Unlocking business success: Elevate your strategy with corporate videos
Corporate videos are powerful tools for businesses to connect with their audience. Understanding your customer journey and utilising video to retain, upsell or acquire new clients is a powerful tool. Research shows 91% of businesses use video as a marketing tool.
Depending on the business need, the content strategy and the positioning of the brand, it is important to understand how video can be used to reach the company’s marketing objectives. Corporate videos serve various purposes. Some videos are designed to attract new customers, while others are crafted to engage potential employees.
Corporate videos can take the form of branded short documentaries, customer journey videos, learning and product films, animation, branded short documentaries, and employee testimonials to promote brand awareness, products and exceptional customer service. It is important to carefully assess the message your company wants to convey and determine the most effective way to present it through video content.
5 benefits of including corporate videos in your marketing toolkit
Videos strengthen your brand identity
Corporate videos can help to build and reinforce a business’ brand identity. You can showcase your company’s values, products, and culture by crafting visually compelling narratives. Including consistent branding elements such as logos, slogans, and colour schemes reinforces brand recognition across various marketing channels. This cohesive approach brings confidence in your existing customer base and attracts potential clients who resonate with your brand’s values.
Understanding your customer journey is essential to creating video content to meet that demand.
Videos are a time-consuming and expensive exercise. Knowing what you want to
achieve is key and having a video partner who understands marketing strategy is essential to
your needs. A well-produced video not only captivates viewers but also positions your brand as a leader in your industry.
Videos increase client awareness and engagement
One of the key benefits of corporate videos is their ability to drive client engagement and conversion. Studies indicate that customers are more likely to buy from brands that use video content effectively.
By humanising your brand and showcasing real-life testimonials, you can create an emotional connection with your audience, fostering trust and loyalty.
Corporate videos can also serve as powerful lead-generation tools, guiding potential clients through the sales funnel with informative and engaging content. Whether it’s product demonstrations, customer testimonials, or educational content, videos offer a personalised touch that resonates with viewers on a deeper level.
Videos make your business more visible on search engines
Video search engines such as Google crawl through the web and systematically extract data from websites and online video platforms. By optimising your videos with relevant keywords and user-generated metadata such as titles, tags and descriptions, you can increase your chances of ranking higher on search engine results pages. When done correctly, corporate videos can play a crucial role in improving your online visibility.
Sharing your videos across multiple platforms, including your website and social media channels, also drives organic traffic and boosts your online presence. As users increasingly prefer video content, leveraging corporate videos as part of your SEO strategy can yield significant returns in terms of website traffic and lead generation.
Social media algorithms prefer video content
With platforms like Instagram and TikTok prioritising video content over static posts, incorporating corporate videos into your social media strategy is essential to maximise reach and engagement. Unlike static images or text posts, videos capture attention and drive user interaction, making them ideal for building brand awareness and fostering community engagement.
The shareability of video content further amplifies its impact, as users are more likely to share videos with their social networks, extending your brand’s reach organically. By creating captivating and shareable corporate videos, you can benefit from the viral nature of social media to amplify your brand message and connect with a broader audience – rather than spending on paid advertising.
Videos are impactful
When executed effectively, corporate videos can leave a lasting impression on viewers, driving brand recall and recognition. Professional production will make your video stand out and backed by compelling storytelling, it’ll create a memorable viewing experience that resonates with your audience long after they’ve watched the video.
Whether you’re showcasing a new product, sharing customer success stories, or communicating your brand’s values, video content enables you to captivate and inspire your audience like never before.
A few things to know before investing in corporate videos
Plan ahead
Planning is key to making sure that things go smoothly. Before diving into making your video, take some time to think it through. What’s the video’s main goal? Who from your team needs to be involved? What’s your budget and timeline? Working with a Creative Director and video production experts helps deliver what you need.
Find stories that grab your audience’s attention
Not all stories are created equally. Some will tug at the heartstrings more than others, some will be funny, and some will be action-packed. Video production is an investment, so it’s important not to waste resources on a video that doesn’t resonate with your audience. Focus on the messages that matter most to your viewers. Stories from exciting or unusual industries will often have more impact than those from more typical ones.
Not sure how to explain your skills in a way that people will understand? Employees who are comfortable in front of the camera and are passionate about your company are more likely to shine. Think about how your expertise can solve everyday problems or answer common questions. Keep it short and sweet.
Spread the word about your video
Creating your video is just the first step. Getting it out there for people to see is just as important. Many filmmakers say that a movie isn’t finished until it’s been watched by an audience, and the same goes for your brand video.
Share it on social media, your company website, and in your email newsletters. YouTube is the most popular platform for hosting videos, after Google and sometimes TikTok. Take advantage of its reach.
You can also think about reaching out to publications other than social media, especially smaller industry-specific ones that might be looking for video content. Larger publications might also be interested in featuring your video. Either way, getting your video in front of new people is a great way to get the word out about your company.
Do you have any questions? Let’s chat!
Are you ready to get started? Contact our experienced video team and we can start creating together! Email us at info@admedia.net.au or call +61 416022287.
Is social media actually social?
The role of video content in social media has become increasingly impactful in recent years. With people’s attention spans dwindling to eight seconds, video has become the most effective content type to capture attention. Platforms like Facebook, once dominated by text-based status updates, have undergone a profound transformation, pivoting towards a video-centric experience. Similarly, TikTok’s meteoric rise has been fueled by its addictive short-form videos, captivating users with visually engaging content.
The shift to video
The appeal of online social networks has always been their ability to merge personal interactions with mass communication. However, the era of status updates is fading – who’s still on X since Elon Musk acquired Twitter? Rather than making public status posts, people are now shifting to video; whether that’s in the form of Instagram stories or TikTok snackable videos.
