Hart in Media Blog


Video marketing and what it means for your brand

video marketing stats

A video marketing strategy is no longer “up-and-coming” – it’s already here, and it’s a powerful way to communicate your brand story, explain your value, and build relationships with your customers and prospects.
And, statistics show it’s working very well. Did you know, for example, that including video on a landing page can increase conversion rates by 80%? Or that 92% of mobile video consumers share videos with others?

So, let’s start by looking at the cost of producing a 30 second video. There are so many variables that need to be taken into account to understand how much a promotional video will cost, so we can give you a good starting point when trying to put together a budget for producing a video.

First you need to identify your target audience. Next, you need to ask what type of narration style will be used for the video production? Is there going to be an on camera talent speaking throughout? Or is there going to be a voice over artist speaking throughout?

Now we need to talk about the script. Have you prepared one? We offer in-house script writing, but for a quick and cheap solution, check out Fiverr. Maybe you don’t need a script at all and are considering a mini documentary style where the on camera talent answers questions about the product or service.

Now we need a location. Are you shooting at your premises? If not, a studio will add to the cost of the project. If you’re shooting in public, be aware of getting permits.

Now look at things like, how long it’s going to take to shoot all the footage and how many people are needed for the shoot. If it’s just one camera angle of someone speaking directly into the camera for 30 seconds the video might cost you £500 with a simple logo fade in/out and quick edit. If you’re envisioning several completely different scenes for your video, it’s going to be significantly more.

Not to mention talking about the editing, which includes non-linear editing where you’re piecing together the footage, to colour correction where you’re changing the look and feel of the video, to audio mixing including the music and any sound effects.

Hart In Media offer added value by working with you to produce and deliver a strategic video marketing plan, optimising your videos for easy discovery on the web and across social media.

But, what value will this bring to your business or organisation? According to comScore, the average user spends 16 minutes and 49 seconds watching online videos every month so, if you’re not using video marketing, you’re missing out on a huge opportunity. It’s not just the number of people who are watching videos that’s important – it’s the reasons why they watch it and, is a great way to get your elevator pitch out there and generate leads.

10 seconds
That’s how long you have to grab the attention of viewers in a video marketing clip. According to research by Visible Measures, 20% of your viewers will click away from a video in 10 seconds or fewer.

There’s good news, though. While desktop viewers tend to stick with videos for 2 minutes or less, mobile users seem to have a longer attention span and watch for about 2-5 minutes, whereas iPad users have the longest attention spans of all, sticking with a web video for an average of 5 minutes.

And It’s Not Just Online
– An Implix email marketing survey found that including a video in an introductory email increased the click-through rate by 96%.
– The Forrester Marketing group surveyed businesses and found that when marketers included a marketing or explainer video in an email, the click-through rate increased by 200% to 300%.
– One online marketer reported a 51% increase in subscriber-to-lead conversion rates when video was included in an email marketing campaign.

So there you have it – businesses that incorporate video marketing into their marketing strategy see higher engagement rates, higher click-through rates and higher conversion rate. Video marketing increases sales and leads so, if you haven’t yet started your own video marketing campaign, isn’t it time you jumped in with both feet?