Welcome to the future
The World is changing
In the increasingly digital world that we call home, the way that we market our businesses is constantly changing. There are so many different options that finding the ones that work for you can be incredibly difficult. Even picking the right social media channels for your business can be something of a headache. It is clear, however, that video is here to stay. Ever since the first video advert was made in 1955, video has played a more intrinsic role in business every year.
(World’s first advert: http://bbc.in/1LtqtyV)
Today, video plays a key role in communicating with customers and clients online. “After watching a video, 64% of users are more likely to buy a product online.”and “Including video on a landing page can increase conversion by 80%.” Not only do consumers rely on videos to learn more about your business, but video is intrinsic in the way consumers find your website too. Video is a key factor in search engine optimisation, to the extent that if your website does not feature a video, your web ranking will be strongly disadvantaged. “Companies using video can gain an average of 41% more web traffic from search.”
Not only that, but, “Youtube reports that mobile video consumption rises by 100% every year”, so more and more of your clients, could be looking for a quick answer on the go. You need to make sure that your business is there to give them that quick, engaging and effective answer, before your competitors do.
Even more vitally, you need to communicate with your ideal clients in a way that they will understand and find engaging. This is something that if often overlooked. When it comes to online representation, many businesses tend to use some kind of professional or corporate facade. This is often for the simple reason that it’s “what you’re supposed to do”. On the contrary, more often than not, this is detrimental. Every business is founded on belief and imagination. It is important to communicate this to your clients. If you present your business with personality and honesty, you will soon find yourself attracting far more clients that “get” your business.
So why do you need video on your website? For the simple reason that it is such an expressive medium. By using video, your perspective clients will be able to gain an insight into your business’ personality, ethics and services in a much quicker and more effective way.
Take the images below, for example. If you were searching for a particular service online, would you rather read pages of text or watch an engaging and creative video that tells you all you need to know, much, much quicker?
“4 times as many consumers would rather watch a video about a product than read it.” and “59% of executives would rather watch a video than read text.” In short, the world is lazy and if your business does not act as an enabler, the average consumer will find another business that does.
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The First bite is with the eye
You may have heard the phrase, “The first bite is with the eye”. Often this phrase is used to describe the importance of food presentation. However, it is just as applicable when it comes to using video.
“62% of consumers are more likely to have a negative perception of a brand that has published a poor quality video.” Video on your homepage acts as a kind of “shop window display” inviting consumers to take a closer look and find out more. If the video appeals to them they are far more likely to seek further information. Thus, if the video on your home page is dull or unprofessional, it will give a far less effective impression than a professional video. Equally, with video becoming such a central part of how we communicate, the average consumer is used to a very high quality of video. If your video is not to a certain standard, most consumers will switch off far quicker.
Take the video below for example; which style do you find more engaging?
Your landing page isn’t the only place a video can be effective; “video in an email leads to 200% – 300% increase in click-through rate.” So if you send out a newsletter or blog, there’s no reason not to include a video, even if it’s the same video that you use in other places. “90% of consumers say that product videos are helpful in the decision process.” If a consumer feels that they have a good idea of what your product or service entails they are far more likely to purchase than if they feel uninformed.
It doesn’t have to be serious to be effective! “Enjoyment of video ads increase purchase intent by 97% and brand association by 139%”. Often the most memorable videos aren’t completely serious. Going back to the “professional facade” idea, usually it is far more effective to simply communicate to your clients in the way you’d like to be communicated with. Using video to put across your company’s personality in an engaging and creative way can be far more enjoyable than a simple explainer video.
Speak directly to your clients through video, or explain your business without appearing in the video yourself at all. Use actors, animation, or conceptual ideas. Create a cinematic experience or an intimate close-to-home feel. Explain your business with all the passion and imagination that spurred your company’s conception.