The Impact of Video Marketing: How Our Orlando Agency Drives Results

The Rise of Video Marketing

If your marketing strategy doesn’t currently utilize video content in one way or another, it should. The prevalence and effectiveness of video marketing have increased exponentially in recent years and don’t show signs of stopping anytime soon. In fact, according to HubSpot’s 2023 State of Marketing Report, video is the most popular content format for the fourth year in a row. Since its entrance to the digital marketing scene years ago with platforms like YouTube and Vine, video has become a part of practically every online platform. This is because it produces results; video has the highest return on investment (ROI) of all media. In addition to 92% of marketers saying video has solid ROI, they also report the format generates leads and increases brand awareness, traffic and sales. With the importance of video marketing, it is crucial to understand what makes it so successful and how to best leverage it for your brand.

For one, videos allow for connecting with viewers unlike any other content format does. Research shows that people love video content, with 90% of all consumers watching videos on their mobile devices. The convenience of viewing videos combined with how digestible they are helps explain how favored the format is by marketers and consumers alike. These are the same reasons why most people turn to videos to learn, and in turn why 96% of marketers say the format has contributed to increasing user understanding of their product or service.

Video is also extremely versatile. No matter the product or goal, there is a way to tailor this content format to align with your needs. Whether long-form or short-form, videos can take the form of commercials, product demonstrations, internal interviews, livestreams, behind the scenes, explanations, customer testimonials, brand spotlights and so much more. Choosing which type, or combination, is best suited for your brand’s requirements is one major step that can be taken to elevate your marketing strategy.

Appleton’s Approach to Video Marketing in Orlando, FL

The widespread presence of video marketing is not expected to decline. In effect, 96% of video marketers shared they plan on maintaining or increasing video marketing budgets. With the concentration of video marketing so high now and continuing to grow, brands must ensure they are producing and sharing high quality, unique and engaging content to stand out and make a lasting impact.

At Appleton, we have extensive experience creating turnkey video solutions that produce results for clients of all types and sizes. Videography services are rooted in Appleton’s core, having an in-house video department for each stage of the production process since the agency’s inception in 1987. We have the facilities, equipment and most importantly, the expertise to conceptualize, storyboard, film, direct, edit and manage full-scale shoots for your brand. This can include commercials, infographics, social videos, animations, corporate videos or human resource videos, fundraising videos, website videos and more. See some examples of our ranging abilities below.

How do we approach video projects, though?

A High-level Overview of Appleton’s Video Production Process

First, as with all our projects, we start with a discovery session. This phase consists of extensive research — on both the market and your brand’s competitors, establishing well-defined goals and reviewing past and current assets. Discovery sessions allow our team to gain a solid understanding of yours, so we know how to work together to best meet your needs. After this, the process moves straight into pre-production. This is when conceptual planning, storyboarding, outlining, site surveying, casting, and scheduling occurs. Once Appleton completes arrangements and receives approval from your brand, the actual video production begins.

The production phase is when our video and creative departments’ get to fully exercise their strengths. Our team finalizes any scripts necessary and carries on with shooting the video according to the plan developed in pre-production. Once this is done, graphics, text, audio/SFX, music, voice samples and any other editing touches are added to the content. The video then goes through the final editing process in collaboration with your team until it is ready for your audience to view.

Client Success Stories

Bella Collina

Bella Collina is a luxury community in Orlando that offers a variety of upscale, stunning residencies and promotes an extraordinary lifestyle.

Goal: Generate qualified leads through retargeting and brand messaging with new creative that captures the luxury of Bella Collina’s offerings.

Strategy + Tactics: A multi-platform campaign was launched to target potential homebuyers, employing both traditional and digital media. Specifically, videos were created for commercials, social media, landing pages and more.

About the Videos: The video shown below is one of many created to highlight Bella Collina’s prominent brand attributes to raise awareness. This community and lifestyle feature video highlights the luxurious residencies and amenities Bella Collina offers, helping to strengthen its brand identity. The Appleton video team shot a variety of videos like this one, all shared through digital ads on a variety of platforms, including Google, Facebook, and LinkedIn.

Results: The primarily video-based campaign created traffic for Bella Collina and contributed greatly to its goals, which is displayed by the following.

284% increase in qualified leads
130,000 website visitors
20% decrease in cost per conversion

Orlando Regional REALTOR® Association

Orlando Regional REALTOR® Association (ORRA) is one of Florida’s largest trade associations with upward of 12,000 realtors that buy and sell properties of all kinds throughout the state of Florida.

Goal: Strengthen brand awareness to set apart the organization and generate qualified real estate leads.

Strategy + Tactics: Multiple mediums were employed, including video commercials, to educate audiences about ORRA to create top-of-mind awareness.

About the Videos: The “Happy Dance” video seen below is one of the campaign assets, meant to inform viewers of ORRA’s mastery of the realty industry in an exciting, unique way. Our video department shot the commercial in-house, with the clip featuring one of our very own Appletonians and an actual realtor from ORRA. We love working with our partners and allowing them to be involved in video production, even the music featured in “Happy Dance” was created by the realtor in the video.

Results: Although the “Happy Dance” video was not the only asset used in the campaign, it was one of the highest performers and helped contribute to the initial campaign’s 50,000,000+ impressions and 72,000+ forms submitted.

These are just two of many partners we’ve worked with to help brands and their ideas come to life through video production. Others include Pet Alliance of Greater Orlando, Hilton Grand Vacations and TBS to name a few. Here at Appleton, our video expertise is deeply rooted and allows us to make your visions become a reality.

Any video need your brand has, we have it covered. Appleton is an award-winning, full-service Orlando advertising agency that works with local, national, and international clients to deliver impressive ad campaigns, branding, print, web, public relations, social media and video services — all in-house. At Appleton, we want to learn about your business, empower your marketing team and be your creative resource. Your advertising goals are worth a conversation: contact us at 407-537-6352 or info@appletoncreative.com.

Sources:

https://blog.hubspot.com/marketing/state-of-video-marketing-new-data

https://www.wyzowl.com/video-marketing-statistics/

https://thesocialshepherd.com/blog/video-marketing-statistics