Producing video content has historically been difficult because it required specific equipment and specialized knowledge. However, technology advancements have democratized the process and, today, nearly any team across a business can leverage video as a marketing tool. Knowing that videos attract 300% more traffic and help to nurture leads, it is key to stay up to date on trends and implement them into your marketing strategies to sell insurance. In this week’s post, we share the state of video and the 2019 insurance video trends to help you cut through the noise and stand out.
The State Of Video In 2019
Search engines are our first choice to ask questions to. There are millions of websites, blogs, articles, forums, and social media profiles, but there is not enough time to review all of them. As a consequence, finding the right answers can become a challenge. The internet is flooded with information and, in this context, video is arising as a clear, direct way to connect with users. More than 75% of all internet traffic is now streaming video content, and 82% of businesses reported higher investment in video since it produces greater conversion rates and lead generation. Today, combining the declining cost of video creation and the shift in the effort required to produce it, the online world is overflowing with high-quality video pieces.
In addition, mobile phones have introduced vertical video and smaller screens, making length and picture-quality less relevant. Video is adapting to all technology changes and it is becoming increasingly effective across multiple online channels. There is no doubt that the video industry is changing. Below we share the 2019 insurance video trends so you can start introducing video content into your insurance marketing strategy.
Education Through Video
Insurance can be a complicated topic. It is hard for employees to make decisions about their benefits plan if they don’t understand deductibles, provider networks, premium, or copayments. Visiting your groups’ offices during open enrollment or spending hours on the phone solving the same issues constantly is taking time away from you to focus on growing your agency.
By watching videos, people are able to absorb and retain more information than by reading. Instead of providing long informational articles about benefits plans, create interactive videos that can make the experience more engaging. Employees will be able to quickly find the answers they are looking for by accessing self-service knowledge base materials, reducing your support ticket volume and calls.
Picture this: you might be introducing a new technology solution for your groups to manage benefits and HR. Would it be easier to arrange meetings for employees to attend and explain the software or to provide a series of videos in which the setup is explained step by step and viewed at the employees’ convenience?
Video On Social Media
Social media is where users spend most of their time online. More and more small businesses are either millennial owned or operated, and they are getting their information from a wide variety of social media platforms. In order to target prospects where they are, creating content specifically for social media is key, and video is a staple across all social platforms. The investment in video on social media is higher than ever, and all platforms are shifting their focus to prioritize video content over text. Stories, a new social media native format that is only accessible for a specific period of time, is one of the main drivers the spend on video creation. The social platform Snapchat is entirely based on this concept, but Instagram, Facebook, and YouTube have already borrowed it.
When implementing these 2019 insurance video trends, you can start by creating a video series to share with your audience during first quarter to win new groups. Produce short videos with high-value content, share your expertise, and work on establishing yourself as a thought leader in the industry. LinkedIn is extremely popular for this type of content. The quality requirements are minimum and you will be creating conversational content that will boost audience engagement.
Video Across Departments
Video is now used in sales departments and can be tied to conversions. By recognizing the impact video has on your agency’s growth, you will be able to understand the ROI of your video content and properly adjust your marketing budget. Video will create the feeling of a one-to-one conversation with your prospects, which will result in a higher engagement and response rate.
Let’s imagine this situation. Most likely, your prospects’ inboxes are full of sales pitches and messages promising the best and most personalized insurance service. In this context, you can use video to make a positive impression on someone’s inbox and go past your competition. When a lead comes in through your website asking for a quote, take the time to gather information and create a personalized video response to their questions.
When thinking about 2019 insurance video trends, it is also important to introduce video-based call to actions, such as “watch a demo” or “see it in action”, on your website. A play button is incredibly powerful and will boost your conversion rate.
New Video Formats
Historically, video has been understood as a piece of content that required a script, needed to be recorded, and, afterward, had to be edited. But new types of video experiences are on the rise: live streams, 360, AR, stories, vertical, or animated text videos. These new formats are innovative video types that produce eye-catching creative content. Personalized and interactive videos generate more leads and accelerate demand. They engage and retain the audience more than a produced video.
When thinking of 2019 insurance video trends, it is also important to consider optimizing your videos for no sound. As we explained before, mobile and social media are changing the formats in which videos are presented, but they are also changing the way they may or may not be heard. Videos are now viewed on mobile phones in public places, therefore, social media platforms have established sound off videos by default. Now, you can’t be sure audiences will hear the audio of the video, which will be important to keep in mind when producing video content. An alternative to consider is videos with closed captioning embedded: your audience will be able to read with no sound on.
Filming video has never been easier and more accessible. Staying up to date with 2019 insurance video trends is essential to outrank your competitors and stand-out. Experiment with different approaches: create conversational sales oriented videos and produce educational training videos for your groups. Explore different options such as screen recorders, mobile cameras or entry-level video equipment. By using video content in 2019, you will boost your engagement rate and your prospects’ responses will increase.