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Unconscious Bias in Your Company’s Video
Promote Your Financial Services Through Video
In general, financial services have a hard time connecting with younger audiences.. Video can be used as a means to bridge the gap between the two, offering audio and visuals to engage the audience, and also provide a way to build transparency, explain financial offerings and services, and let your customers know more about how you help them achieve their financial goals.
In a world where attention spans get shorter and shorter, video is proven to captivate your audience and maintain engagement and Brand loyalty. For financial institutions, this is key. Companies who utilize video in their marketing strategies have seen conversion rates increase across the board – specifically when used on landing pages, we’ve seen an 80% increase in conversions, and when used in email outreaches, we’ve seen open rates increase by 19%. According to Hubspot, 90% of customers have stated that video helps them make decisions in their buying process.
So – that sounds great – but how do you get started on your financial services video? We’ve outlined some simple steps so you can get off on the right foot.[/vc_column_text][vc_tta_accordion][vc_tta_section title=”1. Start with Questions.” tab_id=”1603132046680-aaaf5389-23f1″][vc_column_text]Before you determine your concept & distribution plan, you’ll need to understand your goals, primary objectives as well as your audience and their mindset. If your video isn’t strategic, it probably won’t garner the results you’re looking to achieve. So, begin by asking yourself some questions and defining your goals. Here are some questions/areas of information to get started.
- What do your customers care about when looking for a financial service?
- Who are your customers? Understand their demographics.
- What do your customers want & need from a financial service provider?
- What do you want your customers to know about you?
- Why are you creating a video?
- What message do you want to convey?
- Are you selling something? Explaining something? Welcoming new customers?
- What do you want a video to sound like? Look like? Feel like?
- What kinds of videos have you seen that resonate with you most?
- What channels do your customers interact with most? Your website? Socials? An app? Email?
- What are you willing to spend?
These are just a few questions to start out with to determine the key factors for your video and ensure it will resonate with your customers or audiences.[/vc_column_text][/vc_tta_section][vc_tta_section title=”2. Time to Plan!” tab_id=”1603132046730-92840c2b-a320″][vc_column_text]The next step is to outline your video production plan, as well as your video marketing plan. How often will you create/promote new videos? The most important thing will be to remain realistic and to establish cadence that makes sense for your organization. Maybe it’s once a month – maybe it’s once every 2 months – as long as it makes sense for you.
A great way to get started on your video production plan(besides contacting your video production partner) is to think about all of the materials and steps it’ll take to create your video. Will you need to schedule a production? Actors? Filming equipment? Or is this an animated video that requires a motionographer? Speaking of video types – you should consider what kind of video makes the most sense. Here are some examples of video types that work well for financial services:
- About Us – About Us videos can tell your customer a lot about your history, your business functions, and your values. Because trust is a huge part of a relationship between financial service and customer, providing this insight is extremely important.
- Explainer – There are a lot of complexities when it comes to offerings from a financial institution. Sharing this information in a clear, easily digestible format is a great way to engage your customers and ensure that they understand how your services help them achieve their goals.
- Testimonial – Like we said, trust is a huge part of the relationship between financial service and customer. Hearing from someone who’s already worked with you is a great way to build that trust.
It’s important to detail the necessary elements to create your video ahead of time to understand the timeline and budget of your project. You may also want to consider hiring a video production agency to help you in the process. Sometimes, it’s better to spend money on a partner who can provide not only a high-quality final product, but help you determine your strategy and distribution as well. Hey…that reminds us….we do that! Give us a call!
Something to help you lay out your video marketing plan in terms of frequency is to plot your potential videos on a calendar, so you’re aware of what needs to be created and when it needs to be distributed. To determine how many videos, how often, and what topics you’ll want to focus on, ask your customers! Gathering information through surveys is an easy way to capture data about your audience to help figure out your video strategy.[/vc_column_text][/vc_tta_section][vc_tta_section title=”3. Create, Publish & Promote.” tab_id=”1603132299729-df764208-d6e5″][vc_column_text]Now that you’ve determined your topic, your video type, your production plan, and distribution – it’s time to execute. Have fun with the process and remember your goals. Once your video(s) is complete, it’s time to distribute across your preferred channels to reach your customers. Post on your website, promote on your organization’s Instagram, or embed the video in your next email outreach. Make sure it reaches your customers – and here’s the most important step – listen to what they say about it!
