As video marketing continues its astronomical rise, digital signage is perfectly poised to facilitate and extend its domination.
According to a recent article in the Huffington Post, 74% of all internet traffic in 2017 will be video. We increasingly live in a world where we are conditioned to receive information in this form.
The marketers that will win in this changing landscape are those who recognise and embrace this fact. Fortunately for those invested in digital signage, you have at your finger-tips a vehicle equipped like no other to benefit from this trend.
The most effective marketing tells a story, and one of the most engaging modes of storytelling is video. The size of the film industry attests to this, as does the rise of YouTube – now one of the largest search engines in the world. Quite simply, today most people prefer to watch rather than read. Walls of text – in a literal sense on posters or billboards – get ignored. Video, however, captures attention by appealing to two senses: visual and audio. Its power over text lies in the way a viewer can passively consume content without the commitment that reading demands.
Users can deploy digital signage video in a number of ways that does not necessarily induce a cost.
The most obvious way to embrace video is to create your own content. A lot of companies will have a creative individual in their marketing team, perhaps already responsible for video content that goes up on their website or social media. Often these videos can be appropriately displayed on digital signage screens too, making the salary spent on a video specialist an even greater return on investment.
For smaller companies or institutions without a content team, it is always worth checking whether you have a budding videographer or hobbyist in your midst. Digital signage video doesn’t, and outright shouldn’t be, a short feature film. Attention-grabbing clips can be put together with the most basic of tools. If you run a shop or estate agency, grab a camera and shoot some footage of your premises or properties. The most important thing is transparency. Prospects like to visualise the companies they are dealing with and the products they might purchase.
Digital signage video doesn’t have to be your own content either. The TrouDigital solution, for instance, has a YouTube app that lets you integrate videos from the web. With a video library of millions to choose from, you’ll find content to suit any environment. Equally, if you’re a retailer or distributor, it’s highly likely content can be borrowed from the brands you sell or your suppliers. In most cases, this will be free of charge, or better yet, they might pay you for the advertisement. You can read more about digital signage as a source of revenue here.
Digital signage video is a powerful combo but that doesn’t mean a poor video will do you any favours…
Having emphasised the importance of video marketing, a word of warning should be given on poor execution. The demand for video has never been higher; but the same can be said of the supply too. Today anyone can shoot footage on their phone and upload it to the internet in seconds. The result has been the polarisation of both extremes when it comes to video quality. In a few years, it seems likely that every retailer in a shopping centre could have digital signage playing promotional videos. Those that are good will stand out to consumers; those that are under-par will stand out too.
For this reason, investing in professional video production is increasingly a valuable use of a company’s marketing budget. Hiring someone to interview members of staff, record customer testimonials, or shoot a tour of your premises are simple but effective ways to make your company feel more human. As more and more business is done abstractly over the internet, the return on investment for this will be huge. The great thing about spending money on video, as alluded to before, is that the content can be repurposed and circulated elsewhere: on a website and around social media.
With the cost of video production ever decreasing, the quality rising, and the possibilities of sharing content exploding, digital signage video should be part of any company’s marketing strategy. The game is attention and video is a winner.