Is Your Design Firm Using Video? Here’s Why it Should

We are rapidly becoming a nation of viewers. Industry data indicate that some 245 million Americans regularly view online video content. On average viewers spend 100 minutes a day and up to 16 hours a week watching videos of some sort. In 2021, 96 percent of consumers increased their video viewing time, and 90 percent would like to see more video content created. With the advent of short-form video platforms like TikTok, it’s easier than ever to consumer video.

With numbers like those, more and more businesses are realizing that online video can attract and connect with customers. A recent survey found that 96 percent of businesses that actively use video find it a highly effective marketing tool, with proven return on investment (ROI). Most plan to increase their use of video this year. Will you do the same?

Video Uses for Interior Design

The most obvious way to use video to market your interior design firm is to showcase your design projects. This could take the form of stunning eye candy shots, a virtual tour through a finished project, a series of “before and after” videos, or a case study that explains what the project goals were and how they were achieved. If you want to follow the design TV approach, you could film “the big reveal” at the end of the project, with the clients expressing their amazement and delight at your marvelous creation. People love seeing transformative processes, time-lapses, and of course beautiful spaces.

Video can also be an engaging way to educate viewers—and, potentially, future clients—about various aspects of design and how the design process works. The trick is to make these visually creative and entertaining as well as informative. Short and punchy is better than long and verbose. Break the content into chunks and produce a series of short pieces that viewers can return to at their leisure. Attention spans are short, so cater to that.

Don’t underestimate the power of influencers and entertainers. These are individuals whose videos attract hundreds of thousands or millions of viewers, and their personalities hold social currency. That’s because video is a great medium for conveying a personality. It feels up close and personal. And since so much of client acquisition is about making a connection with prospects and gaining their confidence, develop videos that express your personality, uniqueness and brand to build relationships and an online following that will increase your exposure and reputation.

Explore Beyond YouTube

While YouTube is the first platform you likely think of for videos of all kinds, there are many other channels to consider. YouTube can be difficult to grow on. So depending on the audience you want to reach you may want to use other platforms. Not far behind YouTube in popularity among marketers are LinkedIn video, Instagram, Facebook and Facebook Live, Twitter, and TikTok. TikTok is particular is of interest. TikTok has a primarily Gen Z and young millennial audience, and these demographics will be your new design clients. This is an audience that will soon have a lot of money to spend on interior design services.

And don’t forget your own business communication vehicles. Integrate videos into your website and blog. You can now add a video to a message in some email services. Or you could add a link in a text message.

DYI or Outsource?

Some designers really enjoy creating their own videos. If you don’t have the time or inclination, however, you can engage a freelancer or media company to produce and post the videos for you. It may be tempting to just shoot some video using a smartphone or tablet, but consider the quality. What you post is going to reflect on you and your firm’s brand. Be sure it’s something you’re proud of. The quality you want also depends on the platform and intent. While a house tour should be high-quality, videos on TikTok are expected to be filmed on a smartphone. Even on LinkedIn, there is value in appearing more authentic and less corporate in order to connect with people.

If you’re not convinced video is for you, consider, too, that with the proper tagging and linking, videos can increase traffic to your website and boost your search engine optimization (SEO) ranking, making it likelier that prospects who are seeking a designer will find your firm. And of course, if a picture is worth a thousand words, just think of how many words a video is worth.

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Gail Doby Coaching & Consulting

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