4 Reasons To Use Video to Build Your Brand

Written by Dana Youngren

Three weeks ago, Bloomfire’s marketing team was among the 19,000 sales and marketing professionals who attended Inbound 2016. The inspirational keynote speakers included Brian Halligan and Dharmesh Shah (the founders of Hubspot) and our good pals, Anna Kendrick and Alec Baldwin. Through hands-on trainings and over 300 speakers, the conference attendees were provided with the inspiration, education, and connections necessary to transform businesses.

But among the hundreds of business trends and best practices discussed at the conference, one seemed to emerge again and again…

Video, video, video.

Your organization needs to use video to build your brand in 2017. There’s no way around it. Because when you get it right, the payoff is astronomical.

Here are 4 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 immediate improvement to your search engine rankings, 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. Tags are crucial to your success on Youtube. Think about what your target audience is searching for when deciding on terms and phrases to use, and consider tags as 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 on a search engine.

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 9 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 8 seconds of your product video, viewers are vastly more likely to make a purchase. Including videos on landing pages can increase conversions by 80%. In a recent survey, 74% 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%. The conversion rate for websites that do use video? 4.9%.

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 8 seconds is crucial. Get straight to the point, and keep the eyes moving.

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 ole’ 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 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% 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; videos are a way to do both. 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, videos have 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% faster than those who don’t. If you’re worried about the initial investment,  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 use one of the many excellent pieces of free video editing software, 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 take the dive into video marketing. Remember to optimize your videos for SEO and distribute, distribute, distribute. Good luck!

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