Audio and Video

How Voices and Video Increase Engagement

Podcasts

One of the hottest forms of media is podcasting, with many brands choosing to launch their own audio content.

Podcasts are effective because the audience can consume them at a time and place that suits them, and they generate a long engagement on a frequent basis.

Generating a podcast requires a wide range of expertise, from ensuring the sound recording is high quality to the management of podcast distribution. Often brands will choose an agency to help them overcome the technical, as well as promotional, challenges they face when launching a podcast.

Video

Video can be a great way to communicate ideas to your audience. Although sometimes the classic talking head video can work, they can be dull, so finding innovative approaches is crucial.

Whether you are creating a compelling interview or using stock or recorded footage as an attention-grabber, the quality of editing really matters.

B2B brands need to be careful of trying to be too clever: it's really hard to create a great comedy video, for example. It's unlikely your salesman, witty as he may be, is a really great comedy actor, and Mary from marketing probably isn't quite as good as Mel Brooks at directing. Bring in the professionals or stick to realistic ambitions.

Animations and Explainers

Possibly the best format for many B2B companies, from SaaS vendors to industrial product manufacturers, are animations and explainer videos, which are highly effective. If you have a concept or product to explain, a video is often the best way.

3D animations, where models of physical devices are created and rendered, can be very expensive. Although impressive, it's always worth considering whether you need 3D, or if a flat (2D) animation will be just as good. Sometimes you need the impact of 3D, but more often your marketing budget will appreciate the incredible value for money offered by a 2D animation.