This shift is critical because social media serves as the primary gateway to the internet for many. With Facebook boasting over 3 billion users and social apps occupying nearly half of mobile screen time, they have become integral to daily life, consuming over a quarter of our hours when awake.
In addition to this, IAB Australia reported that 62% of marketers in Australia regard video advertising as the most impactful form of digital advertising. Whether on social media or websites, video has emerged as the unparalleled platform to engage audiences and convert prospects into customers.
How are people using social media today?
Social media today is characterised by reduced social interaction. Inspired by TikTok, platforms like Facebook and Instagram increasingly prioritise AI-curated video content over social connections. Concurrently, user-generated content has started declining in countries including America. Recent studies show that users are migrating to closed platforms such as WhatsApp, WeChat and Telegram. So it is no coincidence that Meta acquired both WhatsApp and Instagram.
Further to the above, Meta shutting down its news tab in Australia and the US in April will make it more challenging for marketers to share content. Once aspiring to be personalised newspapers, social media platforms now allocate minimal space to news content, contributing to a decline in news sharing among users. This trend jeopardises the public’s access to reliable information, particularly among the younger generation.
With people posting less about their lives, there is a need for more authentic video content. Brands recognise this and are shifting their strategies towards visual content. At AD Media for example, our team tailors social media video to suit scaled video production budgets, delivering authentic and professionally made videos.
To TikTok or not?
The type of content that we get served on apps such as TikTok, is dictated by behaviour-based algorithms that favour shock-value content. TikTok continues to gain momentum because videos convey information quickly and evoke instant reactions from users.
Since the arrival of TikTok, Meta has transformed its own channels by introducing reels on Facebook and Stories on Instagram. As a result, marketers understand this transition and are prioritising video content, leveraging algorithms to curate personalised feeds tailored to users’ preferences and viewing behaviours.
While its addictive content enhances user experience, TikTok might be banned in the US, due to the government seeing the app as a potential national security risk. In fact, governments worldwide are assessing the implications of TikTok on consumers’ data privacy, prompting calls for stricter regulation and even outright bans.
The importance of video
Influencer marketing along with video content has reshaped the way that marketers craft a marketing strategy.
From viral challenges to educational tutorials, video content is a driving force behind cultural phenomena and societal trends, shaping the way we communicate and interact online. Additionally, the rise of video has democratised content creation, empowering individuals and communities to share their narratives and perspectives with the world.
Despite these challenges, the importance of video in shaping the future of social media cannot be overstated. As platforms continue to evolve and innovate, video content will remain a driving force behind digital engagement, shaping online discourse and societal norms for years to come. Whether through entertaining clips or informative documentaries, video has become an indispensable tool for communication and connection in the digital age.
Do you have any questions? Let’s chat!
Are you ready to start the year right and grow your brand with video storytelling? Let’s connect on 0416 022 287 or info@admedia.net.au.
7 strategic video marketing trends to boost your brand in 2024
As technology advances and markets evolve, businesses need to keep up with fresh video marketing trends to stay relevant. In 2024, video remains a crucial component of marketing strategies for businesses of all sizes, from sole proprietorships to large corporations. A Wyzowl survey revealed that over 90% of businesses used video as a marketing tool last year, and a significant majority of those that didn’t use it, plan to start very soon.
Why is video important in marketing?
Crafting a narrative through video marketing empowers you to create a deeper and emotive connection with your audience. This connection, in turn, facilitates the creation of brand awareness, delivers value, and channels increased traffic to your website. For businesses, this translates to new opportunities to connect with potential leads and increase revenue.
Most importantly, it plays a pivotal role in driving conversions. Video marketing offers a consistently high return on investment, which isn’t changing anytime soon.
Here are some key reasons why:
- Research has also shown that around 44% of total online video consumption takes place on mobile devices.
- Platforms such as YouTube, boasts over 20 million unique monthly viewers, and social media apps have greatly facilitated video-watching on mobile phones.
- In fact, the Sandvine 2023 Global Internet Phenomena Report, a reputable source on global application usage and internet traffic, disclosed a 23% increase in global internet traffic. This is due to more individuals instantly accessing video content on the go with high-speed mobile internet and widespread smartphone usage.
- In Australia alone, people dedicate around 20 hours monthly to online video consumption, featuring a video ad completion rate of approximately 70%.
In addition to this, IAB Australia reported that 62% of marketers in Australia regard video advertising as the most impactful form of digital advertising. Whether on social media or websites, video has emerged as the unparalleled platform to engage audiences and convert prospects into customers.
So what’s the bottom line?
Understanding how people enjoy mobile videos – short attention spans, vertical formats, and the need for visually appealing content on smaller screens – is key for marketers. By embracing the popularity of mobile video, businesses can connect and engage with their audience more effectively.
Let’s dive into current video trends that are reshaping the digital marketing space in 2024:
1. Short-form videos for quick impact
In 2024, we’ll see even shorter videos (up to 3 minutes). “Short-form” is a general term for the easily digestible or “snackable” content that is everywhere on social media platforms today – from TikTok to Instagram Reels. Research has shown that marketers have 2.7 seconds to capture their audience’s attention with videos.
Most social media platforms now enable short videos that can quickly capture attention and encourage sharing. So it is important to capitalise on the popularity of short-form videos, catering to the short attention spans of today’s audience.
A few benefits of short-form videos:
Easy to watch
Short videos are simple to watch, especially on phones. You can watch them quickly during a break or while waiting in line.
Easy to share
Short videos are also easy to share on social media. It’s a great way for people to share their interests.
Keeps you engaged
Short videos catch your eye and keep you engaged. People are more likely to watch the full version on YouTube if they watched the social cut.
This means that video marketers need to capture attention by placing essential information upfront. They’ll also need to use a strong hook and a compelling call to action. In addition to this, it is important to post regularly to keep your audience engaged and crosspost long form videos across various platforms to maximise your investment in video content production.
