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Six reasons your business needs video

By Kelly Sargent.

Captivating. Emotional. Responsive. Live.

A picture tells a 1000 words, as the saying goes. Add movement, audio and clever direction and you’ll evoke a response in viewers that’s unmatched by words or a still picture alone. Fact.

Video is a medium that connects with viewers far better than any other format. Given all decisions are emotional (yes, it’s true) if your business isn’t using video to connect with your clients; why not?

Great branding is great storytelling. Telling your story, your purpose, the WHY behind your actions is critical. Great marketers know this WHY has little to do with your products or service, and everything to do with your values as a business, and your reason for existing.

Telling this story (and others) through video is the most effective and compelling method to share your story because:

  1.    Video builds trust.

Do you trust me? Probably not, because you don’t know me. But if you heard my voice, saw my beautiful face (trust me, it’s beautiful) chances are you would trust me more than if you didn’t. Video increases trust between businesses and consumers, being able to see the people in the organisation lifts transparency. The purpose of a great website is to quickly gain the trust of a consumer, and there’s no quicker, more effective method to do this than video. Trust is critical, as ultimately consumers wish to engage with businesses they like and they feel they share similar values.

  1.    It can explain anything, quickly.

Want to learn Newton’s law of gravity or why the sky is blue? Me neither, but if you did, video is an excellent way to learn or explain anything quickly and easily. Add to this, video gives you the ability to control the subtleties of messaging, hence it’s so powerful in advertising.

Ever heard the saying, ‘Communication is the response I get?’ Often during communication your audiences’ interpretation can be different from what you intend, so clear and clever messaging is critical. Video is the best way to have mastery over the subtleties in communication.

  1.    Google and social media LOVE videos

Putting a video on your website (unless it’s a crap video, in which case, chat with us) increases the time spent by visitors on your site and Google LOVES this. This signals to Google you have good content, and your site will show up higher in the search listings. Videos are a great way to make Google believe you’re interesting and relevant, or better yet- be interesting and relevant, and people will want to share your videos across their social media.

Sharing videos on social media has huge reach, Facebook weighs video heavily giving you further organic (non-paid) advertising reach. Spreading your message, and brand, further- for free. Does it get better than that?  

  1. Get a tissue- it’s emotional

Humans are emotional creatures and videos that are done well can evoke emotions like nothing else. Emotions change behaviour. Video is as close to life-like as it gets, engaging all the senses, it has a power to creep into and clutch the hearts of viewers. Need evidence? There’s 272 million cat videos on YouTube, go on – indulge yourself.

  1.    Video consumption is on the rise

It’s old news that video consumption is on the rise, but in case you do live under a rock–  know that it’s true. Further than this, video consumption (and consumption generally) on mobiles are increasing at a very quick rate, so ensure your video is looking good on the smaller screen.

  1. Repurpose assets- tah dah!

Repurposing footage is not only clever, and thrifty (need help? Chat with us)  video ads, (or ‘bumpers’ as the lingo goes in ad-world) are very effective. The average click-through-rate of video ads is 1.84%. That’s the highest CTR of all digital ad formats! And for a 15-second non-skippable YouTube video ad the completion rate is 92%. For skippable video ads, the rate is 9%. These are pretty impressive figures.

Now you’re aware of how awesome video is for your business (still unconvinced? Call us) it’s critical to remember that while video as a deliverable format is second to none, the content and messaging need to be on brand. This may seem like a lot of work, but when simple things are done well in the right format, the potential for business and connecting with clients is unlimited. Video doesn’t have to be expensive, with a clever idea and a production plan; video can be cheaper than you realise. Explore your potential in the digital wilderness, chat with us today.  


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