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Video has yet to make the impact it deserves in the investor relations process. This is partly due to a lack of the right technical infrastructure, but the success of YouTube and other platforms in the marketing and education process cannot be ignored. Already we are beginning to see video-based solutions that are making their mark in the IR sphere.

Video is playing an important role within education, for example as a student-facing quizzing function. However, many marketers still rely on YouTube and have yet to explore the potential of enterprise platforms that have grown up within the education space.

This is particularly useful for those firms that want to deploy education tools as part of their IR process, for example as a means of educating investors about a fund’s core strategy or presenting financial results.

Technology companies are developing video platforms that are sufficiently neutral to be used across both learning management systems (LMS) at educational facilities, and within CRM systems of financial services firms. They provide video creators and administrators with new ways of organizing and sharing their media content. Playlists enable customers to group videos into related collections regardless of where the videos are located in the video content management system (VCMS).

Playlists are sufficiently flexible to be shared within the enterprise system, or embedded within CRM systems, enterprise social feeds or web portals.

  • Use of video is becoming increasingly prevalent within financial services marketing, but is being used less successfully within investor relations, yet here it can add considerable value.
  • Video can be a particularly useful marketing tool for companies that are selling more technical products, or supporting some form of certification process, for example. CRM platforms can be configured to support video content in a sequenced manner, allowing customers to access helpful learning tools, while still providing customer relations teams with useful intelligence on their progress.
  • While general fund manager or IR presentations can be useful, a video sequence allows IR teams to take stakeholders on a journey. Multiple choice functions can allow stakeholders to navigate to the content they are most interested in, while delivering additional intelligence on their interests to IR teams.

For more information on Hawksmoor Partners’ investor relations and communications services, please contact Stuart Fieldhouse – or call +44 (0) 207 377 1489.

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