2. Video SEO
This year, video marketers will focus on video SEO like never before. This involves integrating videos onto your website and optimising all posted video content for search. Video SEO extends beyond Google and YouTube. It is also crucial for content intended for social media platforms. Recent insights reveal that Gen Z primarily uses TikTok as their main search engine.
Video SEO is also instrumental in making your brand more visible and connecting with the right audience. This includes integrating relevant keywords and crafting compelling content. Similar to how search engines evaluate factors like bounce rate and dwell time for web page rankings, they also consider watch time and engagement metrics when ranking videos.
3. Live streaming for real-time connection
Live videos play a crucial role in brand building and building relationships with key audiences virtually. Live videos are distinct and authentic with no room for editing. As a business, you can extend your reach by live streaming in-person events, offering virtual access and tickets. You can also leverage live streaming for real-time connections, featuring behind-the-scenes moments, product launches, and interactive Q&A sessions, resonating authentically with audiences seeking genuine and unscripted experiences.
4. Explainer videos
Explainer videos are a clear, short, and visually appealing way to tell people why your brand is valuable. They’re not like regular ads; they make the viewer feel involved. In a market full of options, an explainer video can make you stand out, getting attention and building a connection with your audience.
Explainer videos are informative but play a pivotal role when buyers are in the consideration phase of the marketing funnel. This makes complex ideas easily digestible.
Research has shown that 95% of prospective customers actively choose to watch explainer videos for a more in-depth understanding of a product or service. This means that the majority of buyers want to find out more about a specific product before making a purchase commitment.
5. Customer success videos
Customer success videos emerge as powerful storytellers. These videos are not mere promotional pieces; they are authentic narratives that showcase real-life experiences and success stories related to your products or services.
Genuine customer success stories (such as case study videos) have the ability to create a human connection, allowing your audience to see how your offerings positively impact real people. Through testimonials and firsthand experiences, customer success videos build trust and credibility, setting your brand apart in a market flooded with claims and choices.
By shaping audience perceptions with these powerful narratives, you’re not just conveying information; you’re fostering a deeper emotional connection. Customer success videos resonate with consumers seeking authenticity, transparency, and real-world proof of your brand’s value. As a result, they play a crucial role in building a positive brand image, driving meaningful engagement, and cultivating lasting customer loyalty.
6. Include behind-the-scenes footage
Incorporating behind-the-scenes (BTS) videos into your branding strategy is an effective method for cultivating authentic connections with consumers. BTS content provides a unique glimpse into the heart of your company, unveiling the real stories, people, and dedication behind your products or services.
This transparency builds authenticity and trust, not just the polished end product but also the challenges you had to overcome as a business. This will make your brand more authentic which is a critical factor when creating a loyal customer base. These authentic, unscripted moments not only showcase your brand’s uniqueness but also cultivate a community of customers who feel a deeper, more personal connection to your product.
7. Immersive storytelling and enhanced experiences
This one is for the more adventurous ones or those in the tech industry. You can improve your interaction with viewers by offering immersive experiences through interactive videos. This will enable your audience to make choices within the video by creating a personalised journey. This trend not only captures attention but also fosters a sense of active participation, keeping your brand front-of-mind.
One way of doing so is by immersing your audience in a virtual realm using 360-degree videos. This immersive format enables viewers to navigate the surroundings from various perspectives, crafting an immersive and unforgettable experience. This is perfect for highlighting locations, events, or offering an interactive tour of your products.
You can also use augmented reality (AR) to showcase products in real-world environments is also becoming more popular. This allows consumers to visualise and engage with your offerings before making a purchase. This innovative approach adds an exciting layer to your brand’s narrative.
Curious or have any questions? Let’s chat!
Are you ready to start the year right and grow your brand with video storytelling? Let’s connect on 0416 022 287 or info@admedia.net.au.
AD Media: A year of video production in review
As the year 2023 draws to a close, we’d like to take a moment and look back on a year filled with creativity, innovation, and impactful video production. The year 2023 came with its fair share of challenges.
For many businesses, this meant having to re-assess their business objectives. We are thankful to our clients who stood by us and trusted us with their new initiatives. Your trust has been the driving force behind our vision and the backbone of our successful collaboration.
Let’s take a look at some of the key video production highlights that made this year memorable at Ad Media.
1. My two lives: An award-winning documentary
This year, our film My Two Lives, Creative Responses to the Holocaust won four best short documentary awards and was nominated for 23 international film festivals.
This film explored the remarkable story of Lotte, one of the 500 Holocaust survivors out of the 58,000 Slovakian Jews who were deported to Auschwitz and other camps. Lotte’s kindness, forgiveness and goodness shone despite the trauma she endured during the three years of internment at various camps.
“The film was very well received by the filmmakers…One young woman filmmaker from New York told me she thought everyone should see this film,” said Barbara Bridge, an Ad Media representative at the Vienna Independent Film Festival.
Our film has done exceptionally well across the globe and we are delighted that Lotte’s message of hope, and understanding has reached and touched so many people from many backgrounds around the world. Combining the theme of creative responses to the Holocaust added a unique way as a film maker in telling Lotte’s story.
“I feel so lucky to have known Lotte a little and to spending even a short time with her. I will always remember her vivaciousness, her energy and positive attitude despite what she endured. I will never forget her resilience, quiet dignity, and enormous strength,” said Sarita Gold, Director at AD Media.
Lotte was a remarkable woman, one we will never forget. Her message of resilience and hope is an inspiration for all of us.
Watch the documentary here:
A big thank you to our co-film maker Agostino Marcello, and talented artist Thea Weiss and Johnny Weiss for providing the opportunity to have our film screened around the world. More recently, to honour Lotte’s memory and to celebrate what would have been her 100th birthday, the Weiss family hosted a screening of the film at the Randwick Ritz in Sydney.
