Four Reasons To Use Video To Build Your Brand

Dana Youngren
Dana Youngren
4 mins
Using video to build your brand

When the Bloomfire marketing team attended Hubspot’s Inbound conference, we heard about hundreds of business trends and best practices. But one trend in particular seemed to emerge again and again…video, video, video. Really, there’s no way around it: your organization needs to use video to build your brand. Because when you get it right, the payoff is astronomical.

Here are four reasons your organization needs to use video to build your brand, and how to make it happen:

1. Google And Videos Are In A Serious Relationship

Google loves videos. So much so that if a video is embedded in your website, you are 53 times more likely to show up first on a Google search. This is because search engines now measure video marketing SEO to determine where websites should fall in the rankings. 

If you want to see an improvement in your search engine rankings, using video to build your brand will bring substantial results.

Follow these tips to optimize your videos for SEO:

  • Include the phrase “How to…” and a main keyword within the first five words of your headline.
  • The description is your opportunity to let the search engine know what your video is really about, so make it thorough, and make it count. Link to your website to provide viewers with a follow-up option.
  • Use tags when posting your videos on YouTube. Tags are crucial to your success. Think about what your target audience is searching for when deciding on terms and phrases to use, and consider tags as an opportunity for further branding.
  • Use a service like TubeBuddy to research what terms and phrases are most searched for on YouTube.
  • Share your YouTube videos on all social media channels. The more popular they become, the higher they will rank in the search engine results.

2. Product Videos Increase Conversions And Sales

The average human’s attention span when viewing content is 8.25 seconds. The average goldfish has an attention span of nine seconds. Take a moment to let that sink in.

So, what does that mean for your conversions and sales?

If you can capture your viewers attention in the first eight seconds of your product video, viewers are vastly more likely to make a purchase. Including videos on landing pages can increase conversions by 80 percent. In a recent survey, 74 percent of viewers who watched a product video consequently purchased that product. The average conversion rate for websites that do not use video is 2.9 percent. The conversion rate for websites that do use video? 4.9 percent.

These statistics are all well and good, but how do you capture a busy, distracted viewer’s attention in a mere eight seconds? The key is to give your viewers loyalty treatment. Assume the viewer already knows who you are and, generally speaking, what you do. Minimal to no branding in these first eight seconds is crucial. Get straight to the point, and keep eyes glued to your video.

3. Videos Reach A Wider Audience

People like to watch videos. Plain and simple. If done well, they provide consumers and prospects with the information they need to make a decision in a succinct and entertaining way. Who wouldn’t prefer that to a boring wall of text? Because consumers prefer videos as a source of information, you have an opportunity to use them to reach a wider audience than ever before.

Ever tried to read an article on your phone while walking to lunch, on the treadmill, or in any other short span of time spent in motion? It’s not easy. Videos are appealing to mobile users because they can easily (and safely) get the information they need without having to read tiny text, on a tiny screen, while that screen is bouncing up and down.

Added bonus: according to Google, not only are people 1.4 times more likely to watch ads and videos on their smartphone than any other device, but they are twice as likely to feel a personal connection to a brand that shares videos if viewed from a smartphone, as opposed to desktop.

The reach doesn’t end with YouTube. Videos are incredibly easy to distribute, and are the most shared form of content on social media (videos generate 1200 percent more shares than text and images combined). People don’t visit their favorite social media platforms for an education. They hang out on social media to be entertained, and videos are a way to mix entertainment and education. Facebook alone hits 8 billion video views a day, so it’s a great place to start sharing your videos.

4. Video Marketing Increases ROI

Last but not least, using video to build your brand has the potential to produce an amazing return on investment. Imagine what increasing your landing page conversions could do for your marketing ROI.  In fact, using video correlates to growth; companies who use videos  grow revenue up to 49 percent faster than those who don’t. If you’re worried about the initial investment, remember that videos can be as cheap or expensive as you want them to be. Whether you spend $10,000 producing a video of the highest possible quality or film on an iPhone and use one of the many excellent pieces of free video editing software, you can still convey a meaningful message. And if the content of the video is top-notch, it’s likely to have a lasting, positive impact.

Armed with your extensive company knowledge and just a little bit of creativity, your organization is ready to use video to build your brand. Remember to optimize your videos for SEO and distribute, distribute, distribute. Good luck!

November 29, 2016

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