Why Brands Invest In Video Content

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There’s a whole lot of talk these days about how critical video is to a brand’s content marketing strategy. It may be because videos improve conversion rateS, or, it may be because YouTube receives a whopping ONE BILLION unique monthly visitors, or, maybe because Forrester predicts that by 2017, video will account for 69% of all consumer internet traffic. Either way, we find the chatter thrilling because it means that we get to spend more time creating killer video content strategies that help brands meet their audiences wherever they may be throughout the ever evolving Omnichannel purchase funnel. So without further ado, here’s a smattering of our favorite reasons that brands invest in video content.

Video Explains:

Video explains products or services quickly and concisely. Probably the most obvious benefit of video is that it has the power to communicate complex messages quickly and effectively. A well-produced video can explain your product or service, present your company’s brand image and convince a consumer to take action, all within the span of a few moments. Video conveys more than just words and images. It demonstrates emotions and action via sounds and movement, music and laughter and the subtle inflections of voices. Video can quickly demonstrate the correct use of your latest product, letting potential customers know just how easy it is to use. It can show the world the human face of your business, setting you apart from your competition. Video lets you see and hear the soft rustling of palm trees on a far away beach, or the proud smiles of new parents, watching their child take its first wobbly steps. Even when you could communicate these things in writing, it would likely take several pages. A good video can do it in seconds. And when it comes to marketing, seconds are usually all you have.

Video Increases Conversion Rates:

When a visitor lands on a website that contains video content, they are much more likely to become a customer. In fact, videos persuade 73% of people to buy a product or service. 
Rather than finding just another boring, static website with a bunch of text and maybe some pictures, visitors who find video content are able to simply click the play button, sit back, and relax while your message is delivered exactly as you’d want them to hear it. Think of it as your “perfect salesman” delivering a perfect pitch every time, and in a way that captivates and motivates your viewer.  Seeing your product in action or hearing about your services from a real person goes a long way toward building credibility, and credibility leads to sales.

Video Helps Reach User Segments:

As more and more brands move towards omnichannel and CRM models, CMOs are facing data explosion. When that data treasure trove is mined, it can reveal insights that guide video content creation, providing users with extremely relevant experiences across devices and channels, all based upon a specific user’s behaviors. As brands begin thinking more strategically about the evolving omnichannel landscape, they’re turning to video to help tell a multitude of stories across user segments.

Videos Drive Traffic:

Video content drives traffic to your website. It does so in several ways. The first is that if you’re really digging into SEO insights, you’ll know what people are searching for and what questions people are asking of your brand. If you’re using this insight wisely, you’ll begin creating video content that answers these fundamental questions audiences are asking, and you’ll apply those SEO keywords to your landing page strategy. Now you’ve got a landing page ranking for those keywords in Google’s search results and as your audience begins searching for their questions, they’ll be coming to you for the answers. This builds trust and fosters engagement, trust and loyalty.

It is also becoming more and more common for people to deliberately search for video content. YouTube is second only to Google in terms of total searches, meaning that ONLY those sites with videos will show up in the search results. Popular videos are commonly shared among social networks, resulting in visits from a virtually limitless number of potential customers. The phenomenon of “viral videos” has propelled many an unknown business to overnight success.

Video Syndication is Awesome:

Simple syndication allows for mass distribution. In the past, most commercials had to be viewed on traditional TV channels. Each spot had to be scheduled and slots were usually quite expensive, unless you wanted to compete with the Shamwow or Juiceman guys at 3am. Once the spot had aired, that was it. You had to pay more money to get it shown again. The Internet has changed everything. Now, your video ads can be seen from your company websites, social media pages or YouTube channel at any hour of the day, and it is easy and inexpensive to syndicate your content and share it with new and existing customers via blogs, social media and e-mail. 

The next step in content syndication lies in services like Outbrain, that serve up content headlines on highly relevant publisher sites and drive traffic to brand websites.

