BUILDING THE CASE FOR VIDEO
CONVINCE YOUR BOSS.It’s time for video marketing.
©2018 Brightcove, Inc. All Rights Reserved. 2
A Case for Video. 3
Chapter 1 – When YouTube isn’t Enough. 5
Chapter 2 – Craft 1:1 Conversations. Personalize Video Content. 8
Chapter 3 – Expand Your Reach with Social Video. 9
Chapter 4 – Capture Their Attention. Create Video-first Emails. 10
Chapter 5 – Boost Online Sales. 11
Chapter 6 – Track Your Campaign ROI. 12
Chapter 7 – Getting Started. 14
Conclusion. 15
About Brightcove. 15
Sources. 15
CONTENTS.
©2018 Brightcove, Inc. All Rights Reserved. 3
INTRODUCTION:
A CASE FOR VIDEO.
In order to win the loyalty and wallet
share of today’s consumers, you need to
provide them with ample opportunities
to experience your brand. This is why
companies of all sizes are making video an
integral part of digital experiences across
their entire organization. Video cuts through
the digital clutter and conveys information
faster than other communication vehicles.
It also allows brands to present their true,
authentic self while tapping into the viewers’
emotions. Finally, it invites interaction and
community building among audiences. How
many brochures can do all of that?
According to Aberdeen’s “Analyzing the ROI of Video Marketing,” 70% of best-in-class
marketers use video as a content marketing channel1. Yet faced with tight budgets and
increasing P&L responsibility, some marketing leaders are hesitant to embrace video.
This eBook will help you formulate a strong case that will convince your boss to adopt
video. It shows you how you can cost-effectively integrate video into your marketing
campaigns. You will also learn how video serves as a marketing accelerator and sales
enabler, helping to increase campaign effectiveness and ROI.
70%OF BEST-IN-CLASS MARKETERS USE VIDEO AS A CONTENT MARKETING CHANNEL.
©2018 Brightcove, Inc. All Rights Reserved. 4
Video doesn’t have to be complex or
overwhelming. Many companies start by
simply sharing a quick, introductory video.
Based on your resources, goals and preferred
channels, video can serve as a main content
asset or as a “supporting player” in your
marketing campaigns. Following are various
types of videos to consider:
• Brand videos: provide an overview of
your company, its products and services,
and its employees.
• Promotion videos: promote an upcoming
event, webinar, speaking engagement or
product launch.
• Product demo videos: offer details about
product features and functionality.
• Customer support videos: allow your
support team to respond to frequently
asked questions.
• Sales prospecting videos: provide
a means for sales reps to introduce
prospects to your business.
• Account Manager videos: introduce your
customers to their account manager and
support team.
• Shoppable videos: enable ecommerce.
Video also has a significant impact on the
metrics that matter most to marketers
including lead generation and revenue
attainment. Marketing organizations using
video and other rich media types average
a 29% higher contribution to revenue and
shorten their sales cycle by 4x.2
Need more reasons to convince your boss
to invest in video marketing? We have
plenty of reasons to help build your case.
A CASE FOR VIDEO.
©2018 Brightcove, Inc. All Rights Reserved. 5
CHAPTER 1
WHEN YOUTUBE ISN’T ENOUGH.
When organizations consider adding video
to their content marketing mix, they often
turn to “free” tools such as YouTube and
Vimeo. Many marketers think YouTube is a
cost-effective tool because it enables them
to reach millions of viewers without putting
a dent in their marketing budgets. To some
extent they’re right.
Some companies have used YouTube and
Vimeo to build brand awareness. However,
“free” is never really free. There are trade-
offs to using YouTube or Vimeo exclusively.
For example, some organizations install
firewalls to block access to YouTube or
Vimeo from office computers. You also
sacrifice performance, SEO and brand
control when using free tools.
BRAND CONTROL.
Your brand is unique, and you want your
videos to highlight that. However, both
YouTube and Vimeo limit your company’s
branding and customization options on
your channel. Every YouTube or Vimeo
video player essentially has the same look,
regardless of your company’s brand elements
such as color, font, design, etc. So when you
embed their player on your website, their
generic branding shows up – not yours.
YOU SACRIFICE PERFORMANCE, SEO AND BRAND CONTROL WHEN USING FREE TOOLS LIKE YOUTUBE AND VIMEO.
©2018 Brightcove, Inc. All Rights Reserved. 6
And consider this – YouTube often promotes
competitor content at the end of your video.
