Videos are the most popular and widely-used means of communication of our time. Do you need a video marketing strategy? The answer is clear: Yes. This article tells you which industries would benefit most from video content.
A survey by Hubspot in 2017 showed that 81% of companies already use video as a marketing measure and that 99% of respondents will continue to do so. And the trend is rising! Marketers already understand how successful video is.
Do you not use video? Then you belong to the minority. That's why our recommendation is: Invest now in a successful video marketing strategy so that you are not left behind by the competition in 2019. After all, video is estimated to account for 80% of Internet traffic this year!
Notarize is leading the way. Their imperfect video is refreshingly different and makes for great laughter.
Inspiration & entertainment at the same time: Over 74,000 users have watched the video of Notarize.
Video is the future.
If you want to jump directly to the 8 industries that benefit from a video marketing strategy, click here. Otherwise, we'd like to show you why now is the right time to invest in video.
Experts agree: videos are on the rise. Initially ignored for the most part, the buzzword "video marketing" is on everyone's lips and has become an integral part of the everyday life of an online marketer.
Research statistics confirm this trend:
- In 30 days more videos were uploaded than the largest TV stations in the USA could produce in 30 years.
- 80% of consumer Internet traffic in 2019 will be video.
- An average user spends 88% more time on a website with video.
- 72% of website visitors prefer video to tell them about a product or service.
- 64% of customers are highly likely to buy after watching a video.
These figures are convincing but not surprising. Who wouldn't have seen it coming given our communication preferences and social media habits? FaceTime, WhatsApp video call, Instagram Stories and Youtube are with us daily. On an ordinary day, we consume an average of 1.5 hours of videos – 15% of people even consume more than 3 hours.
Always online: No matter where, when and how – even in the subway.
At this point you are probably wondering why videos are so popular with consumers. We don't want to keep the answer from you.
This is how users behave online.
Beating around the bush is not our thing. That's why we say it straight out.
We are in the middle of the age of information. This means that people all over the world have access to information at all times using different media; that communication channels are faster and shorter; but also that the competition is stronger. The consequences are clear: our society is being overwhelmed by a flood of information and bombarded with advertising messages.
In order to control the situation, consumers have developed certain behaviours as a kind of self-protection mechanism. The motto is: absorb as much information as possible in the shortest possible time and separate the relevant from the unimportant. Contents are only browsed, scanned and skimmed. As a result, 55% of website visitors spend less than 15 seconds on a website. Nielsen made a similar observation. Within the first 20 seconds, the probability of people leaving the site from now on is 5%.
After 30 seconds, the likelihood of website visitors jumping off the site decreases.
In other words, the first 10 seconds are critical. With videos, however, you increase your chances of being heard. The longer you can hold consumers' attention, the more intense the exchange and the stronger the trust in your brand.
Other advantages of video use include a higher conversion rate and reach, as well as an improved Google ranking thanks to optimized SEO measures.
Companies and brands react. They have adapted to the consumer behavior of the masses. Videos are increasingly being used on websites and in blog articles. Video hosting platforms are used intensively. Facebook allows users to embed videos in their cover and Instagram follows with IGTV.
The 8 industries we now introduce have either not yet fully exploited their video marketing potential or are still in their infancy.
Do you work in one of the industries? Then you should pay particular attention now, because we not only present possible video content for the respective industries, but we also provide best-practice examples.
8 industries that would benefit from a video marketing strategy.
#1 SaaS (Software as a Service).
Potential customers find it hard to get technical things explained to them orally or text-only. The solution is obvious: video. However, unfortunately not everyone uses the possibility of a visual presentation.
The interface, functionality and advantages of the software can best be explained with the help of an explainer video. In this way you avoid headaches with potential buyers by giving them a direct insight into your software – transparent and unadulterated.
Helmholtz's explainer video serves as a prime example. The company focused on the essentials and created a video without much frills. Great effects and animations were deliberately avoided. Therefore, the viewer can concentrate better on the advantages of the offer and can understand in the same breath the added value that the software solution offers.
Simple but effective design by Helmholtz (produced by Mynd).
#2 Travel & Tourism.
This is a service-oriented industry with services that can be experienced through accommodation, cuisine, culture, nature and sport. Through the interplay of video, the scenery is all the more brought to life in order to trigger the spectator's wanderlust as well as the desire for adventure and relaxation. Be it a tour through the hotel resort on the Maldives, a drone recording from the surf camp or a live broadcast of the Brazilian carnival – the right footage says more than 1,000 words.
This industry in particular thrives on great emotions. Airbnb transported this perfectly with its story of Dan the Superhost. In its video, the American company presents two important components that make up a successful video. First, they share a personal story of one of their partners who make up the company. Second, the protagonist, Dan, shares his perspective on what he particularly likes about his role as host at Airbnb, which makes him a testimonial himself.
Skilfully staged, Dan embodies Airbnb's values and motivations. This gives the booking and rental system of accommodation a face, and humanity comes to the fore.
A look behind the scenes: Airbnb introducesSuperhost Dan.
