Duncan Shears — April 13, 2017 Increased relatability & Trust
Nothing helps your audience (read: potential customers) identify and relate to your business than a solid brand video. A video puts a face to a name and allows an audience to see the genuine nature of your business and offering. People like buying from people. If they have confidence in you that hugely increases their likelihood to buy from you.
Reach more potential customers through social
Video is one of the top shared pieces of content on social media.* If your video is relevant to your audience and resonates with them, they will share it with others who they think it will be useful for or to illicit a similar reaction. This gives your message the opportunity to engage more potential customers. Such organic targeting of individuals means your content will naturally reach the right people if it’s effective in its messaging.
Convey more information in less time (and more than just information)
“Videos are processed by the brain 60,000 times faster than text. Think about the heavy lifting your cognitive system has to do when reading an article vs. watching a video clip!” ~ Liraz Margalit Ph.D.**
Video is a more passive experience than reading text, it’s much easier for the audience to become immersed in what you’re conveying to them. This results in not only more information being conveyed but an emotional quality that’s near impossible to match in the written word.
Google loves video
Google is designed to get the most relevant information to the user, the more informative Google deems the information or content, the more likely it is going to put it further up the user’s search results. Also Googles own YouTube – the second largest search engine globally* and since this acquisition Google algorithms heavily favour video content over text-based.
Stand out from the crowd
There’s no doubt about it: video is an important part of content marketing and it’s only going to become more essential. Consider these facts:
- 90% of web consumers say that a video helps them make a decision to buy a business’ product or service
- 65% of executives who watch work-related videos visit the business’ website afterwards
- 64% of people who visit a business’ website are likely to buy their product after watching a video
- Estate agency listings that use video get over 400% more inquiries than those without video.
Currently, 71% of companies plan to increase their video marketing budget — you still have the opportunity to stand out from the competition by making use of this powerful marketing tool. Use it to introduce your brand to newcomers, answer your website visitors’ questions, or just to make them laugh—not to mention create a favorable and lasting impression.
What are you waiting for?
Not only does a solid brand video act as a means to distil your message, it is also a statement to all those potential customers out there about how you’re aligned with them and that you’re the solution they’ve been searching for.
*Source: Hubspot – https://blog.hubspot.com/marketing/content-social-media-popularity
** Source: Psychology today https://www.psychologytoday.com/blog/behind-online-behavior/201505/video-vs-text-the-brain-perspective
***Source: Mushroom Networks https://www.mushroomnetworks.com/infographics/youtube—the-2nd-largest-search-engine-infographic
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