4 Ways To Win With Video – the ‘It’ Content Format for 2023 [Research and Examples]

If an image is value 1,000 phrases, the worth of a video might equate to the catalog of Stephen King novels, plus a number of of his motion pictures thrown in for good measure.

Just take into consideration that potential for connecting together with your viewers, commanding their consideration, and compelling them to stay round to look at your model’s story unfold.

Metaphor apart, these advantages are robust motivators to extend reliance on video. According to CMI’s just-released 2022 Content Marketing and Visual Storytelling Survey, 73% of entrepreneurs say movies have turn into extra vital to their enterprise in the final 12 months.

73% of marketers say #video is more important to their business than it was last year according to @CMIContent #Research via @joderama. Click To Tweet

Yet 88% of respondents say they aren’t utilizing video to its full potential, and 86% say they get common or beneath common outcomes from their video efforts.

That lackluster efficiency may very well be attributed partly to an absence of clear targets. Like some other side of content material advertising and marketing, with out a video technique to information your efforts, you’ll wrestle to create the proper content material for your viewers and precisely measure efficiency.

It appears 59% of entrepreneurs agree – a method was the most regularly cited want to enhance their video outcomes.

But a method will solely go to this point in boosting your model’s video efficiency.

Creativity wins on this crowded area

Competition grows by the minute in the video area. In CMI’s B2B Content Marketing Benchmarks, Budgets, and Trends: Insights for 2023 survey, 75% of entrepreneurs say they created or used video (all lengths and codecs) in the prior 12 months, rating second in format reputation with brief articles/posts (89%) in first.

Video is also the hottest space of funding for 2023. More than three-fourths of entrepreneurs (78%) plan to spend money on it, adopted by owned media belongings (69%), occasions (60%), paid media (59%), and even social media (57%).

Areas of B2B Content Marketing Investment in 2023

All that competitors means it is advisable suppose creatively to make sure your movies stand out. Otherwise, your viewers might by no means uncover them, not to mention select to interact with them.

Given that 78% of marketers plan to invest in #video in 2023, think creatively to ensure your videos stand out, says @joderama via @CMIContent. Click To Tweet

Fortunately, so many inspiring examples will help steer your efforts in the proper course. So many, in actual fact, the Content Marketing Awards devoted 5 classes to video this 12 months.

Look at a number of of the large winners and finalists – and the inspirational classes they train – that will help you obtain success.


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Lesson 1: Create a personally resonant hook

Billions of movies can be found on-line (an estimated 800 million on YouTube in 2022 alone). To compel audiences to look at yours, it is advisable steal their consideration from different choices. One manner is to concentrate on subjects linked extra intently to your viewers’s pursuits and passions.

Ceros faucets into designers’ passions

Interactive content material design software program firm Ceros probed its viewers’s curiosity in design historical past and consideration to small particulars. The model emerged with Design Decoded, a video collection exploring the tales behind widespread parts digital designers use of their commerce.

One episode focuses on the caret – a chevron-shaped mark that the majority web site guests will certainly acknowledge. In the lighthearted and eye-catching three-minute video, Ceros takes design “nerds” on a visible journey by way of the caret’s historical past:

The spot describes how the mark advanced from its use by print proofreaders to point an insertion to the go-to digital icon for prompting an up/down movement, similar to scrolling on an online web page, opening an accordion menu, or swiping to the subsequent display on a cellular app.

Design Decoded was a CMA finalist for Best Video Series.

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Captain Morgan spices up fan-based content material

Football followers’ ardour for their favourite workforce runs deep and vast. So, when Diageo’s rum model Captain Morgan sponsored the National Football League’s Fan of the Year contest, the advertising and marketing workforce used a video-centric play to create a connection.

With their company Engine Shop, Captain Morgan introduced NFL legend Victor Cruz into the discipline to host the We Bring on the Spice docuseries. Victor visited seven finalists to seize their tales of soccer devotion and share how they impression others of their communities by way of their fandom.

@CaptainMorganUS’s We Bring on the Spice video docuseries told the stories of seven NFL fans’ devotion to their teams, says @joderama via @CMIContent. Click To Tweet

Those tales vary from an LA-based New York Giants fan who travels 3,000 miles to attend video games (proven in the video beneath) to a brilliant fan who created a supporters’ group that’s now over 10,000 members robust. By giving these NFL tremendous followers a video-centric platform to share their workforce love, Captain Morgan spiced up the soccer season – and introduced residence large wins for its model.

Engine Shop experiences that the docuseries content material hub generated 55 million impressions and 100,000 engagements. In addition, trade influencers hosted at the model’s unique NFL Fan of the Year brunch put Captain Morgan’s influencer takeover tales in entrance of 1.3M individuals.

We Bring on the Spice docuseries was a CMA finalist for Best Video Series.

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Lesson 2: Go past the anticipated

To stand out, widespread is the enemy. Instead, give your viewers one thing they wouldn’t count on to see in any respect, not to mention from what you are promoting.

Grainger promotes well-being with soothing industrial noise

Few individuals affiliate loud energy instruments and motors with ASMR (autonomous sensory meridian response) – these soothing sounds that set off a calming tingling sensation. Yet, industrial provides producer Grainger discovered a surprisingly clever solution to work the idea right into a well-being break for pressured employees.

