What businesses can learn from the evolution of the flight safety card.
Not since the 1800’s have we seen the sort of revolution that we are experiencing right now. I’m talking about the digital technology revolution; and the the speed in which it’s changing and fitting more naturally into our lives is happening so rapidly that we are becoming at ease with sharing data and communicating through digital channels.
Research says that this year, video content will represent a whopping 74% of all internet traffic and by 2020, we should expect that figure to be 85%. Video is arguably the fastest way to get a message across which guarantees the right tone and feel every time (unlike the mis-interpreted sarcastic email!) which is why 77% of SME’s say it has positively impacted their business. In fact, not having video is now seen as somewhat archaic , with a recent survey stating; 50% of customers say they will read newsletters with video, and those using it properly have seen a 49% YOY growth over those that don’t.
And this is the important point. As Spider Man so eloquently put it, with great power comes great responsibility. In an incredibly crowded, and continuously growing market you have to make videos in the right way, and for the right purpose as the stats would suggest over two thirds of customers have a negative perception brands who produce content poorly.
At Green Rock, we are invited to create content for a wide variety of broadcasters and brands and every time, the most important thing is to consider is what makes the audience tick in order to make it engaging. An email pdf or powerpoint presentation is no longer any comparison to a snappy video link. More and more, video is being used to explain some pretty niche and ‘dry’ topics, but that doesn’t mean that people won’t be watching them or searching for them online. The rise of DIY help online means YouTube channels like the Bald Builders get millions of hits for tips on things like how to tile a floor and flight safety videos have become somewhat of a blockbuster production, with Air New Zealands Lord of the Rings themed instructional video getting over 16 million views. So if it’s important that your staff or customers engage with your information, then video is a sound investment.
We’ve been thinking of a few everyday communications where video content could make a real difference over its traditional alternative in business. We hope it sparks some creative inspiration.
T’s & C’s
According to the Money Advice Service, only 16% read T&C’s before signing them and 20% of people have suffered from not doing so. Why? Well 43% of those who don’t always read the terms and conditions say it’s because they are boring or difficult to understand, (whereas the other 57% may have fallen asleep from dulling of the brain.) Joking aside, not communicating terms and conditions clearly can leave businesses and consumers vulnerable, costing consumers an average of £428 a year. This is a great example of how video can convert a few pages of small print to something engaging and, dare I say it,even entertaining. We have already produced a film outlining the t’s & c’s for a for a high-street bank so that they can be confident new customers are getting a consistent legal message. What they recognised that this is more than just a legal video, this is the first piece of content their new customers are seeing, so it was important to get it right not just for compliance, but for brand too.
Internal “all-business” newsletters for larger enterprises
When you’re at work, the last thing staff want to do is read more gumph about office politics, job changes and a pictures of the senior management looking serious. If it cannot be unsubscribed, it will certainly be overlooked. However 60% of staff will watch a video over a newsletter and it can capture the tone of staff culture, events and key messages much more consistently than any email. The opportunity is also to break away from the traditional monthly offering. With video, why not share bitesize bits of content as and when it is happening, and creating an internal comms newsroom?
Due to the over-saturation of advertising we have seen the rise of ad-blocking, meaning brands have to be careful about how and when they speak. Brands need to be at the forefront of customers mind when they need them, but not until then, otherwise they run the risk of losing the customer. But this has been made easier with mobile devices and the rise of push notifications — something that 44% of consumers would rather receive over any other channel for marketing or product details. So long as you get the balance right, it can make a big difference. In 2015, users who enabled push notifications launched an app an average of 14.7 times per month, whereas users who did not only launched an app 5.4 times per month. But even when apps are launched, the content needs to be engaging. How? Well, four times as many consumers would rather watch a video about a product than read about it, so you can do the maths.
Increasing home page traffic
I doubt you will hear many businesses saying they saw a peak in web traffic from an “eye-catching press page”. If a video player is not present pretty early on in the customer journey then they will soon look elsewhere. Businesses using video receive 41% higher web traffic than non-users with 1 in 4 saying they actually lose interest in a company if it does not make use of video. So it is advised to harness the power of video to get customers to your website. Once they are there — don’t stop….video placed on a landing page can increase conversions by 80%
I hope this sparks some creative inspiration. At Green Rock, we really think this is an exciting space and we are seeing some great creative approaches to this with some fantastic transformation stories. If it’s something that you want to talk more about, feel free to get in touch.