Anyone who has turned to YouTube for a how-to video understands the value of instructional videos. Today’s website users expect informative content, and up to 40% of consumers expect websites to have videos. And when it comes to instructions, 83% of people prefer to watch a video rather than follow text-based info.
The demand for video is there, but many companies struggle to create it. The process of creating compelling, useful video can seem overwhelming and expensive or like it requires a lot of equipment.
“Video used to be out of the question except for really big things,” said Lori Ristau, former marketing director for the Iowa Health Care Association (IHCA). She came to IlluminAge looking to improve her users’ experience using the members-only section and job application process on IHCA’s website. IlluminAge recommended Loom, a tool that makes it easy to create screen recordings.
The IHCA staff used Loom to produce step-by-step screencast videos that clearly explain and demonstrate tasks such as paying an invoice, posting a job opening, accessing continuing education units, and registering for events. The videos are great for visual learners and save staff time formerly spent on customer service phone calls. Member organizations, their employees, and job seekers can find the information they need faster and easier.
“We used to get a lot of phone calls, and our staff had to walk people through the steps involved,” Lori said. “There are a ton of multi-step processes that can be quite complicated.” Now, their Loom-made videos guide users through hundreds of pages of resources.
The IHCA has also used video for short CEO messages in their newsletter and for recruiting new employees. Other IlluminAge clients use video to give virtual tours of their facilities and offer testimonials.
Videography no longer requires expensive equipment, lights, and editing software. Loom, along with other free and low-cost websites such as Canva and Animoto, help make the video production process easier and more accessible. With these tools, people with no video production experience can create high-quality videos.
The IHCA got great feedback from users. “Video is the new normal, and they are some of the website’s most popular resources,” Lori said.
If you have an idea for using video in your digital marketing program but don’t know where to start, contact us today. Our team can provide recommendations on tools or provide planning and production support to help you reach your goals.
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