Videos Reduce Costs:

Videos help reduce customer service calls. Anybody who runs a business knows that fielding customer service calls can be expensive and time consuming, even though the majority of those calls require only simple explanations. With video, basic procedures and troubleshooting systems can be explained in simple, easy-to-follow videos that can help reduce the need for expensive customer service personnel. They can also increase customer loyalty by ensuring that those who purchased your products are using them correctly and maximizing their experience.
 For eCommerce sites, this customer experience focused video provides a consumer support system that not only reduces time spent fielding calls, but also reduces things like shipping costs associated with providing free returns and exchanges for products. If a video answers a consumer’s question up front, there’s a much higher likelihood they’ll be satisfied with their purchase the first time around. Double win.

Videos Tell Brand Stories:

Video can communicate your brand promise.  Often, consumers care as much about who you are as what you’re offering. Many companies opt to create an overall brand promise, representing a particular lifestyle or emotional connection to consumers. A clothing company, for instance, may want to convey a lifestyle image of freedom, sun and relaxation. Though their products may only be t-shirts and shorts, they might create commercials depicting a group of smiling young friends playing volleyball on a sunny beach. You might notice the sounds of music and laughter, and see the breaking of waves in the distance, and escape for a moment in the dream of spending an afternoon on that same beach with your own friends. This is how brands come to be remembered by consumers. It is unlikely that more than a small percentage of the customers for that t-shirt brand live anywhere near a beach, yet they continue to buy the clothes because they want to see themselves as being a part of the beach party demographic…that someday that will be their reality.

Videos Create an Army of Brand Ambassadors:

Videos can inspire viewers to share. The Internet hasn’t just changed the where of content distribution, but also the how. It isn’t just that YOU can share your content quickly and easily across an expanding array of digital platforms…but that your customers can and will share it FOR you. Think about this. Everybody knows that the ads that run during the Super Bowl are generally the very best that each respective company has to offer. In the old days, an ad might strike a chord with viewers, who might then buzz about it around the office for a week, or so. Just getting people to talk about an ad was considered a win. But now, those same viewers are able to do much more than just talk. Those viewers can now share your ads among their own networks, helping to expand your audience almost indefinitely. Your ads can remain visible across every avenue of social media for days, months…even years…always with the potential to engage new viewers and create new customers for you. The phenomenon of virality has changed the marketing game more than any other factor in recent years. It should not be underestimated.

Videos Can Be Measured:

One exciting and powerfully practical advantage of digital content, including video, is that it can be tracked. With traditional print media, radio or television advertising, it is possible to make rough estimates about how many people will read, watch or hear your message, but it is really just a matter of chance with no concrete way to measure results. Not so, with digital media. Websites, and the content they share, can be tracked in numerous ways. It is possible to track total visitors, views, and the number of shares to other sites and networks. You can see the average length that people watched your video, where most of them quit, and even how many of them went on to purchase your product or fill out your contact form. Any action that requires a click can be tracked, and complex algorithms can produce all sorts of actionable statistics that can benefit your business.

Videos Are Global:

Video content can reach a global audience. The Internet has made the world smaller, and created a single global community, potentially accessible to billions of people. Unlike the old days, when you bought commercial slots on your local TV station, visible only to people in your geographic area, video content can now be seen by virtually anyone on the planet. Even people who speak another language can see and understand that t-shirt commercial about the friends on the beach. People from Russia, China or even Madagascar can watch that very same commercial and imagine themselves on a beach with their friends…and they can order the very same products from the corresponding website.

Videos Teach:

Videos save time and money on training. Many large companies are turning to videos to train employees. Rather than hiring expensive teachers or using the valuable time of existing employees, savvy companies can produce videos that train new workers on everything from safety procedures to customer service practices. This not only saves money on training, but also guarantees a consistent message will be delivered across each location, to every employee, so that management can be sure that everyone is on the same page.

So there you have some of the reasons why brands are investing so heavily in video and why we love digging into that upfront strategy. We could take a much deeper dive and talk all day (and probably all night too) about any one of these reasons behind why brands are investing in video, but we’ll save that for when you drop us a line.

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