How Manufacturers Can Use Video, Part 4: Using Video for External Communications

Marketers in manufacturing face a major challenge when it comes to external communications. They are expected to share complex information in an interactive and engaging way to external audiences.

While our digitalized lifestyle has made it easier to broadcast your messaging, it has also made it more difficult to engage at scale, because media has become so fragmented.

If you’re looking for fresh ideas for attracting and engaging your audience, video may be the answer. As an external communications tool, video can help build trust, understanding, and knowledge.

Let’s learn how.

Using video for more efficient and effective external communications

When it comes to external communications, we like to say, “show, don’t tell.” Grabbing anyone’s attention these days is more difficult than ever, so you need to think about the following:

1. Where is your audience?

First and foremost, online—primarily on YouTube, Facebook, LinkedIn, and Twitter.

80% of global internet consumption is of video content.

• Almost 5 billion videos are watched on YouTube daily

• 8 out of 10 18–49 year-olds watch YouTube monthly

• Facebook averages 100 million hours of video watched daily

• LinkedIn video posts have generated more than 300 million impressions

• 82% of the Twitter user base watches video
  

2. What is the most engaging but scalable way to reach people?

Video is more engaging, memorable, and popular than any other type of content. 

Video helps convert more buyers, sell more product, and increase click-through rates.

• Brands that use video marketing grow their revenue 49% faster than companies that don’t

• Including a video on a landing page can increase conversion rates by 80%

• After watching a video, 64% of users are more likely to buy a product online Video in an email leads to 200–300% increase in click-through rates 

3. How are you going to differentiate your message from your competitors?

There is a difference between differentiating yourself in the marketplace and differentiating your message. Take, for example, that both you and your competitor grow corn really well. This is the USP for both of you—how you deliver that message can make all the difference.

Your competitor highlights how they grow their corn in an infographic on their website. Infographics are visually engaging but take effort from the viewer to read and comprehend.

On the other hand, you produce a video explaining your process—from farm to table—all while showcasing a rich company culture. Interviews with farmers, employees, and consumers give your video a personal touch, and supplemental footage illustrates their points. 

Both methods of informing the viewer are engaging, but the video strikes an emotional chord with viewers that other media simply cannot touch.

Here are some examples of how to use video for external communications:

1. Corporate recruiting videos

Attracting and keeping top talent can be tricky. Using video to share your company culture, your company vision, and what you’re looking for in prospective hires helps viewers comprehend what kind of organization you are and whether or not they would be a good fit.

Job postings with video content are viewed 12% more than those without. Not to mention, companies have a 34% greater application rate when they add video to their job listings.

2. Media kit

Remember the time when beautifully printed booklets were passed out to investors, the press, and customers? Well, now it’s time to turn it up a notch and give that audience something more engaging. Something more than static photos in a book. Something they can always return to or easily share with others.

Give the press access to company b-roll for use in news stories. 

Communicate to investors the impact you are making in the marketplace using client interviews. Show them distant operations that they otherwise wouldn’t see. Reveal your latest technology in an explainer video. Give them insight as to why they should continue to invest in you.

3. Content marketing

Content marketing is all the rage. Couple that with video and you have a winning combination—one that will bring more qualified visitors and engage them longer. Content marketing is about meeting at the crossroads of what your audience values and the strengths your company holds.

For example, say I am a distributor of electrical components. Each Friday, my manufacturer sends me a company news briefing in video form. I am informed about product developments and arrivals. I can watch it at my own convenience and am encouraged to reach out to an associate with questions or comments. It's informative and engaging.

Another reason video is superior in content marketing is that it has a competitive edge when it comes to SEO. Compared to text or image content, there’s a shortage of premium video available—and online audiences are hungry for more.

The good news? You can create video for one medium (like your company website) and then repurpose it on social channels where video performs well ahead of all other types of content!

Ready to see how video can grow engagement in your company? Get in touch with the experts at Production Craft.

Check out the rest of our How Manufacturers Can Use Video series on Using Video to Enhance Your Company Image, Using Video to Drive Sales, and Using Video for Internal Communications.