Marketing

Harnessing the power of video in the COVID-19 landscape

May 2020 Written by Papirfly

For years forecasters have told us about the importance of incorporating video content into marketing campaigns. Even prior to COVID-19 causing a monumental shift in people’s lifestyles and working habits, the evidence for a renewed focus on video was right in front of us:

The impact of the Coronavirus has only supercharged the already rapid rise of video in today’s landscape, and not just in a marketing sense. With millions now required to work from home, video conferencing software like Zoom, Skype and Microsoft Teams are becoming pivotal to keeping in touch with work colleagues and pushing work through in challenging circumstances.

Video is central to showcasing your brand’s identity at times like this. Now more than ever, people will be closely listening to what organisations have to say in response to this ever-changing landscape. And brands that can deliver authentic, people-focused messages that resonate with their values can potentially form more powerful bonds with both existing customers and new audiences across the globe.

How can this be achieved? Here are three ideas for you to mull over.

Broadcast your employees’ expertise

During times of crisis, we turn to experts and specialists for guidance. And this doesn’t just apply to medical advice relating directly to COVID-19, but in terms of how people and businesses can function effectively in this new environment.

As such, now is an opportunity to empower the incredible talent and expertise that exists within your company to produce relevant, useful and thought-provoking video content to support your customers, other professionals and the wider public. 

This could come in the form of live webinars, a roundtable discussion on a prevalent topic over Zoom, or an animated guide narrated by one of your team. The possibilities are endless based on your level of video familiarity, but you don’t have to be an expert to benefit from this.

In fact, many would argue that videos that are not 100% professionally produced can actually look and feel more genuine and believable to audiences. As long as the information your employees are putting out there is true and relevant, the overwhelming majority of people will not bat an eyelid if the production value isn’t top-notch. With a lot of misinformation out there, providing clarity could go a long way in the eyes of customers.

Take Boots as an example. They put together a succinct video series with their Chief Pharmacist answering FAQs about COVID-19. These were not painstakingly produced - they just recorded his responses with branded title cards either side and music in the background. Straightforward, to the point, and with the aim of meeting customers’ expectations.

So, if your workforce has experts that could lend any form of advice in managing this crisis, give them the tools to produce their own videos. If Ant & Dec can record a TV show from their sofas, your team can make content from their living rooms.

Plus, to help ensure everything comes back to your brand, our BAM Portal’s straightforward video editing software allows you to create on-brand intros, outros and watermarks for this new employee-driven content, which they can implement from their own home.

Use video advertising to spread helpful messages

Due to a decline in companies running adverts as a result of COVID-19, it is potentially now more cost-effective for brands with the means available to them to run video ads that send important, meaningful messages to customers and the general public.

These, of course, should reflect the values and services that are at the foundation of your brand to ensure they come across as genuine. Look to examples like DoorDash’s ‘Open For Delivery’ campaign, which highlights how restaurants remain open and need the support of consumers right now if they are to survive this tough situation.

Or IKEA’s ‘Stay Home’ videos, focusing on how our homes are always there for us and give us so much, meaning staying there shouldn’t be seen as a burden. These campaigns fit succinctly as part of their company’s identity, while sending a valuable message to people looking for comfort and reassurance.

While it’s crucial to not look to exploit people at a time where emotions are running high, brands should not feel restricted to continue to market themselves and the support they can offer customers and the wider world right now. And video is a powerful means to do this, as these messages can connect with people in ways that written content often can’t.

In fact, one of the potentially beneficial by-products of these difficult circumstances is it’s motivating more traditionally-minded organisations to think digitally in an effort to engage with their audiences.

READ MORE: 6 ways to optimise your video marketing

Give people something to smile about on social media

Unsurprisingly, the Coronavirus outbreak has coincided with a spike in social media usage globally. While much of this will be looking for updates and information directly related to the crisis, many will also be looking to find an escape and some enjoyment on these channels. This is where brands can help fill the void.

Scrolling through Facebook, Instagram, LinkedIn and other platforms, you probably won’t have to search long to find a video of teams getting to grips with conferencing technology or encountering the new features of life working from home.

These real, organic interactions are relatable to millions across the world right now, and could prove a strong way to build tighter bonds with your existing customers and bring you closer to new audiences as well. Remember - videos on social media typically receive 1,200% more shares than text and image posts combined.

With so many confined to their homes, these videos can provide the much-needed human interaction and connection that people are seeking. Over time, sharing these videos of your employees in action or sharing valuable information can help build familiarity between your audience and your brand, forming a whole new generation of advocates when things return to some form of normality.

And, with 50% of consumers believing that brands should communicate themselves in a light and care-free way in spite of the circumstances surrounding us, don’t be afraid to incorporate light-hearted video content focused around your employees and your organisation’s new approach to working. It might be just the tonic for someone scrolling social media and could bring onboard some new fans.

Placing video at the heart of your content

Video marketing will be paramount to how brands navigate this difficult, digitally-driven period. The writing has been on the wall with consumers increasingly drawn to video content, and we hope these suggestions will help you keep engaged with your global audience.

We can help you achieve this. The video branding and editing software within your BAM Portal is geared to help you quickly create effective, on-brand content across your digital channels:

  • Import branded intros and outros to bookmark your videos
  • Use pre-defined transitions to create the sequences you need
  • Translate subtitles easily to reach your international audiences
  • Export videos in any format required on your channels

If you’ve been inspired to place video at the heart of your content strategy moving forward and would like to know more about how you can make the most of this feature of your portal, we’d be happy to keep the conversation going. Get in touch today and let’s talk things over.

by Papirfly

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