A good video marketing strategy is flexible. Testing strategies and adapting them based on feedback from your audience is the best way to maximize results and continue to build relationships with your customers. Make sure you’re continuously monitoring how your video performs using a few metrics: engagement, conversion rate, shares, and play time.[/vc_column_text][/vc_tta_section][/vc_tta_accordion][vc_column_text]At the end of the day, if you’re a financial institution, video marketing is something that can be extremely beneficial for your organization. It can build trust, bridge the gap between yourself and younger audiences, explain your offerings and services, and showcase your organization’s history & values to connect, communicate and engage with your customers.[/vc_column_text][/vc_column][/vc_row]
We Work With Everyone
[vc_row][vc_column][vc_column_text]Here at 522, we work with & conceptualize videos for industries across the board. Each comes with different and new challenges, opportunities, and clients (that’s the best part!).[/vc_column_text][vc_tta_accordion][vc_tta_section title=”Financial Services” tab_id=”1599494823810-77ebc199-fc9f”][vc_single_image image=”5440″ img_size=”full” onclick=”custom_link” img_link_target=”_blank” link=”https://www.522productions.com/our-work/#1590084073098-948cf6f7-9271″][vc_column_text]Explaining financial services to your audience can be complicated – and even more difficult to clearly explain the types of solutions you offer to potential clients. We can help!
We know you need an effective way to connect with your viewers and to simply outline your message.
Here are some video types we like to use with our Financial Services clients:
- Overview videos – using a mix of live action and graphics, we’ve helped financial service organization’s describe their company simply and succinctly. Here’s an animated video we created for FinServ to help them share their services via the SalesForce Appexchange.
- Testimonial videos – establishing credibility is important to attract both clients & talent. Try testimonials to give viewers a chance to hear from real-life clients that loved working with you.
- Recruitment videos – you want to attract top-notch talent that knows who you are and wants to work for you because of your company mission, culture and opportunities to grow. Show real employees, real day-to-day, and real initiatives that you want prospective talent to consider when making the decision to apply.
[/vc_column_text][/vc_tta_section][vc_tta_section title=”NonProfit” tab_id=”1599494823836-25f34b58-98b0″][vc_single_image image=”5441″ img_size=”full” onclick=”custom_link” img_link_target=”_blank” link=”https://www.522productions.com/our-work/#1590083736836-d93a3c48-4d56″][vc_column_text]Nonprofits have some of the most exciting, compelling stories to share with their audiences. Video provides a powerful way to embrace these stories and tell them in a variety of different ways, depending on what channels your audience interact with most and what kinds of content your audience engages with.
- Short-form documentaries – provide a natural medium for sharing emotional stories that resonate with your audience.
- Mission-focused videos – offer an opportunity to energize viewers about the work your organization performs.
- Training videos – provide an excellent way to help your organization get the most impact out of each dollar spent.
- Safety Videos – efficiently convey important information to a global audience.
[/vc_column_text][/vc_tta_section][vc_tta_section title=”Technology” tab_id=”1599495899400-4c7346fb-d471″][vc_single_image image=”5442″ img_size=”full” onclick=”custom_link” img_link_target=”_blank” link=”https://www.522productions.com/our-work/#1590084108217-c3d76cdc-e8b0″][vc_column_text]Technology is important. It remains one of the fastest-moving industries in the world. Technology-based companies need to focus on how they communicate with their audience to ensure their making real, authentic connections and engaging with their viewers.
Hey! We’re good at that.
Videos provide an effective way to describe new technologies, demonstrate complex systems or share technical ideas. Overview videos allow you to showcase the human side of your company, technology and show viewers how your organization, product or service can benefit them. Be genuine in your approach and clear in your organization’s mission – that’s most important to your audience.
Don’t just limit yourself to live action! Animated videos give viewers important explanatory visuals.
Here’s a video we created for Booze Allen Hamilton – Immersive Experience Capability – those graphics, though!
[/vc_column_text][/vc_tta_section][vc_tta_section title=”Government” tab_id=”1599496349270-dc8241fc-ecbc”][vc_single_image image=”5443″ img_size=”full” onclick=”custom_link” img_link_target=”_blank” link=”https://www.522productions.com/our-work/#1590084010364-f2ae2b5c-21e3″][vc_column_text]As a federal employee, you face all sorts of challenges – from budget requirements to training objectives.Honestly, we love the challenge of finding new and interesting ways to connect with your audience and communicate your key messages.
Over the years, we’ve produced videos that help government agencies do just that:
- Training videos – educate internal or external audiences about changes in complex regulation
- Safety videos – inform employees about the proper procedures and processes within your organization and express your emphasis on staff safety to your prospective clients
- Software demos – easily explain the latest & greatest programs and services available to your clients, both new & returning.
