Every company is unique in its own way, but what they all have in common is that their main goal is to make money. Whether your company is a brand, event or service, making money is done by selling something. Brands are selling products, events are selling dreams and services are selling skills. The customers who are buying from you are your business's most valuable asset. Without them, your business would not exist. Getting (the right) customers relies heavily on convincing them that they should do business with YOU, and not your competitors. In modern times, video marketing has become a business's best friend when it comes to acquiring customers and clients. In this blog, I'm going to explain why video marketing is so powerful and why you should be utilising it in your business and advertising strategy.
Every social media post is created for a purpose. A restaurant may create a post of one of their meals, with the purpose to advertise a new dish on the menu. A hotel may create a post exhibiting their reception rooms, with the aim to show their venue as a great wedding location. An accountancy firm may upload a pricing post with the aim to educate people on their business's competitive pricing. Whatever the post is, it is ultimately designed to drive more sales.
Creating the message is one thing, but making sure that it is remembered is another. Research has proved that high-quality content is going to be remembered more than poor-quality content (see blog 'what makes a successful social media post'). We encourage video to our clients because messages in video content are 10x more likely to be remembered than in writing form, and if done in the right way, can be much more valuable to your business than pictures and writing alone. 'Content diversity is your friend'.
When it comes to creating your message, video also allows you to cram so much more information in a short space of time, allowing you to elaborate on your message. Keeping your message consistent, on brand and entertaining will keep your message from being lost in an avalanche of content.
When it comes down to advertising, video adverts are by far the most entertaining. There is a reason people pay to go to the cinema or for a Netflix subscription; people enjoy watching video.
Video allows messages to be showcased in a way like no other. Moving images, time lapse, animation, moving graphics, special effects, music, voiceover and sound effects are just some of the many attributes of video which can be utilised. This multitude of elements allows you to create more engaging and entertaining content which will make your brand, event or service stand out from the crowd.
Because video is a slew of artistic genres, including moving images, music and performance, it means it can be used to easily evoke people's feelings. Creating a post to inspire, educate or generate an emotional connection has never been easier by using video content.
In 2010, the average user had an attention span of 11 seconds while browsing content on social media. Today, it is less than half that of 2010. This means it's more important than ever that your content grabs your viewer's attention straight away and most importantly, that they connect with it.
This is where video content can become so powerful. On Facebook alone, people spend almost 3x more time looking at video than images before deciding whether to carry on watching or to keep scrolling. These first few seconds are a video's opportunity to sell itself to the audience and make them believe that the content is worth their time. Selling your message is much easier when the viewer 'wants' to watch or read the content.
Nowadays, video is being used more and more on social media platforms. This is because both users and social media platforms are seeing the huge benefits of video when it comes to both advertising and content creation. It is becoming easier than ever to share videos online through social media, online shops and search engines, giving it another powerful reason for why it is the best way to deliver your business's message.
While the likes of Instagram and Pinterest are still not the most video-friendly, it does seem that they are heading in the right direction when it comes to video compatibility. Facebook and Youtube are still the best ways to share video, and a great marketing video can allow you access to an even larger pool of potential customers for your business.
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