If content is king, video content reigns supreme. Just look at the numbers:
- 96% of people have watched an explainer video to learn more about a product or service.
- 89% of people say watching a video has convinced them to buy a product or service.
- 91% of people say they want to see more online videos from brands.
Those stats and many more come from Wyzowl’s survey on the state of video marketing in 2023. The report also tells another important story in parallel, and one that might be holding your business back from creating video content despite recognizing its impact. According to Wyzowl:
- 30% of marketers lack the time to create video content.
- 18% of marketers don’t know where to start with creating video content.
- 10% of marketers are unable to convince key decision-makers of the need to invest in video.
Undoubtedly, video requires more of everything—time, creativity, strategy, skill, and resources—to produce than other types of content such as static graphics and written articles. The key is to maximize your investment by thinking beyond a single video and turning a shoot into an extensive content capture session that generates many different assets. Then, start planning for the next shoot several months in advance. That’s how you build video into your budget and tap into its many marketing benefits, including:
1. Versatile Content
Video is the ideal medium to expand your content strategy. Answer common questions. Discuss industry trends. Break down complex concepts. Show how a product works. Explain why a service is valuable. Even invite clients to give testimonials. With such a wide range of possibilities, video content can cater to various audience segments, address their pain points, and keep them engaged as you publish different snippets.
2. Timely Topics
Video allows business leaders to quickly speak on industry trends, news, and updates. It’s not just about being current; it’s about being timely. Producing video content ensures you’re not just part of the conversation, but often leading it. Think of a video shoot less as a big, daunting initiative and more as a visit to your location so you can simply speak on camera in place of or in addition to organizing traditional written content on a trending topic.
3. Content Library
The businesses and brands that excel at marketing are never wondering what they’re going to publish next or how it will get produced—and they’re certainly never at a standstill waiting for a new asset to be developed. A video shoot can help you establish a content library and continue to grow that library over time with each shoot that follows. Along the way, you can repurpose and reformat older content to fit new campaigns and seasonal themes, while mixing in brand-new content. You’ll never be short on material, and you’ll always be generating ROI.
4. Search Engine Optimization
Do videos help SEO? Absolutely. People love video content, and in turn, so do search engines. Video content can help bring more people to your website, particularly through YouTube. This creates a snowball effect of web traffic as more visitors lead to higher search rankings and so on.
Videos on your core websites pages and in your blog articles can also significantly increase the average time visitors spend on your site, signaling to Google that your site has quality content (and once again enhancing your ranking). And finally, videos typically help boost conversions. With video, you’re bringing in more traffic, delivering a better user experience, and being rewarded by visitors and search engines alike.
5. Social Media Engagement
In today’s algorithm-driven social media world, engagement is the ultimate metric. Videos, especially in formats like reels or stories, almost always lead to higher engagement than standard feed posts. According to Sprout Social, 91% of users watch videos on Instagram weekly, 62% of users report increased interest in a product after viewing a related Facebook video, and posts on X (formerly Twitter) with a video get 10 times more engagement than those without video. The consistent engagement from video not only amplifies your brand presence but also fosters community building, turning passive viewers into active brand advocates.
6. Brand Story
Beyond purely providing information and publishing content, video is by far the most effective way to create an emotional connection with your audience. Use it to capture the essence of your brand story along with your mission, values, vision, and purpose. In this arena, scripting is the difference-maker. Your exact words don’t necessarily need to be scripted to a T—that can be counterproductive at times—but the concepts need to be mapped out and thoughtfully organized. Look to your video company to lead the way in shaping and then telling the story you want to convey.
Once produced, a video’s potential isn’t restricted to a single channel. It can be used in social media posts, digital ads, email campaigns, and even platforms like your Google Business Profile. Remember, the point is to position video not as a one-and-done project, but as a key component of your ongoing marketing efforts and yearly budget.
The investment in an initial content capture session, and then perhaps quarterly shoots going forward, will completely change the way you market your business by making your content more dynamic and engaging. We’re here to help get the cameras rolling with all eyes on your brand, from pre-production and planning through on-site videography, content strategy, and content management. Contact us to learn more.