Visual architectural marketing videos: a trend in the world of construction at the peak of popularity
According to Market Watch, the architectural visualization and 3D rendering market will reach $5.72 billion by 2025. Compared to 2016, this is a more than 500% growth. Analysts point out that a key driver of demand growth is the need for digital marketing tools, high-definition 3D visualization, and striving to close tasks quickly and meet tight budgets. Today, the best solutions in the digital market are user-friendly interfaces, innovative detailed renderings, and the realism of architectural videos. But why is this trend conquering the industry, and how to apply it to your business?
Visual architectural marketing videos: where, how, and why?
Visualization in architecture is a wordless and creative form of communication, a source of information about authors and their ideas. Visual tools show project implementation, convey the atmosphere of the environment, and help you understand the technical details of the designs. Yes, technical drawings are clear, limited, and standardized, but 3D visualizations make it possible to broadcast visual appeal directly. They awaken the freedom of the viewer’s imagination and open new possibilities and formats that even the author might miss when preparing the video presentation.
Formats of architectural marketing videos:
1. Video presentation to investors
An architect may be 100% confident in the success of the project’s implementation. But construction is not just an idea. It is necessary to demonstrate all the advantages and possibilities of the project to prove that the format is really attractive to a wide audience.
Thus, according to Investment Monitor, direct investments fell by 17.5% during the 2020 pandemic. The figure stabilized in 2022 when investments increased by 18.1% and became more selective, but investors still estimate construction projects scrupulously. This is where investor presentations are needed.
Take a look at how we at GENENSE design presentations for investors:
2. FAQ video for customers
According to a Forbes study, clients retain and remember 95% of the information presented in a video format. It works on any sales funnel stage: you show a video of a home, apartment, interior, or furniture project and can be confident that the viewer will remember almost everything. It allows sales and marketing departments to not waste time and effort on different content types. Sharing information about an object, project, or product is now possible in one short presentation.
These types of video architectural visualizations are essential for large-scale projects like urban panorama and infrastructure renovations. In this context, it is necessary to have both an idea of the big picture and its specific details. For instance, parking and a playground as part of an apartment complex or retail and HoReCa areas in shopping centers complemented with numbers by floors, areas, and distances.
Check out how our visualizers at GENENSE created videos of building exteriors:
3. Video promotion on social networks
The Influencer Marketing Factory states that 97% of Generation Z shoppers choose products and services online and place orders there. Members of other generations pay attention to brands they’ve seen on the Web 68% of the time. Furthermore, video is proven to be the best communication tool, ranking first in the frequency of brand usage.
Thus, architectural visualizations in video format on social networks can bring maximum online sales. In this context, animations and review videos are highly popular; they can immerse the viewer in real-time interaction with a design or object.
Moreover, video renderings with VR technologies are the most popular for selling interior solutions: furniture, decor, and appliances. Think of IKEA Place, which pioneered this trend.
This is how we at GENENSE implement furniture visualization projects:
4. Portfolio of projects
Architectural visualization consists of a large set of tools that help professionals express their creativity, inspiration, style, and taste. But how will potential clients understand that the project’s author shares their opinion? Portfolio. Placing (with the customer’s permission, of course) of created models in the format of a 3D render will reveal the architect’s signature style. The portfolio can also show the projects that have not been implemented or stopped halfway.
Realism, futurism, art nouveau — even if an architect is just beginning their journey and has not yet launched projects, transferring the concept from the drawings in the visualization will demonstrate a future project’s possible look.
As a result, potential clients understand if they are ready to entrust the job to the artist in the first seven seconds of acquaintance with the realized projects. Moreover, with the increasing demand for remote communications, a website with architecture design videos can help present both the individual expert and the studio or agency.
By the way, the GENENSE portfolio is also rich in visuals:
5. Animated video branding
8 of 10 companies have a corporate identity, and large companies also have a brand persona. In the architecture industry, it is an opportunity to convey the client’s journey, actions, and emotions within a single actor. Huge animated universes are created in this format, aiming to build marketing campaigns on uniqueness and memorability. An illustrative example is the Meta universe. But according to analysts, interactive animated videos for user training will be trendy in 2023. For example, the scheme of assembling furniture or the plan of entrances and exits to the building.
Visual architectural marketing videos are great for interaction with clients, investors, and partners. That’s why Expert Market Research predicts that the rendering and visualization industry will grow 22.1% annually until 2028. It means that in the next few years, every firm working in architecture, construction, interior design, and landscape will present itself on the market using video. This rapid projected growth is justified by several advantages in solving business tasks.
Benefits of Video Marketing for Architects
- Maximum immersion in content. 80% of people prefer video over print text. 37% watch the video to the end, while only 20% of the audience read texts in full. What’s more, videos allow you to convey the value of your approach in both audio dubbing and visual presentation formats.
- Increased awareness of brand products and services. 94% of marketers say the video format lets their users better understand the value of offers. This fact is supported by an Architect’s Sugar Award from Builder Architecture Competitions, where all participants communicate without any words, solely through visuals. And they do succeed!
- Growth of reputation and brand awareness. Video advertising is the #1 way for consumers to learn about the brand they purchase, order from, or work with. Yes, over 90% of your clients can get more about your company just from the video. Analysts call it crucial for architecture, which takes the lion’s share of the visualization industry.
- Increasing the reach of potential customers. As one of the most encompassing tools, video content helps you reach even the most critical target audience groups. The breadth of formats for delivering information, from animation to photorealism, captures the viewer’s attention in seconds and, consequently, their wallet. From a marketing point of view, the same tricks work here as in the development of online games.
Do you want such benefits for career and business development in architecture? GENENSE 3D graphics experts specialize in construction, architecture, and design. You get the most professional and comfortable approach to work, gaining the maximum effect from video marketing.