NOW AND

BEYOND

THE
ROADMAP
TO YOUR
VIDEO
FUTURE

1
THE ROADMAP TO YOUR VIDEO FUTURE

THE MEDIUM
OF THE MOMENT
V
ideo is fast becoming the A few statistics show why video More than nine out of ten (91%)
channel of choice for is the medium of the moment. feel video is more important for
consumer marketers. The brands because of the pandemic3
medium is being used in a It is predicted that people will and 42% expect their video
wide variety of ways including spend 100 minutes a day budgets to increase due to
product demonstration in retail, watching online videos in 2021. COVID-19.
to explain the complexities of That is the equivalent of
green energy and to influence watching 21 continuous days of In this report, published in a
people choosing a new car from video. In 2019, we spent 84 tumultuous year, we explore the
the comfort of their own sofa. minutes a day watching videos key trends in video content
online1. marketing, particularly video’s
The same is true in business, use across business in the new
where virtual meetings and During the pandemic, people world of hybrid working, the
remote training have helped searched for new, intriguing range of formats that can drive
organisations stay connected and content. A HubSpot study effective targeting and how to
focused during the Covid-19 reports that 54% of consumers balance in-house production and
pandemic. would happily watch more video expert external support.
from brands they buy and
suggests that video will account We also look closely at the
for 70% of mobile data usage automotive industry, where
in 2021. video is playing a major role in
the sales funnel. As more people
During the first pandemic research and virtually view
lockdown of spring 2020, 16- to vehicles, video is proving highly
34-year-olds consumed less effective at persuading and
VIDEO WILL broadcast TV content than influencing them at every stage
ACCOUNT FOR non-broadcast online video
content for the first time, both in
of the purchase journey.

70% OF ALL terms of reach and time spent

MOBILE DATA with the medium per week, Enjoy and be inspired.
IN 2021 according to IPA Touchpoints2. Fergus Dyer-Smith,
CEO, Wooshii
Brands can seize the opportunity
by positioning themselves at the
intersection of information,
entertainment and sales.
62% OF
Smart organisations recognise MARKETERS
this. In a recent Wooshii poll, SAID THEY WERE
62% of marketers said they were PRODUCING
producing more video content
for marketing than in 2017.
MORE VIDEO
1 https://www.zenithmedia.com/online-video-viewing-to-reach-100-minutes-a-day-in-2021/
2 2 https://www.campaignlive.co.uk/article/lockdown-opened-astonishing-generation-gap-media-habits/1706785
3 https://www.wyzowl.com/video-marketing-statistics/
THE ROADMAP TO YOUR VIDEO FUTURE

A CRITICAL MEDIUM
FOR CRITICAL ISSUES
In turbulent times, with
colleagues and customers
remaining largely at arm’s length,
video has become an integral
medium as organisations manage
the issues at the top of their
‘to-do’ list, as brands and/or
employers. During the
pandemic, video helped
organisations answer seven key
questions. VIDEO HAS BECOME
CRITICALLY IMPORTANT
FOR ALL ORGANISATIONS,

1
FROM THE SMALLEST

Are we as agile
INDEPENDENT

as we need to be?

Even before the pandemic, When fast, agile communication One underrated aspect of video’s
customers, employees, investors is required, video is the perfect agility is its versatility. Marketers
and the media were increasingly medium. Quickfire in execution are using it for many tasks,
judging organisations on their and in delivery – thanks to several of which have previously
agility. Social media had significant advances in relied on traditional techniques,
quickened the pulse of business connectivity and infrastructure such as long copy. Wooshii’s
life for privately-owned speed – video is being watched research shows that marketing
companies and public bodies. by more people more often than professionals use video for:
The pandemic has heightened ever before.
demand from consumers and
employees’ demand for an It can be a relatively low-cost Brand storytelling 52%
immediate response to their alternative to strategic campaigns Social media engagement 52%
needs and concerns. yet still frame a relevant, Training 51%
memorable message. Video can Product/service overview 48%
be live-streamed in the moment Internal communications 40%
but polished pieces can also be Testimonials and case studies 28%
quickly delivered.

