13 reasons your company brand needs video

Video is big. It’s used everywhere – from vlogs by business leaders to instruction guides on how to use a product. It’s predicted to make up 82% of all internet traffic by 2021. So where is your business in the video revolution?

Benefits of video marketing for business

Video is the future, or so we’ve been told. The medium has been touted as the number one marketing tool, the best way to communicate and when the Vice President of Facebook says the channel will probably be all video in the next five years, it’s probably time to listen up.

But so many businesses aren’t utilizing this massively powerful tool. It doesn’t matter the size of your company; you will benefit from adding video to your marketing arsenal.

A study from Cisco predicts that by 2019, video will comprise of four-fifths of all global web traffic. The increasing popularity of video is something you and your organization don’t want to miss out on.

People love video

The visual, the ease of absorbing information, the entertainment – there are a number of factors that make video a popular medium. In fact, according to Hubspot, 92% of the mobile video audience shares video, making them far and away the most popular form of content to post.

Video gives you a chance to tell your brand’s story

What other medium allows you to pack so much within a short space of time? Using all the tools available with video, you can convey your brand’s history, add images, music, appear with other people and enjoy a far more flexible and entertaining way of communication.

Video can take a complex idea and make it easily digestible

With the combination of written word, spoken word, music, sound effects, and visuals – you can convey a complex idea in a much more comprehensive way on video, compared to written content. Want to try it? Next time you want an explanation of an idea, read about it and then watch a video explaining it. The explainer video will more than likely be a lot more effective.

Anyone can ‘do’ video

While the need to write quality content needs a particular skillset, video can be pretty much done by anyone. There are instances where a high-level production video is required, but often you and your smartphone are all that’s required. When it comes to communicating a message, low production values do not hamper the success of a video. Our client, Travelex, proved this point with the very effective and entertaining video ‘Transform your uniform’. This video was a call out to the entire workforce via their intranet to get involved in designs for the new staff uniform.

Easy engagement

Video appeals to some of the most impatient of audiences. Rather than read through extensive copy, or scour online catalogs, video takes virtually no effort on the part of the viewer. And the call to action is so easy to action. A click is all that is needed for it to be shared to audiences all over the world, or for the viewer to visit the website or check out your Facebook page.

Video improves SEO results

If you’re struggling with your SEO, adding a video to a webpage can make a massive difference. Google loves video, and as YouTube is the second largest search engine in the world, so it’s no surprise that Google owns YouTube. Simply add links in the text, use subtitles and tag appropriately.

Video is very adaptable

Introducing a new member of staff? Providing instructions on how to use a new piece of software? Showing off new offices? Welcoming a new recruit? A video can be made for every occasion in business, both in-house and as a way of showing off the company to the outside world. Depending on your budget, you can use your smartphone, or use a video production company.

Mobile video is massive

For the majority of the digital audience, mobile has become the primary screen in which video is watched. With the increased usage of smartphones, video presentation has changed to allow it to become the media format of choice for brands. No-audio play, subtitles, live streaming, interactivity – these are all mobile video features which have helped increase mobile video consumption.

Video reaches a bigger audience

Social media is the perfect place for your video to be liked and shared. If it’s effective in its messaging, a quality video can be seen by a considerable number of potential customers.

Video is easily measurable

There are a lot of metrics out there to measure and track your video’s success. Youtube has its own embedded analytics, but other services like Wistia and Datorama are available for videos not hosted on the usual platforms.

Promoting your internal brand

The many benefits of using video to promote your external brand should make a convincing argument for using it to market your internal brand too. There are so many more reasons why video is such a fundamental part of building your internal brand identity. Send videos out via email or post on your company intranet to provide a different form of providing information and news to your workforce.

Video makes your brand relatable

You always want to show off your organization’s best side, and this is arguably most critical when you’re appealing to new team members. The medium can help put key members of staff in front of workers even if they can’t physically be there and allow them to put a face to a name. Many businesses successfully incorporate video as part of the onboarding process, in training videos and to give beginners a backdrop of the company culture and history to feel welcomed and included.

You can make more of an impact with video

According to Psychology Today, the brain processes videos 60,000 times fast than text. This means there is less energy and time used in sending information out to your team. And as video can convey emotions more efficiently than the written word, there is a far higher chance of your audience engaging and being immersed in your message.

You can create a video with the bare minimum

With internal videos, particularly, you can just record yourself on your laptop or smartphone. If it’s your CEO saying hello to the entire workforce, or the office manager announcing a charity day, just point the camera, film in one take and press send. Fuss-free and an example of really effective communication.

Don’t forget to utilize YouTube…

While social media plays a massive part in getting your video in front of as many eyeballs as possible, using a video sharing platform is still advised. YouTube still reigns supreme over similar sites like Vimeo, DailyMotion, and LiveLeak. So, if you’re creating a video marketing strategy, YouTube should be included in the plan.

YouTube has 1.8 billion active users a month – which means that around one out of every two people on the internet is using the platform. A billion hours of YouTube videos are being watched every day, and the platform doesn’t show any signs of slowing down. With algorithms channeling targeted content at all these viewers, YouTube is now a very powerful channel for marketing your brand.

Still not convinced? Consider these stats:

• 90% of web consumers say that a video helps them make a decision to buy a business’ product or service.
• 65% of executives who watch work-related videos visit the business’ website afterward.
• 64% of people who visit a business’ website are likely to buy their product after watching a video.

Video is an organization’s secret weapon. If you’ve not started using it, you’re missing out on a valuable tool to explain, engage and promote your product or message. Make it part of your marketing or internal communications strategy today!