The science of media - Finding the value of video


03/02/2022 | Anna Harbottle

If a picture is worth a thousand words, what about video? 


As marketers, we are on an endless quest to streamline our methods of communication, while delivering an accurate message to consumers. In short, we are constantly refining our brand pitch. Combine this marketing mission with the behaviors of the digital-first consumer, and you've got a melting pot of opportunity.


Why video works (for you – and your customers)


It's not hard to see why video is popular. Video is about as digestible as content can be. It is emotional. It adds authenticity to a story, whether that's an innovation capable of changing patient outcomes or a customer describing how a technology has transformed their workflow. And, last but not least, it allows companies – and brands – to show a human side.


And yet, I was on a client call only a few weeks ago when I was met with a dreaded phrase. "That won't work for my business, it's not my company's focus." After much discussion and debate on the benefits of video, I felt I should distill the key points for you, dear reader.


First, video drives action at any stage of the marketing funnel…


i) Awareness. Identify the key problems your product or service solves in short but informative education / explanation videos; animations can bridge the gap between impact and detail.


ii) Consideration. Don't be afraid of introducing your products or services at this stage – you want to keep potential customers engaged. Avoid self serving or sales focused content; instead, focus on testimonials and case studies, help the viewer learn about your USPs and see your products in action.


iii) Conversion. Guide buyers into making a decision. The customer is likely looking for reasons to believe in the product. Videos at this stage should be information rich, highlighting the specific challenges your product addresses. Webinars, more case studies, and "Before and After" videos work well.


iv) Retention/advocacy. Research suggests you are more likely to sell to existing customers than new ones, so incorporate retention phases into your videos. The focus is on customer support, tricks and tips, or further educational content.

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Second, video can quickly and accurately convey information


With video, you can share a lot of information in a short space of time. And by delivering front-loaded messaging in high-quality video, you hook viewers in for the duration, allowing you to cover key points before the user has considered clicking away.


Third, people are moved by people


I've already talked about the emotionally-charged nature of video – but I'd like to emphasize just how powerful it can be to give video a human face and voice. Video allows protagonists to show their passion – about their role, their patient, a product, or a solution.


Connect emotionally and lead with your people.


So, what's the true value of video?


One thing's straight in my mind: any business not incorporating video into their marketing is likely missing an opportunity to expand their potential customer base, showcase their brand, and ultimately generate sales.


If a picture is worth a thousand words, video is a steal.

Anna Harbottle

Video Production Manager

After finishing my BA in Media Production alongside the pandemic, I completed a video editing internship for a small company who teach children STEM subjects. After the completion of that internship, and while still in lockdown I saw the opportunity to be an au pair in France for a year. Upon returning home to the UK, I was in search of a role which would reunite me with my love for video producing, which is how found the perfect fit and role for me here at Texere Publishing.