Everyone watches a lot of online video content today. According to a research report from StreamRecorder, the average person views 17 hours of online video per week.

Videos are popular for many reasons:

• They’re engaging.
• They are easy to consume.
• Videos deliver a more real-world impression than the written word.
• They often make it easier to learn new things.

Plus, they’re now relatively easy to develop and can be distributed through many channels, including social media, websites, and email.

Videos also help people feel more personally connected to financial firms, which can often come across as impersonal and distant.

Here are our top ten tips to help wealth and asset managers launch and sustain a video marketing effort.

1. Choose the Correct Video Format

Start by determining the types of videos to create. Options include explainers where someone describes how something such as an investing option works. Or interviews where investors explain their experiences with your firm, or analysts share their latest insights. Consider whether your videos will be a series or individual stand-alone pieces. Deciding on your video format lays a solid foundation for production.

2. Use the RIGHT, not the FANCIEST Equipment

It’s okay to film videos using top-tier cameras and sound equipment. However, online viewers aren’t expecting it. In fact, people often prefer and trust less polished, more authentic videos, especially on social media. A good smartphone, the right lighting, and a decent microphone can do the job. Also, learn basic video-editing skills or hire a contract editor. Good editing can help fix a lot of flaws.

3. Tell Stories

Storytelling in videos—as opposed to presenting random thoughts—draws viewers in and helps connect people to the speaker and the topic.

An effective way to build a story arc is to lay down a challenge and then present a solution, for instance, presenting the challenge of saving for retirement, then recommending investment solutions to get there. Another option is to open with an anecdote that introduces the topic you’re discussing, for example, a client success story related to an investment option you are explaining.

Pro Tip: Every marketing video presentation is an opportunity to tell your company’s story. Look for opportunities to explain to your audience what makes your firm unique and better than competitors.

4. Keep Videos Short

A few seconds seems like forever online. If a video gets too long, viewers will likely click away. Get to the point quickly, keep your story concise, and save extra information for the end.

Pro Tip: Consider multiple video chapters if your message is long or complicated. Better to let viewers choose to move ahead to the next video than to have them abandon.

5. Be Yourself

You don’t need a big or polished personality to make good online videos. People today expect a relaxed, clear, conversational presentation. Of course, if you’re a little quirky and that’s part of your firm’s brand, let your uniqueness shine through.

6. Watch the Details

Always plan for and review videos by asking yourself:

• What’s in the background?
• Is there an unusual noise coming through?
• Does what everyone is wearing look good?

Many everyday details that aren’t a big deal get magnified on video, so look and listen closely before you film or release a video.

7. Turn to AI

Artificial intelligence (AI) in video production is getting better all the time. Some popular solutions include:

• Google Veo / Google Flow: Ideal for high video quality, realistic motion, and built-in synchronized audio.
• Kling AI and Seedance: Good for affordable, reliable video generation, and multi-shot consistency.
• Runway and Pika: known for animation effects, artistic control, and solid video editing capabilities.

Test out some of these options or turn to the experts at Sondhelm Partners for your AI and traditional video needs.

8. Develop a Calendar

How often do you plan to post videos? You don’t have to be rigid about it, but it’s helpful to have a calendar to ensure you post videos regularly. It will build viewer expectation around each new release.

Pro Tip: Aim to post fresh video content at least twice monthly to build a solid viewership habit.

9. Leverage Videos Across All Marketing Tactics

Post your videos in social media, on your website, and in emails. You can even use videos in digital ads. And don’t forget podcasts. If the story in your video is compelling or you do a lot of interviews, it’s relatively easy to separate out the audio and post it to a podcast feed or package it as a video podcast.

10. Deliver Genuine Value

No one wants to watch a video only to discover it is a complete waste of time. Develop videos that have a clear purpose and that current or prospective clients will find interesting.

Pro Tip: Don’t forget to include a call to action so that viewers know exactly what to do to act on your video, such as make an appointment, invest, or get a financial review.

Video in Financial Marketing: Getting Started

Leveraging the tips in this guide can help you join the video revolution in the financial sector. If you would like more help, contact Dan Sondhelm and his crack video development team to explore your options for using video to market your firm.