[/vc_column_text][/vc_tta_section][vc_tta_section title=”Healthcare” tab_id=”1599496526752-1a386a9b-0ea8″][vc_single_image image=”5445″ img_size=”full” onclick=”custom_link” img_link_target=”_blank” link=”https://www.522productions.com/our-work/#1590084033657-5aa7e36a-05d0″][vc_column_text]Healthcare constantly evolves, as private sector policies are volatile to legislation and market conditions. Staying on top of that information & sharing that with your viewers can be difficult – this is where video can help!
Video offers you a powerful tool for communicating with not only external parties, but also your internal employees. Training videos enable you to effectively engage your employees to update them on policy and procedural changes. Safety videos quickly circulate important information and allow your employees and audience to easily digest what they’re learning using audio and visuals.
A short brand documentary appeals to viewers on an emotional level, showcasing how your work positively impacts lives and how your staff are dedicated to the cause each and every day. And to attract the talent to move your organization forward, create a recruitment video that reveals the most rewarding elements of your organization’s purpose.
Take a look at a brand anthem we created for American Nurses Association.
[/vc_column_text][/vc_tta_section][vc_tta_section title=”Professional services” tab_id=”1599496654668-02046b1f-2c4e”][vc_single_image image=”5444″ img_size=”full” onclick=”custom_link” img_link_target=”_blank” link=”https://www.522productions.com/our-work/#1590083736852-a2347100-24ee”][vc_column_text]Professional Services intersects with most other industries. You need to effectively communicate with a variety of audiences and make sure that each one understands who you are, what your organization provides, and how your work can benefit them. Videos are perfect for that – especially our videos. 🙂Here are some video types we’ve created for professional services in the past:
- Corporate overview videos – shine a light on what makes your company unique and what separates you from the competition. They motivate potential clients to hire you and they inspire top-notch talent to apply.
- Testimonial videos – offer an excellent way to establish trust in your organization before they pick up the phone.
- Short documentaries – explore an interesting or emotional story behind one of your products or services and can be an extremely effective part of your communications strategy.
[/vc_column_text][/vc_tta_section][vc_tta_section title=”Real Estate” tab_id=”1599496828071-dffe0d29-b130″][vc_single_image image=”5446″ img_size=”full”][vc_column_text]In an already competitive market, it can be hard to differentiate yourself from every other business.
Whether you’re an agent, builder, developer, or architect, we’ve gathered experience over the years vetting video strategies that work in the Real Estate industry. Overview videos offer an excellent way to highlight the benefits of a new community or development – and also offer a unique opportunity to establish a strong first impression. And if you want to establish trust, testimonial videos offer an authentic way to do so with your audience.
Here’s an example of a video we did for Stanley Martin – it’s a fictional testimonial, speaking right to the realtor.
[/vc_column_text][/vc_tta_section][/vc_tta_accordion][/vc_column][/vc_row]6 Corporate Video Ideas to get you started
Companies that take significant strides in video marketing have an unmatched advantage over the competition. Rather than using static content in presentations or on a website, a video can be more engaging and explain concepts more effectively than reading text. Yes… we notice the irony of this statement as a video production company.
But humans are visual creatures. In fact, Thermopylae Sciences and Technology points out that the human brain processes images 60,000 times faster than text and 90 percent of information transmitted to the brain is visual. Reading is an active process while watching a video is passive. It takes more work to read text vs. watching a video and science tells us that the human brain prefers the lazy way. So… thanks for sticking with this written blog!
Whether you’re producing content for training, recruitment or sales, you want to engage your audience. That means video should be an essential part of your corporate marketing strategy.
Below we dissect 5 corporate videos that we created to help give you tangible ideas for your next corporate video campaign.
#1: The Mission Video
Overview
Foster care adoption can be extremely difficult; many children are traumatized and have to be guided through a healing process. But once you get to the other side, the rewards of foster care adoption make any challenge worth it. The Dave Thomas Foundation can help families navigate through the adoption process with understanding and support.
Focus
We wanted to help the audience relate to foster parents and children by letting them see themselves through their everyday items and actions. We spoke with parents about what has made foster care particularly rewarding for them, while showing the present-day joy and contentment of the children. We ended up weaving the stories of three families together who had the same message that foster care adoption has certainly been worth it.
Results
This video has received more than 150 thousand views on DTFA’s Facebook page and about one thousand shares to date.
#2: The Recruitment Video
Overview
Finding and attracting the best talent is essential to grocery store chain, Wegmans’ success. Since the company is often considered one of the best places to work, it was essential that we captured the energy and passion engrained in Wegmans’ culture.
