Think about it: How much video do you consume in your daily life? According to Marketing Profs, 2015 is the year of the video. With more and more businesses including it in their marketing and communications strategy, it’s clear that video is not only here to stay but is dominating the marketing world.

At The Urban List, we constantly see the benefits of video for our clients. Why? Because, at its very core, video is storytelling in the richest form possible. And storytelling is the most memorable and sharable form of marketing we have.


Videos stand out on social media and quickly grab your audience’s attention. They can give a quick product overview without overwhelming them with text. And the stats are there to back it up. 65% of viewers watch more than three-quarters of a given video, according to Inovodo, and according to VidYard more than 70% of marketing professionals report that video converts better than any other medium.

Furthermore, YouTube recently stated the number of hours people are watching video each month is up 50% year on year. The Urban List readers are definitely part of this new generation that are consuming video at never before seen quantities. To find out more about opportunities to connect with our highly engaged audience, download our media kit here.

To add to this, analytics are now richer than ever. You can work out who your hottest prospects are from how long they remained engaged with your video. You can treat someone who watched 10 seconds differently to someone who watched the whole thing.


1. Tell a story

Develop a beginning, middle and end. Keep the audience entertained with a plot that they are going to remember.

2. Keep it short

It’s now so easy to make quick and engaging videos. With apps like Instagram and Vine offering on-the-spot editing, you can create fun little videos on social media to communicate your brand personality or demonstrate a product.

3. Use bright and engaging footage and music

Bright, bold and great-looking footage captures the attention of an audience straight away. Our MINI Edition videos are a perfect example of this—set to pumping tracks, they have been viewed by over 200,000 people in the four months since their launch.

4. Teach them something

Position yourself as an expert by posting tutorial-type videos, but be sure to keep it short and engaging. For example, a café might post a video about how to make the perfect coffee.

5. Plan it

Just like you would plan your Facebook posts or tweets, develop a strategy for your video content and post consistently. Rather than posting one long video about a product, think about how you can make it a series. We’ve had great success with The Mini Edition, a short video series about the top 10 things to do in your city each month.

6. Get them involved

Turn your customers into ambassadors and get them to create content for you. Run a competition and ask them to submit a video about your product, but remember to make sure that the prize is worth the effort!

7. Tell them what you want them to do

Always remember to include a call to action within your video content. Do you want viewers to click through to find out further information from your site, or to head in-store and try a product? Make sure they know what to do next.

To find out how The Urban List can assist with your video strategy, contact our National Marketing Manager Jessica Hackett at jhackett@theurbanlist.com.



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