It’s no surprise then, that video

production is sky-rocketing:
62% of global brands now use
more video than they did at the
beginning of 2017, with 46%
saying they use ‘much more’.

3
THE ROADMAP TO YOUR VIDEO FUTURE

2 A re we saying what
we need to say? 3
A re we telling
a story?
Video can be produced as Video experts say three factors Whether consumers want
standalone content or in greater are critical when matching information, entertainment,
volumes for versioned messaging. content strategy to the offers, or all of those things, their
Longer films drive deep algorithms: expectations of video content
engagement, while shorter clips have risen – and will keep rising.
grab attention. Whatever kind of • Loyalty and intent - what will
video content you are making make viewers return and Gone are the days when video
and distributing, quality is the subscribe to your channel? provided cheap clickbait for
key to effectiveness. social media platforms. As one
• Duration and completion marketer told us in our 2020
Media platforms use - algorithms favour longer industry poll: “The market is
sophisticated algorithms to formats that have high beginning to recognise the
promote such aspects as original completion rates importance of immersive
content and combat viral fake storytelling through video.
news. In other words, no matter • Originality - platform content Video ads are more attention
how much video content you are ID technology seeks original grabbing and appealing.” There is
producing, quality is paramount. content and suppresses uploads so much video around now that
Short form video clips and past a certain level of sharing to organisations can only break
promos suit platforms such as stem ‘viral idea stealing’ through with quality content,
Instagram, TikTok and Twitter, made with cutting-edge
while longer form videos techniques, which delivers the
perform better on Facebook, right message to the right
YouTube and IGTV. This reflects audience. This is particularly true
changes in algorithms which when consumers are reacting to
favour deeper engagements and high-quality video production :
mean that high volume/low 90% say that video helps them
quality video provides low decide to buy a product or
returns. service.

90% SAY THAT Good storytelling is essential.

According to The Drum, 80% of
VIDEO HELPS consumers want brands to tell
THEM DECIDE TO them stories. More than half –
BUY A PRODUCT 55% – say they would consider
OR SERVICE buying a product or service on
the back of a story well told.
However, 36% don’t think
brands tell their tale well. Good
stories are authentic.
Organisations need to embed
this in their video marketing:
86% of consumers say that
authenticity helps determine
which brands they like and
support5.
5 https://stackla.com/resources/reports/the-consumer-content-report-influence-in-the-digital-age/
4
THE ROADMAP TO YOUR VIDEO FUTURE

4 Should we produce video in-house

or outsource it?
The rise of video is forcing
traditional remits to be
reassessed. Many brand
marketers are wrestling with the
same dilemma: should they
aspire to produce brilliant video
content or partner with external
video experts?

A survey by Marketing Dive

found that 57% of brands have
established in-house creative
teams with roles for video
production, yet 95% of those
organisations still use external
support. Outsourcing video production
to proven experts offering a
In-housing production scalable, efficient service can ease
effectively makes a brand a media the burden on overstretched
owner, creating and publishing marketing departments. Likely
potentially huge volumes of outcomes include better
content. This can be costly – workflow, clear prioritisation of
good talent is never cheap and projects, and access to skills
the level of activity will which are unavailable internally.
inevitably fluctuate immensely. Outsourced models can combine
a large global network,
Video can also be time-intensive, technology and experts which
people heavy and logistically provide marketing teams with a
complex. Stretch this across scalable production solution.
many teams and geographies and OUTSOURCED
it can be overwhelming. MODELS CAN Many brands which have
Marketers who are not currently COMBINE A dabbled in the medium realise
using video say a combination of LARGE GLOBAL that, with time and resource
not knowing where to start, a under pressure, they have a lot to
lack of time and perceived cost
NETWORK, think about – not just scripting
have put them off 6. TECHNOLOGY and production but format
AND EXPERTS considerations, publishing
WHICH PROVIDE schedules, different audiences
MARKETING and metrics tracking.
TEAMS WITH
A SCALABLE
PRODUCTION
SOLUTION

