Video marketing is a global trend, with viewers around the world now watching an average of one billion hours of YouTube content every single day.
In this piece, Dakota Murphey explains how corporate videos present a significant opportunity for businesses and marketers planning key events throughout the year. Video represents a huge opportunity to captivate attention and boost engagement and grow your customer/client base simultaneously. It is also an effective way to build trust, engage audiences, and deliver authentic, concise content.
Bite-sized content
Short-form video content appeals to busy audiences that want their information quickly and concisely. The proof of its popularity is evident on YouTube and TikTok—two platforms that prefer shorter visuals and micro videos that instantly grab someone’s attention. For content creators, MPB’s video tips are a great guide for creating videos with bite-size content, and those that last mere seconds can peak people’s interest even more.
Likewise, micro videos will simplify complex ideas or industry news into digestible content that can clearly explain how your products or services work. These types of videos also help to build authority and expertise in your sector which can result in higher lead generation and loyalty from customers.
Implementing AI, ML and Virtual production tools
The recent yet rapid digital developments of AI and virtual production are revolutionising events and super-charging marketing like never before. Technological advancements are so significant that companies are rethinking their events and their entire way of both communicating and engaging with audiences.
Fast-paced tech isn’t going anywhere and it’s also a feature of modern video content that can’t be ignored. AI video production is an exciting space for compiling event material and creating corporate videos. These tools are able to analyse a huge amount of text or data and refine key messages down to produce informative, concise and compelling content.
In addition, Machine Learning (ML) algorithms can analyse engagement data, so companies can optimise their approach for better results. AI also offers an opportunity for event organisers to reduce the time spent on creating videos, from scriptwriting and storyboarding to editing and captioning, without compromising on quality. And, as AI software becomes more sophisticated, the quality of corporate videos will continue to improve.
Interactive videos
Corporate videos lend themselves particularly well to boosting interaction with audiences at events. In a world saturated with standard digital content, authentic interactive videos and live streaming can set your business apart. Post-event, they can be uploaded onto your website or popular platforms like YouTube and Instagram Live.
Therefore, short-form videos are the perfect medium for product launches, highlighting key points following a recent summit or conference, and for producing live events to communicate directly with your customers. For brands looking to gather valuable data from their customers, interactive videos and live streaming also makes it easier to incorporate clickable components such as quizzes or polls to help them garner interest and feedback that can be used to move the business in the right direction.
Highlighting sustainability and CSR goals
One other factor that has come to the head more in recent years is how businesses are using short-form videos at important trade events, conferences, and summits to highlight sustainability and CSR initiatives. By 2034, it’s expected that 80% of the global workforce will comprise Millennials, Gen Z and Gen Alphas, and countless studies have shown these groups value working for and buying from companies that put ethical practices first.
If companies are to appeal to this vast percentage of their audience, they need to utilise video marketing to highlight how they’re making the world a better place. Make sure that your business is doing all it can to minimise waste and reduce its carbon footprint, but also that your videos are featuring a wide range of voices, cultures and perspectives to foster genuine inclusivity.
Looking ahead, it’s clear that video marketing will evolve considerably and companies that are prepared to adapt will thrive. From AI-powered tools to immersive, interactive content that delivers a more direct channel to your customers, there are various ways to leverage video and engage viewers during and after a key event.
