When you create content what you are aiming to do is reach a wide audience and have impact. Using video is a proven way to do that. People are more likely to watch short video clips than they are to read long articles. Using video will draw people into your social media content, it can engage people in your brand, and if you create the right content, your video just might be one of those videos that elevates your reach more than you could have hoped.
YouTube is the second most popular website after Google, and most videos are 60 seconds or shorter. The pandemic has increased both the use and consumption of video content, with 91% of marketers saying that the pandemic has made video more important for brands.
Research shows that 95% of a message via video is retained versus 10% via text, and if a website has a video on the homepage, 60% of site visitors will watch that before reading text. Marketers see high engagement from product or service videos and tutorial videos about their products or services.
On social media, 82% of Twitter users watch video content, social media videos generate 1200% more shares than any other content and Forrester research shows that one minute of video is worth 1.8m words.
These are all facts that show that using video will reach people in your target audience. It’s more than that though, using video is a way to engage people in what you do. If you use video in your company marketing, for example you can show your audience what your company values and culture are about. It can help you reach people you might want to recruit. Employee testimonial videos are another great way to do that. Through video you can show how inclusive you are and appeal to a wider audience.
Creating inclusive videos
To create inclusive videos about your organisation, there are some things to think about to get this right. A brand or company video is a brilliant way to show how inclusive you are and appeal to a wide audience. Firstly, have a look around at other employer brand videos for ideas and inspiration.
Things to think about are:
Story – what story do you want to tell? It’s stories that engage people, whether it’s a story about your company and how it started, or what it’s like to work there, or an employee telling their story, think about how you can show that in the video.
People – who are you going to show in your videos? Are you using a wide range of different people to show how inclusive you are? Or maybe you want to be brave and show someone talking about the work you are doing to increase diversity and inclusion?
Language – use simple language to make your videos easy to understand, and think about the words you use to ensure you use inclusive communication.
Locations – if you work in different ways, for example allowing people to work from home, then show that in your videos.
Captions – to make your content accessible, add captions to your videos, there are lots of solutions for doing this, for example Google have a function for adding captions.
And with all video content, you can start with simple videos. There’s no need to go straight into creating a complicated, expensive video. Start with a simple idea, and see how that performs and will help you with the next idea you have for video content.
If you’re thinking about video content we can help!
Meet Rachel, our video expert. She can help you with creating video content to engage your audience. Email firstname.lastname@example.org to talk through any ideas you have.