The Power of Video - PRN Launches Video Content Service

Unless you have been living under a rock, it’s hard to ignore the growing influence video is having in our everyday lives. Website and social media engagement is primarily driven by video, with YouTube now the world’s second biggest search engine, while in February this year, TikTok overtook Google to become the primary search engine amongst Gen Z.

Make no mistake, video is fast becoming the secret weapon for marketeers and brands across the globe.

As PRN launches its fantastic, new video content creation service offering, we caught up with our content partner Inspired Films and its Co-Founder and ECD Louis Paltnoi, who gives his top tips for making impactful, engaging video content that actually helps boost the bottom line.

🎥 The Power of Video

According to a report by Forrester Research, 60 seconds of relevant video is the equivalent of 1.8 million words on a page. Whatever the numbers, it’s clear that video is one of the most powerful marketing tools at a brand’s disposal. Quick facts download…

• Videos on social media platforms are shared 12 x more than text and images combined

• 87% of marketers say video has directly boosted their sales

• 69% of consumers prefer watching a short video over reading to learn about new products or services

• Marketers report that including video content in their marketing campaigns leads to a 34% higher conversion rate

At Inspired, a recent film achieved an ROI of over 800%, with many others seeing double digit customer conversion rates.

🎥 Know Your Audience

Why are you making a video in the first place? What and who is it for? Successful videos are the ones that resonate with their audience. It’s crucial to understand who you are targeting and why, taking into account:

• Demographics (age, gender, location)

• Psychographics (attitudes, interests, lifestyles, values, beliefs)

This ensures your content attracts, engages, retains and ultimately converts viewers. Anything less becomes a vanity project and a waste of your valuable marketing budget.

🎥 It’s All About The Story

Whether it is a six second social first film or a two-hour feature, every film needs to tell a story. The best videos engage, emote and resonate with an audience.

According to the Harvard Business Review, emotions increasingly drive consumer behaviour and brand decisions. These “emotional motivators” are arguably best captured through the powerful medium of video storytelling. Ignore emotional connection at your peril!

🎥 Keep That Focus

Albert Einstein said, "If you can't explain it, you don't understand it well enough." Ensure your video has a strong focus.

Whether aiming to drive sales or boost brand awareness, maintaining a clear objective and a strong spine in concept, script, and visuals, will ensure your video is aligned to that end goal.

In a crowded space, focused, relevant, and unique messaging is essential.

🎥 The First Few Seconds Are Critical

Studies have shown the average viewer decides within three seconds if they’ll keep watching a video​ (yes, you read that right!).

With demands on their time increasing, consumers crave engaging, quick, and digestible content. Such videos are more likely to be shared and convert viewers into customers. Trust and credibility are crucial as are those key messages.

But don’t just take our word for it, look at the algorithms! Social media platforms often reward and prioritise videos that attract and retain viewer attention early on.

Video and has gone from “nice to have” to “must have” for every marketer and brand. Together PRN and Inspired Films can make inspiring video content for inspiring brands.

To find out more about Inspired Films, visit their website or contact PRN to find out more and to discuss how we can create your next video content.