Three Big Reasons Why Every Brand Needs an ‘About Us’ Video

While many people now realize the value of traditional videos like a sales and marketing video or a training video, they are just now starting to realize the incredible value of an About Us video. It’s a great time to pitch new and past clients on this powerful tool that can be used in so many ways. The great thing about an About Us video is that it’s so versatile. Clients can use them for marketing and branding as well as recruiting and educating. Let’s take a look at some of the ways you can use video to further your corporate message.

#1 For Marketing and Branding

The About Us page is often the second most popular page on a website, second only to the home page. People want to know who is behind the product or service. Having a video on the About Us page allows a deeper understanding of the people who they will be dealing with if they select the company.

The best way to approach an About Us video is to start the video with an interview of a past client. Allowing your prospects to view your company through the eyes of a client allows you to establish credibility and empathy in a powerful way. The client reinforces your marketing and branding messages by talking about their experience as well as how and why they chose your company. While not all companies want to include a client testimonial, I highly recommend it. Your prospect likely have the same needs and concerns. While your competition might be focused on text and photos that are meant to show how great they are, you will be focusing on your client’s needs.

Branding messages and marketing messages should also be bolstered through the company’s representatives. It’s a good idea for the company representatives to talk about this client and others and how they serve the needs of all their clients. Through allowing potential clients to “meet the people” in your company, you’ll be able to establish a greater bond. I also recommend really showing your passion for your business in these types of videos. Your text on the page can cover the facts. But, video can create an engaging, emotional connection. Keeping site visitors engaged longer on your site also helps in your search engine optimization. Since people are very likely to view this page, it’s a great idea to keep them engaged and show them your passion through the most powerful communication tool available – video.

One of the best examples of marketing and branding comes from Dollar Shave club, who took a controversial, yet powerful approach to reach new consumers:

#2 For Recruitment

When people hear about your company’s job openings, they will almost assuredly visit your website and check out your About Us page. Having a video that prospective applicants can watch is a great idea. They can get a feel for who you are and who you serve. They should also gain a greater understanding of your values and your mission. It’s also a great idea to include your staff in the video so that the job seekers get a feel for your company’s diversity and the attitude and demographics of the people working there.

Prospective clients and job seekers should also learn the history of the company. Through all of this subtle information, the applicant finds out whether they might be a good fit for your company and whether your company is a good fit for them. Today’s employers realize the value of recruiting someone who feels at home and will stay. The About Us video is another tool for engaging prospects and helping to reduce the wasted time of interviewing someone who really wouldn’t be a good fit and doesn’t realize it until they show up at your office. The following is a fantastic example of a recruitment video, from Apple:

A slightly less formal approach can be risky but in certain areas, like tech start-ups, it can work. We love this recruitment video from SnazzyRoom, which doesn’t take itself seriously at all, but still gets the message across:

#3 For Employee Buy-in

Educating your current associates and your new hires about your company is a great additional value from your About Us video. Anyone who applies to your company, becomes a client, or already works for there should be able to quickly and effectively articulate your company’s value in the marketplace. Having current associates watch the video and having new hires view it during an orientation will give all your staff a better understanding of your company’s overall value. Almost every employer realizes that when one of their associates is asked to “tell someone about the company”, many people struggle with what to say. Educating current and new associates about your company’s history and value is crucial to strengthening your brand. Of course, many company videos are kept in-house so only employees get to see them. If you are going to make any corporate videos public, then don’t make the mistake of producing embarrassing content that your staff or clients will want to disassociate themselves from, like this offering from the IRS:

So, creating one, strong, inclusive About Us video will help you land more clients, bolster your search engine optimization, hire associates who are more likely to stay, and increase your current staff’s understanding of your value in the market. What a great investment! It’s like hiring a salesperson who works 24/7 on your website.

Why not let us help you make your marketing budget go further?  Email Robert Baldwin or call +44 (0) 7922 138 666.