Watch the screening of the event here:
2. Mum For Mum: Empowering new mothers through video
One of our standout video productions this year was our heartfelt journey with Mum for Mum, a groundbreaking organisation dedicated to providing volunteer support to new mothers. To help Mum for Mum raise funds, we produced a video capturing the essence of Mum for Mum’s mission – providing personalised emotional support to new and expecting parents. This video not only served as a powerful tool for fundraising but also beautifully communicated the personalised support offered to expectant mothers during the crucial first year of life.
Watch the campaign here:
3. Lowes: Crafting compelling narratives for a 120-Year Australian legacy
Another key video production was in partnership with Lowes, a leading Australian menswear, young menswear, and schoolwear retail chain. As a family-owned business with a 120-year legacy, Lowes entrusted us to tell their story through video, reinforcing their commitment to quality, affordability, and Australian ownership. With the help of our in-house marketing experts contributing to this campaign, we played a pivotal role in creating engaging social media videos that resonated with the audience.
Watch the campaign here.
4. Keppel Data Centres: Transformative video for cutting-edge solutions
At AD Media, we tailor our services to both small businesses and global companies looking to tap into the Australian market. This year, we partnered with Keppel Data Centres, a premier manager and operator of premier wholesale and colocation data centres across Asia-Pacific and Europe. Our video production showcased their industry-leading services and strategically promoted Keppel across digital channels to leading blue-chip brands, financial institutions and government agencies which demand high availability and minimal downtime to their systems.
This video became an integral part of Keppel Data Centres’ sales pack. It highlighted the company’s commitment to environmental consciousness and the customisation of data centre solutions for high-profile clients.
Watch the campaign here.
5. Platinum Asset Management: A long-standing partnership
For the past five years, AD Media has been the primary provider for video production and technical live events for Platinum Asset Management. As a trusted partner, we’ve produced ongoing video content for Platinum’s B2B client base, contributing to the firm’s global success in managing over A$16 billion in total funds.
Find out more about Platinum Asset Management in this case study.
We are also known to work with advertising agencies and other creative directors to create television commercials providing production and producing support for other agencies, brands and production companies including James Squire, James Hardie, Lego and Aldi. Have a look at our portfolio to find out more.
Thank you
To our clients, partners, and the entire AD Media community, thank you for being an integral part of our journey. As we step into 2024, we do so with renewed energy, a dedication to keep pushing creative boundaries, forging meaningful partnerships, and leaving a lasting impact through visual storytelling.
Here’s to a new year filled with creativity, innovation, and shared successes in the AD Media family.
For more information or to discuss your next business initiative, give us a call on 0416 022 287 or email us at info@admedia.net.au.
The art of craft: What are the trends in video content production
Over the past year, we’ve seen advances in technology bringing in tools and techniques that make video production more efficient and cost-effective. Video production has evolved into a space where creativity can coexist with affordability. Forget the notion that compelling videos are reserved for big spenders. Artificial intelligence (AI) and other video trends are quietly redefining the video industry – all without draining your budget.
Guerrilla videos vs. an experienced video production team
Techniques like guerrilla filmmaking, where minimal equipment is used for maximum impact, are gaining popularity. Short-form videos, live streaming, and interactive content have gained popularity, allowing businesses to create engaging and shareable content without the need for elaborate productions.
But while guerrilla video content can be powerful in influencer marketing, it is not a one-size-fit-all solution. This video trend is characterised by a spontaneous nature which may not be ideal for all businesses. For example if business growth is one of your key objectives, guerrilla tactics may not scale well for larger or long-term campaigns, and the informal style could risk miscommunication with the audience.
The art of good video is in the messaging and storytelling and you cannot beat the knowledge and experience of experienced film makers. Yes, you will pay more but the results are more long lasting.
In competitive industries, businesses relying solely on guerrilla methods may find themselves at a disadvantage compared to competitors investing in higher-quality, professionally produced content. This is because while guerrilla videos can offer a sense of authenticity, their unpolished nature can compromise quality and create inconsistencies with established brand guidelines.
Ultimately, the appropriateness of guerrilla video content depends on a business’s specific goals, target audience, and overall marketing strategy.
So, which video content strategy is best for you?
While guerrilla video content can be a great way to share information, what’s important is whether this is consistent with your brand and whether it’s aligned with your intended distribution platform and target audience.
This is how an experienced production team can bring in more tangible results to your business than a one-man band in the long run. In addition to video production and storytelling, experienced video production companies do their due diligence to align with clients’ business objectives – whether that’s to drive sales, change their brand positioning or build connection with consumers.
Take AD Media for example, we have strategic marketers on the team who are experienced in trends such as AI. This helps us to look at a project not only from a creative lens, but also from a commercial standpoint.
Using an experienced video content team can bring benefits such as:
- High production value: Traditional video production typically involves a higher budget, allowing for better equipment, professional crews, and polished post-production processes. This results in a polished and professional-looking final product.
- Consistency: Professional production processes ensure consistency in quality, style, and branding across different pieces of content. This can be important for maintaining a strong and recognisable brand image.
- Access to expertise: Traditional production often involves working with experienced professionals in various roles, such as directors, cinematographers, editors, and editors. This expertise contributes to a high-quality end product.
- Scalability: Traditional production methods are often more scalable for larger projects, such as feature films, television shows, or high-budget commercials.
What about other trends? Is AI getting it right?
AI-driven analytics can further provide insights for businesses to refine their video strategies. In our extensive experience, AI has significantly empowered marketers to make well-informed decisions through valuable data insights. This in turn has enabled us to customise videos precisely to meet our clients’ unique business requirements. When used correctly, this ensures that videos reach the right viewers at the right time.
