Video marketing? Time to talk about lights, camera and action! Are you ready for the recruitment marketing trend that will transform your ability to generate leads this year?
This blog post is all about video content, which we explain in more detail in our recent report, the 8 Critical Marketing Trends for 2020 – the link to download the free report is at the end of this article.
Video content and specifically live video content have been gaining momentum for years, but very few recruitment companies are using this medium to market themselves, and when you look at the stats for this type of content, you will wonder why.
- Live videos on IGTV (Instagram’s live video feature) and Facebook live are watched 3x longer than non-live videos.
- Eight billion videos are viewed per day on Facebook.
- Using a video on your website landing page increases conversions by 86% (Wordstream 2018).
- Video is most popular with the millennial age group, with 96% of consumers between 18-34 watching several videos throughout the week, and 75% watching at least one video every day.
If you’ve never spoken in front of a camera before, it can be daunting at first, but like everything – practice makes perfect!
Let me explain why this marketing medium holds so much potential.
Video Marketing For Recruiters
Some recruiters, recruitment business owners and marketers are reluctant to dabble in the world of video marketing, for several reasons – from being camera shy to believing they haven’t got the time.
But now is the time to take advantage of this opportunity.
Jonathan Barnard, Head of Forecasting at Zenith, said of this trend: “The consumption of online video is growing rapidly, and the average person will spend half as much time viewing online video as they spend viewing conventional television this year. This fast-expanding supply of audiences is fuelling rapid growth in demand from advertisers, making online video the fastest-growing digital channel by advertising expenditure.”
In the recruitment industry, very few have yet to take advantage of video marketing – meaning that those who do are really standing out above their peers.
Live Video and Engagement
The critical word today in video land is live – you can see from what I shared earlier that live video content has a huge impact. This is because people are naturally drawn to watching videos online- they get to experience sound, visual media and content in a very easy format to consume.
Live video is only just emerging, but it is showing some impressive potential. Live video service LiveStream conducted a survey in conjunction with the New York Times about what consumers want from brands. These are some of the findings –
- 80% would rather watch live video from a brand
- 87% would prefer to watch a live video if it meant behind-the-scenes content.
In a previous blog post [add a link to value-based marketing blog post here] about value-based content, I spoke about the importance of creating real content based on the idea of educating, building trust and offering support to your clients and candidates. And what could be more in-line with this concept than a live video from yourself where you talk about a current issue within your sector, offering help and advice to those who tune-in?
(Live) video content is covered in our recent report containing the 8 critical recruitment marketing trends for 2020, which are already helping recruitment business owners to increase client and candidate leads; and you can download your copy here.