Consumers are exposed to new brand names every day without even realizing it. In particular, the average user is exposed to 32.2 videos a month, making engaging video essential to brand promotion. Video opens the door for marketers to brand themselves differently than the rest and thrive in a way that no other content can. CMI research found that 79% of B-to-B companies and 82% of B-to-C companies are using video content, but many report that they aren’t maximizing its impact. Below are five reasons video content can differentiate you in a competitive market.
1. Video can develop more substantial relationships between brand and audience
Using video in your content mix will encourage consumers to cultivate a memorable brand experience. When consumers are receiving consistent and valuable information from your brand, they are more willing to develop loyalty, engage, and advocate for your brand. Video also gives brands a chance to distinguish themselves from others by creating a unique and entertaining experience for consumers. Use video to inject personality into your communication and incorporate a human voice allowing consumers to engage with a persona rather than a brand. Think video is too expensive? Consider this statistic from Forrester Research: 1 minute of video is worth 1.8 million words. That makes video a practical and efficient use of your marketing time and energy.
2. Videos are customizable to your brand
Get to know your audience and understand what things they look for when browsing an online site. You can use video to address those interests and needs while developing your brand tone or position and establishing your brand identity. Don’t forget to ask your viewers for feedback to determine what is well-liked and what needs to change through comment sections, surveys, and contact forms.
Use video to quickly direct viewers’ eyes to points of emphasis and keep your messages short and sweet. According to Advertising Age, “if you have not fully engaged your audience after the first 30 seconds, you’ve likely lost 33% of viewers; and after one minute, 45% of viewers have stopped watching.”
3. With specific goals, you can enhance conversion
What are you trying to achieve? Using video is only useful when there is a clear and present purpose. Video needs to be strategic and valuable in order for it to be worthwhile for both the audience and the brand. Foremost, know your audience and the emotions you’re looking to evoke. And, don’t wait until the end of the video to make your ask. According to Advertising Age, “when you want a viewer to take action, don’t wait until the end – put it in the first 10 seconds.”
4. Video distribution is easy
Social media makes it incredibly easy to be seen – if you tell a great story. One compelling post to your Twitter or Facebook page could spark a lot more views than it may if only displayed on your website. According to Neil Patel, the most common content marketing delivery mechanism is social media, used by 87% of marketers and Cisco reports that by 2019 nearly a million minutes of video will be shared every second. Make sure you repurpose your video with compelling messaging across the right channels, and you’ll get greater viewership.
5. Video marketing is easy to measure
According to Content Marketing Institute, “43% of video marketers are able to capture content metrics across all channels (corporate site, blog, and social).” With audience engagement metrics, such as attention span and completion rate, marketers are able to assess exactly how viewers engage with your content and brand, and understand what topics are resonating. This insight gives you a chance to tailor marketing strategies and adjust what works best for the audience’s preferences.
Though video is one of the most valuable online marketing tactics, it comes with some challenges. Watching a video requires more time and attention than skimming a written article. For these time-starved users, consider including captioning or downloadable scripts to offer alternatives to watching.