Corporate video crew at work

Continually Improving corporate video your step-by-step marketer's guide

By Tim Cumming, Head of Creative, Marketing Films.
Last updated: May 2024

You most likely see marketing video as expensive, hard to change, a bit of a high risk. Almost certainly because that's how you've purchased it.

But interactive video changes all that, with its easy to measure, easy to modify capability. Which means you can continually split-test, improve and build. Pretty commercially rewarding.

Adopting a monthly improvement ethos

Clay Sculpture

In the realm of B2B marketing, pushing for optimization is not merely an option but a necessity. A monthly improvement ethos brings the agile methodology, commonly seen in software development, into the marketing narrative.

We leverage the nimbleness of interactive videos to promote this ethos. The challenge for most B2B marketers is that traditional videos have been set-in-stone upon completion - static, immovable, and costly to alter.

However, our approach dismantles these barriers. We infuse each project with a test-and-learn strategy typically employed in digital marketing campaigns. This enables us to deploy, analyze, and refine video content systematically. By committing to monthly updates and optimizations, your marketing assets remain dynamic, relevant, and effective in engaging an ever-evolving audience.

Data capture from interactive video

Interactive video is a goldmine for data-driven marketers. It opens up a continuum of engagement metrics far beyond views and shares. As viewers interact with the content, choosing their adventure through your brand story, they provide you with a rich tapestry of data.

Our interactive platform is designed to capture a broad range of data, from which paths are chosen to where viewers linger or drop off.

Real-time analytics enable us to track viewer choices and behaviors, giving us actionable insights to inform the next iteration of video content (Forbes Agency Council, 2021). By interpreting data routinely, we turn your video content into a responsive and evolving asset that grows in effectiveness over time.

Learning from viewer behavior

Tea Leaves Connectivity

The behavior of your viewers is the compass that guides the ship of continual improvement. Through the interactive video data we collect, we identify what resonates with your audience and what falls flat.

This continuous learning process is essential for tailoring content that aligns with viewer interests and prompts the desired actions.

Understanding viewer behavior means knowing more than just what they click; it's about comprehending the 'why' behind it. Whether it's a section that consistently retains attention or one that's skipped over, the data gathered informs the optimization process and serves as a benchmark for success.

A study from Charles Lange, Medium cites that personalized and relevant video content can substantially increase viewer engagement, and we harness this potential through conscientious analysis and application.

Selecting elements to split test

Choice is at the core of our split-testing strategy. We don't make sweeping, generalized edits. Instead, we break down interactive videos into their constituent parts - intros, outros, individual scenes, and even specific shots. This granularity allows us to test various elements against each other within the same framework.

Selecting the right variables to test is more art than science, balancing creative intuition with rigorous data analysis. Our experienced team identifies potential pivot points within a video that are likely to influence conversion rates, engagement, or viewer satisfaction.

Factors such as call-to-action placement, tone of voice, messaging clarity, and visual cues are some of the aspects we look at when deciding what to test for maximum impact.

Tiny story changes can make big improvements

Narrative Details

The power of storytelling in marketing cannot be overstated, especially when you're communicating complex B2B offerings. Even minor tweaks in the narrative, a shift in emphasis, or a different camera angle can drastically change viewer perception and engagement levels.

Our structured storytelling process interweaves the technical with the emotional, ensuring that the narrative is both compelling and informative for an educated B2B audience. Analyses from our continual improvement cycle often reveal that small, strategic story changes substantially impact the video's performance, leading to higher conversion rates and more profound audience connections.

These tiny story recalibrations, based on hard data, transform good content into great content with remarkable efficiency, thereby giving you the competitive edge necessary in today's market.

Video inspiration

Need some video ideas suited to continual improvement?

We specialize in crafting interactive video content that becomes a living, breathing part of your marketing strategy. With a focus on data, behavioral analysis, and continual refinement, we ensure that every frame of your video works harder to engage your audience and grow your enquiries.

Adopt the monthly improvement ethos with us, embrace the iterative process, and watch your video content prosper alongside your business.

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  • 4C logo
  • Action For Me logo
  • Ada Economics logo
  • Amadeus logo
  • Aquis logo
  • Arkk logo
  • Aurum logo
  • Bishopsgate logo
  • Bloodhound logo
  • Brigade Electronics logo
  • Camden A.I. logo
  • Cawood Scientific logo
  • Charlton House logo
  • Desklodge logo
  • Dunedin logo
  • Finsimco logo
  • Hertz Europe logo
  • Intragen logo
  • Kee Safety logo
  • Kirton Healthcare logo
  • Leading Point Financial Markets logo
  • Lpfa logo
  • Mayor Of London logo
  • Neardesk logo
  • Nvm logo
  • Outstanding logo
  • Paladin logo
  • Peppermint Technology logo
  • Progress Music Academy logo
  • Pure Retirement logo
  • Quantifi logo
  • Qube logo
  • Rockpool logo
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  • Share Radio logo
  • Siemens logo
  • Silverwing For Nvm logo
  • Sopro logo
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