It is no secret that a corporate video is one of the best ways to market your business. In fact, as we said in our blog ‘Online Video Is No Longer Nice To Have’, we would go so far as to say that it is now an essential part of every business’s marketing mix.
The problem businesses have is simple: with so much video out there, how can you make yours stand out? We think the answers lies in the testimonial video, or as we call it, the 60/40 video.
Our 60/40 is simply a testimonial film. The way it works is that for 60% of the film, your client goes in front of the camera and talks abouttheir business, their story, the challenges they face and the hurdles they need to overcome. For the remaining 40% of the film, your client talks about you. How your service or your product has helped them achieve their goals. They are publicly endorsing your business and putting their name and face to that affirmation.
8 REASONS TO MAKE A 60/40 VIDEO
Here are eight reasons why we believe the 60/40 video is the most persuasive way of putting across your marketing message:
1. IT TELLS A STORY.
Stories have huge emotional impact as we instinctively imagine ourselves in the role of the hero. They are the way in which we humans learn about the world. And the 60/40 video follows the classic story structure. Once upon a time, someone, (your client), has a need or a problem: find more customers, sell more widgets or whatever. As a result of taking action, (hiring you or using your goods or services), they satisfy this need or overcome their problem. Everyone lives happily ever after.
2. THE CLIENT IS THE HERO OF THE STORY.
One reason why the 60/40 video works so well is that the hero of the story is your client rather than you. This is in sharp contrast to many corporate videos where the owner or CEO of the business stands up and recounts how wonderful their business is. They are making themselves the hero.
This is the social equivalent of talking to the man or woman of your dreams at a party and telling them in excruciating detail how wonderful you are and why they should choose you as their partner. (For the record, we wouldn’t advise this).
Using The Shawshank Redemption as a film analogy, in the 60/40 video your client is Andy Dufresne (Tim Robbins) and you are Red (Morgan Freeman). Of course, Andy Dufresne is the hero of the movie but the character we fall in love with is Red. You’re Red. (Apologies if you haven’t seen The Shawshank Redemption. You really ought to, it’s excellent).
3. IT’S THE ULTIMATE WORD OF MOUTH RECOMMENDATION.
Everyone knows about the power of word-of-mouth. Just look at how Amazon’s star ratings and reviews have helped it become the world’s biggest retailer. Or how Apple rose on the back of the evangelism of its die-hard fans. A testimonial is simply the business equivalent of word-of-mouth and it’s impact cannot be underestimated. A report in 2014 went so far as to say that 91% of B2B buyers are influenced by word-of-mouth when making their buying decisions.
"91% of B2B buyers are influenced by word-of-mouth when making buying decisions."
4. YOUR BUSINESS SEEMS TO BE A GREAT GUY.
You have commissioned the video yet it is mostly about your client. You are giving your client a chance to promote their business and you appear to be actively invested in their success, not yours. Wow, you must really be nice people to deal with.
5. VIDEO GRABS YOU BY THE HEART.
For most people, watching a video is easier than reading a blog or other piece of content. A well made video will grab your viewers emotionally, break down their barriers and keep them watching
right to the end. You can’t skim a video like you can a blog so your viewers will be more absorbed in
Once you have their hearts, they are more likely to react to your call to action. Most buying decisions are based on sentiment rather than hard logic and video can tap into people’s feelings in ways written content rarely can.
6. YOU CAN’T FAKE IT.
People have an inherent distrust of what they read on the Internet. That’s not surprising given reports that up to 20% of comments posted on review sites may be bogus. You can’t fake someone standing up in front of a camera and talking about your business.
Even if a testimonial is not false as such, how much can you rely on it? Business: “Hi Joe, any chance you can give me a testimonial?” Client: “Sure but I’m busy right now. Just say whatever you want, I’m sure it will be fine.” Shocked? I doubt you are. We all know this happens all the time, gradually eroding the impact of the written testimonial.
7. PEOPLE LOVE WATCHING VIDEOS.
US tech giant CISCO expects online video to account for 69% of all Internet traffic next year – one reason why Google loves it and why it is so effective for SEO.
"Cisco projects that global internet traffic from videos will make up 80% of all internet traffic by 2019."
8. VIDEO IS GREAT FOR SHARING ON SOCIAL MEDIA.
To get the most out of your video you have to put it out across multiple channels. Video is easy content to share and this has to be your aim. A recent campaign by Volkswagen saw three of its videos viewed a total of 155 million times.
Finally, here is a great example of a testimonial video made by Salesforce titled ‘Barclays Success Story’. By making what is effectively a 60/40 video, Salesforce has aligned its brand with Barclays’ blue chip banking brand that is recognised all over the world.
At Element 26, we’re experts in both devising strategies and creating effective video. If you require any further assistance either preparing for, or shooting your video, do not hesitate to get in contact.