If you’re a frequent reader of this space, you already know: video works. By presenting your business and brand in a visual and engaging way, you can better promote it to interested audiences and raise awareness in the process. But that is just a general statement, so allow us to get more specific: here are 5 tangible ways your business can benefit from video production as part of your video marketing strategy.
1) Gain Awareness Effectively
Above all, video offers you the ability to raise brand awareness more effectively than any other type of content. In fact, research has found that 1 minute of video is worth no less than 1.8 million words.
Regardless of your industry, chances are your audience loves video. Even including the word in your email subject lines increases open rates by 19%. Not surprisingly, the majority of marketing professionals views video as the type of content with the highest return on investment.
2) Take Advantage of Online Behaviors
Dig a little deeper, and you’ll find just why video works so well. A 2015 study found that our online attention span is now at 8 seconds, which is shorter than a gold fish. That means you only have the blink of an eye to attract your audience’s attention.
Written content can’t accomplish that feat effectively. Visual alternatives, on the other hand, do. Especially on outlets like Facebook, which will autoplay your videos, you have an undeniable opportunity to reach your audience and accommodate their need for instant gratification.
Another great advantage of video for your business is that you are not limited to a specific segment of your audience. Instead, you can go one of two routes: produce long form content that appeals to all of your potential and current customers, or multiple, smaller pieces that are tailored specifically to individual audience segments.
Every business has more than just one type of audience. Potential customers who engage with you will be in various stages of their buyer’s journey. They all want content designed specifically to help them make their decision, and they all love video.
4) Raise Your Chances of Going Viral
Put yourself in the shoes of your audience. What type of online content are you most likely to share. Chances are ‘text’ isn’t the answer. Blog posts can be, but the most effective content in terms of ‘shareability’ is visual.
Think about it: when you share something, you want your followers to like something as much as you do. That feat is much easier to accomplish through video, which conveys a message effectively and concisely. Dollar Shave Club, for example, became a major digital brand through a single, effective, viral video.
5) Increase Consistency Throughout Your Marketing
Finally, one of the biggest advantages of a well-produced video is its versatility. You are not just limited to embedding on your website. Instead, you can include it in all of your digital marketing efforts.
Social media networks, such as Facebook and Twitter, allow you to upload the video directly. YouTube is another popular destination, which also allows you to embed video on your website and even in emails. By using your video in a variety of ways, you can increase the consistency of your message and more effectively reach your audience.
If your goal is to raise both audience engagement and brand awareness, video should be an integral part of your online video marketing strategy. Of course, the mere presence of video is not enough; you also need to make sure that its quality is good enough to reflect well on your business. Now is a good time — start working with a professional video production company that know what they’re doing. Contact us today.