6https://www.wyzowl.com/video-marketing-statistics/
5
THE ROADMAP TO YOUR VIDEO FUTURE

5  hen will people want

W
to receive our story?
In a world full of instant Research by Vidyard and Companies understand that
communication, we like to Demand Metrics found that: asynchronous communication
consume and respond to can reduce messaging overload.
messages at a time that suits us. • 94% of study participants are We are all online more and rarely
In video, this is known as using real-time, synchronous in the same room, so our days
‘asynchronous communication’. video conferencing for work- can seem to fill up with emails,
related purposes instant messages and virtual
“Most video is asynchronous. meetings. In December 2020,
• More than 50% are recording research by recruitment firm
You watch it on your and sharing on-demand, Robert Half found that 35% of
own time. With so many asynchronous videos to employees said they had
businesspeople thinking communicate ideas with ‘videoconference fatigue’.
video equals Zoom, we customers, employees and
have to explain what video colleagues Asynchronous communication
enables the sender to record
is so it doesn’t get lost in • The most common use cases video in a range of formats, from
the shuffle. I might want to for asynchronous videos a short clip asking a specific
feed back to one person or include executive question to a longer company
present information to my communications, project presentation. The recipient can
team that doesn’t need a management, knowledge download or view the video and
sharing, and sales outreach respond whenever they like -
30-minute Zoom call. More possibly with a video message of
and more people are using their own – saving time and
quick recordings to do that.” energy.
Ty l e r L e s s a r d ,
VP Marketing, Vidyard Brands are also harnessing
asynchronous techniques to
reach consumers. In retail and
ecommerce, for example, this
approach is being used to
respond to customer service
queries - surely preferable to
waiting for a call agent to answer
the phone. Car dealerships are
experimenting with video for
sales and service. Professionals
using asynchronous videos in
customer relations are 88% more
likely to have seen a revenue
increase7.

7 https://yougov.co.uk/topics/resources/articles-reports/2020/08/05/professionals-using-asynchronous-video-tools-are-8
6
THE ROADMAP TO YOUR VIDEO FUTURE

6 H ow do we
manage
remotely?
7 H ow do we
satisfy the
expectations
The traditional workplace ‘town Organisations are still learning raised by
hall’ is dead. In the new normal what tone and style best suits e-commerce?
of remote or hybrid working, their needs. For some, a formal
many staff are juggling childcare, pre-recorded presentation by the Whether it’s an employee feeling
home schooling and their job. CEO will feel appropriate. isolated by home working or a
Most businesses are now Others will prefer a more consumer researching brands,
managing remotely for some or relaxed, interactive Q&A. Some expectations of video marketing
most of the time and most leaders are confident on camera, content have never been higher.
business leaders understand they while others need proper
need to get better at it. That is training. According to eMarketer, in the
why so many are turning to UK alone consumers were
video. ‘Virtual management’ will evolve forecast to spend £141bn online
but it will not disappear. HR in 2020. Ecommerce now
Organisations often start with a tech firm Social Chorus reports accounts for more than 30% of
tactical approach - sending out that 53% of employees say they total retail sales in the UK for
ad hoc management updates – are more engaged by video than the first time.
but soon discover that there is a other forms of content. Leaders
broader, strategic opportunity to who communicate with staff Shoppable video content is the
use video to inspire a cultural through video see three times next revolution: a survey by The
renaissance, developing new higher click-through rates Drum in 202011 found a 10%
ways to unite and motivate staff compared to other content. increase in marketers intending
in uncertain times. to use the medium to attract
customers. In addition, HubSpot
Virtual meetings can be used for research12 found video to be
a variety of purposes, from ‘keep consumers’ most desired content
in touch’ messages to full-blown from brands - well ahead of
annual meetings and everything emails, blogs and non-video
in between. It has also become content on social.
the go-to tool for external sales
pitches and audience RESEARCH One emerging driver of
engagement. Take webinars: in FOUND VIDEO TO ecommerce growth is livestream
2019, just 46% used them; in BE CONSUMERS’ shopping. In China it’s now one
2020, this soared to 62%8.
MOST DESIRED of the favourite ways to shop.
Influencers broadcast live via
The statistics on video use during CONTENT FROM streaming platforms to showcase
the pandemic are startling: in the BRANDS - WELL products. Consumers can ask
first lockdown of March 2020, AHEAD OF questions and buy direct. As
Microsoft recorded 2.7 billion EMAILS, BLOGS video giant TikTok intends to
meeting minutes used9 in Teams
on a single day. Overall, it claims
AND NON-VIDEO join the shoppable content
revolution13, livestream could
a 50% increase in daily active CONTENT ON become mainstream very soon.
users of the tool between March SOCIAL
and October 202010.
8https://www.miramar-group.co.uk/blog/are-webinars-the-right-tool-for-me
9https://www.microsoft.com/en-us/microsoft-365/blog/2020/04/09/remote-work-trend-report-meetings/
10https://www.theverge.com/2020/10/27/21537286/microsoft-teams-115-million-daily-active-users-stats
11https://www.thedrum.com/opinion/2020/07/07/how-shoppable-video-can-unlock-additional-revenue-advertisers
7 12https://blog.hubspot.com/marketing/video-marketing
13https://www.decisionmarketing.co.uk/news/tiktok-eyes-home-shopping-bonanza-with-new-features
THE ROADMAP TO YOUR VIDEO FUTURE

