Video has emerged as a beacon of light in our digital era of instant results and shrinking attention spans. Our blog on Why Businesses Need a Robust Video Marketing Strategy to Grow discusses the advantages of video in this age of technology. This implies that video marketing is making a permanent place within the marketing strategies of almost every business today. Statistics show that 86% of marketing professionals are actively using video as a marketing tool. 

With such widespread use of video marketing across industries today, something that a lot of businesses may not realise is how video can also be used in-house. Yes, we’re suggesting that it is possible to use video across various departments of your organisation to improve efficiency. 

According to Wyzowl, of all the marketers that began using video as a marketing tool in 2022, 41% could do so because it has become easier to create in-house, 34% claimed that it is quicker and not time-consuming to create, and 30% agreed that video creation has become much more affordable.

While all these factors surely strengthen marketing strategies and contribute to the growth of businesses, what they also showcase is that video can now be created at smaller levels with lesser time and money involved. This means that it won’t cost much to create videos for internal purposes within organisations. 

This final blog in our three-part blog series on video marketing explores the possibilities of leveraging video within the ecosystem of your organisation in order to help with productivity while also making it more fun!

Where can video be embedded within businesses

Businesses can leverage video marketing across various departments within their organisation. We have put down a few areas that can take advantage of video.

• Human Resources (HR)

There are a number of ways in which HR can utilise video marketing to enhance and carry out its operations. Onboarding processes can be smoothened through short videos from company leaders to introduce new employees with the culture, mission, values, and goals of the organisation. Company policies and benefits can also be explained in creative and engaging videos during the orientation process. 

Even job descriptions can be made fun and insightful by explaining a potential candidate’s roles and responsibilities through video. Videos can be created for training purposes, going over topics such as compliance, inclusivity, diversity and so on. 

Video messages from HR can be sent to announce important changes and updates in the organisation. Additionally, video messages can be created to celebrate birthdays, work anniversaries, and other employee achievements. The company culture and activities can also be showcased on social media and other platforms through video. 

Employees can be guided through videos to set goals, track their progress, and prepare for performance reviews through elaborate and informative videos. If the company has invested in a new software and desires better uptake on it, a quick video can be made and circulated on the same. Product demo videos can be circulated within the company in order for internal staff to gain a better understanding of how it can be used. 

• Operations

The operations department is another one wherein video can be leveraged to increase efficiency and productivity in various ways. Video tutorials explaining various SOPs can be created for different tasks. Video presentations can be made to give teams information on progress, achievements, and results. Video case studies are another great way to document optimisation for different processes. 

Quality control procedures can be explained through videos for better understanding. Internal operations-led events, workshops and so on can be promoted, generating interest through video. Important takeaways from these events can also be shared through videos.

• Finance

Although this may sound unconventional, video can be quite helpful to the finance department as well. Financial concepts can be simplified and explained to employees through video. The budgeting process can also be explained through videos showing the allocation of funds to different departments. Additionally, financial reports and statements can also be discussed with shareholders and investors. 

Tax-related issues such as filing, changes in tax codes, tax deductions, etc can be informed through well-produced, crisp videos. Various other financial processes and concepts including invoices, bookkeeping, annual returns, payment tracking, etc can be explained by making quick videos on illusto. Overall, video is an extremely useful tool for businesses to be financially transparent even within their organisation.

• Marketing

Undoubtedly, marketing can leverage video marketing in multiple ways. From the website to social media, paid advertisements, and so on, video marketing brings in a lot of revenue for a brand. 

Video can also be used in various ways by the marketing department. Create videos to showcase brand culture, values, and goals for better emotional connection with the in-house staff. Informative videos including DIYs, tutorial videos, product demos, and so on are an interesting way to get people to engage with your products. 

Customer testimonials and video case studies are another way to utilise video marketing for your brand. New product launches, company announcements, events, workshops, and other company activities can be promoted through video. 

• Sales

The sales department is one that can greatly benefit from video marketing both internally and externally. One of the most important areas where the sales department can utilise the power of video marketing is to close sales. In case a product is complex and cannot be explained to potential leads, short videos can help with showcasing the product in an effective manner, along with its benefits, key features, as well as how it can solve a customer’s problems. 

In addition, video testimonials are a great way to gain trust with potential clients and showcase success stories. FAQs can be addressed through shorter video messages to not only save time but also convey messages and objectives in a clear and precise manner. Video tutorials and product demos are a great way to help customers even post-sales. Video content can be incorporated into sales email campaigns and video presentations can be made for sales proposals.

• Product Team

Apart from its use externally, video is of immense value to the product team within the organisation. For instance, every time the team works on a new product, service, or application, the best way to get the idea across and well-explained to the whole organisation before selling is through video. Internal training videos explaining various features, upgrades, use cases, and advantages of products can be created to make the marketing, sales, and customer support teams gain more clarity and familiarity with products. Also, if a product engineer has an issue or problem, a quick video can explain exactly where they’re stuck. 

Tutorial videos or video manuals can be created to guide proper usage of a product, new features and product updates can be discussed and so on. In order to increase understanding of competitors, in-house comparison videos can help to view the exact similarities and differences. 

Technical documentation is an essential way to acquire in-depth analysis and insights into APIs, product architecture and so on.

While these are just a few, there are many other departments that can leverage the power of video including Admin, IT, Training and Development, Customer Support, Quality Assurance and so on.

Since video is easy to consume and understand, has a storytelling factor, and helps to build trust between the viewer and the creator, it is a great tool to use not only externally but also internally within departments of an organisation. It is a feature that should be tapped into much more for internal purposes. 

Illusto is the perfect tool to help you enter the world of video, with its professional but engaging video editing features. Subscribe to illusto and save on time and costs. Create quick videos with illusto’s library of voracious features, and increase productivity and efficiency within your organisation.

