Between TikTok, Instagram Reels, YouTube and more, video has taken over as king of content. Marketing professionals and content creators alike have embraced the medium to develop dynamic content that catches audiences’ attention. While video is by no means a new medium, technology and bandwidth advances have allowed it to be used in more ways to engage, inform and motivate audiences.
We spoke with Ryan Snyder, our studio manager and lead on all of CONNECTIVE Agency’s video content, about how his background in video journalism influences his approach to projects and why businesses should invest in video content to bring their brand’s story to life.
Background
Before joining the CONNECTIVE team, Ryan got his start as a journalist, developing his keen eye for producing attention-grabbing and informative video content. He then went on to work as a producer for an agency that specializes in visual storytelling for brands. There, he sharpened his skills and learned how to approach video from the lens of a marketer. The experience he gained in both roles went beyond videography and editing. Through exciting and challenging assignments that took him to locations across the world, he also strengthened his problem-solving and logistics management skills, essentials for any marketer to have.
Why Video?
According to a recent report from Insivia, viewers retain 95% of a message from video content compared to only 10% when reading it. While this information doesn’t mean you need to send your copywriters packing, it does underscore the importance of video in forming meaningful connections with your audience. Together, videographers, copywriters, designers and other members of your team should work together to create content that meets the needs of your organization and your audience.
“Video is amazingly adaptive,” Ryan said. “It’s a great way to communicate a message and have people actually retain information.” Video meets audiences where they’re at in a way other content simply doesn’t. It can combine written content, images and audio to reach people regardless of the way they learn best and retain information. When utilized correctly and built with accessibility in mind, video is a great option for increasing digital inclusion and connection with a diverse audience.
The CONNECTIVE team worked with our client, AMBIT, to showcase their brand’s story.
Customize Your Content
Your brand’s story is unique, so the way you tell it should be too. There are plenty of stock video options available for your company to use, but investing in quality, custom content is the best way to capture your organization’s unique voice and avoid getting lost in a sea of generic videos. “Custom video allows you to mold the content to your brand’s specific style, voice and vision,” Ryan said. “Every company has their own ideas of how they want to communicate. With custom video, we can fine-tune the content to create a more authentic final product that can’t be matched with stock video.”
Custom video is just that – customized to fit the needs of your organization and your audience. While you may be able to get close enough with stock content, it will never be as strong as custom content created specifically for your brand.
The ROI on Video
There are many ways that ROI can be measured. Whether you’re measuring how many clicks a video shared on social media generates, video views on your website or even word-of-mouth references to your content from clients, business partners or customers, video is a valuable tool to have in your arsenal.
When your organization invests in quality video, you’re getting custom content that can be used in a variety of ways – giving you the most value and providing you with content that has an extended shelf-life. So what does this versatile tool allow you to create? Here are some examples of videos your brand can add to its portfolio:
- Explainers and tutorials
- Testimonials
- Motion graphics videos
- Brand films
- Commercials
- Q&As and how-to’s
- Internal communications
These videos can be long-form, short-form, broken down into bite-sized pieces or served as “full-size” content. With great video, the options are almost limitless.
Another way the ROI on video can be measured is through employee engagement. When creating custom video content, team members have a chance to get involved in new ways and show off the work they do! We often see that employees are excited to share their work and motivated to engage with the content – however it’s presented.
Connecting with Video
At CONNECTIVE Agency, our award-winning team is ready to help your business stand out with custom, dynamic and engaging video content. Whether you’re looking for animated content, live-action or something in between, we’re experts in helping you find the best solutions to tell your brand’s story. Learn more.
