Are you using videos as part of your marketing campaign?

If not, Paul Clegg from Coconut Creatives looks at the reasons why you need to start, ASAP!

When someone whips out their camera, how do you react? Do you run for the hills? Hide in the shadows? Grab the camera and start filming instead? Or, embrace the moment, and put on a smile? For too many franchisors – and, subsequently, their franchisees – the idea of incorporating video into their marketing strategies seems like too much hard work, too complicated, or too expensive. So, they just don’t. “We’ve managed this long without video, why do we need to start now?”

Well, for starters – video is incredibly powerful. Not only did it kill the radio star, it’s fast becoming the leader of the pack for every social media platform – it’s why LinkedIn and Twitter both tried to emulate the successful “Stories” feature, which was rolled out first on Instagram, followed swiftly by Facebook. 

People love video! 

There’s only so long you can ignore something the rest of the world loves, before you start paying for it with your leads. Not convinced? How about these stats from around the net:

• According to Google 6 in 10 people would rather watch videos online than watch TV
• Which is backed-up by Hubspot who found:
  

  • 78% of people watched videos through their mobile, or laptop on a weekly basis
  • and 55% watched them every day

You might think this is great and all, but surely this is just about what they do in their spare time. Why should people’s demand for video dictate the need to create some for your franchise’s core and recruitment marketing? Well:

• People remember content they’ve watched more than content they’ve read. According to Marketing agency, Insivia:
  

  • 95% of a video’s message is retained 
  • But only 10% is retained from copy

• In fact, Hubspot found 72% of people preferred learning about products or services via video

And, in terms of your marketing arsenal, the expected ROI for using videos is much higher, these days, than without video:

• Hubspot found videos added to emails, led to 300% increase in click-throughs 
• Marketing Sherpa found videos generated 300% more traffic to website
• Unbounce showed conversion rates rose by 80% just by adding a video to a landing page
• And Cisco predicts online videos will make up 82% of consumer traffic by next year

Still not convinced video marketing is the way to go? Maybe we need to have a chat!

Help! How do I use videos?!

However, if you have seen the light, and want to rectify the error of your marketing ways, how do you go about creating videos – and how complex do they need to be? It’s actually much easier than you think to create simple but effective videos your audience will enjoy.

Making videos, these days, doesn’t have to be an expensive option – depending on the type of video you choose to incorporate into your marketing strategy. According to Biteable video creation site, companies are using the following types of videos:

• 65% create presentations in video form
• 57% create video adverts
• 57% create explainer videos
• 43% create videos for social proof
• 37% create infographic videos
• 22% use videos for their polls or questions

Ideally, your video needs to be between 30 seconds and 2 minutes – any longer, and your audience flicks to the next one. Although, the rise of the micro video – which are around 15-20 seconds long – is changing the landscape of video marketing even further, thanks to TikTok and Reels. 

These platforms also offer you some creative ideas for you to make a video. And there are a various video creation apps and software you can use – even the free versions help you test the power of video for your brand. Although, if you still think it’s too time-consuming, or complicated, there are companies – like Coconut – who can help you with video creation. 

But, where do I even start?!

As a franchise, you have a wealth of opportunities around you, to help with video content. I asked our Video-Guy, Mark Harman from Red Book Productions, and he recommends:

1. Using videos to showcase what your franchise does
   

   1. In terms of franchise recruitment, showcase a day in the life of one of your franchisees 
   2. Involve your network. Ask them to film short videos answering questions about life before and after joining your franchise, what they gain from running their franchise, why they chose you, etc. 

2. Using videos to show off your products and services 
   

   1. This helps prospective franchisees understand what they’ll be offering their own customers
   2. and helps prospective customers know why they need your product or services

As the owner of a fantastic franchise, you should be using video to shout about what you do. From the simple and no-cost options of implementing the Stories feature, to hiring someone, like Mark, to create slick, effective videos which will last a few months, video marketing really is essential, in 2021. And because of the range of ways to create them, and the ideas you can develop thanks to the TikTok and Reels trends, we no longer have any excuses for not using video within our marketing.