FROM WHEEL TO REEL:

Automotive
marketing in focus

T
he automotive industry is automotive technology and how Let’s consider the major
being revolutionized by it is redefining the customer challenges that could slow
ACE: automated driving, journey. Car buyers recognise automotive brands’ progress.
connected cars and that new technologies are
electrified powertrains. Video transforming the motoring
has a vital role in communicating experience and are demanding
the positive aspects of this easier, more informative ways to
revolutionary change. understand all the changes.

Careful consideration is required In the US, it is predicted
as automotive brands craft their automotive brands’ digital
internal and external
communication strategies. marketing budgets will grow
Company employees and dealers by 21% in 2021 - with video
must understand emerging front of mind14.

https://www.ignitesocialmedia.com/social-media-strategy/tips-for-2021-social-media-planning-budgeting/
8
THE ROADMAP TO YOUR VIDEO FUTURE

THE SHIFT TO GLOBAL BRANDS AND

ONLINE BUYING REGIONAL NEEDS
Direct to consumer selling is
booming across many sectors
– from beauty products to
fashion and mountain bikes. In
automotive, Tesla founder Elon
Musk has pioneered an online-
FINDING IN-HOUSE
only sales strategy and CREATIVE AND STRATEGIC
Volkswagen has announced it TALENT, WHO CAN SCALE
THE BREADTH AND
will take a similar approach for FREQUENCY OF VIDEO, CAN
its all-electric models. BE A CHALLENGE.