The integration of AI in video production streamlines processes like script writing, editing, and distribution. Personalised videos can be generated at scale, providing a cost-effective way to connect with diverse audiences.
At AD Media, we use an AI software tool for personalisation, tailored to clients’ preferences and enhancing viewer engagement. This saves time and eliminates the need for extensive manual editing.
However, it’s important to note that the current state of AI falls short of successfully generating end-to-end videos. Most proficient filmmakers hesitate to embrace the idea of AI fundamentally because of the irreplaceable human touch in storytelling.
So while AI tools offer advantages, it’s essential to recognise the complementary role of human expertise.This approach allows us to put greater focus on solving our clients’ business needs, working closely with them to ensure the video content we’re producing supports their business objectives – whether that’s an improved conversion rate or higher brand awareness. We have successfully worked collaboratively with clients, integrating video content into a comprehensive marketing strategy.
7 practical tips for cost-effective video production
Here are 7 practical tips to keep your video production quote within budget while still leveraging the expertise of a video production team:
- Plan thoroughly: Before diving into production, work with your video production team to set out a detailed brief outlining your goals, target audience, and key messages. A well-thought-out plan minimises reshoots and ensures efficient use of resources.
- Storyboarding: Work with your video production team to create a storyboard that maps out each scene. This not only helps in visualising the final product but also streamlines the shooting process, reducing unnecessary footage.
- Choose the right locations: Opt for locations that align with your narrative but are also cost-effective. Utilise natural settings, consider free or low-cost venues, and minimise the need for extensive set construction.
- Leverage natural lighting: Whenever possible, use natural lighting. It not only enhances the visual quality of your video but also eliminates the need for expensive lighting equipment.
- Utilise local talent: Explore local talent for actors and crew members. This not only supports the community but can also be more budget-friendly compared to hiring professionals from afar.
- Streamline editing process: Work closely with your video production team on the brief. Clearly communicate your vision and provide feedback early on to avoid unnecessary revisions, which can incur additional costs.
The perception that video production is an expensive investment for businesses is rapidly changing. So, embracing current trends, adopting advanced techniques, and integrating AI into the production process can significantly reduce costs while elevating the quality and impact of video content.
AD Media: The human touch in a tech-driven era
While AI plays a pivotal role, businesses are reminded not to solely rely on automation. AD Media, with its unique approach, combines cutting-edge technology with the human touch. Our service stands out by understanding the individual needs of businesses, ensuring a tailored approach that goes beyond what AI alone can offer.
We can help
To find out more about the type of video that best suits your business needs, reach out to one of our video experts at AD Media. We love working with our clients and delivering specific video content that serves their brand best. Get in touch on 0416 022 287 or email us at info@admedia.net.au
The impact of AI on SEO in 2024
Search engine optimisation (SEO) has undergone a particularly dramatic shift this year. This transformation is primarily attributed to the increasing integration of AI into mainstream search engine algorithms, notably by Google and other major search engines.
Ahead of the new year, it is therefore essential for marketing professionals to have a deep understanding of the current trends and progress shaping today’s SEO. Understanding the role of AI within Google’s search algorithm and how it enhances search results is essential to grow the digital presence of your business.
Here’s a list of upcoming trends that you should prepare your business for:
1. AI will change the current search algorithm
The internet currently holds 1,805,260,010 websites so how can you as a business cut through the noise? AI, notably large language models (LLMs) like ChatGPT, Bing AI, and Google Bard, has profoundly influenced content consumption and search algorithms.
Google’s implementation of AI, particularly through Google Bard, transformed its search algorithm by efficiently processing extensive data. According to the Search Engine Journal, Google will soon be expanding its AI’s Search Generative Experience to 120 countries, with the intention of offering users a summary at first glance.
This AI-driven algorithm can enhance Google’s search in three ways:
– By understanding people’ underlying search intent and ambiguous queries
– By tailoring search outcomes for individual users
– By getting a better understanding of nuanced content and higher-quality search results
2. Google will disregard your website if it reads it as spam
Google is now better equipped at identifying spam. AI-driven spam detection systems, like SpamBrain, significantly improve identifying and penalising spammy content. These AI-powered tools differentiate high-quality links from low-quality ones, ensuring only credible content ranks on Google’s Search Engine Results Pages (SERPs).
In essence, AI integration into Google’s algorithm will therefore not only augment search efficiency but also improve the user experience. By bridging the gap between machine comprehension and human language, Google will ensure a more intuitive, user-friendly interaction in its search engine, offering higher-quality and relevant content.
3. User behavioural factors in SEO
There has been a noticeable shift in search algorithms towards using user behaviour metrics as indicators of content quality. Google now factors in metrics like dwell time, bounce rate, and browsing patterns to assess a page’s relevance and ranking. This user-centric approach is reshaping the SEO landscape.
4. User experience optimisation (UXO) in SEO
The growing importance of User Experience Optimisation in SEO necessitates the integration of traditional SEO strategies with UX best practices. This ensures a seamless user journey, optimising engagement and visibility. This is why it is essential that your website has an intuitive navigation menu.
5. Content quality and indexing approach
Google’s emphasis on Expertise, Authority, Trustworthiness (EAT) has expanded to include the user’s experience (E-E-A-T). So, demonstrating expertise in content marketing and building a strong brand identity will still be essential for SEO success and getting your website to rank.
Google’s strategic approach to content indexing focuses on user demand and content quality, leading SEO professionals to adopt balanced and measured content strategies. Understanding aggregated data and ensuring content meets quality standards is key.
6. Evolution of link building and technical SEO
Link building’s significance in SEO has evolved from focusing solely on quantity to prioritising quality and relevance. Google’s refinement in evaluating links and the growing importance of technical SEO underscore the need for websites to optimise for crawlability, speed, and mobile-friendliness.
