Nowadays, video production has become more cost-effective and accessible than ever. Even a smartphone can shoot high-quality, 4K videos. However, despite the ease of creating videos, video marketing can still be complex with the various components such as strategy, equipment, and editing software. Keep reading to discover the essential aspects of video marketing strategy or use the content links navigate to a specific section.
Why Video Marketing?
Video marketing gained momentum with the launch of YouTube in 2005 (acquired by Google in 2006). As video creation technology becomes more accessible, it has become increasingly popular among marketers. The popularity of video can also be attributed to the widespread adoption of smartphones, making video viewing easier and more convenient.
Add to this, the pandemic, which has resulted in increased online media consumption and video marketing is becoming an ever more effective way for museums to connect with their audiences and showcase their collections, exhibitions, and events. Here are some reasons why video marketing can be beneficial for museums:
Video marketing encourages social shares
Video has become an increasingly popular content type on social media for boosting engagement, with platforms such as YouTube and TikTok prioritising video content, and others like Instagram and Facebook focusing more on video. Even platforms that don’t allow native video uploads recognise the value of video marketing, as tweets on Twitter can receive 10x more engagement, and on Pinterest, almost a billion videos are watched daily.
Video marketing boosts SEO
According to research, video can boost a website’s search engine optimisation (SEO), with 31% of marketers (outside the sector) using video for this purpose. Videos increase page quality and time spent on a page, leading to a boost in search engine rankings.
Video appeal to mobile users
Video marketing is particularly attractive to mobile users. The popularity of online videos is driven by mobile users. A Statista study revealed that 77% of those surveyed use a mobile or tablet to watch online videos. Facebook also reported that people are 1.5 times more likely to watch videos on their smartphones every day than on a computer.
Videos build trust with lower costs
Video marketing is an excellent way to educate audiences and build trust. In fact almost 92% of consumers are willing to watch any kind of video, with almost 30% preferring educational videos. And, perhaps most importantly, research suggests that most audiences prefer authentic, lower quality video over high-quality, artificial videos. With affordable equipment and tools, video marketing is accessible for organisations of any size.
The evidence is clear: to succeed, Museums & Galleries need a strong video marketing strategy.
Video marketing Goals
Showcasing the museum’s offerings:
Video marketing can provide a dynamic and immersive way to showcase the museum’s collections, exhibitions, and events. Videos can help bring the museum’s offerings to life, providing viewers with a visual and emotional connection to the museum.
Reaching a wider audience:
Videos can be shared on various social media platforms, reaching a wider audience beyond the museum’s physical location. This can help increase awareness of the museum and its offerings and attract more visitors.
Building engagement with the audience:
Videos can help build engagement with the museum’s audience by providing a more personal and interactive experience. By creating videos that feature interviews with curators, behind-the-scenes glimpses, or interactive experiences, museums can foster a deeper connection with their audience.
Enhancing the visitor experience:
Videos can enhance the visitor experience by providing a preview of exhibitions or events before they visit. This can help visitors plan their visit and get excited about what they will see.
Video marketing refers to the use of videos to promote and advertise products or services, improve engagement on digital and social channels, educate consumers, and reach audiences through an innovative medium.
Video Marketing Strategy
Developing a video marketing strategy for a museum requires careful consideration of the museum’s goals, audience, and collections. Here are some steps to get you started:
1. Identify your target audience:
Who are the people you want to reach with your videos? Consider demographics such as age, gender, location, and interests. For a museum, you might target local residents, tourists, students, or families.
2. Define your video marketing goals:
What do you want to achieve with your video marketing? Do you want to increase visitor numbers, promote specific exhibitions or events, or raise awareness of your institution? Set specific goals that align with your overall museum strategy.
3. Create content that showcases your collections:
Your videos should highlight the unique features and attractions of your museum. You can create videos about specific exhibits, behind-the-scenes tours, interviews with curators or artists, or virtual tours of the museum.
4. Choose the right platforms:
Share your videos on social media channels such as Facebook, Instagram, and YouTube. You can also embed videos on your website or use them in email campaigns. Consider partnering with other cultural institutions or tourism organisations to reach new audiences.
5. Measure your video marketing success:
Use analytics tools to track the performance of your videos. Look at metrics such as views, engagement, and shares. Use this data to refine your strategy and create more effective videos in the future.
Remember that a video marketing strategy for a museum should be educational, informative, and engaging. You can use videos to tell stories, provide context, and create emotional connections with your audience. Be creative and experiment with different formats and styles to find what works best for your museum and your audience.
Marketing Video Ideas
Here’s a brief descriptions of 20 video marketing ideas for museums and galleries:
Behind-the-scenes videos
Showcasing how exhibits are created and installed: Take visitors on a tour of the museum’s inner workings to show them how exhibits are planned and installed.
Time-lapse videos showing the construction of a new exhibit:
Record the process of building a new exhibit from start to finish and share it with visitors.
360-degree videos that give visitors a virtual tour of the museum or gallery:
Create immersive virtual tours that let visitors explore the museum’s exhibits from anywhere in the world.
Videos featuring interviews with artists or curators discussing their work:
Hear from the experts about what inspired their work and their creative process.
Short videos showcasing individual exhibits, their history and significance:
Highlight specific artefacts or pieces of art and share their stories with visitors.
Animated videos that provide a fun and informative look at the museum’s collections:
Create engaging animations that highlight the museum’s collections in a fun and entertaining way.
Videos featuring footage of the museum or gallery during special events or exhibitions:
Share videos of the museum in action during special events or exhibitions to give visitors a taste of the atmosphere.
Videos that tell the stories of the people behind the museum, such as volunteers or staff:
Feature interviews with the people who keep the museum running and share their stories with visitors.