As we spend more time online, Like many brands, automotive Misguided use of video can
direct to consumer selling will manufacturers face the dilemma exacerbate the problem. As
become commonplace in the of producing content globally different people produce and use
automotive industry. By 2035 that works locally. Advertising video across different
consumers may purchase as many output doesn’t always cross departments, business units and
as 127 million vehicles annually borders well – even a high- geographies, they can look and
online according to market quality production can irritate feel very different – and, as a
intelligence firm Guidehouse when bookended by an whole, messy. In part, this is
Insights15. irrelevant slogan or jingle. because it can be hard to find the
Similarly, a brand’s customer- creative and strategic talent
Meanwhile, a Google study facing team at retail outlets can needed to scale the breadth and
found more than 90% of British struggle with global-to-local frequency of video.
motorists research new vehicles training that gets lost in
online. Its report states16: “Car translation, preventing them Budget constraints and lack of
shoppers want to engage with from communicating brand clarity about ROI can also cause
vehicles as they would at a messaging accurately and problems - and inconsistency. In
dealership; they just want that authentically. this situation, an outsourced
experience to be closer to home. model, with a partner offering
Seven out of ten indicated that one point of contact for all
they would prefer to finish the production requirements, could
purchase at a non-dealer hand- deliver a better outcome.
over area, while half want to sign
documents electronically.”
SEVEN OUT OF
What this all means for the TEN INDICATED
traditional car dealership is THAT THEY
unclear but the disruption will
force automotive brands to
WOULD PREFER
radically change their marketing TO FINISH THE
strategies throughout the sales PURCHASE AT
funnel. A NON-DEALER
HAND-OVER
AREA
15https://www.greencarreports.com/news/1093560_1-2-billion-vehicles-on-worlds-roads-now-2-billion-by-2035-report
9 16 https://www.thinkwithgoogle.com/intl/en-gb/consumer-insights/consumer-trends/auto-industry-impact-during-coronavirus/
THE ROADMAP TO YOUR VIDEO FUTURE

LOOKING BEYOND CUSTOMER

HOLLYWOOD COMPLEXITY
Ad spend by global automotive Brands in all sectors are Let’s remind ourselves of all the
brands was set to fall by a fifth in conundrums the consumer must
2020 as a result of the pandemic,
already thinking beyond now consider before buying a car.
according to Zenith17. However, TV. Social media video ad They must weigh up the shift
the media agency predicts a budgets are predicted to from the traditional combustion
rebound in automotive budgets reach their highest-ever engine to alternatively powered,
of 11% in 2021 and also 2022. level, at 30% of all video fully electric and hybrid vehicles.
They understand that the car is
How will the money be spent?
advertising spend, in 202119. evolving to become another
Brands are understandably fond connected, data-generating (and
of the traditional big-budget TV This trend will reshape possibly hackable) device. The
and cinema ad, a filmic approach automotive marketing. As one other known unknowns include
which has served them so well expert told us for this report, the development of automated
for so long. Yet consumers are “Car brands shouldn’t just vehicles, different ownership
spending less time watching Hollywood everything”. A models - McKinsey estimates one
commercial TV and many switch to video, allowing more in ten motorists will share
expect an approach that is more flexibility, with bigger content vehicles by 203020 - and new
directly relevant to them. volumes at a lower price point policies to regulate the
could drive engagement and environmental and social impact
Zenith previously stated18: ROI. The question is whether of car ownership and use.
“Television remains the best the industry is ready to embrace
channel for conveying emotional change. Brands and dealers must help
brand images and sustaining consumers navigate such
them. However, TV ratings have complexities by creating
been falling in most developed effective, memorable and
markets for some time, pushing authentic content.
up the prices of remaining
audiences.”

17 https://www.campaignlive.co.uk/article/auto-industry-faces-21-decline-global-ad-spend/1695432
18 https://www.zenithmedia.com/wp-content/uploads/2019/03/Automotive-adspend-forecasts-2019-executive-summary.pdf
19 https://www.emarketer.com/content/social-video-ad-spending-will-grow-44-by-2021
20 https://www.mckinsey.com/industries/automotive-and-assembly/our-insights/disruptive-trends-that-will-transform-the-auto-
10 industry#:~:text=As%20a%20result%20of%20this,could%20be%20from%20shared%20mobility.
THE ROADMAP TO YOUR VIDEO FUTURE

PEDAL TO THE METAL:

Automotive
video in action
W
e asked industry
experts to explain the
critical role of video as
the automotive
business experiences a pace and
scale of change that is historically
unprecedented. The investment
in the technology that underpins
automated driving, connected
cars and electrified powertrains
will be both transformative and “Video is important because it helps us reach
disruptive. The experts are
customers in a more targeted way. We use
convinced that video can benefit
all automotive stakeholders: video on demand and content on social media
brands and their workforces; to support linear TV. We also provide video
retail staff at dealerships; and for online chat to create a genuine two-way
motorists themselves. conversation between customer and dealer.”