7 tips to get you up to speed
We’ve consolidated the following 7 tips to help you hit the ground running.
- Master the SEO basics: A solid grasp of SEO basics like keyword exploration, technical fine-tuning, on-page enhancements, and link establishment is now fundamental.
- Stay informed with SEO trends: It’s pivotal for SEO experts to stay abreast of the latest algorithm alterations, industry advancements, and trends to adapt their strategies effectively.
- Be user-focused. Know what your audience wants: Higher ranking on Google’s SERP now revolves around creating user-centered content and optimising web pages accordingly. Prioritise enhancing user experience and delivering valuable content aligned with search intent.
- Is your website user friendly?: Delve into technical aspects such as website speed, crawl accessibility, mobile responsiveness, and structured data markup. Ensure your website is user-friendly, informative, and easily interpreted by search engines.
- Keep learning: Given the ever-evolving nature of SEO, committing to ongoing education and professional growth is crucial. Stay updated on emerging trends, methodologies, and industry developments.
- Learn from industry experts: Rely on credible industry experts, reputable digital marketing/SEO blogs, and official Google guidelines for continuous learning from reliable sources.
- Test, gauge, refine: Employ tracking tools and analytics solutions like SEMRush, Ahrefs, or Google Analytics to assess SEO performance. Utilise data to drive decisions and enhance your SaaS SEO strategy.
The SEO landscape is ever-changing and requires a comprehensive understanding of AI’s impact, user-centric approaches, technical optimisations, content quality factors, and the changing nature of indexing.
Adapting to these shifts while staying informed about the latest industry developments and following best practices will be crucial for sustainable success in SEO next year.
We can help
We understand that SEO can be quite technical. At AD Media, our experience in SEO can help you craft the right SEO strategy for your business needs. Reach out to us on 0416 022 287 or email us at info@admedia.net.au for more information or a complimentary consultation.
5 digital marketing tips for Australian businesses
A robust digital marketing strategy is no longer a luxury but a necessity. For a business to be successful in the digital age, it needs to utilise the power of online channels effectively.
Here are 5 digital marketing tips to improve your digital presence and widen your customer base.
1. Collaborate with a trusted digital marketing agency
A leading digital marketing agency can elevate your strategies by providing expertise in key areas. Whether you’re looking to enhance your search engine optimisation (SEO) efforts, launch a compelling social media campaign, or optimise your Google Ads strategy, a trusted agency has the expertise to drive results. The collective experience of a trusted agency can effectively position your brand for maximum online impact.
When searching for a digital marketing agency, consider their track record, client testimonials, and the range of services they offer. Digital marketing agencies are adept at staying ahead of industry trends and algorithm changes. This proactive approach ensures that your business remains at the forefront of digital innovation, adapting strategies to capitalise on emerging opportunities.
2. Tailor your marketing strategies to your local audience
One of our tried and tested digital marketing tips is tailoring your marketing strategies to the local audience. For example, by specifically targeting the Sydney market, you can enhance the relevance of your Sydney-based campaigns. Utilising keywords such as ‘digital marketing agency Sydney’ ensures that your business is precisely positioned for local visibility and engagement.
Tailoring your digital marketing strategies to the local market involves understanding the nuances of Sydney’s business landscape and the trends that resonate with the community. A digital marketing agency like AD Media based in Sydney brings a localised perspective that can significantly impact the success of your campaigns.
When targeting local markets, incorporating location-based keywords in your strategy is crucial. For example, using the keywords ‘digital marketing agency Sydney’ not only signals your geographic focus but also increases the likelihood of your business appearing in search results when users specifically seek services in Sydney. This strategic approach ensures that your digital marketing efforts align with the needs and preferences of your local audience.
3. Master Google Ads for optimal results
One of our go-to digital marketing tips is to let Google Ads remain a cornerstone of successful digital marketing campaigns. This will help to cement your digital presence. To make the most of this powerful tool, businesses must focus on strategic keyword selection, compelling ad copy, and the effective use of ad extensions. Collaborating with a digital marketing agency like AD Media can provide the expertise needed to elevate your Google Ads strategy and maximise its impact.
When it comes to paid advertising, Google Ads is a driving force behind many successful campaigns. Mastering Google Ads involves more than just selecting keywords – it’s about crafting compelling ad copy that resonates with your target audience. A digital marketing agency with expertise in Google Ads can help create impactful campaigns that drive clicks and conversions.
Strategic keyword selection is at the heart of any successful Google Ads campaign. Understanding the search terms your potential customers use allows you to tailor your ads for maximum relevance. Collaborating with a digital marketing agency specialising in Google Ads management ensures that your campaigns are continually optimised for the best results.
4. Enhance your social media presence
Social media is a powerful tool for building brand awareness, fostering community, and driving engagement. A well-crafted social media strategy considers the unique characteristics of each platform and tailors content to resonate with your audience.
An example is how after a 6-month period with AD Media, a B2C digital marketing client (20,000+ followers) was able to generate:
- 591% increase in new social followers
- 1013% increase in social reach
- 641% more social profile visits
- 1208% more link clicks to website
Partnering with a digital marketing agency can therefore play a pivotal role in creating and executing a tailored social media plan that drives brand awareness and fosters meaningful connections.
When working with a digital marketing agency, their expertise in social media management can be instrumental in creating a cohesive and effective strategy.
Effective social media strategies go beyond sporadic posting. Consistency is key, and a digital marketing agency can help create a content calendar that ensures a steady flow of engaging posts. By analysing the performance of your social media campaigns, a digital marketing agency can refine strategies, identify high-performing content, and adapt to changing trends.
5. Continuous monitoring and optimisation
The digital landscape is ever-changing, and strategies must adapt to stay relevant and effective. Regular monitoring of your digital marketing efforts is essential. A proactive digital marketing agency can provide ongoing analysis, identify areas for improvement, and ensure your strategies remain ahead of industry trends.
