Video is simply the best marketing tool. So why are some businesses in Thailand hesitant to produce videos?
Qiva Media | 1039 Words | 4 Min
Video has been a content sweetheart for years. It’s the most clicked-on, engaging, converting, memorable content globally. And it’s soon becoming far bigger.
At Qiva Media we love video production and our goal is to take the pain and uncertainty out of making videos, so businesses can best market themselves online. In our experience, businesses are doing themselves a disservice when they avoid video.
Don’t just take our word for it, though - that’s why we’ve put together this article on video marketing.
Essential info on video marketing
Key takeaways for small businesses
Tools for making great videos
Videos are a Necessity
Video content is driving internet traffic even as global traffic grows exponentially. Cisco says video took up less than half of global internet traffic a decade ago. In three years, video content will comprise 82% of all traffic. It’s no stretch to say that video reigns as a must-have for content.
In short, consumers simply cannot have enough of online video. It’s no different for Thailand, where users have developed a remarkable video watching habit. Video-rich platforms top social media rankings, with Facebook (at 93%) and video-only Youtube closely behind.
More importantly, online content influences purchase decisions. Before Thai consumers make a purchase decision, 85% search online before making a decision. This is true for brick-and-mortar businesses too, which means having an effective online presence is essential.
And when customers search and discover a business’s Facebook page, website, Youtube channel, Instagram account, what do they say they prefer the most to see? They prefer video content, by far.
Mini takeaway: Video content is essential: when
consumers search for a product or service online
before making a decision, they prefer to watch video.
Videos earn engagement (and sales)... if you do it right
Videos are more memorable than other content by far. Decades of consumer psychology has discussed this for decades.
And this is true in our digital and social media-obsessed era too. Some essential stats:
Marketers are already investing much more in video production (63% video vs 60% blogs).
Thai Facebook users comment, share and react to video content at triple the amount of engagement Facebook statuses.
We were surprised that just the promise of video content gets customers glued to your e-mail!
(Just using the word “video” in an email title increases open rates by 19%.)
Mini takeaway: Video advertising captures your
customers’ attention more than anything else...
and businesses are getting good return-on-investment rates.
So... why aren’t small businesses in Thailand producing videos?
The short answer? Cost.
The longer answer? Uncertainty.
“I assume video production is more expensive and more time consuming,” says Bangkok business owner Phavini Kalra, founder of Pavni.
The creative process, the costs, the time, and the hassle - is it worth it? “If perhaps, I had more information available about this and they proved my biases wrong, I might do more videos,” she admits.
For business owners who have to navigate the creative process, we know it can be like trying to reach their target client on a vast, roadless wilderness: no map, no guidance, and no clear framework.
Even traditional video production veterans in the region say creating video can be a sensitive and challenging task.
“One of the biggest challenges when navigating the pre-production process is facilitating alignment within a client team,” says freelance producer Rachel Wu. Wu has been producing digital and broadcast video content for Thailand and the region for nearly seven years.
“It’s about establishing a clear creative brief which defines the vision, while educating the client,” she says.
Mini takeaway: The pain points for traditional
video production is cost, time, and the creative process.
Non-Traditional Video Production, Qiva Hello Social & the Automated Creative Director App
When Qiva Media was founded, Thailand, we started at looking at the pain points for businesses and video production: cost, time, and certainty.
We combined our expertise with technology, leveraging our experience, skills at video making and online resources to reduce our costs, not increase them. That’s why we’re a non-traditional video production house.
We came up with two ways to help businesses: Qiva Hello Social, and our Automated Creative Director video app.
Qiva Hello Social is a basic structure for great video, designed specifically for social media, and backed by research from video content behemoths like Youtube and Facebook.
Qiva Hello Social includes all the essential components that research says boosts effectiveness and helps with sales: an intro, scenes, key messages, and a call-to-action. It also tells you exactly what should be in your video (hint: having people in a scene is always good), how long it should be (no more than 60 seconds), and why.
We also created the Automated Creative Director, which guides clients as they make a creative brief online and in their own time. It’s quicker, clearer, and much simpler than creating a brief from scratch.
We took an unusual step: as they create a brief, clients see instant upfront pricing for their video, including any add-ons or extra options.
“All our pricing is completely transparent, there are no hidden fees, so our customers always know how much it will cost them,” says Mikael Enlund, our founder. “I’ve been told we shouldn’t be so upfront. But this is the way we want to do business: with transparency.”
We have an ulterior motive as well: we want businesses to learn more (and get excited) about creating video. It’s why we have easy-to-understand explainers at each step.
We believe educated, empowered clients are happy clients.
+ Key takeaways +
“Tell me and I forget, teach me and I may remember, involve me and I learn.”
- Benjamin Franklin
As internet traffic skyrockets over the next few years, video marketing will overwhelmingly dominate.
Video content is a crucial component in the marketing mix put out by businesses. Consumers prefer it by far. It also creates more ‘engagement’ (involvement) than other content, making it memorable and effective.
For small businesses, particularly brick-and-mortar businesses seeking to capture the attention and educate local customers, video content is a smart investment.
By reducing traditional video production pain points (cost, time, creative process), small businesses can create great-looking video at an affordable price.
Visit qivamedia.com to see how other companies are creating engaging videos, get a free quote or start designing your own Qiva video right away.