April 3, 2016 Joe Mander

Why Your Brand SHOULD Have Online Video

Regardless of what field your business is in, it still has something in common with your competition – you need customers. But how do you make your brand stand out from the millions of others?

Online video is the way. An example of how popular online content is becoming, is shown in Netflix. You can pay for a TV package to watch films when they’re shown on television, or simply log on to Netflix, skip all of the adverts and watch them when you want and where you want to. 81% of adults between the ages of 18 and 35 have Netflix accounts although 45 to 54 year-olds are the fastest growing demographic of users on the site.

Is there a market for people to watch free videos on your website?

Yes! In 2014, a report by Adobe revealed that 38.2 billion free videos were watched online in the second quarter of 2014, a jump of 43% on the previous year. Three fifths of those videos were watched on smartphones – mobile is fuelling the rise of online video in a big way. Working in television news, we recognise that the way that viewers access the news is changing; it’s now largely online and this is how many organisations are adapting.

Youtube-with-BreakfastScrolling through your Facebook feed, a video is almost guaranteed to pop up and with users on social networking sites watching videos then sharing them, this can boost your reach and bringing in more potential customers. Data collected by the University of Massachusetts Amherst and Akamai Technologies found that internet users will give up on a video if it does not load within two seconds. and website Cisco predicts that in 2016, online video will make up 55% of all consumer internet traffic.

So can you afford to miss out?

Video marketing might seem like a fairly straight forward medium where anything goes, but all is not as easy as it seems. It’s easy to stick a member of staff in-front of a camera to talk about your company, upload it online and voila, you have a video – but it won’t draw in customers, in fact, it may even deter them. A properly planned video with time and talent invested could really enhance your brand – and you don’t even have to be a big international company, videos can work just as well for small local businesses.  So what are the pro’s?

  • Over 60% of users are more likely to buy your product or service after watching your video, so getting it perfect is essential.
  • They don’t have to be long, the shorter the video, the better.
  • Videos are an investment to showcasing your cause and your talent
  • You can reach out to millions of people, something that a poster in a shop window can’t do. 500 years of YouTube videos are watched every day through Facebook.
  • Show some love – emotions are contagious and it’s a subtle but powerful aspect that can be easily overlooked.
  • It’s adds value to your brand – it quickly explains what you do by showing your commitment and personality beyond a few words.

Do the costs add up?

In context, £2,500 or so may seem like a lot of money for 90 seconds of a promotional video, however you need to look at the return that the video will provide you with. When for example you might have budgeted £2,500 for your entire marketing budget this is going to seem like a huge risk, right? Well, yes it is. But there is one thing you can be certain about, a well thought out and correctly professionally produced corporate video has a very high chance of literally being able to change your business in a matter of days.

If you run a non-profit cause such as a charity or community archive then the price of a video is even more precious although a successful marketing campaign will ensure that you reach out to your audience.

Can’t I just make a budget video myself?

DSC_0007Yes you can – there is nothing stopping you. However, do your skills, equipment and production methods really allow you to produce something that is going to be effective? For 90% of individuals the answer is no, at the end of the day you are almost certainly great at your job, whether it be running a family restaurant or working as head of media for a company. However, the chances are that you haven’t spent multiple years producing videos, nor is it your everyday profession.

A poor quality budget video is only going to damage your reputation, and this is the last thing you want. Your business and company are reflected in whatever content you post so you need to make sure that your video reflects your brand accurately.

These are just a few of the key points that marketers have to bear in mind when creating content that works. But there’s an awful lot of skill involved in actually putting these tips into practice. Showcase your brand today.

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