It’s no surprise that the use of video has become increasingly popular in content marketing. Especially with the ever-evolving landscape of COVID-19, videos can be an excellent tool for companies to connect with consumers. Think about it – if a picture is worth 1,000 words, then a video is 10 times that. Videos can surely allow for companies to get the most out of their content, without overextending themselves or their resources. Here’s why:
We’ve all seen companies produce messages surrounding COVID-19 to discuss how their brands are adapting or coping with the rapidly-changing environment. Especially during uncertain times, it’s important for brands to be genuine and authentic, and to be able to connect with their audience. Capturing a message through video can be an excellent way to humanize the brand and to show its authenticity to consumers. Of course, videos should also include accurate and new information in order to be effective and resonate with consumers.
Videos are incredibly digestible content, making them a great platform to spread information. A company that has a lot to say can benefit from making a video for customers instead of writing an essay in an email. However, informational videos do not have to be an executive talking to the camera – you can certainly show your audience new information instead of telling them. Sure, you can have your CEO present a message and it can be effective, but you can also film the health and safety processes your business has implemented, while your CEO speaks in the background. Videos allow you to be creative and express the tone and meaning behind your message in a variety of different ways.
So… what about post-COVID-19? We don’t suspect video marketing will slow down anytime soon – when used correctly, it can be an effective tool regardless of the situation. It can even be useful to promote events and products, or highlight team members and brand executives in the form of a “teaser” video. Restaurant brands who begin to open their dining rooms may benefit from announcing their plans through video, showing the precautions they’ve taken to make their restaurant clean and safe for guests. What about grand re-openings for non-essential businesses? Teaser videos can help attract customers to the event, as well as produce ongoing content from the event itself.
Words are effective and photos are lovely, but videos can connect with and resonate with audiences in a way far beyond other tools. That’s not to say every communication your brand sends out must be in the form of a video, but putting in the time to create video content can truly enhance your marketing plan.