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Video creation software lets you create video content in collaboration with customers and fans and make it easy to discover, access, and reuse. Video marketing—using video to promote or market your brand, product, and/or service—has been shown to be extremely effective, in terms of retention rates, SEO, and accessibility. Which is why companies are looking for video creation and video editing programs and solutions to simplify the process of producing video assets.
Six out of 10 (62%) of B2B marketers rate video as the most important format they’ll use for content—exceeding email, infographics, and case studies/ebooks/business briefs. Recent technological advances have made the software to create and manage video affordable.
Seven out of 10 B2B customers watch videos during their purchasing process, making video a crucial part of any effective B2B marketing strategy.
Over the past few years, user-generated content has become a very powerful marketing tool for brands. When your fans create videos, photos, audio, or texts simply because they love your product, it sends a compelling message that’s seen as authentic and genuine. So it should be no surprise that more and more brands are making it a priority to assemble, select, categorize, add comments, and share user-generated content on multiple channels as part of their multi-channel marketing strategies.
Historically, user-created video content was the purview of B2C companies and focused specifically on videos created by consumers and advocates/fans. But recently, B2B companies have begun to focus on user-created video content, and they have also expanded into employee-generated content. Content created and distributed by employees, typically through social media, is highly effective for expanding a company’s reach and impact.
Sharing video content created by people within your targeted audience brings a new level of credibility to your marketing channels, making your brand feel more real and trustworthy. In fact, user-generated content is trusted more by 50 percent of millennials than information they can get directly from brands.
So how are B2B brands using customer- and employee-created videos in their marketing campaigns? B2B brands are incorporating user-generated videos to:
https://spinsucks.com/social-media/b2b-video-length/, https://www.vidyard.com/blog/video-length/#website-video-length, https://www.smartinsights.com/digital-marketing-platforms/video-marketing/video-marketing-statistics-to-know/, https://biteable.com/blog/video-marketing-statistics/
B2C marketers have changed the way they view video is used as a content marketing tool. They increasingly understand the importance of user-generated video content. Across all industries—from entertainment to ecommerce—millions of consumers are promoting the products and services they love by creating, sharing, and consuming self-made videos. Brands need to continuously influence the conversation by curating user-created video content that fits in with their messaging.
So how are customer- and employee-created videos helping with B2C marketing? By using this content, B2C marketers can:
Almost 2/3of B2C marketers now use video marketing
Only 16%of brands have a specific user-created video strategy
User content provided a 20%boost in return website visitors
More than 1/2of marketers think user-generated content helps humanize their campaigns
Historically, video creation and management has been a complex, costly, and time-consuming process that required detailed planning and strict adherence to schedules and budgets. Cameras and sound and animation equipment were expensive as were the salaries of the crew needed to shoot, edit the footage, and provide the sound, music, or visual effects. Scaling video creation has been extremely hard, and it’s not unusual to have six-to-nine-month turnarounds for new videos.
Thankfully, there are now video production solutions that have changed the game. Smartphone cameras can be used to capture content whenever and wherever an opportunity presents itself. These powerful, handheld, mobile cameras, which are getting better and better, reducing the need to rely on expensive equipment and professional videographers.
Today’s cloud video creation and editing tools can streamline the entire creative process—saving marketers considerable time and resources. Now users don’t need special training to collaboratively review and edit the raw footage. Easy-to-use, intuitive video editing software leverages AI to simplify complex and time-consuming tasks, such as adding captions.
Rapid advancements in smartphone camera technology have changed the video creation landscape. These devices can turn anyone into a video creator—anywhere, anytime.
In the business world, the use of smartphones to shoot videos has been gaining popularity. The production value of today’s smartphone cameras is so good that many marketers are finding that they don’t need to hire professionals. Businesses can now empower their community of employees, fans, and customers to become video creators, creating a relatable, unique, and authentic content style for their brands.
Your team and community can easily capture videos using their smartphone cameras. The beauty of this is that you will capture many different points of view—some that you would not be able to achieve by filming on your own.
This collaboration around video filming and collection is more manageable with cloud-based software solutions. When all your video footage is stored in one place in the cloud, it’s easily accessible to your team to review.
Using a cloud-based editor provides opportunities for collaborative editing. With it, you can create drafts, saving edits in progress for team members to review from any location. By moving video editing processes online, your team can work together, and everyone can add their own personalized touch.
Video content is no longer a nice to have for businesses; it’s a must-have. And whether you’re at the beginning of your video creation journey or you’re well on your way, here are some tips:
Both styles of video content can be incredibly effective, and both will pave the way for your brand to reach a wider audience..
Your community contains your best customer advocates. Use their video content to engage with audiences with different perspectives and from different corners of the world.
One video won’t appeal to everyone, so think about local styles, preferences, and language. Customize each video to make it as engaging and relevant as possible for the audience you’re trying to reach.
When you think of how video is used in companies, high-level marketing videos generally come to mind. But there are so many more ways that video marketing can be used. Here are just a few:
Video is a great way to share company news, announcements, and daily happenings visually. Using a video format for communications, employees can better engage with your company’s culture.
Use video to draw back the curtain and share a look at your company. This can help attract new talent to your company. Perhaps you can ask your job applicants to submit a video in their applications.
Video is essential for training the workforce. How-to instructional videos, self-guided demos, and best practice videos are all types of video content you can create for training and knowledge sharing. You can even collaborate with experts within your company to create employee-generated training material.
Sales teams can use video to stand out from the competition. Sending a personalized video to a prospect can be the edge a sales rep needs to grab that person’s attention.