Everywhere you look big brands are using video for business. From video on websites, social media outlets, plasma screens in waiting areas, trade shows, training rooms, and beyond there are many ways to leverage video. Still, some organizations are skeptical. Some think it is trendy… but not for them. Others love the idea, but believe it is too expensive, and while the use of video is not new, it is growing faster than expected.
According to Cisco, internet video traffic globally will grow 4-fold from 2015 to 2020, a compound annual growth rate of 31%.
And, according to Wyzowl, 63% of businesses use video for marketing.
That’s a lot of video and people are watching. On their desktops, smartphones, tablets and other mobile devices. Why? There are three very good reasons.
The Human Touch
In a world where technology rules, video can feature the people behind the products and services. It lets the viewer experience the sense of pride an employee has when serving the customer. It can feature real people who use your product and let them gush about the value. It can show how your team solved a problem and created a solution with impressive results; prevented injuries, improved productivity, reduced costs. People like to do business with people they like. Video is an opportunity to build your brand and let your personality shine.
With video, you can take a “dry” subject and make it interesting. When using video for business promotion, you can demonstrate something, not just talk about it. Imagine seeing a product made right before your eyes or learning how something works or how to accomplish a task. The popular “For Dummies” books have video as a component for this very reason. Instead of reading about how to set up Alexa, you can watch a video. Want to know how to duplicate a great Keto recipe? Get into the kitchen with us and follow along step by step.
At CK and CO, we have created countless videos to help engage audiences. And, it’s not just demonstration. There are other ways to encourage engagement. Create a quiz. Use props. Share fun or humorous stories. Video production takes the shackles off of your normal content marketing strategies and truly lets you get creative!
Video is Easy to Access
You might wonder, why use video in your social media marketing? The answer is twofold. First, the proliferation of mobile devices, like smartphones and tablets, is driving viewing. Sit in an airport or on a plane and observe the number of people watching video. In a restaurant, look around and see how many people are glued to a device. Most are not reading, they are watching. Maybe that’s because it’s easier to see a video than read small print. In fact, when offered the choice of reading or viewing a video, 59% of senior executives chose video. The second reason is that today’s video platforms; like YouTube, Facebook, Instagram and others, make it easy and cost effective to distribute video. Just think about your own video consumption. Not everyone realizes this, but YouTube is actually the second largest search engine behind Google, which also prominently displays video results within their main results pages. Considering how easy it is to search and find content, why should it be your competitors’ content that potential customers end up seeing? Why not make it your message that stands out?
The human touch, engaging content, and easy access – three good reasons to consider creating video content. One final thought. Video for business is an important tool, but it only works if it is well produced and perfectly suited to your audience. Be sure the quality and content are a good reflection of your organization. No one likes bad video.