In praise of moving image 06 February 2018

Re-energise your brand by putting it in motion

Back in the 1980s, we were told that video had killed the radio star. The arrival of consumer internet a decade later ushered in what should by now be a golden age of video-enhanced content. Broadcasting was suddenly no longer just for broadcasters or 30 second tv ads; brands could get in on the act and dominate the space. But progress has been slow, and many non-FMCG brands, particularly in the B2B and professional services sector, have been reluctant to commit to video content. This is a pity. Putting your brand in motion can attract new audiences, be less complex and more cost-effective than you think – and enable far greater engagement and ROI.  

Breaking out of the static mindset

Take a look at your LinkedIn feed and you’ll see that static ads still dominate the promotional real estate. Why should this be? According to Hubspot, 43% of consumers want to see more video content from marketers. In a world in which social content is increasingly video-based – and mass streaming sites like YouTube (with its billion users) have transformed media consumption – consumers don’t just want to see more video, they expect it. Manufacturers and tech brands instinctively get this. No wonder they currently lead the video pack.

Now is the time to start looking at how video in all its shapes and sizes – from corporate overviews to ‘how tos’ and testimonials – can have an energising effect on your brand presence online, providing a showcase for your brand story and much more. Here at Living, our latest creative video content is designed to do just that. Working with leading New York law firm Kasowitz, we’ve made sure that video creative and brand messaging come together beautifully, with a high impact brand video and a series of partner ‘video biogs’ that transform flat CVs into dynamic content. 

Six golden seconds

As our ongoing Living Ratings analysis of digital communications makes clear, videos are essential dynamic content assets that engage audiences. Quality video with interesting content is a vital hook to capture the attention and convince visitors to stay with you. There’s no need to make a feature film. Quite the opposite -  short and snappy is best. According to Hubspot, videos of under 90 seconds have an average retention rate of 53%. Extend the duration to over 30 minutes and only 10% will stay with you til the end.

What could six seconds do for you? The rise and rise of the six second ‘bumper ad’ online – and the ‘micro content’ revolution, where less is definitely more – means that brands should focus on telling concise stories that convey what really matters. Could your six seconds be a mini-trailer or teaser for deeper content elsewhere? Or maybe animated copy that poses a thought-provoking question? You decide. What’s key here is your brand – keeping your video content consistent and on brand and will help your whole website to sing.

Mobile friendly, video friendly

The smartphone is now the centrepiece of our day-to-day communications and our online lives. According to dscout, we touch our mobiles an average 2600 times a day – and unlock them an average 110 times a day. Given that 90% of Twitter video views happen on a mobile device, it’s imperative to ensure that your video content is scalable and mobile-friendly from the outset… particularly when you consider that social video generates 1200% more shares than text and images put together.

Cutting costs, not corners

Now, the good news. Cost is no longer the barrier it once was. Take a look at your existing library of video content. Here at Living, we can help you to re-energise it, quickly and cost-effectively, with new music, animation and effects, so it works harder and lives longer. When filming new material, if you plan well and shoot more than you need, you can create an abundance of amazing content that can be repurposed for use later.

The market is out there. The audience is out there. Today, our task as marketers is to make our message relevant, and our brand language consistent, to create ownable video content that feels fresh and unique to us and our brands. Then choose from a plethora of channels – and start engaging.

How we can help

Here at Living, we use agile digital production techniques and the latest talent and technology to create branded video content that can breathe new life into your communications.

Working across channels, we drive business performance with strategic thinking, brand creation and cut-through messaging - creating effective communications that get tangible results.

To find out how please contact Greg Hobden in London, Aliena Lai in Hong Kong, or Kevin Windorf in New York.

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