Video Strategy Boosts Engagement

A just-released survey from CMI showed that 73% of marketers say videos have become more important to their business in the last year. 88% of respondents say they aren’t using video to its full potential, and 86% say they get average or below average results from their video efforts. Without a video strategy to guide your efforts, you’ll struggle to create the right content for your audience and accurately measure performance. Video is the most popular area of investment for 2023, followed by owned media assets (69%), events (60%), paid media (59%), and social media (57%). Ceros, an interactive content design company, investigated its audience's interest in design history and attention to detail. They found that their audience appreciated learning about the stories behind common elements that digital designers use in their trade. As a result, Ceros created a video series called Design Decoded, which explores the history behind these design elements. NFL legend Victor Cruz hosted the series. Captain Morgan's rum brand sponsored the National Football League's fan of the year contest with a video-centric campaign to create a connection with its audience. The video was a CMA finalist for Best Video Series. The spot describes how the mark evolved from its use by print proofreaders to indicate an insertion to the go-to digital icon for prompting an up/down motion. A 60-second video from industrial supplies manufacturer Grainger manages to be both a well-being break for stressed workers and an advertisement for the company. The video, called "Grainger KnowHow: It's All About Getting the Job Done", is filled with calming sounds of saw blades and gears spinning smoothly. It celebrates the feeling of accomplishment that Grainger's customers get when their jobs are done right. The video enables Grainger to show its understanding of the daily stress experienced by its maintenance, repair, and operations customers, and to offer a moment of relief. The campaign for Ready for Summer earnt 644,000 organic views, 293,000 likes, 3,600 comments, 23,000 shares. As well as this, it also gained some mad respect for one twerking grandma. The campaign was also a surprising sleeper hit with the TikTok crowd. This was due to Salesforce's new content strategy which was based around their audience’s video-viewing preferences. This saw an increase in young adult vaccinations by 62% and close the gap in the vaccination rate between young adults and the overall population by 50%. The content agency Manifest created a campaign called Paper & Packaging: How Life Unfolds to show that paper and paper-based packaging is actually good for the environment. The campaign uses bright colors, clever copywriting, and artful animation to deliver a clear and compelling message. Paper and paper-based packaging protects trees and preserves forests. In the campaign’s first year, the engagement rate trended upward, achieving a 16-point increase in content resonance. In addition, Manifest’s research found that 77% of consumers agree that choosing paper products means making a positive impact on the environment.

(source: https://contentmarketinginstitute.com/articles/win-video-content-format)