How Can Time Lapse Construction Video Sell Your Services?
August 9, 2018
If you don’t already know how effective video is in a marketing strategy, we’ve got news for you. Video converts better than just about anything else in your marketing toolkit.We already know that video is not just desirable, it’s a must if you’re hoping to capture a piece of the billion dollar construction market. We know it increases SEO, engages customers more effectively, and is a staple on social media. The vast majority of business owners are media savvy, which makes video marketing practically universal.
And there’s the rub.
How can you stand out in the roaring crowd of media advertising bombarding consumers every second of every day? And just because you’ve got lots of traffic doesn’t mean your website visitors are engaged or more likely to convert into eager buyers.
We have a solution: time lapse video. It could make all the difference in the world.
Here are five reasons you should consider adding time lapse video to your overall marketing strategy.
#1: You Can Bend Time
Time lapse video makes for a highly condensed yet still cohesive narrative for the viewer. These days, people are so pressed for time, you have seconds --- quite literally -- to grab their attention.
In a world where to do lists are never ending and long term objectives are stretched over ten year periods, watching a building go up in under two minutes is, well, highly satisfying. The rapid pace catches our eye and keeps our attention. And it only takes a few minutes to watch.
Time lapse video unlocks a hidden dimension of the narrative which evokes an immediate, visceral reaction and associates your building projects with efficiency and completion.
#2: Become a Storytelling Ninja
As any marketer will tell you, to stay relevant in today’s marketplace, your brand must have a story attached to it.
Website algorhythms rank videos in part based upon how many times they are shared. In one ad campaign, REI chronicled the journey of Mirna Valerio’s 50K race to show how one woman triumphed over pain, adversity and even body shaming. REI aligned itself in the consumer’s mind with victory and with the resilience of the human spirit. It was an eleven minute video that garnered much praise and over half a million views (which generally correlate to shares).
Another recent video on YouTube uses time lapse to tell the story of a kidney bean. Growing from a seed to a mature plant. Twenty five days, compressed into under four minutes. At the time of this writing, the video has garnered over 4 million views and just under 5,000 comments.
If a time lapse video of the humble kidney bean can engage viewers like that, what could you do with a time lapse video of your construction project? Using this media method to tell your story does in two or three minutes what an entire television ad campaign tries to do in six months. In 120 seconds, it can tell the story about how you took a bare patch of ground and transformed it into a someone’s dream home, or an iconic urban building.
#3: Show ‘em, Don’t Tell ‘em
The world may be flat but that doesn’t mean we all speak the same language. But we can all understand messages communicated through visual storytelling. Your time lapse video can captivate someone’s attention and hold it whether they speak French, German or Swahili. No subtitles necessary.
Your time lapse video can captivate someone’s attention and hold it whether they speak French, German or Swahili. No subtitles necessary.
#4: Let Your Work Speak For Itself
With a time lapse video, whether on your website or in a boardroom as you pitch your project, you allow your work to speak for itself. Potential buyers and clients will see a start-to-finish narrative of your project giving them an eloquent, succinct preview of what they can expect from your company.
#5: Make Irresistible, Shareable Content
Who doesn’t check their phone, standing in line at the Starbucks or waiting in a doctor’s office? Over half a billion people are on watching video every day on Facebook alone. And research shows that video is driving purchase behavior like never before.
Statistics tell us the most shared videos on Facebook involve ‘hacks’ and behind-the-scenes content. The YouTube recipe channel, Tasty ---whose videos are shared almost ubiquitously on Facebook -- has just under 9 million subscribers and frequently uses time lapse photography to engage its viewers. People see the ‘story’ of a recipe with all its mouthwatering ingredients and clever methods for cooking them in abbreviated videos finished just before the barista calls their name. And they share it.
Bottom line? A time lapse video is a fantastic way to reach your target audience.
Are you ready to take your marketing to the next level? Let’s talk. Click here to connect with one of our video production experts.
Janelle Bevan, M.A.
Janelle has produced and project-managed a wide array of videos ranging from corporate commercials to long-form documentaries. While completing her Master’s degree at the University of Oklahoma, she served as the graduate assistant to the department chair for Creative Media. Janelle has worked with many nationally recognized organizations, creating documentaries for the National Association of Broadcasters, designing and editing instructional videos for the Federal Emergency Management Agency, and producing the 2015 Broadcast Education Association awards show in Las Vegas. Janelle is a six-time Telly Award winner and won a 2016 Emmy for her documentary featuring a collaboration from three executive producers of AMC’s The Walking Dead. Janelle served as NextThought’s Director of Post-Production and Media Management and helped facilitate over 1,000 videos during her time at NextThought.