It is sometimes difficult to visualize how video might fit with a campaign or a brand. I mean, there is so much content out there that it might seem pointless to add more to the mix. The honest truth is that by not utilizing video power you will end up swimming against the current. You are going to end up working harder to create a brand message if you only stick to text-based mediums. The bottom line is if you aren’t prepared to use video to communicate your message, then you are going to fall behind. Here are 5 ways that video can help your company.
1. Video can help drive traffic.
According to Forrester, videos are 53 times more likely to receive an organic first-page search ranking than a traditional page. So just by adding video into your website or marketing mix, you can increase the amount of traffic to your page.
2. It is controlled content.
Getting news outlets to cover your event can be an arduous task. They may not have the crews to send, or breaking news may bump the story out of the show. By creating your own content, you give your own story legs. Not only can video be pushed out through social media and video hosting sites, but they can also be sent to magazines, newspapers, and television stations through the use of multimedia press releases and newsrooms, increasing your chances of getting your message out to your audiences.
3. People are driven by emotional storytelling.
Everybody loves a good story. If you think hard, I’m sure you can remember a great video you have seen that made you feel something. Video is a great way to humanize your brand and drive content, not just through information but also through emotion. People will connect more with your brand if they can identify with your message.
4. It will increase your earned media coverage.
According to a Proactive Report survey by Sally Falkow, 53 percent of journalists said video is important to news content. Yet, surprisingly, only 13 percent of PR professionals include video. As news outlets become more streamlined, there will continue to be a need for a well-produced video that can be used across multiple channels.
5. A picture is worth a thousand words.
And a video may be worth a million. It is that old adage that helps explain the way we communicate. We use all our senses to perceive the world. It is no surprise that video is ten times more effective at conveying a message than text alone. Sights and sounds all play a role in creating memorable content. As a society we are moving towards a more visual vocabulary. We rely on photos, emoticons, videos, info-graphics and other imagery to supplement for text. Case in point: After 72 hours, a common person can retain about 10% of written text they have read. That number jumps to 65% retention when we start talking about pictures they have seen. It jumps again to 95% when it comes to video clips they have viewed.