2020 was the yr of video advertising and marketing as companies went all-in on digital. To acknowledge the laborious work it took for organizations to shift to digital-first campaigns and experiences, we’ve rounded up one of the best video advertising and marketing examples of 2020 from our Video in Enterprise Awards submissions.
The fast shift to distant work has clearly proven us what works inside a digital-first setting and what doesn’t. For instance, in line with HubSpot’s current research, advertising and marketing emails have been being despatched out in November at a fee of 75% greater than pre-COVID benchmarks, whereas response charges solely went up by a measly 6%. Alternatively, internet site visitors was up in November, 41% greater than the benchmarks. And dialog interactions have been up by 121%.
With upheaval comes the chance to reinvent and check out one thing new, and that’s precisely what we noticed from the advertising and marketing groups who participated on this yr’s Video in Enterprise Awards.
Like most of 2020, the awards submissions have been utterly distinctive. We have been in awe of the progressive methods advertising and marketing groups are utilizing video to beat distant work challenges, rebuild private connections, clarify complicated topics and excel in a time of dramatic change.
As we narrowed all the way down to our finalists, six themes saved showing within the submissions that achieved probably the most success. And if you happen to’re seeking to get forward in your video advertising and marketing efforts, you’d be smart to comply with go well with.
Learn on to discover six methods to get one of the best outcomes out of your video advertising and marketing and get impressed by the methods our finalists and winners put these classes into follow.
Embracing the Digital Occasion
With the entire web at consumers’ fingertips, it turns into extra vital than ever to face out from the group—a notable instance of that is the rise of distant or digital occasions.
As dwell occasions got here to an abrupt halt in 2020, increasingly corporations superior into the digital occasion area. And with bodily proximity now not a difficulty, attendees may now select from a world menu of occasions to attend. To face out in a crowd that massive, it’s important to do one thing completely different.
“[This year’s finalists] weren’t simply attempting to recreate what they’re used to at an in-person occasion. Reasonably, each single one in every of them had reimagined what’s potential in a digital occasion,” famous David Meerman Scott, choose of the Digital Occasion Class and co-author of the ebook, Stand-out Digital Occasions: How one can Create an Expertise that Your Viewers Will Love. One of the best digital occasions used a mix of dwell and pre-recorded video and included loads of alternatives for attendees to be social.
Two of the finalists on this class actually leaned into David’s concept. Tech Information integrated a digital world expertise into their Safety Implement Occasion, the place company may stroll round as avatars to go to two out of doors levels, a soccer discipline and even two boats for small teams to have personal conversations.
The Knot Worldwide prioritized on-demand content material as a result of they knew their viewers, composed of busy enterprise house owners and sole proprietors, wanted the choice to tune in on their very own schedule.
Axonify was named the winner on this class for his or her AxoniCom LIVE occasion as a result of they went above and past to ship an immersive expertise for attendees. There was one thing for everybody with extremely produced multi-camera units, dwell periods and interviews, pre-recorded footage, breakout periods, and group constructing chats. It was the eye to element and people little “extras” (like cooking tutorials and downloadable property) that made each attendee really feel like a VIP. You’ll be able to entry the content material for your self now on-demand.
This video advertising and marketing development doesn’t simply apply to digital occasions. The subsequent time you’re planning a video advertising and marketing initiative, don’t get caught up in limitations. As an alternative, take into account the various choices obtainable to you to create one of the best expertise in your viewers.
Authenticity Issues in Video Advertising
How lengthy have you ever heard that it’s vital to be genuine and “humanize” your model? The pandemic has actually proven us why this video advertising and marketing development rings true. Everybody has been by way of the wringer in 2020and we’re already previous the final straw for indulging impersonal, inauthentic advertising and marketing materials. All of us noticed what felt like one million emails early within the pandemic from manufacturers saying, “we care,” however at this level, we all know that the follow-through is what counts.
We noticed some incredible examples of name authenticity from corporations utilizing video to put aside typical get together traces in favor of displaying the vulnerability, emotion and humanity that we’re all collectively feeling at this level in historical past.
And authenticity doesn’t must be saved in your customer-facing packages. Staying linked to your groups within the digital work world is simply as vital. This was demonstrated by the winner within the WFH Collaboration class. The regulation agency McDermott Will & Emery created an inside storytime collection wherein members of the management group learn a favourite storybook to attach with their staff’ households at house and construct a extra important firm tradition.
Be a Useful resource and Use Video to Educate
Within the digital-first setting, prospects and prospects need solutions—they need them now—and also you need to be the one to offer them. Do it in an entertaining and digestible method, and also you’re already forward of the competitors. Pre-recorded or asynchronous video is a sensible and efficient method to educate and provide assets to prospects whereas serving to them transfer rapidly by way of their journey with the least quantity of friction.
