Video That Works: Best Practice and Ideas for Financial Services Brands
Most marketers and communications departments are keener than ever to place video as a central tenet of their planning. But with so much to get right first time, planning projects and executing effectively can quickly unravel.
So how can we help?
Here, we share three general best-practice tips and five executional ideas. These are geared to the challenges faced by marketing and comms teams right across the financial services sector, from investment banking, to FINTECH, insurance and building societies.
TIP 1: Establish a Series and Plan Ahead
Rather than an ad-hoc approach, having a raft of topic ideas to hand well in advance of production is extremely helpful. Integrating that into your wider marketing and communications planning can be challenging but is a very necessary way of doing things. Google refers to this as ‘hub’ content. It’s a growing library of useful, informative and episodic video content that an interested and long-tail audience will return to over time.
TIP 2: Execute with Style
A professional look and feel is a prerequisite for any corporate video and this can be achieved with just a few simple steps.
- Shoot in good, natural light. Or spend a little on a decent lighting set-up.
- Secure a quiet environment that is free from roadwork racket or meeting-room noise next door.
- Take time to select a visually interesting and stylish backdrop for your subject.
If you put these basic production practices in place consistently over time, your result is a recognisable, branded appearance that punches well above its weight.
TIP 3: Plan for a Platform
A dedicated home that is fit for purpose is a clear no-brainer. This can be anything from:
- YouTube or the company website for videos that are open to all
- a password-enabled video player that allows for tracking of views and individually personalised libraries
Knowing in advance that your videos will be accessible by your audience instils confidence in all involved. Having a mechanism for promotion to that audience is crucial for success.
EXECUTION 1: ‘Take Thought-Leadership Live’
You’re no doubt doing thought-leadership communications already. This may well take the form of live events and ‘meaty’ PDFs. An alternative is a regular filmed ‘round-table’ discussion, hosted by a member of your team, in which guests discuss the market and the issues of the day. Edited and distributed in easy-to-digest short-form video, this is thought-leadership captured and shared in a more immediate and less formal way.
EXECUTION 2: ‘The News at 9am’
Video can be a great way to win the battle for the attention of your internal audience: on their devices, their monitors or the digital screens that populate today’s corporate office environment.
Types of video can include:
- A monthly view from the CEO
- Policy, education and information updates
- Success, news and CSR stories
EXECUTION 3: ‘Re-thinking Reports’
The use of video is increasingly being used to supplement, enhance and sometimes replace what was commonly delivered in a print and PDF-based format. Research papers, analysis and annual reviews do not need to be static but can be brought to life with author-and-expert interviews as well as fully animated infographic-style sequences.
EXECUTION 4: 'Recruit, recruit, recruit!'
The camera doesn’t lie. Allowing interns, new hires and senior staff to talk about their career and work experiences on film gives a feel for what you do, and a look at the actual environment that other formats cannot replicate. It provides the powerful, heartfelt testimony that prospective employees, especially graduates, expect to see.
EXECUTION 5: ‘Town Hall TV’
A video can be a great introductory icebreaker at events, exhibitions and town halls. Whether inspirational, comic or serious, video can also be extremely useful in setting the overall tone and it can help establish the event themes from the off. It’s a great way to take pressure away from speakers, too.
Hopefully there is something here, either in the tips or the ideas, which has been useful for you and your own plans for video.