#3 Healthcare.
Your own health and that of your loved ones is the be-all and end-all. Accordingly, consumers invest a lot of time in selecting the right practices, specialists or treatment methods. A conscious decision has to be made, so 92% of users rely more on personal recommendations from acquaintances and strangers than on the information and advertising messages of a brand itself. Service providers in the healthcare industry therefore rely on the satisfaction of their existing customers to win new ones. In this case, testimonials and personal success stories are the most appropriate.
Despite recommendations from others, people do not always make logical decisions. Sometimes emotions make the decisions. To whom do we feel most emotionally connected?
The British healthcare company Bupa appeals to our gut feeling in its video. In an animated video they tell us what happens when the tooth fairy comes. Storytelling at its finest has been implemented here according to all the rules of art.
The story reaches hearts and arouses curiosity as to who is behind this creative approach. It's no wonder that the video on Youtube alone was viewed more than 1 million times. This brings Bupa a significant step closer to selling its services.
The Tooth Fairy: Emotional Storytelling from Bupa UK.
#4 Education.
In the career age, choosing the right school or university can determine success or failure in the future of a person's life.
However, the choice can be a grueling experience for both parents and young adults if the right information is not found.
Help these people in the search phase by providing them with easily digestible information that answers their questions.
Be inspired by the University of Bristol. In their information video, the viewer can accompany a student to the University's Open Days..
In addition to the exclusive guided tour of the campus, those interested will get to know the program and the teaching staff and learn from other full-time students what it means to study at the University of Bristol.
The video gives you a good overview, so that you can continue your research in a certain direction if necessary. A look behind the scenes like this is worth its weight in gold!
Open Days at the University of Bristol:A student reports in real time.
#5 Agencies.
Do you run an agency or work in one? Then you probably know exactly what it means to attract new clients.
Everything revolves around a sophisticated Conversion Funnel. This has the goal of turning visitors into buyers. This is a process that requires many employees and can sometimes take a long time. Pressure can be felt from competing agencies, some of which compete for the same potential customer.
The best way to stand up to the competition is to show your personality. How do you work? Who are the people on your team and what makes you special?
People want to do business with people.
Above all, it is important to be courageous and to show your true colors so a potential customer knows who he is dealing with and can estimate beforehand whether you fit as an agency.
"We are Mynd": Humorous video depicting the agency.
#6 Law.
This industry is about a lot of money. Disputes are unpleasant and those involved want to settle them as quickly and peacefully as possible.
Of course each party wants to win, therefore it requires a specialized lawyer with specialized knowledge in their sector. But how does the seeker know who the right lawyer is?
Attorneys can illustrate their expertise by including explainer videos on certain topics on their website.s Divorces, private bankruptcies and P-accounts for example.
#7 Financial sector.
The financial sector has a reputation for being stiff, old-fashioned and unemotional.
Banks, investment advisors and other financial service providers want to take countermeasures. They have taken up the cause of polishing up the dusty image of their industry.
This is not an easy task, but with the correct tips and advice, it is possible.
To make matters worse, money is a sensitive issue. Investors do not want to hand over their financial affairs to every bank that comes their way. Trust in a person or institution makes all the difference.
In order to win the trust of potential customers, there are various possibilities with video: personal reports from current customers, insights into cooperation, product videos, an information film about the consultant.
Or you can do it like the founder of “The Financial Diet” and create short, informative and easy-to-understand explainer videos on dry but important topics so that everyone listens.
The woman in the video also seems anything but boring. Unconventionally and with a lot of charisma, he introduces the audience to the topics. He is a great example of how one can bring more pep into the world of finance and insurance.
Enjoyed on YouTube with great popularity: “Versicherungen im Kopf” goes new ways.
#8 E-Commerce.
The sales figures in online trade amounted to 2.84 trillion US dollars worldwide in 2018. By 2021, the number is expected to grow to 4.87 trillion US dollars.
Consumers like to shop online. This not only saves time, but often also money. Although online shopping has many advantages, it also has disadvantages. Online merchants complain about the rising number of returns. According to a BBC survey, 62% of respondents returned women's clothing because it did not fit or did not meet their expectations.
Matador's example shows how e-commerce entrepreneurs can react to this.
A good product presentation shows the object in use, as a close-up and with a 360° panoramic view. Before you make a purchase, don't you also want to know how your product behaves, what it is like or how big or small it is?
Since the product can be experienced with all the senses in a local shop, buyers in the online world need more information and a context in order to make a decision. Matador offers all this and more in one story.
"Introducing the Advanced Series" - Matador from product development to the endurance test.
Will 2019 be the year of your video marketing strategy?
Video in 2019 is directly linked to the success of the previous year. As early as 2018, 54% of respondents to a survey said they wanted more video from marketers. We can assume that these figures will only increase further in 2019.
We hope we were able to inspire you for your 2019 video project and wish you every success in its implementation.
Do you still have questions or would you like support with your video project? Then we will be happy to advise you, without obligation.
