It is no surprise that video for marketing purposes is growing.

According to an experiment by Facebook in 2018, people gaze five times longer at video than at static posts on Facebook. The social media giant identified five factors behind this finding: smartphones, shorter attention spans, binge-watching, the importance of context and the thrill of novelty.

Facebook’s generous words of advice for marketers in light of its own findings? ‘Create video for mobile, make it short and sweet, and build to surprise and delight’.

Cacti’s Creative Director Andrew Borg Carbott shares the same sentiments, in viewing video as “the strongest marketing tool to get people to feel”.

“Videos help your company improve the relationship with customers and build trust with potential clients. They evoke emotions online better than any other medium. You can use the tone of voice, music, and facial expressions to your advantage, and can help humanise your brand.”

Three years following Facebook’s study, and the significance of video and its humanisation may have increased as online services adapt to a world which has become increasingly remote due to the Coronavirus pandemic.

An article by Forbes lists video as one of the 15 must-have items which companies should add to their communications and marketing budgets this year, especially given that most companies would be meeting the needs of “an increasingly remote world”.

In the words of Tom Wozniak, who is the Executive Director of Marketing at Optizmo Technologies and a Forbes Council member, in a time when meeting people in person has become uncommon “video can help maintain that human connection”.

“It is also an incredibly powerful communication and marketing medium in general. However, to get the most of it, be creative. Find interesting way to leverage video content across your marketing strategy,” he wrote.

For Cacti, creativity is one aspect of a broad process in creating a video to be used as an impactful marketing tool. The first goal is understanding who the clients are, the business ethos at the heart of the company, and the message they would like to portray.

What contributes to then producing an effective video?

“First and foremost you need a great team, working unitedly together to achieve the same target.

A memorable, creative storyline, proper planning, production which includes sourcing locations and casting the right actors, the perfect colour palettes and lighting, a storyline which evokes emotions, creates relatable moments, and provides the audience with a range of needs,” said Andrew.

“An impactful video will highlight these needs and create a higher chance for people to take action helping businesses to stand a better chance when it comes to selling their product or service”.

Get in touch with us to find out more about how we can create the perfect video for your company.

(We promise we won’t prick).

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