Digital Marketing: Video Reigns
Ed Westbrook of QuarryHouse Inc working with Poppy Lynch in the Presidio
It’s no secret that video reigns for online content. The design industry leans on the power of photography to showcase projects, but video can often be a more immersive tool. With the new capabilities of social media platforms, integrating video content has never been easier. Whether you’re creating long-form videos to live on your website or short one-minute clips for Instagram stories, each is valuable for a digital marketing strategy.
Photo via My Deco Marketing
Statistics show that video receives the highest engagement rate on social media platforms, resulting in the algorithm prioritizing video posts. Users often prefer viewing videos as it’s a quick way to learn about a topic and absorb a more unfiltered side of a brand. Although video can be just as staged as photography, there’s naturally a more human element. People crave a more personal inside look as we shift away from strictly sharing “perfect” curated content. Curating a dynamic mix of high-quality photography and casual videos is a strategic way to appeal to potential clients and collaborators.
Design professionals utilize Instagram Reels, TikTok, Vimeo, and YouTube to share various project stages, whether sourcing, installing, or the photoshoot process. They sometimes speak directly to the camera or film from their perspective. These quick behind-the-scenes shots help humanize your brand. Finding a filming style that aligns with your aesthetics differentiates you from competitors and shares your unique perspective.
Some firms collaborate with videographers to create high-quality videos. QuarryHouse Inc. collaborates with Poppy Lynch to film inspiring, artful videos about their company's legacy. Featuring Ed Westbrook’s narration and shots of the staff, the viewer instantly understands the ethos of the stonemasons.
Napa-based builders Grassi & Associates work with Josh Wells to film aerial shots of their projects using a drone. Josh captures the scope and context of their Wine Country residences and wineries. He visits projects at different stages to capture the building's progress. Rebecca Katz, the atmospheric painter, enjoys getting in front of the camera. Through her playful reels, she brings followers along through her painting process, Sausalito studio, and dog cuddles!
There are different ways to cultivate video content, whether working with a professional videographer or snapping quick snippets of your day. COUPAR Marketing can help with brainstorming content, video editing, videographer collaboration, and more. If you want to integrate video into your digital marketing strategy, contact us at info@couparconsulting.com.
