Integrated marketing success hinges on having a great website. And consistent, relevant social media. And consumable content across responsive media. But the crucial element to bringing it all to life is video. Validated in the latest surveys and best-practice case studies, it’s evident that video is truly changing the way we brand, market, inspire, and engage with our target audiences.
General statistics
How important is video? Here are just a few statistics: ComScore has found that the average person watches 17 minutes of video ads a month. 73 percent of shoppers are more likely to purchase a product or service if they can watch a video explaining it beforehand. And eMarketer claims that more than half of computer users aged 25-54 share videos online.
On the employment marketing and talent acquisition front, CareerBuilder internal’s data shows that job postings with video icons are viewed 12% percent more than postings without. Employers on CareerBuilder receive 34% more applications when they add video to their job postings.
Video is reaching shoppers, job-seekers, social media fans, and the general public. Here are some specific examples:
Marketing and Branding
A CopyPress survey showed that 52% of marketing professionals cite video as the content with the best ROI, second only to feature articles. Brands are using all sorts of videos to reach audiences in unusual ways.
As Brandemix’s CEO, Jody Ordioni, showed earlier this year, some of the most shared videos of recent memory found the perfect balance between on-brand communications and out-of-the-box thinking. Dove went far beyond its TV commercials with its “Real Beauty Sketches” that examined how women view themselves. Volvo created a series of “epic stunts” of amazing feats atop, around, and between its trucks. And Chipotle produced a short film about a scarecrow that will bring tears to your eyes.
But video marketing doesn’t have to be as elaborate as a woman tightrope-walking between two moving 18-wheelers. Employers are using short-form video platforms — Instagram (15 seconds max) and Vine (6.5 seconds) — to create some truly astonishing content. I’m thinking of Oreo’s recipes and magic tricks on Vine or General Electric’s “ain’t science cool?” videos on Instagram.
Why is this news? Because all of these companies already advertise on TV. But, whether it’s four-minute computer animation or six-second optical illusions, these videos take the brands and their messaging into a whole new direction. And find thousands of followers waiting for them.
Employer Branding and Talent Acquisition
Video has really transformed employment marketing. It allows employers to show off its workplace, its workers, and its culture. For example, I’ve always loved this recruiting video from Rackspace, which shows not only how much fun it is to work in a former shopping mall, but also the culture that the company has created within that unique space. Hubspot now provides one-minute videos for each of its featured positions, with current employees telling job-seekers what they’re looking for in each department. And Accenture has created a “day in the life video” that stars four employees and shows what each of them does all day — and I mean all day, starting at home, with breakfast.
Video content leaves regular job listings in the dust, but it also outshines the most robust careers sites, where text and photos only go so far. Video can touch job-seekers in a way like no other. A recent Aberdeen report found that 65% of employers are planning to invest in video recruitment tools.
Companies can use video for general employer branding as well. Adidas recently shot a fantastic video that makes its employees look like sports champions — not the pro athletes who wear the gear. Adroll’s “How We Roll” video (love that “roll” branding) shows off its entire workspace, with a long pause at its kitchen of free food. And I’ve concocted a few ideas about how Google Glass can even let job-seekers get a peek at the C-suite of some bold organizations.
The Future of Video is Now
You can see how video is changing virtually every interaction a company has with the public. Whether you’re a local business, major retailer, non-profit, or government agency, it’s time to add video to your marketing, branding, or recruiting campaign. If you’d like to learn how we can help you with your video project, drop us a line.
Jason Ginsburg is Director of Interactive Branding at Brandemix.
ABOUT THE AUTHOR
Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.