Do you really want to give your competition
a boost? YouTube has also been known to
promote inappropriate content that ends
up being associated with your brand for no
reason. Why risk negatively impacting your
brand due to content you cannot control?
Online Video Platforms (OVPs) such
as Brightcove offer an extensive set of
templates, layouts and color combinations
so that you can customize the look and
feel of your video – allowing you to keep
your brand and user experience consistent
with your marketing and sales goals. With
no ads, competitive noise or third-party
logos to distract them, your viewers are
able to focus exclusively on your brand.
SEO BENEFITS.
Don’t dilute the SEO value of your videos
by posting them exclusively to YouTube.
Once you upload a video onto YouTube,
YouTube “owns” that video file and gains
the SEO boost for YouTube’s site, not
your brand’s. If all of your brand’s content
lives on YouTube, you are missing out on
valuable search engine traction.
If you embed a video from YouTube on
your own website, Google reads the video
as a YouTube Video and thus YouTube gets
the SEO credit. If you embed a video on
your own website and with your own video
platform, you will achieve both digital asset
SEO and website SEO.
CHAPTER 1 CONT.
WHEN YOUTUBE ISN’T ENOUGH.
©2018 Brightcove, Inc. All Rights Reserved. 7
PERFORMANCE.
Posting your videos on YouTube means
losing control over the viewer experience.
Advertising can appear and performance
is out of your hands. Thirty-three percent
of YouTube users report that buffering
interrupts at least half the videos they
watch, prompting one-third of them to
abandon the video altogether.3
By using a paid OVP, you get fast, responsive
loads, without buffering. You can also
curate videos and create playlists to further
customize the viewer’s experience.
CUSTOMER INSIGHTS.
Relying solely on YouTube or Vimeo may
help you save some marketing dollars, but
you lose valuable customer data in the
process. YouTube and Vimeo offer limited
analytics for videos hosted on their players.
However, this data can’t be tied to individual
viewers which limits your ability to track
lead generation and ROI.
Real-time analytics offered by paid OVPs
allow you to track viewership at the
individual viewer level. You can analyze
how much of the video a person watched
and what they did after they watched
it. These insights are critical to shaping
future marketing campaigns.
23%OF USERS WHO HAD A NEGATIVE BRANDED VIDEO EXPERIENCE WOULD HESITATE TO MAKE A PURCHASE FROM THAT COMPANY.4
CHAPTER 1 CONT.
WHEN YOUTUBE ISN’T ENOUGH.
©2018 Brightcove, Inc. All Rights Reserved. 8
Delivering a personalized experience is
critical to the success of any marketing
campaign. Video allows you to deliver
timely, relevant, personalized content to
your audience at exactly the right stage in
their journeys. This can facilitate one-to-one
conversations with your prospects, helping
to build brand affinity and loyalty faster.
Some ways personalized video content can
enhance engagement include the following:
HYPER-PERSONALIZATION
Stitching a viewer’s name into a video is
one means of personalizing content. Hyper-
personalization takes it a step further by
anticipating what a prospect wants to see
next. For example, if a prospect signs up for a
webinar, why not follow up with a video that
highlights your upcoming user conference?
CURATED CONTENT.
Companies are increasingly offering curated
content to their audiences. For example, a
prospect that subscribes to their blog may
receive a follow-up email with an invitation
to download a white paper. Interactive
video allows you to step up your content
curation game by creating content hubs
based on intelligent tagging, or video
galleries created specifically for a prospect
by the sales rep.
WEBSITE PERSONALIZATION
Savvy digital marketers are using website
personalization to deliver a unique, engaging
experience to visitors each time they log into
the website. With website personalization,
each site visit is different, and visitors can
quickly find the right content to meet their
interests. Interactive video content can
supplement and add to this experience in a
layered, multi-dimensional approach.
CHAPTER 2
CRAFT 1:1 CONVERSATIONS. PERSONALIZE VIDEO CONTENT.
©2018 Brightcove, Inc. All Rights Reserved. 9
The majority of consumers are digital natives. These shoppers interact with companies
via social media for everything from researching and following favorite brands to purchasing
directly through social media. And video is essential to their buying experience.
Social networks are important destinations for your audiences. Integrating video into your
social media strategy puts you squarely in front of your target audience while encouraging
them to serve as your brand advocates.
CHAPTER 3
EXPAND YOUR REACH WITH SOCIAL VIDEO.