ENGAGEMENT
The opportunity is too good to David Hilbert, Marketing Director Kia UK
miss. More than 75% of car
buyers say that online video has
influenced an automotive
purchase21, proving that video “On average, including a video in sales emails increases
can engage consumers even at a response by 26%. Customers expect you to provide their
time when competition for their
attention is fiercer than ever. It
preferred communications method. Some people will want to
can help brands reach people come into the showroom or be shown around the vehicle on a
with more personal content, and video call; others will prefer an asynchronous message before
bring a new dimension to dealers booking a test-drive. The value of getting something to your
with video communications at inbox that answers one question you might have
service centres and virtual
vehicle tours in the showroom.
can be better than sitting through a whole sales call.”

Ty l e r L e s s a r d , V P M a r k e t i n g , V i d y a r d

11 21https://www.thinkwithgoogle.com/marketing-strategies/video/auto-video-shopping-statistics/
THE ROADMAP TO YOUR VIDEO FUTURE

FORMAT
Video’s flexibility is probably its
“I don’t see dealerships disappearing as people will still greatest asset. It lends itself to
want to go somewhere close by to touch and experience many formats, from in-depth
a vehicle and have a conversation with a knowledgeable content to bite-size chunks
member of staff. If I take my car for its service the designed to inform or entertain.
Some consumers will be
retailer can use video to explain what needs fixing and attracted by a nugget on social
ask for permission to go ahead. Everything is resolved media, others will enjoy a
by the time you collect your vehicle.” 10-minute immersive experience
on a website. Wooshii views the
marketing funnel with ‘make
time’ video at the top - casual,
I A N A R M S T R O N G , Fo r m e r G l o b a l G e n e r a l M a n a g e r f o r A d v e r t i s i n g
a t J a g u a r L a n d R o v e r a n d Fo u n d e r o f To p a z O n e Lt d engaging online content -
moving to ‘prime time’ video
- brand-led work with specific
calls to action to drive lead
generation - further down.

With the rise of TikTok, and

new rival platforms to come,
social video is impossible to
ignore. It has been estimated that
consumers in China, for
example, allocate almost a tenth
of their total time online
watching TikTok videos22.
“TV and video won’t necessarily clash. A
30-second TV ad is trying to achieve something
very different to an immersive car video that “We’re creating a lot more short
can ultimately lead to the sale of a vehicle.” video content to give customers
the ability to look at a car’s
J I M H O L D E R , E d i t o r i a l D i r e c t o r,
technology and key selling points.”
Haymarket Automotive
D AV I D H I L B E R T,
Marketing Director Kia UK

“Brands understand that different types and styles of video

IAN ARMSTRONG,
content are really important for consumers. Whatever part
Fo r m e r G l o b a l of the customer journey you look at, whether it’s a cost-
General Manager
for Advertising at
efficient social video for a very small screen or something
Jaguar Land Rover played out on a cinema screen with high-quality production
a n d Fo u n d e r o f
To p a z O n e Lt d
values and sound, video can play a major role.”

12 22 https://www.businessofapps.com/data/tik-tok-statistics/
THE ROADMAP TO YOUR VIDEO FUTURE

QUALITY “Done well, video creates personality and humanity

Research by Rakuten that no other medium can match. Brands will try to get
Advertising23 suggests that most
consumers would watch targeted
away from heavily produced video into something more
ads to access free video content. relatable. You don’t have to forego professionalism, you
High quality automotive video just need to create a video that is trusted and delivers
production is more likely to the message in a human manner.”
engage consumers, increase
content sharing and grow the
brand’s audience: Wordstream J I M H O L D E R , E d i t o r i a l D i r e c t o r,
Haymarket Automotive
estimates that video is shared 12
times more than text or images.