The digital era that we are living in today has made social media a common place for people to connect and interact regularly. Social media platforms provide a shared space for entertainment, information acquisition, and overall content consumption all in one. Social media has become so prominent that according to a report, over 4.74 billion people around the world use it. And more than 93% of internet users are also social media users.

With such widespread use and popularity, social media has become an important hub for marketers and content strategists. Since it is a place where people of varying age groups can be met easily, it is the place that you want to invest in as a marketer. Above and beyond this, startups and small businesses must leverage social media for their video marketing strategies, and the simple reason for this is that social media seems to love video.

The second blog in our three-part blog series on video marketing takes a look at why social media platforms prefer video over other types of content.

Why do social media platforms prefer video content?

It’s quite interesting to know that social media platforms have a favorite when it comes to the kind of content posted on them. Video content seems to have an edge over other forms of content, and there’s no avoiding it.

Here are a few reasons why social media platforms themselves prefer video:

1. The algorithm loves video

Social media algorithms love video content. Algorithms are programmed in such a way as to analyze factors such as engagement patterns, user preferences, and overall content performance to push out the best content for users. Since video accounts for longer time spent on a given piece of content as well as higher engagement rates, social media algorithms conclude that such content is not only more interesting but also more valued by users, resulting in more video content being pushed out for users.

2. Increased user engagement

It is no secret that video has the power to capture users’ attention and keep them engaged far more effectively and quicker than text or static images. It is also much more convenient for users to consume video content as compared to graphic content. Algorithms, as mentioned, prefer video and are lazy when it comes to graphic and static content. Additionally, when people find a video interesting or informative, they are quick to share, like, comment and engage with it. A good interactive user experience is more memorable and thus worth much more than graphic posts that are easily forgotten at the end of the day.

3. Paid advertisements are a big plus

Social media platforms like Instagram, YouTube, and TikTok thrive on their user engagement and behavior. Since their main aim is to retain their users by getting them to keep coming back, video content is the preferred content type due to the level of engagement it brings. Video content is more optimized by audiences and has the potential to go ‘viral’. Paid advertisements and ad campaigns are leveraged by brands and are a great way to draw users in and keep them hooked. Video advertisements bring in much revenue and have high shareability, which also allows them more visibility with larger audiences.

4. Everyone wants to stay with the trends in the market

At the end of the day, social media platforms are looking to bring in more customers than ever, and if video is a market trend that brings users back to their platforms time and time again, then video content is what they would rather promote. With the constantly evolving digital landscape, there is a rising need to outdo the competition, and with data showing the response that video content has received, more and more social media platforms are incorporating it into their ecosystems.

5. Video provides a mobile-friendly experience

According to a 2022 study, there are an estimated 6.8 billion smartphone users worldwide, out of a total world population of 8 billion. With the growing sale and consumption of smartphones, social media platforms are focusing on providing their users with an experience that is best suited for their smartphones. Prioritizing video content calls for a more immersive and engaging experience for smartphone users, thus bringing in more revenue for the application.

Overall, social media platforms and their algorithms are focused on optimizing video content over graphic posts because video is what reels people in and makes sure they stay. For small businesses and startups looking to expand their horizons, incorporating video content into their social media strategy or, rather, using social media to further their video marketing strategy is key. Take a look at the advantages of leveraging social media for small businesses.

Why should startups and small businesses leverage social media for video marketing?

On average, people watch 17 hours of online video content per week. 91% of people have also said that they are expecting more video content from brands in 2023.

For small businesses and startups with limited marketing budgets, creating and pushing out video content on social media is one of the best ways to grow. Social media platforms love video because their users love video, and if users love video then that is the route that marketers must take.

Here are a few reasons that small businesses should focus on social media videos within their marketing strategy:

1. Video always tells and sells a story.

One of the best ways for a brand to connect with its audience is through video. This is because video content has an appeal in its storytelling like no other content type. Brands have the power to captivate and keep viewers engaged through a video – whether it is through a brand video, a tutorial, a customer testimonial, and so on. Human beings tend to connect more with something when there is a believable story behind it, and creating videos for social media is one of the best ways to get your story out there.

2. Best ROI, least waste

Now that we know how well video content does on social media platforms, it is quite obvious that investments in videos optimized for socials give the best returns. Since the algorithms are actively working to promote video content, as a brand you need not worry about your investments going to waste on social media. And for startups, smaller spendings are a huge win. Instagram will take care of your ROIs as long as you provide it with well-optimized, consistent, and creative reels, story videos, and other video content.

3. Unique experience

Video content always has the promise of limitless potential. The possibilities for creating video content are endless, allowing brands to provide consumers with immersive, engaging, and informative content that is worth their time. Text and static posts tend to be forgotten easily with the rush of information on social media, but well-made, unique video content will always stand out from the crowd.

4. Brand trust and recognition

Brands not only have the ability to create unique experiences but also build trust and enhance brand recall for their audiences. In showcasing who they are, what their core values are, and how they hope to serve their customers – through video – brands have the power to build a strong foundation as well as a trusted relationship with their audience. Video content is also more memorable and will help in brand recognition and recall to a huge extent.

5. Data that is trackable

The best part about creating brand videos for social media is that every bit of data can be tracked and analyzed during and after posting. Brands can easily track what videos are preferred, how much of a video was watched, how many times it was watched, and even if it was abandoned or ignored altogether. Video content is also easily shared and provides more engagement that can be analyzed in order to adapt strategy accordingly. 

Startups and small businesses must use the power of social media and leverage video content to broaden their horizons and come up with the best possible marketing strategies that will help them to grow faster than ever in this digitally optimized world.