A lot of businesses that I speak with tell me that 2018 is going to be the year that they really expand their video content output. Video has rapidly become the main form of content consumption on the internet and it's only going to get bigger. Mentors all over the world are advising business owners to go all-in on video and I'm going to explore some of the reasons why video is the right place to invest your money.
1 - Increased Exposure
The average consumer watches more than an hour and a half of online video content every day! Furthermore, videos are 10 times more likely to attract reactions, comments and shares than any other medium. The best way to achieve this is to partner with your videographer and bounce ideas off each other to create something unique and sharable.
You are an expert in your industry, I am an expert in mine. Together, we'll be able to make something that is modern, approachable and informative. The aim is to hook people who may not otherwise be interested in the subject, and pique their interest so that they share the video on social media. The nature of social networking means that within a week, your video could be seen by thousands, if not millions of new people.
76% of people say that they will share a branded video if it is entertaining. So hitting this sweet spot of entertainment, information and integration of of your brand is vital.
2 - Drive Sales with Video
With increased exposure comes increased awareness of your products and services. More people see your brand, more people click-through and more sales are made. Your content should be geared towards driving sales by using a call-to-action (CTA) towards the end of the video.
Video really captures the attention of the viewer much better than any other format. Think about flicking through your Facebook feed... The videos shared by our friends capture much more of our time than their actual status updates. In fact, most people I know only use facebook to share videos nowadays!
If you are trying to boost sales of one particular product or service, produce a tailored video to exhibit the value of that particular product. Adding this to your site's homepage can lead to an increase in sales by up to 80%.
If you want to create a more general business profile video, think about adding it as your YouTube channel trailer, add it to your About Us page on your website and try to get it published in digital media agencies, magazines and forums. Pushing your video content on as many channels as possible is vital for your SEO too, more on this later.
3 - Return on Investment (ROI)
The fact is that it's not cheap to create quality video content. You're paying for the creator's imagination, shooting time and editing time. Also factored in is the equipment that they are using to make your video look so good, helping them purchase new equipment, and making sure they have enough money to feed and house themselves! For filmmakers and photographers, the overheads are high and unfortunately that gets passed on to their clients.
However, despite the costs, 83% of businesses believe that video provides an excellent ROI. Seeing you make a good ROI is in your videographer's interest too. If you make money off our content, you're more likely to use us again and everyone is a winner.
The good news is that the audience don't necessarily mind if the content is branded. The most important factors for retention are: understandable, entertaining and informative content. It's been said time and time again, but CONTENT IS KING. You love your company and your product and I love creating videos. Together we'll be able to make something that will see a good boost in your sales and providing you with a solid ROI.
4 - Video is Clear and Easy to Understand
Video marketing is simply amazing. The fact of the matter is that when you create a video, you formulate the message as clearly as possible for the customer.
The customer hears a varied intonation, with stressed words and engaging facts. It's simply a one-channel conversation. We then edit the video to tell your story, matching our imagery with your words. The combination of video and audio works on a subconscious level whereby the viewer barely has to engage their conscious brain but fully understands your message. Furthermore the customer knows, at the outset, exactly how much time they have to invest to watch the video.
Compare this with written content, where the tone is difficult to present, attention is hard to keep and the customer doesn't know how long it will take to finish reading the article.
Video breaks down the barriers between customer and brand like no other medium. It is a direct link between you and your customers. Video marketing allows you to give a keynote speech in the homes of your clients through their phones. How powerful is that!
5 - Video evokes Emotion
Vocal tone, body language, facial expressions, music and the combination of visual and audio stimulation make video a much more evocative experience that traditional online content.
If we've learned anything by the shock election results of the last few years (Trump, Brexit), it's that people watching videos online are largely driven by emotional stimuli. Video marketing is the most effective way to drive customer's to your site by appealing to their emotions.
It is also a great way to appeal to the lazy consumer. The people who don't want to have to read a blog post about your business, and certainly won't want to share it with a friend. But the same people, when presented with a video that is informative, interesting and that captures their emotions wouldn't think twice before sharing and tagging a friend in the caption!
Further Benefits of Investing in Video
Uploading your video to YouTube (the world's second most used search engine) will increase your exposure. If you backlink from YouTube to your website, you'll be boosting your site's SEO. Even better, if you host the video on your site, you'll be 50 times more likely to appear on Google's first page. On top of that, Google loves it when your visitors stay on your site for a long time and video is a great way to keep your visitors engaged and clicking through your pages. Simply put, video is vital for SEO.
Checking your video view rates, customer retention, click-through rates and other vital metrics are really easy to monitor an understand on almost all video-hosting platforms. Facebook in particular provides amazing detail in their video analytics. This will let you measure ROI and provides a feedback loop for future campaigns.
Seamless Integration into Paid Ad Campaigns
With a few clicks of the trackpad and a budget set, your video becomes a paid ad campaign on any of the major content platforms. Highly targeted audience, greater exposure with interested parties, more views, more clicks, more revenue. Easy.
One Video - Many Outlets
You can upload your video to YouTube, Vimeo, Facebook, Twitter, your website or whichever platform you love. You can ask your content creator to make an optimized 1 minute version for your Instagram feed and even cut something shorter for your 15 second Instagram Stories (IG Stories is going to be the biggest thing within 2 years so make top-quality, noticeable content now). You can transcribe the video and make a blog post to boost your SEO and for the remaining readers out there. So you pay for one job and get a boatload of optimized content out of it!
There is a reason why almost every successful Kickstarter campaign has a powerful video accompanying the pitch. We know the value of video marketing for businesses. And as the internet becomes noisier, moving to video as soon as possible is the way to stay ahead of the competition. Within 5 years, video will not only be an industry standard, but will be an absolute necessity.
We have many ways that we can head with your video depending upon your services, goals and products. So message us today and we can get to work on designing your video from concept, to execution and optimization. We have shot commercials, profiles, music videos, charity events, vlogs and just about anything that you can imagine.
It's all about telling your story. So get in touch today and start making an impact online with video marketing.
BEN HEMMINGS MEDIA is a leading videography company based in Toronto. We specialize in creating industry-leading corporate videos, commercial videography, professional photography, travel and tourism videography, real estate videography and building strategic video marketing campaigns for our clients.