How Video Content Enhances Your Brand

If a picture is worth a thousand words, how many words is a video worth?

Well, if this adage is true, the average 4 minute and 20 second YouTube video would be worth a staggering 6,240,000 words.

That’s like reading To Kill a Mockingbird 62 times. Imagine how well you’d do on that 6th-grade book report.

Has Video Content Become The Norm?

We live in an ever-evolving, visual world. While people used to expect photographs and virtual tours when researching a business, now they want quippy Instagram videos bursting with personality and a heartfelt “Brand Film” on a website’s homepage page.

As of January 2018, it was found that 85% of individuals with internet access watch online video content, while an average of 54% of consumers show a consistent preference for brands or businesses that incorporate video content into their marketing. Bottom line: most consumers want to see and know your story before they give you their time and dollars.

This increase in demand for video content across businesses, both big and small, may seem daunting, but the benefits of investing in “Brand Films” and social media content is astounding. Not only does video content help increase search ranking, but it also helps you stand out against competitors.

Give Me An Example Of How Video Content Works.

Think of it like this: there are over 5,300 colleges in the United States, all of which offer a wide range of classes, benefits, and advantages to attract potential students. With so many options, how could a university show off their distinct offerings to high school graduates? How about a documentary that gives an in-depth look at one of the school’s most unique programs, allowing viewers to see stories from alumni and facilities in context, rather than just read about the school in a brochure?

What about organizations with missions that are a bit more abstract? For instance, how would a non-profit show a community that art and history are vital to the city's growth? How about utilizing a short film that highlights different artists, volunteers, and musicians all working to make their small town a more vibrant place?

Videos have the ability to take broad concepts and ideas and package them into entertaining and relatable vignettes; they often elicit visceral emotions and leave viewers feeling a stronger connection to a brand, turning customers into loyal patrons.

Is Investing In Video Really Worth The Cost?

When you think about it, you’re getting more bang for your buck when you opt for a video, considering how much information can be packed into a short 30-second commercial spot. Because films utilize a multitude of artistic techniques at once, they have the ability to incorporate text, photographs, videos, and music into one impactful product. In fact, as of 2017, around 83% of businesses reported that videos gave them a positive return on investment, and 82% of companies planned to invest in more video content the following year.

You’re more likely to trust a friend you’ve gotten to know than an acquaintance you’ve just seen in photos. Video content can act as that initial introduction. It can show potential clients your personality, tell the story of how your business came to be and give viewers an accurate depiction of the product or service you provide.

Not only does video content establish trust, but it also allows consumers to feel more confident about doing business with you. Around 57% of individuals reported feeling more confident in making a purchase and less likely to be disappointed with the final product, when they watched a product video beforehand.

Alright, Give Me Your Final Thoughts.

Though products may be similar or services comparable, every business is unique because all companies are made up of distinct individuals. Standing out in the crowd and keeping consistent customers is what leads to a company’s long term success and interesting videos are an undeniably successful tool to do both. Now, how you want to define your brand—that’s up to you. Creating an engaging video to tell your story—that’s up to us!

Let’s tell your story. Contact us today!