but now research has revealed its true value. Statistics from Socialfresh.com say that videos on a website landing page increase conversions by 86%.
Figures from Google on YouTube content in December 2014, showed that people chose to spend nearly one billion minutes watching the top 10 ads on YouTube this year. The key point there is ‘chose’. Brands are making content that people want to watch, and people go to YouTube to tune in. In the last year, creating video via social media platforms such as Vine and Instagram has been popular, but for firms looking to connect with other companies, YouTube is the essential video platform.
According to Dr James McQuivey of Forrester Research, one minute of video has the value of 1.8 million words and comScore, which measures online engagement and use, says more than 45% of internet users view at least one video online over the course of a month.
A Forbes survey of executives found 75% watch work-related videos on business websites at least once a week, with 50% watching on YouTube. It’s clear that this is working as figures state 65% visited the marketer’s website after viewing a video. Retention of information is strong by video too, the Online Publishers Association stats suggest 80% remember a video ad from the last 30 days and 46% of those took action after viewing it.
So what are the key videos your law firm should be creating in 2015?
- The infographic video. Infographics have become hugely popular and these can be animated to create informative, visual and easy to absorb films. In addition, the stats that you use in your videos can help support your content marketing and PR strategies by creating a white video, like mmadigital used when it launched its comparemyfirm.co.uk website.
- Explainer videos. These are set to be a big part of creating relevant, useful content in 2015 and can be hugely important for law firms in both business-to-business communications and consumer-led marketing. Explainer videos are a great way to put into simple, short, personalised context an issue affecting the sector, a business or a large group of people, such as ‘what guidelines do I need to follow in implementing pension contributions in my business?’. With more law firms offering business services solutions, explainer videos on a dedicated YouTube channel or that of your video creator will become essential.
- Video blogs. It’s becoming more and more important to create a personal, relevant and useful experience for a customer. With the wearable device market set to become huge in 2015, people can and are becoming more choosy about the brands they interact with or want to receive updates from. When it comes direct to your wrist people want to know that the push notification they receive will be relevant or interesting. So creating video blogs talking through a key issue, new legislation or highlighting the work of your company, these are a great way to create personal, shareable content using a medium that continues to grow in popularity.
Kim Tasso, Consultant, psychologist and author on strategy/marketing in the legal, accountancy and property professions was recently a judge in a video awards competition. She has these top 10 tips if you want to include video in your marketing mix:
- Grab attention – Within the first few seconds. Make an impact.
- Use music – Be bold in your choice and avoid tired, safe options.
- Blend styles – Great photography, clever captions, smart voiceovers, artful animations and even research.
- Tell a story – Draw the audience in so that they watch until the end. Have clear messages.
- Use humour – It’s amazing what a difference it makes. Add warmth and entertainment.
- Don’t clutter – Whilst the drawing technique is good, don’t cram too much on a screen.
- Size matters – Most material is viewed on smartphones, keep it big.
- Interact – Give your audience a chance to choose their own path through your material.
- Integrate – Signpost other material and drive traffic to your web site.
- Dare to be different – Too many videos look and sound the same. Don’t be dull.
Take a look at Kim’s full blog at