Just a few years ago, video was reserved for big advertising campaigns. Today it’s everywhere: on website home pages, in LinkedIn and Instagram feeds, in job listings, on the screens of trade shows. For a company, not producing video increasingly means staying invisible.
But producing video for the sake of it makes no sense. Here is what it really brings, and how to integrate it intelligently into your communication.
Video captures attention better than any other format
On social media, algorithms favour content that holds attention. A well-built video (a catchy opening, controlled pacing, a clear message) is likely to be watched for longer than a simple image or text. It’s also the format that conveys the most information in the least time: an atmosphere, faces, expertise, a voice.
It humanises your brand
Customers buy from companies, but they trust people. Showing your teams, your premises, your behind the scenes or your satisfied customers creates a bond that words alone struggle to establish. This is especially true for SMEs, craftspeople and shops, whose strength is often their closeness to customers.
One shoot, multiple uses
This is one of the great advantages of video when it’s well thought out: a single day of shooting can feed your communication for weeks. From the same footage, you can create:
- a presentation film for your website;
- short, vertical formats for Instagram, TikTok or LinkedIn;
- clips for your newsletters and campaigns;
- photos taken from the shoot for press or print;
- a subtitled version for sound-off viewing.
Video also serves your employer brand
Attracting the right profiles has become a challenge for many companies. A video showing the daily life of your teams, your values and your working environment speaks to candidates far more than a job description. It also helps retain your employees, who are proud to see their work showcased.
Where to start?
There’s no need to aim for a blockbuster from the outset. The most effective approach is often to start from your objectives: getting known, reassuring prospects, recruiting, launching a product. From there, we define the useful formats, the distribution channels and a realistic publishing rhythm.
The best video isn’t the most spectacular one: it’s the one that serves a precise objective and looks like your company.
At that dog, this is exactly how we work: we start by understanding your business, then build content with you that’s designed to last.
A content project for your company?
Let’s talk: we’ll suggest a format suited to your objectives and your budget.