There is no such thing as modern-day communication without video. This has long been true of the construction industry as well. A 2016 study by BauInfoConsult showed that what construction businesses enjoy the most are tutorials, installation and product videos. The COVID years with their social distancing restrictions and no fairs to attend certainly did their part to accelerate this trend. And so the first post of our series on communication in the construction and real estate business revolved around the fascination of moving images: Site cameras provide vivid contents that hardly another industry would have access to. In this Valdivia Expert Tip, we are casting a light on this from a much broader perspective: How can you use video clips as a marketing tool for your enterprise?
Emotions Will Give Extra Impact to the Facts
Purely image-related films rarely appeal to their audience. This is the clear result of the above-mentioned study. People watching videos – regardless of type and length – are looking for information, genuine benefit, sometimes also entertainment.
This does by no means have to lead to dry and boring videos for the experts in the construction and real estate industry. Like no other media, moving images are ideal to show technical matters in an emotional and therefore interesting way. One way to achieve this is through interviews with people who show commitment and enthusiasm for the matter at hand. Other emotionally effective stylistic means include creative camera work, a good cut and implementing music, which is easy to find in the internet royalty-free.
Variety Will Best Exploit Your Topics
Tutorials and product demonstrations were among the most popular categories in 2016. They clearly put practical usefulness in the foreground. However, even with this in mind, there are still countless options when it comes to the choice of topics. These are just a few examples:
- Portraits of projects with a montage of short reports from the very first planning steps to final inspections and formal acceptance, especially when dealing with tricky or unusual assignments
- Interviews on technical matters, conducted both with internal and externals experts
- Contrasting historical construction methods, for instance, a ’now vs. then’ perspective – a category especially interesting for long-established enterprises
- Work safety and protection measures on construction sites
- 3D tours of properties
It is not only the audience of technical experts or your B2B clients that can be addressed via video. You will also reach private clients with this channel, just like investors and other clients from outside the industry, should they also count as your target group.
Videos could also target the shortage of skilled personnel: With a professionally produced documentary or a lively interview with the CEO, you may win experts and junior workers on a technical and an emotional level alike. Or else, you leave the camera and directing the film to Generation TikTok: This way, you will motivate your staff while reaching younger applicants.
A Good Example Will Make the Start Easier
Allow yourself to be inspired by good examples with your topics and methods! Apart from well-known video platforms, such as YouTube, there are numerous specialized portals in the internet, providing great examples from the construction business in terms of contents and creativity. These are a few examples:
- Zukunft Bau (Future of Construction), an initiative of the Federal Ministry for Housing, Urban Development and Building, and the BBSR (Federal Institute for Research on Building, Urban Affairs and Spatial Development (Bundesinstitut für Bau‑, Stadt- und Raumforschung)) have a video collection
- The media library of the Central Association of the German Construction Industry (Zentralverbands des deutschen Baugewerbes)
- The video list of online magazine Baugewerbe (Construction Industry)
Here is a very special tip from Switzerland: Immocreate.ch is a video platform specially designed for the construction and real estate industry with a content focus on innovations. It can be used free of charge by private users, clients, as well as the industry’s employees.
How You Will Find Your Audience
As a platform for your own productions, it is primarily the channel YouTube that stands out; Vimeo, another broadly used channel, would rank second. Even if TikTok plays an equally important role with the younger demographic: You need to make sure that portraying rather down-to-earth subjects from building and craftsmanship will need to be entertaining to a certain extent.
Yet, how do you reach your audience? Certainly, your own media library on your website is a part of this, and so is posting new videos on Facebook, LinkedIn, and X/Twitter. Other suitable places for your clips are newsletters, technical forums, your e‑mail signature, a QR code on print materials and on construction site signs – in short: all those places you are already using for visibility.
As the sources of inspiration we have listed show, the videos are no longer an exotic rarety in the construction and real estate business. Many enterprises are gathering insights in it and the target audience’s expectations are growing with the development. Consequentely, you should use the agility and authenticity of moving images for your enterprise, too: Enthrall your clients with attractive, creative productions showing traditional contents in a whole new light!
(Image and Video sources: istockphoto.com)