Corporations on this class are embracing instructional video as an integral a part of their advertising and marketing technique. Class winner, AQUILA Industrial, received with their intensive Studying Middle, which goals to be “the Wikipedia for Austin Industrial Actual Property.” The group has believed for some time the long run is video, in order that they doubled down on a strong video program hosted by their very own brokers to teach and construct a human connection. At this time their video library is stacked with beneficial content material that they proceed to provide remotely.
Academic content material can take many alternative varieties relying on the voice and tone of your model. Take a look at Foam College the place finalist RetroFoam of Michigan solutions all of your foam insulation questions. Their video collection achieves the identical end result of teaching prospects and prospects whereas displaying off their approachable model persona.
Lean into the Format
When utilizing video, take into account the strengths of the format. Speaking head and whiteboard movies are solely the tip of the iceberg with regards to what you possibly can create with video. A lot of our finalists discovered progressive methods to indicate as an alternative of inform, to seize consideration, and fire up dialog.
Let’s take a look at Trimble, a finalist in our Visionary class. They do a variety of work within the civil development sector, generally known as “transferring grime from one facet of the highway to a different.” Clearly, this can be a huge understatement, however Trimble took that theme and ran with it to create “Dirtkhana 2”, a nine-minute documentary video that highlights the development of an epic motocross observe and options Trimble know-how, tools producers, social media influencers, and superstar grime bike riders—and naturally they “journey the hell out of it.” The video premiered at CONEXPO the place it helped create, not simply enterprise, however followers.
Video-First Is the New Digital-First
Digital-first is a given. In 2020 it was a video-first method that gave corporations an edge over the competitors and generated higher enterprise. And video-first doesn’t simply imply creating a pleasant collection of movies and leaving it at that. It’s a philosophical shift that entails incorporating video into each a part of what you are promoting—at each stage of the client journey and throughout a number of channels and packages, to generate extra leads, speed up pipeline and shut extra offers. If that sounds daunting, be courageous! It solely takes one particular person to set the shift in movement.
Jim Kozyra was the driving pressure behind the video-first shift at TBI. Having such a devoted video champion contributed to their win on this class. When the pandemic hit, Jim’s plans went into overdrive. TBI was in a position to preserve sponsorship income for canceled dwell occasions, generate new leads with a remotely produced model explainer video, and create recorded schooling and coaching alternatives for companions everywhere in the nation.
In a video-first shift, you don’t must be a large group or have big budgets to make an influence—so long as you’ve got a plan.
The winner of our Advertising Program of the 12 months award is 7Geese, a efficiency administration software program firm with a “small however mighty” advertising and marketing group of two. Initially of the pandemic, they jumped on the usage of video as a method to join with their viewers from house with out having to entry extra funding and so they achieved nice success by specializing in three key areas: model consciousness, in-funnel leads, and internet conversions. For model consciousness, they recurrently printed well timed and related Q&A movies and began constructing a following. They included these movies in an e-mail e-newsletter despatched on to these in-funnel leads. Lastly, they strengthened their typical chatbot responses with product walkthrough movies which resulted in greater conversions and over $100k in new gross sales. Take a look at the wealth of video assets on the 7Geese YouTube channel.
Observe-Via is All the things
To be a real video grasp it’s important to perceive and act on all of the factors above after which preserve going. Don’t simply present instructional content material, grow to be the go-to useful resource for instructional content material in your discipline. Don’t simply make advertising and marketing movies, inform actually good tales. As you proceed to make use of video, your expertise will mature alongside together with your advertising and marketing technique in order that the 2 are intertwined.
This yr, our Video Mastery Award went to an organization that has this all found out. From distinctive private movies made for shoppers to a wealth of instructional supplies, video onboarding to inside communications, Digital 22 has embraced a video-first method from the beginning. And this stable basis helped them keep robust all through a roller-coaster of a yr. As Advertising Coordinator Molly Johnston says, “If you realize Digital 22, you realize we aren’t afraid of change. The truth is, as a rule, we lean into it.” For instance, to compensate for misplaced facetime that may usually occur in consumer onboarding, they used a easy screen-record video to stroll their shoppers by way of the method with a pleasant face. Their group continues to outdo themselves as they strengthen their advertising and marketing and gross sales efforts with video over time.
As we transfer ahead, there’s little doubt we are going to proceed to see companies embracing a video-first method to attach with prospects and prospects and make a splash within the new digital panorama.
Congratulations to all of the finalists and winners of the 2020 Video in Enterprise Awards. Thanks for main the best way and galvanizing others to succeed with video in 2021 and past! We will’t wait to see what you do subsequent.
This submit was initially printed on December 10, 2019. It was up to date on December 11, 2020.