Why is video marketing fab for furnishings?

Kieran Edwards, Creative Director and Producer at Dead Pixels Films, talks about how video is becoming an important tool in modern day marketing and why furniture businesses should embrace this growing movement.

Let’s get straight to the point. Digital marketing has been on a rapid journey in recent years, with new platforms offering a variety of different tools to help businesses spread their respective messages’.

What’s more, with the growth of websites and social media platforms, video content has never been easier to capture.

So why is video marketing a key tool for businesses?

Kieran Edwards, Creative Director and Producer at Dead Pixels Films – a company that has vast experience in all things digital with clients from the furniture industry including Rose & Grey and Swyft Home, said that video is becoming an expectation from consumers and shows no signs of slowing.

“We find that it’s not necessarily a case of embracing video marketing as a channel itself, but more about adding video into the mix within your existing marketing. Most brands and businesses these days have a website and social channels. And many eCommerce brands are already investing in paid social, display ads and even out of home (billboards etc).

“But a still image can only deliver so much – adding video can allow you to gain much more value from your marketing by showing off products, delivering multiple messages, sharing a story and prompting a call to action in a much more engaging way.”

That’s the point. Engagement. As Kieran says, static images are just that. Whereas a video opens more doors and keeps the consumers eye fixed.

And it’s fairly simple to use video in the furniture industry. For Kieran’s clients in the furnishings sector, they are finding interesting ways to provide an experience for their customers.

“The pandemic has prevented the key touchpoint for customers which is the ability to see and feel a sofa, for example, before purchasing. But high-end video allows us to deliver the next best thing and show (rather than tell) a customer the key USPs of a product.

“For example, if we say something is comfy, we’re doing what everyone else does. If we show customers using lifestyle footage of real people sitting on the products and cushions squeezing in slow motion, this reinforces the messages and also adds an element of aspiration. It’s the latter that can have the best results as it allows people to picture themselves within a space and also up-sell other products that add to the experience (e.g. lamps and side tables).”

It’s not just about one video either. But rather a mini-series.

Kieran continued: “It’s less about one big video these days and more about bespoke assets that work for our clients. It could be a 2 minute brand film or 20 x 15 second assets that are to be used as POS on a screen in-store.

“Instead of one long ‘TV style’ ad, it’s about a mix of content including a hero campaign, shorter Instagram stories, YouTube pre-roll, website banners and square videos for carousels. That variety seems to be very popular with interiors clients at the moment and something that we welcome. 

“Our clients work with us because we have a good knowledge of each channel and can advise on the best approaches, making informed decisions on the creative concepts and finding ways to cross-use content and work more efficiently. We find that being easy to work with whilst delivering results goes a long way.”

Dead Pixels Films offers the full scale of video production. From creative concepts and pre-production (casting models, finding locations, sourcing permits etc) to filming, styling and direction, the Manchester-based company does it all, making any project a smooth journey from shoot to screen.

“We also take care of all post-production in-house which includes the grading, sound design and editing of all of the content,” Kieran added. “The beauty of our business models is that it’s very nimble. Not every shoot requires all of our skills and resources.

“It could be a one day product shoot needing just two people in a studio, up to a larger scale TV production shot across multiple days abroad. But the vast majority of our work is high-end, engaging video content for social and digital campaigns.”

Their flexibility, professional skills and eye for campaign hasn’t gone unnoticed. The business, despite operating during the Covid-19 pandemic, is having its biggest year to date, as Kieran explains.

“It’s been an absolute rollercoaster of a year. Like most companies, we had two quiet months in terms of filming in April and May whilst the industry figured out how to safely work during a pandemic. We chose to spend this time planning ideas for clients, refreshing our offering and improving our skills.

“But since then, we’ve gone from strength to strength. November 2020 has been our highest grossing month since the company began three years ago. We’re lucky enough to work with a lot of forward thinking brands that were hardly affected by the pandemic, so we’ve managed to help our clients capitalise on the increased home spending across eCommerce.”