• Branded video is 31% more popular
than other social media content types,
generating significant interest and
engagement.
• Consumers “like” almost five out of ten
social videos.
• 46% of consumers said that they have
actually made a purchase as the result of
watching a branded video on social media.
• Consumers share almost four out of ten
social videos.
• 45% of consumers on social media in the
United States watch branded videos, and
53% make a purchase after watching.
• Consumers comment in three out of ten
social videos.
• 32% have considered purchasing as the
result of watching a branded video on
social media.
• 74% claimed that there is a connection
between watching a video on social media
and their purchase decision-making.
BY THE NUMBERS.4
©2018 Brightcove, Inc. All Rights Reserved. 10
According to a survey of companies using
video in email campaigns, 55% achieved
higher click-through rates, 44% saw longer
engagement times, and 41% reported an
increase in sharing or forwards5. Just as
important, adding video to an introductory
email campaign significantly reduces the
number of recipients who opt out of your list.
So what is the most effective way to include
video in your email? We recommend
inserting a video thumbnail into your email
which links to an informative video-focused
landing page, surrounded by related
content. By clicking the thumbnail, the
email recipient demonstrated an interest
in watching, so you can set the video to
auto-play, increasing video metrics and
improving UX. It also accelerates their move
through the customer journey instead of
keeping them siloed in email.
CHAPTER 4
CAPTURE THEIR ATTENTION.CREATE VIDEO-FIRST EMAILS.
55%ACHIEVED HIGHER CLICK-THROUGH RATES, 44% SAW LONGER ENGAGEMENT TIME, AND 41% REPORTED AN INCREASE.
©2018 Brightcove, Inc. All Rights Reserved. 11
Digital consumers are increasingly charting their own shopping journeys. For example, some
shoppers engage in "webrooming," where they research products, read product reviews
and compare prices online before completing their purchase in a physical store.
In order to remain competitive, retailers are using video to blur the lines between the online
and brick-and-mortar shopping experience. Online retailers featuring video on their sites boost
customer-browsing time by 340%. Video also increases add-to-cart conversion by 37%.6
Ecommerce video is the closest thing to an in-store shopping experience. You can use it
to introduce new products, share customer reviews and testimonials, and even live stream
events related to your products. Who doesn’t want a “front row seat” to Fashion Week in
NYC or the latest Apple announcement?
144% INCREASE IN
PRODUCT PURCHASES WITH THE USE OF
ECOMMERCE VIDEO.2
52% INCREASE IN
CONFIDENCE AMONG CONSUMERS WITH
ECOMMERCE VIDEO.7
72% OF U.S.
MILLENNIALS RELY ON ECOMMERCE
VIDEO WHEN COMPARISON SHOPPING.2
340% AMOUNT CUSTOMER-BROWSING TIME IS BOOSTED BY ONLINE RETAILERS FEATURING VIDEO ON THEIR SITES.
CHAPTER 5
BOOST ONLINE SALES.
©2018 Brightcove, Inc. All Rights Reserved. 12
Incorporating video in your marketing
campaigns can help optimize your entire
strategy. Many OVPs include robust analytic
capabilities, allowing you to measure viewer
interest with a high degree of accuracy.
Beyond simply tallying video views alone,
OVPs such as Brightcove allow you to
answer questions that enable you to assess
your videos’ effectiveness in terms of lead
conversion and other attribution metrics.
• How many video views are from the same person?
• Do you know who watched the video?
• How long did they watch it?
• How many times did they watch it?
• When did they watch it?
• What prompted them to watch it?
• Did they take the desired action after watching?
LET'S FOLLOW THE DATA. Video drives YOY results. Marketers who
leveraged video and other rich media
achieved more of the following compared
to companies that did not:
CHAPTER 6
TRACK YOUR CAMPAIGN ROI.
50% INCREASE IN MARKETING’S CONTRIBUTION TO REVENUE.8
65% INCREASE IN MQLS (MARKETING QUALIFIED LEADS) DELIVERED TO SALES.9
34% HIGHER WEBSITE CONVERSION RATE.10
©2018 Brightcove, Inc. All Rights Reserved. 13
Direct sales teams are also finding success
when including video in their customer
communications. For example, software
company HCSS has incorporated video
at every stage of the customer journey,
from initial awareness to client retention.
Their videos are housed in their learning
center that can be accessed by current and
prospective customers. HCSS sales reps can
also select pertinent videos to include in their
customer and prospect communications.