The 60-second video – Grainger KnowHow: It’s All About Getting the Job Done – is full of satisfying sounds of hushed noticed blades and lubricated gears spinning easily. Those sounds pair with photos like liquid cement slowly seeping right into a mould for radiant warmth flooring.

The video permits Grainger for instance its understanding of the day by day stress skilled by its upkeep, restore, and operations prospects and to supply a second of aid.

By prioritizing emotion over product training, Grainger’s video surpasses its content material’s ordinary gross sales perform. It celebrates the sense of accomplishment prospects really feel when their jobs are carried out proper.

Grainger’s ASMR video was a CMA finalist for Best Short Form Video or Video Series.


Vaccinate WA goes ‘old-school’ for a youth-targeted PSA

Another solution to defy your viewers’s expectations is so as to add a shocking twist to a sizzling development.

Agency C+C proved the energy of this strategy with its Vaccinate WA Ready for Summer marketing campaign that additionally delivers a invaluable life lesson: “There’s no FOMO (fear of missing out) quite like watching your grandma having a wilder summer than you are.”

Produced for the Washington State Board of Health, the collection of saucy video spots depicts fun-loving seniors having the time of their lives as a result of their COVID vaccination standing permits them to soundly resume their favourite summer time actions.

They twerk at the membership (proven beneath), sail on a celebration boat, and “get weird” at a yard bonfire – stylish actions which may enchantment to youthful adults and affect them to get vaccinated.

Going risqué was a dangerous transfer for a public service announcement, nevertheless it paid off. C+C says Ready for Summer helped improve younger grownup vaccinations by 62% and shut the hole in the vaccination fee between younger adults and the total inhabitants by 50%.

The marketing campaign additionally turned a shocking sleeper hit with the TikTook crowd. When a comparatively unknown consumer shared it, the video earned 644,000 natural views, 293,000 likes, 3,600 feedback, 23,000 shares – and some mad respect for one twerking grandma.

Ready for Summer received the CMA for Best Content Marketing Video Series and was a finalist in Best Topic-Specific Video and Best Short Form Video or Video Series.

Lesson 3: Repackage and reinvent your video engagement

During the peak of the pandemic, many manufacturers took their face-to-face buyer connections into the digital area. Now that dwell occasions are again, you don’t have to ditch these Zoom conferences and digital conferences.

Integrate the dwell and digital experiences so your viewers can take pleasure in the better of each worlds on their phrases.

Salesforce+ innovates the viewers expertise with always-on streaming

Like many manufacturers, Salesforce wanted to maneuver its dwell occasions into the digital world throughout the pandemic. But the firm didn’t make it a short lived transfer. It embraced the alternative to innovate its content material expertise. The consequence was Salesforce+ – the first digital streaming service for enterprise.

Salesforce constructed a brand new content material technique round its viewers’s video-viewing preferences. From there, it constructed an modern owned media platform, filling it with a sturdy slate of broadcast-quality dwell occasions and an on-demand authentic collection.

Exclusive collection launched on Salesforce+ embrace The Shift, the place high-growth corporations reveal how they navigate digital transformation, and Trailblazer, which profiles 5 Black leaders who’ve constructed profitable careers, communities, and corporations with Salesforce.

The trailer for the collection supplies a glimpse into every of their tales instructed of their phrases:

Salesforce+ viewers can also entry reimagined variations of their favourite dwell occasions, like the model’s award-winning Leading Through Change collection.

The video content material supplies always-on entry to the content material on which Salesforce has constructed its viewers. It additionally attracts new buyer curiosity by sharing relatable tales that may encourage them to make significant adjustments of their work and the world.

Salesforce+ received CMA’s Best Use of Video and Best Content Marketing Program and was a finalist for Content Marketing Program of the Year.

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Lesson 4: Change perceptions to additional an important function

Your video content material doesn’t change the world, however it may right widespread misperceptions that stand in the manner of your model or your viewers’s targets.

Manifest adjustments hearts and minds talking to each directly

Paper and packaging are sometimes mistakenly solid as enemies of environmental conservation as a result of shoppers consider they’re unsustainable and contribute to forest destruction. Content company Manifest aimed to set that document straight with Paper & Packaging: How Life Unfolds.

The collection of brief movies makes use of a daring colour palette, intelligent copywriting, and clever animation to ship a transparent and compelling message: Choosing paper and paper-based packaging really helps shield timber and protect forest habitats.

In the Boxes and Birds spot, a rhyming voiceover reminds viewers that cardboard containers from their on-line orders are recyclable. It reinforces the idea visually as recycled containers flip into animated birds flying over a thriving forest.

Combined with Manifest’s long-form documentary movie, Paper Makers, the marketing campaign stands out in the crowded discipline of sustainability content material and vegetation seeds of reality which might be rising stronger in the minds of eco-conscious shoppers.

In the marketing campaign’s first 12 months, the engagement fee trended upward, attaining a 16-point improve in content material resonance. In addition, Manifest’s analysis discovered that 77% of shoppers agree that selecting a paper product means making a constructive impression on the surroundings.

Paper & Packaging: How Life Unfolds was a CMA finalist for Best Use of Video. Manifest took residence the award for Content Marketing Agency of the Year (>100 workers).

Create movies which might be excellent of their discipline

Video content material has the energy to tell, entertain, encourage, and activate audiences – however provided that it stands out sufficient for viewers to note. How will you suppose in another way to offer your efforts a greater probability of discovering success?

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Cover picture by Joseph Kalinowski/Content Marketing Institute