Continuous monitoring and optimisation are the pillars of a successful digital marketing strategy. The landscape evolves, algorithms change, and consumer behaviour shifts. Staying ahead of the curve requires a commitment to ongoing analysis and adaptation. A digital marketing agency with a proactive approach can ensure that your strategies remain effective in the face of these changes.
Regular performance analysis involves assessing key metrics such as website traffic, conversion rates, and engagement levels. By leveraging tools such as Google Analytics a digital marketing agency like AD Media can provide insights into how users interact with your online presence. This data-driven approach allows for informed decision-making and the identification of opportunities for improvement.
About AD Media
Are you looking to improve the digital presence of your business? We can help! Contact us for more information on 0416 022 287 or email us at info@admedia.net.au.
Maximise your business potential with the power of live events
Live events have brought people together post-pandemic, offering a sense of community and normalcy. The Australian Broadcasting Corporation (ABC) reported that the impact of live events on audience engagement in Australia is profound and multi-dimensional.
From breaking down physical barriers to creating interactive online experiences, live events have become a cornerstone of digital engagement. This article deep dives into the impact on business growth and how it can help to generate greater audience engagement.
Connecting in real time
Australia has experienced an unprecedented surge in the popularity of live events. From corporate webinars facilitating professional networking to live shows captivating audiences nationwide – live events have become the preferred platform for connecting with audiences in real time. This immersive nature goes beyond geographical boundaries, offering a unique and inclusive experience for participants.
According to event platform Eventbrite, the appeal lies in their ability to foster a sense of community that goes beyond what traditional platforms can offer. Attendees around the world can participate in real-time, creating a shared experience that resonates on a personal level.
Getting your message across and connecting with your audience
The virtual events landscape in Australia has undergone a significant transformation with the integration of live event technology.
Tech news company TechCrunch reported that livestream events provide a virtual front-row seat, enhancing accessibility and inclusivity for all. This breakthrough allows a broader and more diverse audience to engage with online and hybrid events, ranging from product launches and music concerts to corporate seminars.
Through live events, attendees no longer need to factor in travel time or expenses. They can seamlessly participate in events from the comfort of their homes. As a result, the demographic reach of events has expanded, facilitating engagement with audiences that were previously logistically constrained.
Creating interactive experiences
A key driver behind the success of live events lies in their ability to foster interactive engagement. Attendees actively participate through live chats, polls, and Q&A sessions, creating a dynamic sense of community and involvement. This real-time interaction, states CRM platform HubSpot, not only keeps audiences captivated but also provides event organisers with valuable insights into participant preferences, enabling the curation of more tailored and impactful future events.
This level of interactivity contributes to a sense of co-creation. This is because the audience feels actively involved in shaping the direction of the event.
Unlocking the potential for business growth
The post-event phase is a critical component of the overall engagement strategy. Content captured during live events can be transformed into bite-sized highlights, engaging social media posts, or even more extensive recap videos. This repurposing not only serves as a valuable resource for the audience but also provides event organisers with an ongoing means of maintaining connection and interest.
By strategically repurposing this content across various channels, you can amplify the reach and impact of your content. This not only extends the lifespan of the event but also ensures that the audience remains engaged long after the virtual curtains have closed.
Optimising live events for SEO: A strategic approach
To maximise the reach and impact of live events in Australia, a strategic approach to search engine optimisation (SEO) is crucial. Incorporating relevant keywords such as “virtual events impact,” “online event engagement,” and “livestream events Australia” in event descriptions and meta tags significantly enhances visibility in search engine results. According to SEO software company MOZ, this ensures that live events are not only captivating for attendees but also easily discoverable by those actively searching for related content.
SEO plays a pivotal role in ensuring that live events receive the visibility they deserve. Utilising strategic keywords helps event organisers tailor their content to align with what their target audience is actively searching for. This alignment increases the likelihood of reaching a wider audience, particularly those who might be specifically interested in the type of content and experiences that live events offer. Speak to one of our SEO experts at AD Media to find out how to optimise your live events for search engines.
Analysing audience reach and engagement
To truly understand the impact of live events on audience engagement in Australia, it’s crucial to delve into the numbers. Analysing metrics such as viewer count, duration of engagement, and post-event interactions provides valuable insights into the effectiveness of the event strategy.
Platforms such as Google Analytics offer detailed analytics that can be instrumental in gauging success. Tracking user behaviour, traffic sources, and audience demographics provides a comprehensive overview of how the audience is interacting with the content. When analysed effectively, this data can inform future event strategies and help organisers refine their approach for optimal engagement.
FAQs
How can event organisers maximise the impact post-event?
Event organisers can extend the lifespan of an event by strategically repurposing content. This includes creating highlights, engaging social media posts, and recap videos.
Why is SEO important for live events?
SEO is crucial as it enhances visibility in search engine results. Using relevant keywords in event descriptions and meta tags ensures that live events are easily discoverable by audiences.
What role does interactivity play in the success of live events?
Interactivity is a key driver for live event success. Features like live chats, polls, and Q&A sessions create a sense of co-creation, involving the audience in shaping the event. This fosters a deeper connection, leading to increased satisfaction and loyalty.
About AD Media
Are you looking to improve the digital presence of your business? We can help! Contact us for more information on 0416 022 287 or email us at info@admedia.net.au.
How to choose the right video format for your marketing strategy
Did you know that including a video on a landing page can increase conversion rates by 80%? In fact, a recent study by Sandvine reported that video accounts for 65% of all internet traffic to-date. For businesses, this means that there is a need to use visual storytelling to stay relevant and captivate existing and new audiences.
With various video formats available, choosing the right one for your marketing strategy is crucial. This comprehensive guide explores the key considerations and popular video formats to help you make informed decisions and elevate your content marketing game.
