We’ve heard it a million times – we’re in the era of video content. If you’re in charge of your company’s content strategy, you might’ve heard from your boss over and over: “we need to post more videos!” But have you ever stopped and wondered WHY exactly? Why does video marketing matter?
To stand out in today’s competitive and cluttered marketing world, your brand needs to be able to tell a story that’s persuasive, elicits emotion, and effectively communicates your brand.
Video marketing is important for your content strategy because it’s small, digestible, and memorable. If your industry is more technical, you can use videos to teach complex concepts. If you’re an HR executive looking to recruit or retain, videos can help share your company’s story, mission, vision, and values. If you’re a non-profit or start-up business owner, videos can tell the story of your entrepreneurial journey or organizational goals, and help inspire actions like demos, subscriptions, or donations.
Here are some of the many benefits of video marketing:
1) Evoke Trust
The whole idea behind content marketing is to build trust and create long-term relationships with your audience and customers. Instead of taking a traditional approach and selling your product or service to people, let the people come to YOU by providing them with information that is interesting and useful.
Look at the success of YouTubers, who have used video as a platform to become powerful social media figures, with influential voices and the ability to impact thousands (or millions). They have managed to build up large followings of people who have been touched by their videos and have gained enough trust in the YouTuber to continue following them and even taking their opinions on what products to buy.
In order to trust your business, customers want to be told a narrative. They want to know how the business originated, the challenges it had to overcome, and where it is heading. All of this factors into making a memorable and relatable brand that consumers want to support. Videos can help tell your brand story, put faces to the organization, and show how your business is giving back to the local community. These videos can help evoke emotion in your audience and subsequently build a foundation of trust for your brand.
2) Evoke Emotion
Have you ever seen a commercial or viral video that tugged at your heartstrings and maybe even brought tears to your eyes (happy or sad)? Think of the WestJet Christmas Miracle campaign. These videos go viral seemingly every year, being shared across all social media platforms. This is due to the videos’ heartwarming messages of showing customers that WestJet truly cares about them, and providing a memorable, above-and-beyond guest experience. These videos captured real emotions, which stirred emotion in the viewers, which then shifted the public perception of WestJet and its culture to something more customer-centric and positive —something that can’t be accomplished with traditional advertising.
This is just one example of how video marketing can evoke emotion in a viewer. If your video can evoke emotion, it makes the message feel more powerful and intimate, like the person or company behind the video truly understands you and what is important to you. If your video can hook the viewer emotionally, they will probably be hooked as a customer too. Emotions make someone feel vulnerable, which in turn can cause them to open up and be more receptive to what you have to say, which is a great step towards building a strong relationship between you/your business and them.
3) Drive Action
Because videos are so visual, they can be used to inspire the action that you’re seeking from the viewer. Are you the marketing manager of a non-profit organization that’s reliant on funding from government grants and donors? You can use video content to tell the story and mission of your organization, and to SHOW the viewers the impact that their donations will make, rather than just writing or talking about it.
Maybe you’re a recruiter trying to incentivize more new grads to apply to your organization, or an HR manager struggling with employee retention and engagement. Use videos to show them what the company is all about and why it’s so great. Feature current employees and have them talk about their individual journeys to and within the company. Highlight the company culture by gathering footage from events where employees are seen bonding and enjoying themselves. It’s a classic saying – show, don’t tell. And once you show, the actions will follow.
4) Improve Your Search Rankings
Video content can help improve your website’s ranking on search engine results. When you’re searching for products and services on search engines like Google, you’re likely to click on whatever links appear at the top, and highly unlikely to click beyond the first page of results. Google pays close attention to the amount of time someone spends on your page, otherwise known as “dwell time.” The longer time spent, the better you rank. Video is a very effective way to increase dwell time, as the average internet user spends 88% more time on a website containing video. On average, websites that include video have an extra two minute dwell time than those that don’t. And to top it all off, websites that effectively use video are 53 times more likely to rank on the first page of Google results. Convinced yet?
5) Catch the Consumer’s Eye
What grabs your attention when you’re scrolling through a website? Is it the generic, large blocks of text clumped together? The static images? Or is it the video chocked-full of movement, colours and sounds?
One of the most difficult parts of marketing is standing out from the crowd and catching your (potential) customers’ attention. They are already being overwhelmed with marketing messages on a daily basis and don’t want to read another lengthy email, newsletter or flyer. But if you create a video, it is 4 times more likely to be watched than read about in-text. People are also over 27 times more likely to click an online video ad than a static banner ad.
6) Create Authentic Customer Testimonials
Let’s be honest – we’re more likely to trust the opinions of our friends, family, and other customers, as opposed to what companies tell us. We look at reviews on Google, Amazon and Yelp, and ask our personal networks for recommendations and advice before making our purchase decisions. This is why Word-of-Mouth advertising is so effective – once a customer knows about your business, they will want to know what others think of your business. This is the value of customer testimonials and leveraging them to tell a story.
What better way to express a customer’s opinion than through video? Sure, a written testimonial or review could work, but with video you’re able to see the customer’s face and read their real emotions. A good customer testimonial begins with the problem the customer faced, how the business provided a solution, and the end result, as well as the customer’s final feelings about the business. By discussing these things in a video, the testimonial appears to be earnest, genuine, and not scripted or directed. It is showing a real person with real problems.
To get started, reach out to those customers who are likely to be your brand advocates – the ones who have remained loyal over the years, who have referred friends, or even shared your communications on their own social media pages. With a little nurturing, they can be willing to film a customer testimonial for you and turn into some of your most valuable advocates.
The benefits that video marketing brings to the table is unparalleled. Here at Jillian Irene Lee & Associates, we understand the importance and value of video, and we pride ourselves in our ability to produce videos that tell real stories, genuinely resonate with people, and drive action. Take a look at our portfolio here to see for yourself.
Ready to tell your story through video? Let’s talk.