Videos that show off the museum’s architecture and design:
Highlight the unique design and features of the museum’s building and show visitors what makes it special.
Interviews with visitors to the museum about their experiences:
Ask visitors to share their thoughts and experiences of the museum, and share their stories with others.
Videos that showcase the museum’s educational programs for children and schools:
Show how the museum is helping to educate the next generation about history, art, and culture.
Timelapse videos of restoration work being carried out on artefacts or artworks:
Showcase the museum’s conservation efforts by sharing videos of restoration work being carried out.
Highlight reels of previous exhibitions and events at the museum:
Share highlights of past events and exhibitions to encourage visitors to attend future ones.
Short videos showing off the museum’s unique features and collections:
Create short, shareable videos that showcase the museum’s unique collections and features.
Videos featuring demonstrations of skills, crafts, and techniques related to exhibits:
Feature videos that show visitors how crafts and skills related to museum exhibits are performed.
Videos that promote the museum’s membership program and its benefits:
Highlight the benefits of becoming a museum member and encourage visitors to join.
Videos featuring the museum’s conservation and preservation efforts:
Show how the museum is working to preserve and protect its collections.
Collaborate with local artists and make videos about their work and exhibitions:
Feature videos that showcase the work of local artists and their exhibitions.
Create short videos for social media platforms
like Instagram and TikTok that showcase the museum’s exhibits in a fun and engaging way: Create short, shareable videos that show off the museum’s exhibits in a fun and engaging way.
Videos that share stories and anecdotes about the museum’s history and how it has evolved over time: Share the museum’s history and evolution through storytelling and anecdotes to give visitors a deeper understanding of the museum’s place in the community.
Video marketing steps:
- Define your goals: Before you start creating your video, you need to define the goals you want to achieve with it. Do you want to increase ticket sales, promote a new exhibition, or simply raise awareness about your institution? Knowing your goals will help you create a video that effectively communicates your message.
- Decide on your message: Once you know your goals, decide on the message you want to convey in your video. This could be a summary of your institution’s history, an overview of a new exhibition, or a behind-the-scenes look at your facilities. Make sure your message is clear, concise, and compelling.
- Choose your target audience: Who are you making this video for? Is it for potential visitors, donors, or the general public? Knowing your target audience will help you tailor your message and style to their interests.
- Plan your video: Create a storyboard or script for your video. This will help you organize your ideas and ensure that your video flows smoothly. Think about the visuals you want to use, such as shots of your museum or gallery, artwork or artifacts, and interviews with staff or visitors.
- Gather your equipment: You don’t need expensive equipment to make a marketing video. A smartphone with a good camera, a tripod, and a microphone will suffice. If you have access to more professional equipment, such as a DSLR camera or a dedicated video camera, even better.
- Shoot your video: Make sure to film in a well-lit environment and use a tripod to keep your shots steady. Capture a variety of shots, including close-ups, wide shots, and interviews. Don’t be afraid to experiment with angles and perspectives.
- Edit your video: Use editing software to put together your footage, add titles and captions, and trim and cut clips as necessary. Add background music or sound effects if appropriate. Keep in mind that shorter videos are more effective for social media, so try to keep your video to under 2-3 minutes.
- Share your video: Once your video is complete, share it on social media, your website, and other relevant platforms. Make sure to include a call-to-action, such as “Visit our museum today” or “Donate to support our institution.” Monitor your video’s engagement and adjust your strategy as necessary.
Video Marketing skillset
To be successful in video marketing, you’ll need a range of skills including:
- Video production: You should have a good understanding of video production techniques, including lighting, sound, camera operation, and editing software.
- Scriptwriting: A well-written script can make or break a video, so you should be able to write compelling scripts that capture the viewer’s attention and convey the message effectively.
- Storytelling: Storytelling is an essential element of successful video marketing. You should be able to craft stories that resonate with your audience and drive engagement.
- Marketing strategy: You should have a good understanding of marketing strategy and how to create a video marketing campaign that aligns with your overall marketing goals.
- Analytics: To measure the success of your video marketing efforts, you need to have a good grasp of analytics and how to track key performance indicators (KPIs) such as views, engagement, and conversions.
- Communication skills: Collaboration is key to successful video marketing. You should be able to communicate effectively with stakeholders, team members, and external partners such as videographers, editors, and designers.
- Creativity: The video marketing landscape is constantly evolving, and to stand out, you need to be creative and innovative in your approach to video marketing.
Video Marketing roles
Here are some common video marketing roles:
- Video Producer: This person is responsible for managing the entire video production process, from ideation to post-production. They coordinate with other team members, including writers, directors, editors, and cinematographers, to ensure that the video meets the creative vision and strategic goals of the project.
- Videographer/Cinematographer: They are responsible for capturing high-quality footage for the video. This includes operating cameras, selecting lenses, lighting scenes, and capturing high-quality audio.
- Video Editor: They are responsible for assembling raw footage into a finished product that meets the project’s creative and strategic goals. They also add special effects, music, sound, and color correction to enhance the video’s quality.
- Motion Graphics Designer: They create animated and graphic elements that enhance the video’s visual appeal and communicate key messages to the audience.
- Video Marketer: They are responsible for developing and executing video marketing campaigns that help the video reach its intended audience. They leverage social media platforms, email marketing, and other digital channels to distribute the video content and measure its effectiveness.
- Video Strategist: They are responsible for developing a video marketing strategy that aligns with the brand’s overall marketing goals. They analyze data and insights to identify key target audiences and create video content that resonates with them.
- Creative Director: They oversee the creative vision of the project and ensure that the video aligns with the brand’s overall messaging and style. They collaborate with other team members to develop creative concepts and provide guidance and feedback throughout the production process.
