How Video Puts Power in Your Story
Author: Steven Riggs, Managing Partner
Business decision makers love online video.Robert Weiss
The pandemic simply accelerated our growing preference to use digital channels for product search, research, and purchase. Video on your website, on social media, or YouTube puts you in front of customers. You’re sharing a product demonstration video, showing how your services solve problems, generating leads and growing sales, 24/7/365.
According to Invideo, 96% of consumers increased their online video consumption in 2020. Nine out of 10 viewers “wanted to see more videos from brands and businesses.” In 2021, the average viewer is expected to watch 100 minutes of online videos per day.
Video Storytelling Forms
An engaging brand video on your website helps customers know they’re in the right place. It conveys your brand story and gives your guests reasons to remain on your site. Video is more than looking cool — though that doesn’t hurt. There’s science behind why videos increase engagement. It starts with the fact that we humans are attracted to movement. Movement is an invitation to engagement. If it tells a story, and the story is compelling and emotional, it gets shared with others. A 2020 study by Wyzowl reported that people share videos at twice the rate of any other content. It also found that 84% of buyers choose a product or service based on the brand’s video.
Educational and product demonstration videos answer frequently asked questions, position brands as authentic, caring, and industry experts. Video is the best way to share product features, benefits, and demonstrate real-life uses. These videos move viewers from awareness to understanding and trust.
Project time lapse videos demonstrate your company or organization’s processes and procedures. As Nikon describes it, “time lapse videos allow a moviemaker to alter reality in a fun and creative way.”
Day-in-the-life videos or DITLs follow a customer experience to show how you solve problems and improve life. They can give an inside glimpse and behind-the-scene viewpoint that helps prospective customers know what they can expect when they sign on with you.
Drone videography: a Social Media Today article says it’s “the hottest trend in event marketing, providing a unique and engaging way to capture video footage.” Drone video provides depth and scope, and is ideal for framing and bringing a story to life.
Short-form videos are a favorite for sharing impactful content on social media. HubSpot Academy’s digital marketer Brandon Sanders says short-form videos give creators an innovative way to showcase their content. He says, “leveraging the power of short-form content will give you a leg up on your competition and help engage your audience.” Some trends in short-form videos include user-generated content. Content created by users is more credible than brand generated content. Behind-the-brand or behind-the-scene videos pull back the curtains and humanize your brand.
Video Storytelling Platforms
When TikTok short-form videos gained increasing popularity with businesses, other channels such as YouTube joined the rush to offer short-form video creation within its platform. Jodi Ropert, VP, of YouTube Marketing, says its newest campaign, YouTube Shorts, has more than 250 music partners, including individual artists and publishers. “YouTube Shorts gives everyone the opportunity to have all the fun of short-form video in a way that can only be done on YouTube,” says Ropert.
Seeing and Believing: the Power of Video
Whether creating a company overview video for your website, sharing project updates on social media, or documenting a process or demonstrating a product on your YouTube or Vimeo channel, the SHOW ME video possibilities are vast. They’re efficient and they’re affordable. Video is the medium where seeing and believing increases online engagement. It builds trust with brands, and is becoming a part of successful marketing strategies.