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The Future of Video Content


Video content is becoming an essential marketing tool within digital platforms. How can businesses best embrace this fast growing medium?

Carys Ifan and Will Snoad

GWLAD Tutor and GWLAD Multimedia Designer | University of Wales Trinity St David

Video is an efficient way of capturing the attention of your target audience, conveying your message and call to action within seconds. The best way to embrace the advances is to get involved. Create short (approx 30 seconds), high impact videos that build brand awareness and attract interest to the products/services that you offer. Importantly, make sure that the video quality is as good as the video content, there are some cheap, good quality HD cameras/phones that will really make a difference. Take advantage of the tools social platforms and apps offer to create simple but striking video.  Realistically you should be looking to release some form of video content once a week to build that online presence turning your business into the high income, long lasting business you’ve always wanted.


Matthew Sutton - Greenaway ScottMatt Sutton

Director | Greenaway Scott

To maximise the use of video content, my advice would be to focus more on quality rather than quantity. The current digital age means that consumers can access vast amounts of information online at the click of a button, and this means that the market is constantly flooded. Using video content to market your business is a no brainer, it allows you to broadcast your services to a global audience and has the potential to make or break your business.

Here are some tips for setting your business apart:

  • Create snappy, high quality video content that engages your audience within the first few seconds. Social media is making consumers lazy so you need to be quick to get their attention.
  • Promote your video – links to video content can be embedded on social media outlets, in outgoing emails and on blog posts.
  • Brand your content – don’t let the viewer forget the reason the video was created.


Jonathan Gillet

Marketing Executive | Bowden Jones Solicitors

Our lives have become irreversibly online with adults spending an average of over eight hours every day on various electronic devices.  As a result, businesses have used this opportunity to reach an extended audience by marketing products and services digitally.  One of the most effective ways businesses do this is through the use of video.

The growth of video marketing is staggering with 63% of businesses said to be involved with video marketing.  It is vital for businesses to be including this form of marketing they’re marketing strategy. So why should we all be getting involved with video marketing:

  • Video is a great tool for learning as it very easy to consume. Today’s life is too busy to have time to read long product descriptions or dig deep into services. The modern customer wants to see the product in action.
  • Video can explain everything. Launching a new product or a service? Create a video to show how it works.  Content communicated via video is far easier to understand than written content.

The Return on Investment that video can produce for firms is excellent.  The key to its success is planning the video correctly.  Once the video has been produced then the next tactic is simple – get it on your website and share via all social platforms.  Final tip: set-up a Youtube channel and your video will go global.


Liz Brookes - Grapevine Event ManagementLiz Brookes

Director | Grapevine Event Management

Video content is becoming an essential marketing tool within digital platforms. How can businesses best embrace this fast growing medium?

Video content has definitely become an important tool for marketing. No longer do you have to have fancy camera equipment to record a video, or budget for huge productions costs. With the camera power of phones and tablets these days, anyone can produce videos that they can use as part of their marketing campaign. It allows an immediate window into your company, event or business.

Facebook live, Instagram stories and Snapchat are easy functionable platforms for companies to use to create great content for their followers. They can be used to show a more personal insight into a business making a company seem more human and accessible.

As an events company, we produce short videos of our award ceremonies, these are produced and edited by our audio visual company; ClearTech Live. They are a great reminder of the event and give the winning companies a memory to share to their colleagues and clients.

Video is an effective marketing tool, it can be produced at very little cost and can have  maximum impact. Businesses should include video content in their marketing plans if they aren’t already.


Alex Parr - WolfestoneAlex Parr

Managing Director | Wolfestone

Recently, video content has become an important tool for a company’s marketing strategy. Keeping up with, or even ahead of, the latest trends in video content can help a company stand out from the competition in even the most competitive markets.

With time and careful planning, top-quality content can be created on a relatively inexpensive budget. The world over, viral videos are being shot on smartphone devices and quickly edited through user friendly apps.

Nowadays, social media platforms like Facebook and Twitter are awash with video content. It’s reported that 85% of video on Facebook is watched without sound, meaning subtitling of video content can play a major role in a marketing strategy.

Professional multimedia agencies, such as our sister company VoiceBox, translate subtitles into multiple languages; strengthening companies’ international branding, widening their global reach and helping to forge meaningful connections with consumers in a language they most comfortably communicate in.


Karen Thomas

Head of Business and Corporate Banking | Barclays

Video’s resonate with people in a way that words on a page simply can’t and we know that visuals are processed faster in the brain than text.

Before you rule out this approach look into the cost and don’t assume it will be an expensive or lengthy process.  Today you can record videos with any type of smart device – phone or tablet, and immediately publish the video to YouTube or another video sharing service or simply host on your own web site.

Understand what it is that you want to achieve – clients testimonials, product demonstration’s or merely a behind the scene video to help give your clients an insight to the values and operations of your company. The great thing is that videos can be short, long, stand alone or serialized.

Ask your clients what they would find useful – they may agree to support you and at least they will know you have listened.

Do some research to understand what will or won’t work for you – in this world of progressive technology companies need to offer a range of marketing tools to maximize their offering. Ask yourself if anything about the story you are trying to convey would be lost without the benefit of visuals.  If the answer is no, steer away from a video

Push videos to your followers, subscribers and influencers – use it to ask them for feedback.

With the right plan and a little creativity any business could benefit from its potential to inspire its audience.



Bethan Lewis

Communications director | Brighter Comms

Even the smallest business can reap huge benefits from producing video content and uploading it to their website, blog or social media. Good, tailored video content can demonstrate your business’s personality, professionalism and passion, connecting you to potential new customers. You don’t even need to invest in an expensive camera, as good quality videos can be produced and shared easily from a smartphone, tablet or laptop.

