Video is essential to the modern marketing mix. When the COVID-19 pandemic reared its ugly head, businesses were forced to connect better with their customers. Video had been on the rise in the years prior, especially as the camera that’s always in your pocket has gotten better every year, but the pandemic expedited the need for that content to be available across all industries.
Video is Accessible
With social media, we have content shoved in our faces constantly. Whether it’s a blog, a photo, or a graphic about this season’s sales, etc. Video creates an opportunity to stand above the rest.
Video content allows marketers to combine, text, music, and images to tell the story and share information in a way that ensures customer success. If a single photo is worth a thousand words, a video is worth millions.
Have you ever tried to learn a new skill? If you have, then you know how valuable it is to walk through the process or gain continuous education surrounding that skill. When video content is used effectively, it aids in eliminating complex language or technical communication to offer clarity. Even more important is to be considerate of audiences with impairments and connect transcripts and closed captions with video content.
Accessible video content is an essential piece of content marketing. Do not neglect it in your venture. Because of the popularity video has, it is easier than ever to find production companies or individuals who can help elevate your video material. Remember, video content does not have to be multi-million-dollar Netflix-original-tv-show-level production. Your smartphone and an editing app can do more than enough to start building video content today.
Video Adds Value
Think about your engagement habits. Are you more inclined to stop and take in a photo you scroll across in your newsfeed or watch a video that immediately seems interesting? Animoto found that 93% of marketers state that they have gained a new customer as a result of a video. You cannot afford to neglect this medium in your marketing mix. Know your audience, plan, and tell the story of who you are or how you can serve your customer base.
Video content benefits do not seem to have any end in sight. Video content sees 1200% more shares than traditional image or text posts. For this reason, marketers are continuing to invest in video content to reach as wide an audience as possible.
Video Tells Your Story
Lastly, video is important because of how it helps communicate your story. Story-telling marketing works because it allows you to convey emotions and create genuine connections, while also answering questions surrounding the marketing of products and services. Stories build on emotions and help to move a wider audience base towards sales.
Your audience needs stories to better understand how products and services can impact their lives. Businesses can build on video content that allows a consumer base to connect with you on an emotional level. This results in greater loyalty and customer retention that would be impossible without video content.
Video content allows businesses to show customers their true selves while working to explain the narrative around their specific products and services. This content can be anything from a promotional video to quality education surrounding a topic or idea, to updating your current customer base on something new and exciting in your industry. Video can help connect better and gives you the tools to tell YOUR story.