Capturing customer attention has become more important than ever for utility marketers. With high customer expectations and the vast array of digital media and communication channels available, it’s not easy to cut through the clutter and connect with customers. One powerful solution is video marketing for utility companies.
Why does your utility need video marketing? Personalized video marketing can:
- Capture and hold customers’ attention
- Educate customers about complex topics
- Personalize the customer experience
- Increase program enrollments
- Boost customer trust and loyalty
The Value of Video Marketing for Utility Companies
The fact is, people prefer video content. A staggering 73% of consumers prefer learning about a brand through video. It’s one of the most successful ways to get your utility’s message in front of customers.
Video makes your marketing messages easy to digest in a memorable and sharable format. By conveying information in a visually compelling manner, video is an invaluable tool to connect with utility customers.
Videos for educational content
Whether it’s to educate customers about water conservation or explain a new rate plan, videos are an effective way to address the specific needs and concerns of utility customers.
Utility marketers have a lot of information to share, and it can be difficult to communicate without overwhelming customers or resorting to technical jargon. When it comes to educating customers about complex topics like time-of-use rate plans (TOU) or demand response programs, videos can deliver detailed information in an easy-to-understand and accessible format.
For example, the Smart Energy Consumer Collaborative (SECC) wanted to engage its customers in a fun and educational way. Questline Digital helped SECC develop a video series, “The Evolving World of Energy,” to illustrate the industry’s dramatic transformation with real-world examples.
Questline Digital developed the creative concept of Professor Energy, a lively animated character to serve as the guide and narrator. In each video, Professor Energy educated and entertained viewers with captivating storytelling and eye-catching animation. SECC shared its videos on various channels, and as a result, generated nearly 62,500 views.
Personalized video marketing
One facet of video marketing that’s gaining widespread popularity is personalization.
According to McKinsey and Company, 71% of consumers expect companies to deliver personalized interactions and 76% of consumers get frustrated when this doesn’t happen. Utilities can leverage personalized customer videos to make each customer feel valued and recognized.
The effectiveness of personalized video marketing lies in its ability to address individual customer needs and concerns. For utilities, this could include offering personalized program recommendations based on an individual’s energy or water usage, providing customized bill comparisons to help them save money and educating customers about relevant topics based on their interests.
Personalized video marketing combines the impact of personalization with the entertainment value of video, making it a highly powerful tool. It creates meaningful experiences that resonate with each viewer, building customer trust and loyalty as it drives programs participation.
Increase in program enrollments
Video marketing for utility companies is crucial for driving participation in programs and services.
Customers will engage with a program or service when they have a clear understanding of how it works and how it will help them, so prioritizing customer education is crucial. Videos are emerging as the most effective way to do so, as a staggering 96% of marketers found that videos have helped them increase customer understanding of their product or service.
A well-produced video will simplify complex concepts, making it easier for customers to understand how your utility’s offerings could benefit them. When customers are well-informed, they have the confidence to select programs and services that best suit their needs. This not only benefits the customers but also strengthens their relationship with your utility.
PSEG Long Island used video marketing to educate its 680,000 residential customers about energy use and saving opportunities in their homes. The campaign included information about beneficial electrification, energy efficiency, smart technology and safety.
Questline Digital created an interactive microsite simulating a family’s home, featuring 29 animated videos demonstrating energy-saving behaviors and products. A text call-out and CTA connected each video to a related program, product or more information on the utility website. In just four months, the utility’s Smart Energy website garnered over 66,000 video views. Because customers were well-informed about PSEG Long Island’s offerings, they were able to choose programs and products suited for them.
Sharing videos on social channels
Video marketing is a versatile means of communication for utility companies. It’s easily accessible and sharable on social sites, amplifying customer engagement across many digital platforms. Videos posted on social channels generate up to 1,200% more shares than text and images combined.
With the surge in popularity of TikTok and Instagram Reels, it’s evident that quick, entertaining videos are here to stay. Even industries not typically associated with social media entertainment, such as utilities, are finding success in this space.
In a recent webinar, Jonathan Nelson, Senior Marketing Manager, Acquisition and Engagement with the American Marketing Association observed, “Utility companies might not necessarily think that they are out there to entertain, but they absolutely are.”
Utilities should take advantage of video marketing on social media and connect with customers in an entertaining format. “When people are on social media, they’re looking for something to make their day better,” says Nelson.
Leverage the Advantages of Video Marketing for Your Utility
In 2024, videos will make up for 82% of internet traffic, so your utility’s content needs to stand out. The rise in popularity of video content has raised customer expectations — viewers are quick to tune out a poorly made or uninteresting video. To succeed, utility marketers must follow best practices to create video content that is both appealing and impactful.
Videos should help customers solve a problem, answer a question or bring value to their lives. When done correctly, video marketing is extremely valuable in connecting with customers. It can capture their attention, educate them on relevant topics and programs, and ultimately improve customer engagement and satisfaction.