Focus
The focus of this video highlighted key messages through select moments from in depth interviews conducted with a variety of Wegmans’ employees. We covered these poignant responses with fast-paced, engaging visuals to give the piece a warm, energetic feel.
Results
The video is prominently featured on the Wegmans’ career page and is often used by recruiters to highlight Wegman’s culture.
#3: The Brand Video
Overview
Safety of all individuals on a Clark jobsite is one of, if not the most important considerations for the organization. A key part of their safety orientation is a video that must be viewed by everyone the first time they arrive on a Clark jobsite. But getting thousands of veteran tradespeople to care about safety as much as Clark does, can be a challenge. You don’t want to beat them over the head with Safety information.
Focus
A safety video isn’t traditionally something you think of as cinematic. But we set out to catch people’s attention. We wanted the audience to understand the importance and impact that safety has on the Clark organization. So w values – was going to be the most effective way to connect with the audience. We didn’t want the message to feel like it was coming just from the top down, but that safety resonated throughout all levels of the organization. We captured poignant stories and compelling visuals in order to break through the noise of a typical training video.
Results
The result was a video that thousands of tradespeople around the country that step on to a Clark jobsite every day did not expect. The video has been met with extremely positive results to the point where it was trimmed down to a public facing video that we are able to share with folks outside of the organization.
#4: The Training Video
Overview
Teaching young government analysts to be aware of cognitive biases isn’t easy, but the Intelligence Advanced Research Projects Activity (IARPA) team needed to do just that. As part of a larger project, we were tasked with writing, developing, and producing a 30-minute training video on cognitive biases – a phenomenon where people draw incorrect conclusions on information based on their own subjective perceptions.
Focus
We wrote, shot, cast, and produced the project with a 12-person crew and a cast of over 25 talented people. We had 7 days to capture 5, three-minute narrative vignettes and the host’s detailed explanation of the content. Infusing the video with humor and a storyline that appealed to recent college graduates (the target audience) kept the content fresh and enjoyable.
Results
Two focus groups during post-production confirmed that the execution of the video was a success. The video then went on to test well among end users of the product as well. A second series of videos have been produced based on this success.
#5: The Sales Video
Overview
Endgame offers a cyber operations platform developed with elite DOD cyber operations teams, that enables enterprises to automate the entire hunt mission, and detects and blocks adversaries at every phase of the cyber kill chain. Explaining what exactly Endgame does can be a little tricky for both potential clients, investors, and employees. So we needed to create a video that spoke to them in a simple and straightforward manner, and really simplified what the product does.
Focus
Despite offering a sophisticated platform, Endgame is all about their people. So, we thought they should be the ones to explain what their platform does. Endgame believes in building a diverse and dynamic team, so we wanted to hear from a variety of folks across disciplines – designers, programmers, researchers, engineers, etc. We felt that coupling these interviews with sleek, engaging on screen graphics would simplify the more technical elements of the platform and really bring the piece to life.
Results
The video debuted at a large industry conference and was met with extremely positive feedback. Endgame continues to use the video in a variety of formats.
#6: The Fundraising Video
Overview
Each year, Children’s National Medical Center hosts the Children’s Ball – the organization’s signature event. We partnered with CNMC to develop a video that showcased the impact of their attendee’s contributions. After discussions with their team, we decided that the most effective approach was to create an in-depth documentary that focused on one story that represents everything the organization stands for.
Focus
We worked closely with the organization to select the right story, deciding to chronicle the emotional and physical journey of 11-year-old cancer survivor Jaiwen Hsu. After meeting with the Hsu family, getting to know them and learning their story firsthand, we felt a mini-documentary would provide the most impact for their story.
Results
The Lucky One won Best in Show at the TIVA Peer Awards, as well as a number of other individual awards, such as a Gold DC American Advertising Award. The video continues to serve as a source of inspiration on the CNMC website.
Next Steps:
Now that you’ve seen a few ideas, it’s time to start putting together your own ideas. Start with understanding what your audience needs and develop the concept from there. Still need more information? Read our blog on the 5 Tips to Help you Prepare for Producing a Corporate Video.
Mockumentary Marketing: How Humor is Redefining Video Marketing
From the Dollar Shave Club to the Poo~Pourri, a new generation of web based businesses are taking advantage of the marketing benefits that humor has to offer. With mockumentary style videos, these brands are going viral and going from start-up to household names within just a few weeks. So how can your brand take advantage of this sarcastic trend without going to over the top? Continue reading “Mockumentary Marketing: How Humor is Redefining Video Marketing”
