The single most important factor when it comes to online and video marketing – is great content! All SEO, social media and blogging strategies will be in vain if the content provided is not engaging with your target audience.

Arts marketers are in luck because their subject matter is innately highly engaging. But how can the excitement around a new show, exhibition or other cultural offering be successfully conveyed to the prospective audience?

The answer is – through video marketing. Video is inherently captivating. A picture speaks more than 1000 words, right? This is why an increasing number of arts and leisure organisations are beginning to integrate the creative medium in their marketing efforts to tell their stories.

Deciding which kind of video you want to create may depend on how you measure the return on your marketing investment. There are risks and rewards for each kind of video, but there is no denying the potential impact of the medium.

We have identified what we believe to be the most suitable types of marketing videos for the Arts and Leisure industries.

PROMOTIONAL VIDEO – THE MOTHER OF ALL ONLINE VIDEOS

The Promotional Video/ Promo Video is an often underused introduction to an entire organisation or current cultural offering. The final product is a short 1 – 3 min video which is informational, engaging and compelling and has – in internet terms – a long shelf life.

This signature video should inform the viewer about who you are, what you do, your USP and why potential audiences and customers should be interested in what you have to offer. The content of a Promo video should not be too specific, it should rather raise curiosity in the viewer and set the base for further engagement.

Promo videos should sit on the homepage of your website and they offer themselves for distribution on various online platforms such as YouTube, Vimeo, Metacafe etc.

BEHIND THE SCENES – EXCLUSIVE VIDEO CONTENT MARKETING

A great way to attract and keep your audience engaged is by allowing them a peek behind the curtain. Especially in the arts and cultural sector ‘Behind the Scenes’ videos can add great value to a production or entire organisation. The number 1 factor when building a loyal audience on (or off) line is great content. The exclusivity of this type of content can help set the base for deeper and longer lasting audience engagement. Behind the Scenes videos are a great way for viewers to gain a greater understanding of your offering, add a personal touch and enrich your audiences’ experiences to build loyalty.

VOX POPS – WORD OF MOUTH MARKETING THROUGH ONLINE VIDEO

Word of mouth marketing (WOMM) is the spread of a positive marketing message from one person to another. WOMM is the most effective form of marketing because potential customers are inclined to trust their peers more than critics or advertisements. However, some marketers may consider WOMM a slightly elusive marketing tactic as the ROI is hard to measure.

With the rapid increase of use of the Internet as a communications platform, WOMM has become an even more powerful and now more measurable marketing tool. According to a study by Nielsen et al., 82% of buying decisions online have been directly influenced by reviews.

The creation of a positive buzz is essentially the aim of viral marketing. Vox Pops tell the story of successful engagement and amplify the genuine excitement created by a great experience. Credible positive audience reactions can travel a long way on the web – from a distinct section on your website through a range of social media platforms right into the hands of tomorrow’s audiences.