 

Tech ad spending to reach $4.7 billion by 2017; Turns to Mobile, Social and Video

Despite slow growth, $3.21 billion will go toward digital ad spending in 2013

 Digital advertising spending by the US computing products and consumer electronics industry hit $2.83 billion in 2012, and that figure will rise to $4.66 billion by 2017, according to a new eMarketer report, “The US Computing Products and Consumer Electronics Industry 2013: Digital Ad Spending Forecast and Key Trends.” Though industry revenues are experiencing slower-than-average growth, the industry’s top advertisers are focusing their marketing dollars on big-budget campaigns for their fastest-growing products: tablets, smartphones and other “smart” devices.

eMarketer estimates that marketers in the computing products and consumer electronics industry will invest 57% of their paid digital dollars in direct-response formats this year. Branding-focused efforts will make up the remaining 43%.

Targeted advertising in mobile, video and social formats is growing particularly fast as marketers redouble efforts to one-up competitors and establish themselves as undisputed technological leaders.

During the past several years, paid mobile advertising for tech-related products and services has surged, both in the US and globally. Millennial Media reported that tech industry spending worldwide for 2012 surged 294% year over year in Q3 2012, and the sector was responsible for 3% of total campaigns on the source’s network last year.

In addition, many tech firms have successfully seeded social video ads that have gone viral. Social video marketing firm Unruly Media reported that the tech industry accounted for 17.8% of the online social video ads shared on its platform in Q2 2013, up slightly from 17.0% in Q1 2013.

These efforts have helped digital video earn its place as the rising star among digital display formats. According to several industry experts, some marketers currently spend up to 20% of their digital ad budgets on online and mobile video ads. And as more inventory and more ad targeting capabilities become available, this percentage is likely to grow.

Industry marketers have also been hard at work on social networks, developing their presence as interactive hubs of brand and product information. A November 2012 study by research and strategy firm BrandSpark and Better Homes and Gardens found that electronics manufacturers were among the top 10 company types that US internet users followed on Facebook.

As marketers beef up these owned and earned presences, they are also devoting more budget to paid social network ads to make their carefully developed content more discoverable. “We have paid media on both Twitter and Facebook,” said Liya Sharif, senior director of global marketing at Qualcomm, and her company is using it to support its custom programs and in concert with other multichannel efforts. “It’s becoming important in two areas: for acquisition of fans and followers, and for engagement,” she added.

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Peek of the Week – Christmas edition [updated]

Yes its already that time again… here is our round up of the most viewed, talked about and expensive Christmas commercials starting with The Bear and the Hare, the £7 million John Lewis Christmas TV commercial;

Its arrival heralds the start of the festivities, according to economists, although the rival M&S campaign, unveiled this week, began the annual drive to make us stop budgeting and start indulging. M&S’s poster girl, Rosie Huntington-Whiteley, in lingerie naturally, will be vying against a cartoon bear, the star of the John Lewis campaign. It’s beauty versus the beast.

Taking a different approach is Tesco that goes down the nostalgic route;

Morrison is playing it safe with celebrity endorsement

ASDA doesn’t give up on the price war, even during Christmas;

A very cute and massive unwrap from Cadbury

One of my favourite LEGO;

But Sainsbury probably created the most buzz this year with Christmas in a day. Last year they asked people to send in their personal video and so Christmas in a Day features heart-warming home footage of celebrations. Directed by Oscar-winning Life In A Day director Kevin Macdonald, His award-winning 2011 Youtube film featured 80,000 crowd-sourced clips. The ’Christmas in a Day’ 50-minute film, which took 14 months to make, documents the different experiences of a range of UK families to capture the diversity of celebrations across the country.

Video Ad Spend Up, Display And TV Ad Budgets Suffer [Report]

The amount of money spent on video advertising is on the rise, with 65% of brands surveyed in a new report confirming an increase in budgets compared to this time last year. Marketing agencies are spending up to 83% more on their video advertising campaigns. In the new Q4 State of the Video Industry study from Adapt.tv and Digiday, 9 out of 10 brand and agency side participants confirmed that they planned to increase video ad spending even further in 2014, pulling the extra budget from other areas such as offline advertising and broadcast TV advertising.

