5 ways drone footage improves your video marketing

Authored by Jessica Thiefels.
5 min read
drone flying over cityscape in sunshine
Harnessing the untapped power of drones to propel your marketing could work very well for you, depending on your type of business, says marketing expert Jessica Thiefels…

It can be challenging to find ways to connect with your intended audience. The shift to digital in recent years has only made this more difficult, with people consuming content at an unbelievably rapid pace in many different formats.

As such, it’s no longer enough to simply produce content. Now it must be compelling and authentic or you risk getting lost in the noise.

One of the most popular new digital marketing strategies is video because it provides an engaging experience for consumers. Businesses everywhere are seeing the power of video in marketing (external link), and the stats prove their value:

  • video in email increased click-through rate 200-300 per cent
  • a shocking 64 per cent of buyers are more likely to buy something after watching a video
  • real estate listings accompanied by a video receive 403 per cent more inquiries than those that aren’t

Still, even this new marketing technique is evolving at a rapid pace and the next marketing frontier is drone footage. While not every industry can benefit from this style of video, most can, including estate agents, event consultants, retailers, personal trainers, photographers, and more.

If you’ve thought about dabbling in drone video, but aren’t convinced of its value just yet, you’re in the right place. Here are a few ways drone footage can boost your video marketing efforts.

1. It puts you ahead of your competition

Marketers who are working to master the newest trends, including drone footage, will be ahead of the game when Virtual Reality (VR) goes mainstream in the next few years. Many in the tech space believe this is likely to happen sooner than we think, with Facebook’s $2 billion dollar purchase of Oculus in 2014 and Apple’s recent purchase of three large VR companies.

Stepping into the arena with drone footage gives you access to new resources and connections you may need to bring VR into your marketing in the future.

2. You can provide a more memorable web experience

Drone footage is captivating—regardless of the video—and when do you want your potential customers to be most captivated and engaged? When they land on your website, where you hope they’ll make a purchase or fill out a lead form. Many small businesses can capitalise on this opportunity to catch the eye of potential customers at a crucial moment.

For example, Paul Moore, founder of Smith Mountain Homes saw the potential of using drones for his business and capitalised on it:

‘Our goal was to build the best lakefront realty website in America. We saw that video was in, and thought, we’re selling an experience, we’re selling a dream, we’re selling a beautiful lakefront mountain resort. Smith Mountain Homes is Virginia’s best-kept secret so we decided to do drone video,’ says Moore.

Because the drone footage is displayed on the homepage of Smith Mountain Homes (external link). He found that time on the homepage increased, which he believes is a result of the video.

3. It can help you stand out

Many industries and marketing professionals have already mastered using video as a marketing tactic, and we’ve seen what feels like every iteration of that: tasty cooking tutorials, first-person experiences, documentary-style and more.

Not everyone has ventured into drone video, however, which helps yours stand out in social feeds. Sharing drone footage of a new property or piece of land would garner much more attention than a few photos, for example. This could lead to more referrals and first-time customers because suddenly you’re “the company that has those awesome drone videos!”

4. You can tell the same story—but better

One of the best ways to use drones for video marketing is to tell a complete story. The best part is, even when you tell the same story with regular video, it won’t be as impactful as using a drone because you can capture shots that are not otherwise possible. This gives new life to videos of construction projects, product demonstrations, and partner and customer profiles.

Here are a few ideas for using drone video to tell stories in specific industries:

  • In the world of extreme sports, use drone footage as a way to capture the story of an extreme athlete from above, giving a more holistic view of them doing what they love. Redbull has been using Drone Footage for years, for example. See how they do it with this behind the scenes video (external link).
  • As a clothing retailer, you can use a drone to capture crowds of people coming in and out at your annual sale.
  • Outdoor gear retailers can use this footage to show their products in action - hiking up a mountain, fishing in a lake, or skiing down a mountain. The same can be said for sports retailers and manufacturers.
  • Personal trainers can use drones to capture outdoor group workouts, which is especially impactful in scenic locations, or at sunset or sunrise.
  • Real estate agents can use drones to get an aerial  video of regions where they sell homes, giving potential buyers a thorough overview of the area surrounding the house.

5. It can make behind the scenes video more interesting

Behind the scenes videos improve the connection between your business and its customers and drone is a fun way to make your BTS videos more interesting and engaging. Use it to capture life inside the office, fun at a big group lunch, or better yet, a day in the life of your CEO, following as they go from place to place.

If you’ve already mastered video marketing, it’s time to invest in a drone. But there are limitations on where you can fly drones outside, which can make filming challenging.

You must have permission from the UK Civil Aviation Authority before you use a drone for commercial work.  Find out more at UK Civil Aviation Authority (external link).

With that taken care of, you can set up the shot, get the drone in the air, and capture video that will blow your competition away.

Find out more about drone insurance for your business at Moonrock drone insurance (external link).

At Hiscox, we want to help your small business thrive. Our blog has many articles you may find relevant and useful as your business grows. But these articles aren’t professional advice. So, to find out more on a subject we cover here, please seek professional assistance.

Jessica Thiefels

Jessica Thiefels has been writing for more than 10 years. She consults in digital marketing, community management and content creation.