First it’s important to decide why you want to create videos. What do you want them to achieve for your business? What audiences do you want to reach? Don’t just do it for the sake of it but because it’s going to enhance your brand or add value to your proposition.

Do some simple research by looking at what other businesses are doing effectively and how they are reaching their audiences via video content. Then experiment with your own videos, uploading a couple of different video styles and seeing what resonates with your customers. You should soon gain an understanding of what works and what doesn’t.

Live video is outpacing the growth of other types of online video, with a 113 per cent increase, so I recommend starting out with Facebook Live to test your audience’s interests.


Paalan Sood

Marketing Executive | Venue & PA Expo 

Live streaming is something that is becoming more and more prominent, sites such as YouTube, Twitch, Facebook and more are now adapting to this trend. This is a key tool for business, it allows you to interact with your target audience including people you may not have been able to reach previously. In the case of events allows people to ‘attend’ regardless of where they are in the world.

The recent Venue Expo, co-located with PA Expo in Edinburgh saw the show partner with Johnston Media. During they day a number of panel sessions were streamed live to Facebook with experts that discussed a variety of business topics throughout the day. It was a unique experience for everyone involved and something we are looking to explore at all of our events. The aim is to make more people aware of the opportunities and want to take part in future events.


Mark Hindmarsh - Smart Anchor VenturesMark Hindmarsh

Director | Smart Anchor Ventures

For much of the last 20 years or so I’ve worked with digital video technology and so I like to think I know a bit about it. In the mid 90’s I was part of a team that streamed the world’s first live video on the web. We even managed to float our company, Active Imaging, on the stock market off the back of it. Later in 2004 when at Coull we built and launched an online video upload and file sharing platform (pre-Youtube). In both instances I remember people telling me that video would not work online and should be left for broadcast TV – Oh how they were wrong!

In today’s business world content marketing rules the digital marketplace and whilst there are many forms, video has become the most powerful advertising format. As such it’s crucial that business owners embrace this medium to reach new consumers and engage their customers. In return they will boost revenues, brand recall and trust. Don’t take my word for it here’s a few facts from the world of marketing:

  • The Top 100 global companies run video advertising daily on Youtube achieving on average 98,000 views per video
  • Embedded videos on websites can increase traffic up to 55%
  • Adding a product video on your landing page can increase sales conversions by 80%
  • Merely mentioning the word “video” in the subject line of an email can increase open rates by 13%
  • 40% of all video is consumed is now on a mobile device
  • >75% of marketing professionals believe video advertising to be the most effective tool to resonate with consumers

My advice is if you don’t yet use video to market your company or engage and inform your customers then you better get on the case, because it’s likely your competitors are already doing so or are planning to do so in the near future.


Graham Leslie Morgan

Managing Director | Business Doctors

For every business in every sector digitalisation is creating the biggest change that business owners have faced since the Industrial revolution. Standing still is not an option if your business is going to thrive and grow in this new era!

In many ways we are heading for a perfect storm in as much as the analytics to disect and breakdown markets and the customers within them has advanced considerably and it is now far easier than every before to target the ideal prospect through a range of different media channels. Your products and services need to be advertised/marketed with ‘Impact’ and that necessitates a very clear call to action primarily driven through your web site which absolutely needs to be device friendly.

The attention span of consumers has reduced significantly as information available on any subject you care to think of has literally mushroomed! In essence you have less than 10 seconds to hook folks in and your messaging should fall under these broad areas:

  • Entertaining
  • Informative
  • Education

This is where short video clips can have the desired impact and get your message across by ticking a number of communication boxes with which your chosen audience can resonate. It is very much acceptable to use modern phones and similar devices to capture things as they are so there is a genuine feel to what you are putting out. Waiting to professionally prepare a video clip may not be the best option depending on your brand, your products and your market.

As with any aspect of business your video content should be part of a clear plan which links in traditional marketing activities, social media, SEO and your website. These elements should not exist in isolation but be totally looked together and your video material available through the respective access points.

The guiding principle being – Plan, Implement, Review, Refine & Repeat. Alongside keeping an eye on the competition and what they are doing is more important than ever. Use of video does not result in a quick fix to business generation but will build over time if there is consistency and quality to your activity.


Pete Leckie

Managing Director | Genero

We work on the basis that every penny of budget spent should add value.  Of course as soon as your event is over, it’s only the record of it that can really convey its success.

It’s well worth taking the opportunity to get professional video taken, but even iPhone shots, edited in the right way can serve as a reminder of a great day and help attract new delegates and speakers for next time.

Of course we’re all becoming aware that ‘it’s hasn’t happened if it’s not on social media’; time lapse footage of your stage or stand build, soundbites from keynote speeches played over the day’s footage or even a montage of stills with the right soundtrack, can all make sure your event reaches beyond those who attended on the day.

Essentially, video provokes reaction.  Much like a live event, it leaves a lasting memory and indelible brand impression.  So, it makes sense to combine the two, and utilise this surprisingly accessible medium in promoting your event.


Nathan Robinson

Account Executive | Effective Communication

Capturing quality footage is no longer the preserve of dedicated video teams – it’s easier than it’s ever been to pick up a smartphone and start shooting video content, with quality increasing year-on-year with each new model.

If your message could be better conveyed via video rather than text, or images, there are less restrictions now for businesses to make that leap – especially when you consider all of the editing tools freely available.

However, it takes time, training and research in shot composition, equipment and editing to create great video content. That’s why businesses should focus on the strengths of mobile video – the ability to capture spontaneously, to stream live at the push of a button, to create something personable.

Ultimately a close understanding of why your customers embrace your business will go a long way to helping your team navigate to a ‘style’ of video content that truly represents your brand rather than clash with it.

To find out more about our panellists or to look back at previous panel debates, click here.