How to Embrace Video Marketing in Order to Elevate your brand

Have you considered integrating video into your marketing toolkit? It's a question I often encounter, and it typically starts with, "Aisling, is video really necessary?" It’s often asked in a pleading tone, and to be perfectly honest I understand the sentiment. 

I am a reluctant convert to video marketing. I spent many years as a news anchor on radio. My job was to facilitate the passage of information to the listener, to hold those in authority to account and to never ever share my personal opinion. 

It was a role I loved, remaining neutral at all times is a genuine challenge, but I understand the importance of having a fair balanced media in order to live in a democratic country. It’s a value I truly believe in. 

As a news journalist I worked in a small booth where I would record audio, or present the news from behind the microphone. I was never on camera and to be completely honest I had no ambition to be on camera at all. 

That being said the world has changed and with the ever changing media landscape creating video is what my audience now expects. I have had to come to the realisation that if I want to be in business then I have to practice what I preach. 

So let’s return to the question: Do you have to have video as part of your marketing strategy?

My response is twofold: if your goal is to optimise your content for social media algorithms, then yes—video is essential. Across all platforms, content that features video, especially those that includes faces, tends to receive more visibility.

But visibility alone isn't enough—the video must serve a clear purpose. Understanding why you are using video is crucial to leveraging it effectively.

Over the past year, I've slowly and somewhat reluctantly incorporated video into my marketing strategy. Despite working with a modest budget, the results have been remarkably positive. Simple, straightforward videos have allowed me to showcase my brand's personality, expand my reach, and attract new leads through a fresh communication channel.

In my view, video is an indispensable component of a comprehensive marketing strategy. That's why I invited Darren Doyle of Studio93 to join me on this week's episode of "Cut Through the Noise." Our conversation was enlightening, and I believe it will be invaluable to anyone looking to enrich their marketing efforts with video. 

In the episode we discuss how to incorporate video marketing into your day to day, the importance of both good lighting and sound and just how simple it can be to have a lasting impact. 

It’s important to remember that you don’t need millions to incorporate video into your marketing. Your mobile phone, daylight and a good microphone is a great way to step your toes in the video landscape. 

If you're pondering the addition of video to your marketing arsenal, I think you will find the conversation very helpful.

For me the key takeaways on video are quite straightforward 

If your industry has not yet adopted shortform video yet, help your business stand out from the crowd. Get on board now and be an early adopter.

Imaginary barriers hold too many of us back, it’s either the gear or the fear. You don’t need to invest thousands start simply use you phone and window or dayligh. 

Finally and most importantly why are you making the video? It’s not good enough to get into it because you feel you have to. You need a compelling reason and narrative in order to hook your audience. 

Need Help?

If you need advice on what to say in your marketing well that’s where I come in. Email me on hello@thecommunicationscoach.ie and we can hop on call and chat it through. 

Cut Through the Noise with Aisling O’ Rourke is brought to you by The Communications coach and is edited by Amanda Fitzgerald.