State Of The Video Industry Report: Main Points

  • 31% of brands said they would pull campaign funds from broadcast TV advertising to invest video advertising, up from 19% last year
  • 10% of brands confirmed that they would divert funds away from cable advertising, down from 13% last year.
  • 30% of participants confirmed that they would consider moving their marketing budget away from display advertising into video advertising.
  • 26% will decrease their search budgets in favour of paid video ads, a significant increase from the previous 3%
  • 43% of brands are purchasing mobile video today, as are 7 out of 10 agencies
  • 70% of marketing agencies and 65% of brands want clearer measurements so they can compare the effectiveness of online, cable and TV advertising.

Video Ad Spend Up, Display And TV Ad Budgets Suffer [Report]

In 2012, 58% of agencies and brands borrowed from their broadcast budgets to fund at least some video advertising spend. 45% confirmed they had pulled 1-10% of their broadcast dollars for video, 9% drew 11-20% of their available budget, and 4% more than 20%.

Video Ad Spend Up, Display And TV Ad Budgets Suffer [Report]

75% of brands confirmed that they will buy their video ad inventory from an ad network, up from 61% in 2011, but there’s a 10% drop in purchasing directly from a publisher with only 68% confirming that this is to be their preferred choice. For agencies, 85% are just as likely to buy from a publisher as they are from a video ad network.

Both agencies (28%) and brands (34%)are more likely to buy from an exchange, with 21% of brands and 36% of agencies confirm they will purchase from a Demand Side Platform.

You can see the full report from Digiday and Adap.TV here:

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Brands Moving Budgets From TV To Online Video

Following customers as they wander off from their television sets, big brand advertisers are starting to divert TV ad budgets to online video–or at least they intend to.

That’s one of the most interesting findings in video ad exchange Adap.TV’s semiannual “State of the Video Industry” report conducted with the digital media site Digiday. Of course, it would be fair to assume that Adap.TV, which was acquired by AOL in August for $405 million and recently helped AOL AOL +3.98% unseat Google GOOG +0.11% as the biggest seller of video ads online, would be seeing trends like this perhaps more than a disinterested party. But it polled some 900 ad agencies, advertisers, ad networks, and publishers, so it’s worth paying attention to.

Not surprisingly, the study found that video ads are exploding, thanks in part to automated technologies to make the buying process faster and easier as well as a jump in the amount of live and on-demand content coming to all screens. This year, brands upped their video ad budgets by 65% from 2012. Some 86% of brands and 91% of agencies expect to spend more on them next year.

The study found that 31% of brands see video ad budgets coming from broadcast TV, 13% from cable TV. Display, which to date has been the main target and may well continue to be for years to come, was cited by 30% of brands. “People aren’t watching reliably in front of their TV screens anymore,” instead watching on multiple screens, Adap.TV Chief Marketing Officer Kara Weber said in an interview. “It’s shifting how brands are looking to reach consumers.”

Throw agencies, which constitute the largest segment polled at 43% of respondents, into the mix with brands, and the percentages change considerably. So it’s probably risky to extrapolate the results of this study to actual budgets shifts. Some 21% of agencies and brands together see budgets coming from broadcast, 11% citing cable. Instead, brands agencies overall saw big increases in budgets coming from out-of-home advertising such as billboards and search advertising. Brands see very little shift to online video coming from search because they view search ads as a good way to drive more people to their online video.

Only 3% of brands and agencies taken together cited display, which seems odd. However, Weber said that’s likely the result of agencies still being organized with separate TV and digital operations, so budgets don’t flow freely between the operations.

All that said, Adap.TV cautions that any change won’t be large or quick:

Looking still more closely at how much broadcast budgets could shift in the coming year, it’s important to note that this year 42 percent of all video advertising buyers said there had been no change in their broadcast spending whatsoever. So, while they say a change is likely in 2014, it may not necessarily come to fruition. Furthermore, the largest group of buyers says the decline was 10 percent or less of their broadcast budgets. These numbers will continue to fluctuate as buyers examine their efforts in TV, digital and mobile video, and how that translates into a media mix that adapts with the rapidly converging nature of those worlds.

