In 2019, and for the past few years, video has been the preferred format for Internet users*. Their consumption on YouTube, social networks and mobile applications has never been greater. And for good reason, the video format delivers a large amount of information that is easy and quick to interpret for the human brain. Yes, a picture is worth 1000 words.
According to CISCO, 82% of global internet traffic will be represented by video in 2021
Videos can tell stories, build an imaginary world. They foster a dialogue between a brand and its audience. These stories convey as much information as they do emotions.
Investing in video marketing means betting on:
- A support with high emotional added value
- A format that appeals to and gets more messages across in less time
- A format that can be used on both online and offline media
Here are 5 best practices for integrating videos into your in-store communication strategy:
1/ Choosing the right format
Once the objective of the video has been defined (brand presentation? explanation of a product?) , the most important question to ask yourself before preparing a brief for a video: what is the level of attention of my target audience according to my medium?
Video length is critical. While a “tutorial” can last several minutes on the specialty store shelf, a promotional ad in a shopping mall should only last a few seconds. Same for sponsored social content versus an “out-of-home” campaign.
Here it is 20 video formats decrypted by use.
→ If you're looking to create your own content, here are a few free content creation tools to help you. And here are our tips for create visuals adapted to display.
2/ Multiply the ROI of a video
This support has a reputation for being expensive and time-consuming to produce. Which is often right. So, how do you optimize your return on investments?
A digital and flexible medium, it can and should be deployed on all of a brand's on and offline channels. First to create harmony in communication and create a coherent media journey, then for the sake of profitability.
These different exploitable channels can be “owned”:
- Social media
- The e-shop
- Digital signage in stores
or they are “paid”:
- TV campaign
- sponsored posts
- Display
These supports should be defined according to the objective of the video: to trigger a purchase? create brand awareness? launch a new product?
A good example of the Boursorama multi-media campaign planned for cinema, digital, and DOOH here.
3/Add context
As for the advertising spots broadcast on television, the In-store distribution context is essential and has a direct impact on the rate at which your message is remembered.
When the video is broadcast in a context that is conducive to the target, the target will show them more interest. This “context” can be environmental (weather, news, news, stock levels, promotions, seasonality, promotion) or socio-demographic (age or gender of the audience).
4/ Focus on interactivity
Interactivity, it's that episode of Black Mirror where the viewer decides the outcome of the story. In stores, it can be taking control of the screen with a smartphone or connected buttons. It can also be a question of triggering the distribution of content based on one's emotions.
5/ Take advantage of social networks
As for social media, the format is very popular and appreciated. In stores, if the content broadcast comes directly from Internet users or followers, it can be difficult to moderate. But they have a strong emotional power over the audience because they are authentic.
On the other hand, the social content produced by brands can be used in stores, provided that it is formatted (according to the size, orientation and resolution of the screens). The black bands on the sides of the screen, due to a bad format, are to be avoided!
Choosing video means betting on an engaging medium!
A video has the same impact online and offline
An advertising film, a demonstration video or an interview at Konbini are much more likely to attract and capture attention than cardboard posters or POS displays. The eye is naturally drawn to this animated format, whether on a mobile device or on a display screen in store.
Engaging the viewer
Finally, online or offline, the video is engaging. Why? Because it immerses the viewer in the complete universe of a brand or a product. We see them “living”: the brand is staged, the product is used. This allows the viewer to better identify with the brand.
Cenareo is a dynamic signage solution that allows you to create, manage and broadcast your content on your broadcast screens easily. Its intuitive, scalable Saas solution is perfectly adapted to the needs of communication professionals in all sectors of activity: Points of sale, Internal communication, Hotels and restaurants but also DOOH.
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