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Janet Viane CEO Evoke Productions

What is the most valuable element a brand can incorporate into its content marketing strategy?

In the ever‐changing field of digital marketing, video is the one element that succeeds in all aspects of consumer outreach. It is now an integral part of the online experience, comprising entertainment, news and e‐commerce in a way that transcends a simple trend or fad. In fact, Cisco predicts 74% of all internet traffic in 2017 will be video. That’s why Evoke Productions continues to utilize video in helping our clients develop branding, detail products, increase social engagement and ultimately drive business results.

Why Video?

Video delivers an immediate sensory experience of color, motion and sound combined with relevant content. It doesn’t necessarily “sell” in the traditional manner. Rather, video appeals to a viewer on a visceral level, instilling confidence, accessibility, loyalty and even affection in a way words alone cannot. As Forrester Research reports, one minute of video is worth 1.8 million words.

Social media in particular fosters the growth of video as a marketing medium. It grants users the ability to share videos they respond to, thus increasing a brand’s exposure and likeability. Just consider these statistics:

  •  Facebook reported it received an average of 3 billion video views per day at the end of 2014.

  •  1 in 5 Twitter users discover videos each day from tweeted links. Two‐thirds of Twitter users feel it is worth watching videos tweeted by brands. (Source: Hubspot)

The usefulness of video extends beyond social media and into other marketing areas, including e‐marketing and online sales:

  •  Video in e‐mail can boost opens 20% and increase click‐through rate 2‐3 times. (Source: Invodo)

  •  Using the word “Video” in e‐mail subject lines boosts open rates 18.5%, click rates by 64.8%, click to open rates by 39%, and reduces unsubscribes by 26%. (Source: MarketingProfs)

  •  The chances of getting a page one listing on Google increase 53 times with video. (Source:Forrester Research)


The biggest mistake a brand can make is not telling people what to do or where to go after watching a video.

Janet Viane, CEO, Evoke Productions

Brief Case Study

Evoke Productions was approached in late 2014 by a home improvement brand looking to increase social media engagement and followers. Our concept? A series of short‐form (60‐90 second) videos targeting the weekend warrior, which illustrate clever (and occasionally humorous) DIY hacks using items found around the house. A link provided at the end drives traffic to the brand’s website, where complete instructions can be found for each project.

The short video format allows us quick turnaround time and provides our client continuous content to post on a weekly basis. In the initial two months of online publication, our client received 210,050 total views of the first videos on Facebook and an additional 29,508 views on YouTube. Facebook followers have shared the videos 1,929 times.

Best Practices

To stand out among the billions of videos online, it is essential to create useful, relevant, thoughtful and quality video content:

  •  Lead with the story. The most successful videos capture a larger idea in relation to a brand. Determine an objective – to make a sale, entertain, inform, demonstrate, solve a problem, etc. – and create a story that puts the audience first. The brand value will come through naturally.

  •  Keep it short. Short‐form videos are gaining popularity with marketers because the format allows customers to retain more information, while also being infinitely more shareable across social media and via smartphones. Social sites such as Instagram and Vine even require brief content, limiting videos to 15 and 6 seconds respectively.

  •  Have a call to action. The biggest mistake a brand can make is not telling people what to do or where to go after watching a video. Include a relevant link, coupon or simple instructions so viewers know what to do next.

  •  Make the most of existing content. Using videos across multiple platforms maximizes the investment. Often, videos can be edited for specific purposes without ever needing to be re‐ shot.

Most importantly, continue the conversation. Fresh, compelling and continuous video content will build a relationship with an audience, drive better interaction and position a company for success.