We look at how the translation agency –
Matinée
has used online video in their recent re-brand. You can view their video here:
http://www.matinee.co.uk/projects/about-matinee-multilingual/
Video primarily has
4 advantages
over other types of marketing communications.
1. it’s more convenient
Ask yourself this –
Would you rather read 5 pages of text or watch 1 video…?
Undoubtedly the majority of people would answer “video” which means your target audience will also answer “video” – the one trillion videos viewed on YouTube in 2011 are testament to this!
2. It makes your brand more accessible
Transferring your brand to video can be a challenge; as you’ve now got moving pictures and audio to consider. The right use of voice over, music and editing will give your company
personality
, and make your brand instantly credible. For example; when Matinée was writing their web video they wanted to convey the friendliness, helpfulness and professionalism of their staff. To convey this “personality” in the brand, they took time choosing the right voice artist and music. The animation was produced in a simple style, using the brand colours, and the video was kept simple – communicating the key messages only, so the audience don’t get bored. Before you create your own web video take some time to consider your brand personality, and your message.
3. It improves your website’s Search Engine Optimisation
Video is increasingly important to your search engine ranking. In particular, Google is prioritizing video in its universal search algorithm. So in other words, Google is explicitly looking for video content on your website. If you have a video on your website, you can easily link it to your YouTube channel where it will gain even more exposure – you benefit from Meta tagging your video content on YouTube and linking back to your own website to help improve your site’s page rank. Matinée has many
language pages
on their new website and they’ve started to create relevant video content to improve their ranking. You should consider which pages of your own website would benefit from video content.
4. it’s easy to share on social media sites
A video is more likely to be shared on social networking sites than a lengthy blog post and you will achieve a larger audience with video as a result. Why? It’s simply more stimulating! For example; Matinée has ensured that all video content on their site can be easily shared on social networks. When you are updating video content on your own website, encourage sharing by making it easy for your own audience.
