What is digital video and how can a marketer use it

The most noticeable thing about digital video is the absence of any live filming and its associated high costs.

So from this lower cost base, it offers the marketer full access to the world of producing video using:

  • graphics, charts & captions
  • stills & photographs

  • video library footage
  • recycled existing video assets
  • plus voiceover, music and audio

 

 Sometimes a digital video may be called an Explainer video, or an Animated video or sometimes even an Infographic video – but the principle remains the same.  Any imagery can work, without the need for live video footage.

 

And it can be used in almost any part of a company’s video marketing programme.

 

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Who uses digital video

Almost any company or organisation can use this type of marketing video, but here are some of the main applications & niches:

  • Service industries who have little to show visually, eg, a consultancy, an agency, any financial or software & systems company, all digital companies, ie, companies without a physical end product like a manufacturer of “things”
  • Promotions that don’t require a live demonstration. So for example a manufacturer could use a digital video to explain a process, technology or system, while a constructor could use one to promote a plan of something they’re tendering to build
  • When a product photograph will do instead of live video
  • Videos where you don’t need to hear a person talking to camera, ie, no talking heads are necessary
  • Anywhere where there’s a knowledge gap between you and the customer, and a physical demonstration isn’t necessary to fill the knowledge gap

 

As you can see, Digital Marketing Video is a very broad concept, with application in almost any company or organisation.

 

Here’s an example – all produced from library footage and stills:

 


The Pros of using digital video

Cost has to come top of the list as at least £1,000 GBP can be saved by avoiding the use of the live filming alternative.

Speed is another big advantage, as going digital doesn’t require the extra time that live filming adds to any video production schedule.

Coolness is very definitely a big plus – as videos produced using just animated stills, graphics and library footage can be post produced to have a very slick modern look that’s very in tune with today.

 

The Cons of using digital video

The weakness lies in the choice of video library footage and graphics available as a substitute for live filming.

There are some very cheesey video clips and stills available for rent in image libraries like, say, Shutterstock. But equally there are some very good quality images too.

 

Here’s an example of what can go wrong:

The voiceover might be saying something like:

“We listen closely to our customers.”

The video library footage might illustrate this with a clip of a business meeting where we see a customer telling an eager supplier what they want.

But when you look at the clip, they’re obviously all models sitting round a table, grinning in an unrealistic way, and dressed far too smartly/fashionably for real business managers. They look altogether “too beautiful”.

 

The same applies to still images and graphics downloaded from image libraries.

It takes thought & care to pick the right images that represent your business or business sector – and you lose credibility if you get it wrong.

 

Summary

Digital video allows marketers the opportunity to try something fresh and creative without the hassle and expense of live filming.

But equally, it’s very easy to produce something where the overall look feels naive as the images don’t look real or appropriate

– with consequent loss of credibility.

 

Hopefully you can already see a half dozen opportunities to use digital video and save money in your next marketing campaign.

 

You can read more on the topic here:

Why digital marketing video is the perfect b2b solution

 

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