Cost efficiency is critical but
quality is never sacrificed. With
the right process and
infrastructure, producers can
unlock economies of scale.
Meticulous production planning
can maximise ROI of on-screen
costs and optimise editing and
re-versioning.

“This is not all done at a million pounds per 30

seconds. Brands are finding strata of production
cost and value, and hiring businesses to service
particular needs, from a lower-cost social film
all the way up to traditional, big TV campaigns.
By matching video to their requirements, brands
can drive effectiveness and efficiency.”

SCALE IAN ARMSTRONG,

Fo r m e r G l o b a l G e n e r a l
Producing video content in- Manager for Advertising
house at scale requires a great, at Jaguar Land Rover and
often expensive, resource, which Fo u n d e r o f To p a z O n e Lt d
runs the risk of being
overstretched or underused.
External partners are more likely “By its nature, the video production process can be a
to have the people, processes and lot cheaper and more effective which works in favour of
technology to ensure adherence
creating many versions in multiple languages. You will
to brand guidelines and values,
consistent output from many always need a kernel of consistency across the strategy,
different sources and a but local markets want something specific – which video
centralised platform for is well placed to deliver.”
production and distribution.

13 23 https://www.telemediaonline.co.uk/60-of-consumers-will-watch-ads-to-access-more-video-content-in-lockdown/
THE ROADMAP TO YOUR VIDEO FUTURE

STORYTELLING “With its ability to combine the emotional and

No medium cuts to the heart of the rational, video delivers massively for brand
rational and emotional purchase communications and the consumer experience.”
decision-making as effectively as
video. To succeed, brands need I A N A R M S T R O N G , Fo r m e r G l o b a l G e n e r a l
to understand what kind of Manager for Advertising at Jaguar Land
content can inspire, inform and R o v e r a n d Fo u n d e r o f To p a z O n e Lt d
persuade their audience – and
then optimise that content for
different channels. That applies “We relaunched globally using video to reveal the
to every format from a product new logo, visual identity and slogan. After the
demo to a high-ticket brand ad. reveal we had more brand announcements driven
In a previous Wooshii survey,
by cut-down versions of the video content.”
marketers named storytelling as
the main reason they use video.
Marketing consultancy Insivia D AV I D H I L B E R T, M a r k e t i n g D i r e c t o r K i a U K
have estimated that video is nine
times more memorable than text.
People are also twice as likely to “Video is creating new opportunities, such as data
share video content with their capture and personalisation. Anything that can make
friends than any other type of
content, including social media
the viewer’s experience seamless and tailored will
posts, blog posts/articles and give you more of their time, interest and data.”
product pages24.
J I M H O L D E R , E d i t o r i a l D i r e c t o r,

ADVICE Haymarket Automotive

As motoring becomes more

complex, explainer videos are “Video is a great way to explain the new automotive
more valuable than ever. technology being developed because words can’t always do
Animated marketing company the job. It showcases connectivity in cars, safety features;
Adelie Studios estimates that
it’s a pathway to get customer to dealerships to experience
68% of consumers want to watch
them to solve product-related the product and technology for themselves.”
problems. This gives brands and
dealers an opportunity to
connect with and engage D AV I D H I L B E R T, I A N A R M S T R O N G , Fo r m e r G l o b a l G e n e r a l
consumers by creating content Marketing Director Manager for Advertising at Jaguar Land
that makes their lives better – Kia UK R o v e r a n d Fo u n d e r o f To p a z O n e Lt d
from highlighting gadgets on
new models to helping them fix
problems with used vehicles.
“As vehicle technology is improving exponentially,
With automotive technology people have more questions as they try to understand
changing so radically and rapidly, why they should choose a particular brand or model.
brands are turning to video to Whether discussing data and connectivity, powertrains
help visualise change and or autonomous driving, video is a powerful medium
overcome uncertainty.
which can bring it all to life.”

