What is video marketing and why is it worth investing in it in the CALL CENTER industry?
Video marketing zyska? na popularno?ci w ostatnich latach. W zabieganym, dynamicznie zmieniaj?cym si? ?wiecie ludzie maj? coraz mniej czasu na czytanie d?ugich tekst.
The time people spend watching video content has nearly tripled since 2018 – from around 6/7 to as much as 18/19 hours a week! The film form combines two things that attract people's attention the most - sound and movement. The effectiveness of video marketing is confirmed by numbers - over 80% of marketers said that thanks to videos it is easier to generate sales leads. 94% of the respondents indicated that customers better understand the service or product offered when they have the opportunity to watch the video, and not just read the description. As many as 41% of respondents noticed a decrease in the number of helpdesk calls thanks to the placement of video instructions on products[1].[1].
Video communication can be divided into short forms (these include TikToks, Reels and Shorts) and longer videos (primarily YouTube, but also longer Facebook Lives). It is worth using multiple platforms, because each pursues different goals and attracts different groups of recipients. We will focus on YouTube for a while - because in our company we have invested heavily in both equipment and human capital that supports this format.
• YouTube is the second (after Google) largest content search engine in the world. Every month, over a billion users generate traffic on the platform, which often surpasses linear television. When publishing on YouTube, you need to follow a simple rule - prepare the material not for a few, but for a dozen, and preferably several dozen episodes. YouTube requires regularity and consistency. Positioning videos on YT is a material for a separate entry - here, however, it is worth presenting some basic rules. First of all, you need to take care not only about the title of the video, which is visible to the viewer, but also about the name of the video file. It also has a big impact on SEO. In the description of the video, the first two lines are the most important - these are where the keywords must be placed. YouTube is where you post longer videos with more content to share. For example - our YT channel "Business on Headphones"
serves to share knowledge and experience on topics from the Contact Center industry. We publish several-minute interviews with invited guests and expert series, the episodes of which last from several to several minutes. It fulfills its role both in terms of content and SEO. It makes us visible.
Other formats, in a much shorter form, have also become a permanent part of our communication strategy, but they fulfill their task mainly in the field of EB and internal marketing.
• Facebook - here the so-called Facebook pages stand out. "live" - that is, live broadcasts. When running a Facebook account, it is worth remembering that the portal promotes video content the most, followed by posts containing many images, then posts with one image, and only text entries last. On Facebook, we mainly show the company's everyday life and reports from the events we organize.
• Instagram – the attention of brands should be focused primarily on heavily promoted Reels (pl. Rolki). They are Zuckerberg's response to the growing popularity of TikTok. On Instagram, the idea, aesthetics and being part of the trend are important. Interestingly edited videos showing places, people and products, as well as micro-guides or series such as "how to do something" or "trips & tricks" click well here. The advantage of Instagram over TikTok is that the content on Zuckerberg's portal reaches a slightly more mature audience (the largest group of viewers are people between 18 and 29 years old[3]) and does not have to be kept in such an entertaining form to remain attractive.[3]) i nie musz? by? utrzymane w tak rozrywkowej formie, aby wci?? by?y atrakcyjne.
When planning videomarketing communication, it is worth combining various platforms and using their full potential. For example, the publication of a film on YouTube can be supported by uploading a making-off to Stories (pl. Relations) on Instagram or a preview of the film in Reels. We successfully use this method to promote our films on the Biznes na Headphones channel. Every Wednesday we publish an episode on YouTube, which we support with a trailer on Instagram and a summary of the most important topics of the episode on LinkedIn.
In marketing communication, the most important thing is to convey information in an understandable and interesting way for the recipient. The video form is undoubtedly attractive to customers and allows you to provide quick and efficient answers - for example through comments under the video. Communication via video should be used to tell a story, not just to present dry facts. Such content will increase the recipient's engagement and provide the advertisement with better positioning - when recommending a given video, most portals pay attention not only to the total number of views, but also to the time spent watching the clip and the reactions of viewers.
Video communication is a broad topic. After today's article, you already know that in
[1]The State of Video Marketing 2019, cyt. za https://brand24.pl/blog/video-marketing-przewodnik/ [dost?p 9.12.2022]
[2]https://www.omnicoreagency.com/tiktok-statistics/ [dost?p: 9.12.2022]
? [3]https://www.clearvoice.com/blog/tiktok-vs-reels-vs-shorts/ [dost?p: 9.12.22
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