Another big trend is the way these video ads are bought–via automated buying known as programmatic. “In just the past two years, brand patronage of programmatic video channels such as exchanges and DSPs has roughly doubled, as direct to publisher purchases have declined by 15 percent,” the report says. A lot more advertisers and agencies are also buying mobile ads than they were three years ago.

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But there remains at least one big obstacle to the movement of TV ad budgets to online video: a lack of universal metrics for determining how the reach, targeting, and performance of video ads. “Audience guarantees online were expected to be a game-changer for the ‘TV-ization’ of online video,” the study says. “Yet some 65 percent of brands and 70 percent of agencies say that existing measurement standards do not satisfy their need for audience guarantees.”

Nearly $44 Billion in Content Marketing Budget [Study]

Content marketing budgets are being shifted towards video production, as businesses realise the appeal of the medium among their target audiences according to the latest Custom Content Council (CCC) study.

Custom content spending on production and distribution rose to 43.9 billion, the second highest amount to be recorded. All forms—print, electronic and other—experienced growth; a 9.2% rise over last year’s 40.2 billion, with print still claiming the lion’s share of dollars spent in content marketing. Of the average overall marketing, advertising and communications budget, 39% of the funds were dedicated to content marketing.

Released just prior to the industry’s largest event in Chicago next week, the “Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2013,” is the 13th annual industry report by the Custom Content Council and ContentWise, comparing usage of content marketing among different formats from 1999-2012, including print, web, email, video, virtual events, white papers, podcasts and e-Zines.

New results on “social content” and “SEO content” formats shows 81% of respondents are creating content explicitly for use in social media. Not surprisingly, social content is immediately registering as the most frequently used form of content marketing. Web updates, social content and SEO content is remarkably consistent, with 40-44% for respondents expecting to increase their output.

“All of these metrics show a solid commitment to custom, no matter what the form of distribution.  Funds that were previously earmarked for print are being shifted to social and video content.” said Lori Rosen, Executive Director, Custom Content Council.  “Video has been the fastest and most consistently growing medium for content marketing—in this survey 62% of respondents now report using video in their content marketing. Branded video is closing in on web and print as one of content marketing’s most common form.”

The appetite for video reins with 57% of respondents expecting to use more—higher than last year’s 54%.The average marketers update their website over three times per week and utilizes social content four times per week.

Other key findings of the Characteristics study include:

·         Frequency:  The average annual frequency rose slightly to 6.1 times per year—or roughly speaking, a bi-monthly frequency. The average page count per issue rose to 30.2 pages, the largest in the history of the survey.

·         Circulation Per Issue:  The average for printed custom publication rose slightly to 50,943 per issue. The trend toward higher circulation, first seen four years ago, remains steady.

·         Primary Audience:  For the tenth year running, titles targeting external audience exceeded those targeting internal audiences. This trend is most likely a result of the effectiveness of printed custom publications as external marketing vehicles, and effectiveness of electronic solutions—namely intranets—as internal marketing vehicles.

·         Annual Circulation Per Title:  Since the outset of the survey, annual circulation per title has grown more than 150%, although growth has leveled off in recent years.  For 2012, the average annual circulation per title was 310,752 copies.

·         External Audience:73% of printed custom publications are targeting external audiences, of either B2B or B2C. Out of those two audiences, the majority are (63%) B2C versus B2B.

·         Distribution Method: US Postal Service still dominant with gains from ‘other paid delivery’ options and internal distribution methods. This may mark as the very beginning of a shift away from the USPS.

·         Unique Titles Per Company: The number of unique printed custom publication titles per company has dropped to an all-time low of 1.3—a general trend over the last five years toward fewer titles per company.

·         Presence of ads: Ads seeing an8% increase since last year, and doubled from the last decade, in 2012.

·         Titles in the Market:The number of unique printed custom publication titles decreased to 85,586, an all-time low. The decline corresponds to the reduced number of titles produced by organization.

·         Circulation in the Market:The total number of printed custom publication copies distributed dipped by 2.5 %, to 26.6 billion units.

Full research findings are available on the members-only section of the Custom Content Council website at: http://www.customcontentcouncil.com/research/2013-custom-publishing-characteristics.