By integrating gated video content with
Hubspot and Salesforce, HCSS reduced
sales closing times from 160 days to less
than 90 days – a 44% decrease in the
average sales cycle. With video at the
forefront of its digital marketing strategy,
HCSS increased revenues by 60 percent
over the last four years.
LET'S FOLLOW THE DATA. Video drives YOY results. Sales teams
that leveraged video and other rich
media achieved more of the following
than companies that did not:
140% INCREASE IN LEAD ACCEPTANCE RATE.2
40% IMPROVEMENT IN AVERAGE DEAL SIZE/CONTRACT VALUE.7
4.3x REDUCTION IN SALES CYCLE.2
CHAPTER 6 CONT.
TRACK YOUR CAMPAIGN ROI.
©2018 Brightcove, Inc. All Rights Reserved. 14
While there are so many reasons to leverage video marketing, it can seem daunting to get
started. But it doesn’t have to be! Don’t overthink video production. Take a crawl, walk,
run approach. You can even experiment with your smartphone camera first to get a feel
for the process. Obviously an in-house production team is a great luxury. However, there
are a number of video producers who work on a contract basis.
When planning your video, a good place to start is to ask yourself what questions do you
find yourself answering a lot. Do people know who you are and what your company offers?
Keep it simple – you can always add more videos later!
Our video production experts came up with a list of storytelling concepts that can help
you plan your next video. We call them The 4 P’s (Plus an A and a D)!
CHAPTER 7
GETTING STARTED.
THE 4 P'S, PLUS AN A AND A D.
• Plot: What is the story you are trying
to tell?
• Purpose: Why are you telling this story?
What do you want people to do as a
result of watching this?
• People: Who are the people in this video
story? How do they relate to the story
you want to tell?
• Place: Where is this being shot? Not
only from a logistical standpoint,
but how does place influence story?
Interviewing a CEO in his office has a
much different vibe than interviewing
the CEO on the manufacturing floor.
• Audience: Who is the intended audience
for this story? Existing customers? New
customers? Staff?
• Distribution: Where will this content live?
Social? Blog? Landing Page? Front Page?
Reviewing this list will help you help focus your video creation efforts and discover
ways in which you can leverage video content throughout your organization.
290 Congress Street, 4th Floor, Boston MA 02210 617 674 6500 tel
©2018 Brightcove, Inc. All Rights Reserved. 617 261 4830 fax
brightcove.com
1) 2015 Aberdeen Report
2) Andrew Moravick, Using Video For B2B And B2C Success (Waltham: Aberdeen Group, 2017), 8.
(3) Brightcove – The High Cost of ‘Free’: Why Your Video Marketing Strategy Needs More Than Free Social Players
4) Brightcove – The Science of Social Video
5) emarketer.com/Article/Video-Next-Frontier-Email Marketers/1009980#U56CFmIMC4RjUJGa.99
6) Miljana Mitic, “Five Benefits of Video for Ecommerce You Can’t Ignore,” GoodVidio. 2016, (accessed July 6, 2017).
7) Andrew Moravick, Using Video for B2B And B2C Success (Waltham: Aberdeen Group, 2017), 7.
8) Andrew Moravick, Using Video for B2B And B2C Success (Waltham: Aberdeen Group, 2017), 9.
9) Andrew Moravick, Understanding the Expanding Benefits of Marketing with Video (Waltham: Aberdeen Group, 2016), 6.
10) Andrew Moravick, Pardon the Disruption: The Impact of Video Marketing (Waltham: Aberdeen Group, 2015), 4.
Sources.
CONCLUSION.
Video is transforming how companies reach, engage and retain their customers and
prospects. Brightcove provides marketers with an online video platform that affordably
supports your video ambitions. Whether you’re just starting to produce videos, already
have a few videos, or manage an extensive video library, Brightcove can help. Learn how
our video experts can help you make video an integral part of every digital experience.
Contact us anytime at 1.888.882.1880 to get started.
ABOUT BRIGHTCOVE.
Brightcove, Inc. is the leading global provider of powerful cloud solutions for delivering and
monetizing video across connected devices. The company offers a full suite of products
and services that reduce the cost and complexity associated with publishing, distributing,
measuring, and monetizing video across devices. Brightcove has thousands of customers
in over 70 countries that rely on the company’s cloud solutions to successfully publish high-
quality video experiences to audiences everywhere. To learn more, visit www.brightcove.com