Choosing the right video format for your target audience
Before diving into the different forms of video, it’s important to be clear on what you want to achieve. The choice of video format depends on the goals and target audience of your marketing strategy. Are you aiming to increase brand awareness? Drive engagement? Or educate your audience? Each goal may benefit from a specific video format. For instance, brand awareness can thrive on visually stunning brand videos, while educational content can have higher success in how-to or explainer videos.
How does each video format affect user engagement?
We set out below the most popular video formats used in content marketing.
Live events
Optimal for: Real-time engagement
Live videos provide an authentic and immediate connection with your audience. Whether it’s a live Q&A session, behind-the-scenes footage, or event coverage, live videos create a sense of urgency and excitement, fostering real-time engagement.
Brand videos
Optimal for: Brand awareness
Brand videos are cinematic, emotionally charged narratives that aim to create a powerful connection between the audience and the brand. Typically running between 30 seconds to a few minutes, these videos showcase the essence of your brand, its values, and the unique story it has to tell. Think of them as the visual embodiment of your brand identity.
Long-form / Explainer videos
Optimal for: Product or service explanation
When you need to simplify complex ideas or showcase how your product or service works, explainer videos are your go-to format. These concise, engaging videos break down concepts into easily digestible content, making them ideal for introducing new offerings or educating your audience.
How-to videos
Optimal for: Educational content
How-to videos guide your audience through a step-by-step process, providing valuable insights and building trust. They’re particularly effective in industries where demonstrating the practical use of a product or sharing specific skills is key. These videos position your brand as an authority and resource in your field.
Testimonials and case study videos
Optimal for: Building trust and credibility
Nothing speaks louder than satisfied customers. Testimonial and case study videos allow real people to share their positive experiences with your brand. These authentic narratives build trust and credibility, influencing potential customers by showcasing real-world success stories.
360-Degree videos
Optimal for: Immersive experiences
For a more immersive experience, especially in industries like travel, real estate, or events, 360-degree videos offer a unique perspective. Viewers can interact with the content by dragging or moving their device, providing a more engaging and memorable experience.
Factors to consider when selecting a video format
Know your audience
Understanding your target audience is paramount. Different demographics may respond better to specific video formats. Analyse your audience’s preferences, behaviours, and the platforms they frequent to tailor your content accordingly.
Platform compatibility
Different video formats perform better on specific platforms. Consider where your audience is most active whether it’s YouTube, Instagram, or other channels – and optimise your video format accordingly for maximum reach and impact.
Budget and resources
While grand brand videos can be visually stunning, they often require a significant budget. Consider your financial resources and the level of expertise available. Sometimes, a well-executed how-to video can be equally impactful without breaking the bank. Speak to our video experts at AD Media who have decades of industry experience. They will put your vision to life and work within your budget.
Align with your brand message
Ensure that the chosen video format aligns seamlessly with your brand message. Consistency across all your content, including videos, is key to building a strong and recognisable brand identity.
Optimise for search: Leverage keywords and descriptions
No content strategy is complete without optimising for search engines. Identify relevant keywords related to your industry, product, or service and incorporate them into your video titles, descriptions, and tags. From an SEO perspective, this ensures that your videos are discoverable by your target audience. One important factor to consider is the compatibility of the video format with search engine algorithms. Different video formats may be treated differently by search engines, affecting how well your content ranks in search results. For example, some video formats may be more easily indexed by search engines, allowing them to understand the content of the video and its relevance to specific search queries. This can improve the chances of your video appearing in search results and driving organic traffic to your website.
Another consideration is the loading speed of the video. Search engines prioritise websites that provide a good user experience, and slow-loading videos can negatively impact your SEO. Choosing a video format that is optimised for streaming and has a smaller file size can help improve loading times and enhance the overall user experience.
Measure success: Analyse your metrics
To refine your content marketing strategy, regularly analyse video metrics. Platforms such as YouTube (the second largest search engine with over 2 billion logged-in monthly users) and Vimeo offer insights into view counts, watch time, and audience demographics. Use this data to understand what works, iterate on your strategy, and continually refine your approach.
FAQs
What are the different video formats available for content marketing?
There are several different video formats available for content marketing.
- One of the most common formats is MP4, which is widely supported by various devices and platforms. MP4 is a versatile format that offers good quality and compression, making it suitable for streaming and sharing on websites and social media platforms.
- Another popular video format is Audio Video Interleave (AVI). AVI is a container format that can support various video and audio codecs. It provides good quality and compatibility, but the file sizes tend to be larger compared to other formats.
- MOV (QuickTime Movie) is a video format commonly used by Apple devices and software. It offers high-quality video and audio, and it supports various codecs and features like transparency and multiple audio tracks.
- WebM is an open-source video format developed by Google. It provides efficient compression and good quality, making it suitable for web-based content marketing. WebM is supported by most web browsers, including Chrome and Firefox.
- FLV (flash video) is a format commonly used for online video streaming. It was popularised by Adobe Flash Player and offers good compression and compatibility. However, with the decline of Flash, the usage of FLV has decreased in recent years.
These are just a few examples of video formats available for content marketing. The choice of format depends on factors such as target audience, platform compatibility, and desired quality. It’s essential to consider these factors and choose the right format that aligns with your marketing strategy.
How to make your videos more accessible?
The choice of video format can affect the SEO of content. As a rule, video formats with captions or transcripts can improve accessibility and SEO.
We can help
By aligning your chosen format with your brand message and optimising for search, you can create a compelling video strategy that not only engages your audience but also drives tangible results.
To find out more about the type of video that best suits your business needs, reach out to one of our video experts at AD Media. We love working with our clients and delivering specific video content that serves their brand best. Get in touch on 0416 022 287 or email us at info@admedia.net.au