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THE ROADMAP TO YOUR VIDEO FUTURE

INTERNAL
“When you bring a car to market, its new features need to be
COMMUNICATIONS articulated efficiently and effectively to a global network
In an era of increasing remote of tens of thousands of retail partners. Video is increasingly
working, video has a critical role important for training people to pass on that knowledge
to play in connecting, engaging, to colleagues and for delivering accurate and consistent
motivating, training and
messages at customer touchpoints.”
recruiting employees. The
medium is especially effective at
communicating with two I A N A R M S T R O N G , Fo r m e r G l o b a l G e n e r a l
Manager for Advertising at Jaguar Land Rover
demographics – Millennials and a n d Fo u n d e r o f To p a z O n e Lt d
Gen Z – which together form
around 68% of the workforce25 D AV I D H I L B E R T,
and are generally considered by Marketing Director Kia UK
managers to be the hardest
employees to reach.
“Video plays a key role in training. Recently
we launched an automated manual
transmission gearbox. We sent a short
video via Kia’s e-learning academy to
explain how dealers and sales teams could
sell the benefits of the product. We’ve
also live-streamed business updates and
conferences. It’s the new big thing in dealer
comms while we can’t get people together.”

VIDEO PLAYS A CRITICAL ROLE IN ENGAGING,

MOTIVATING AND RECRUITING EMPLOYEES

15 25 https://www.speakap.com/en/blog/internal-communications-video
THE ROADMAP TO YOUR VIDEO FUTURE

START YOUR
JOURNEY NOW
During the pandemic, many physical and virtual, businesses The experts we spoke to are
organisations came to rely on need new ways to engage with convinced that video offers
video to connect with all their staff. As we spend ever more time flexibility, scale, cost-effective
audiences, from employees and online, the requirement for engagement and standout results.
retailers to end customers. As brands to deliver content fast, At the same time, they emphasised
employers and as brands, they repeatedly and consistently on a that the bar – in terms of quality
discovered how effectively the global scale (while adapting it to and viewer expectations – is
medium can, if it is properly ensure relevance for a particular continuously being raised. Videos
conceived and executed, cut audience) is certain to grow. As a that tell a story with authentic,
through the clutter. medium, video can be ‘glocal’ original content will give brands
– global and local – through the and employers a competitive edge.
Many of the factors that have production of rapid, consistent Isn’t it time that you gave
made video so useful will be with and high-performing content consumers, customers, retailers
us for years to come. In a imbued with local knowledge and employees the video content
workplace that will be both and guided by the centre. they crave?

A W
t Wonderly, we believe that the media an ooshii is an innovative video services
organisation owns and controls is their agency with the capacity to create
single most important and valuable video anywhere in the world, in any
marketing asset. That’s why we built a new type of format, using a talent network of over 16,000
marketing services agency to help our clients meet experts. Supported by a state-of-the-art
the specific demands of creating consistently post-production studio and proprietary
brilliant owned media. technology, their highly experienced production
and account management teams provide
Being part of the Haymarket Media Group allows
communication, quality control, logistics and
us to offer flexible yet highly coordinated access to
budgeting skills that are second-to-none.
a broad range of specialist services including
strategy consultancy, content production, web and Wooshii works with world-leading organisations
app development, as well as conferences and across multiple industry sectors to enable
event management and more besides. We work consistent and reliable video production at
with ambitious organisations of all sizes and across scale, supporting a wide variety of internal
a range of sectors. and external marketing and
communication functions.
Current clients include Kia Motors, Volkswagen
Group, Motability, The British Army, The FA, World Wooshii has offices in the UK, North America
Athletics, Berkeley Homes, Royal Botanic Gardens, and Central Europe with a worldwide network of
CIPD, CIPS, The International Baccalaureate resources to support any global requirements.
Organisation and Tillington Group.
For more details contact:
For more details contact: Nathan Jones
Alison Nesbitt Business Development Manager
Group Account Director, Automotive nathan@wooshii.com
07917 175 212 +44 7765 182247
www.wonderly.agency

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