More than one billion unique users visit YouTube every month. According to Nielsen, YouTube reaches more adults 18–34 than any cable network.
When you consider how many of the users described in these stats are voluntarily searching out video content on the web, it attests to the power of moving images. Video taps into the emotions in a way that static visuals can’t. It makes a deeper impression on a person’s memory. That’s important not only to establishing a brand but also to connecting the brand to the viewer in a long–term, personal way.
Video is also phenomenally social. People will share a video link with friends far more often than they will share a link to a static ad, email or even a website.
And we’re not just talking about young entertainment–seekers. A study of online video use conducted by Forbes Insight and Google reveals that video drives business decisions as well:
- 75% of senior executives watch work–related videos at least weekly
- More than half of them share those videos with colleagues at least weekly
- 65% visited a vendor’s website based on a video
- 42% made a business purchase decision based on a video
- 59% prefer video over print when the same material is available in either format
According to ComScore.com, online retail shoppers who watch video spend about two minutes more on a company’s website, and are 64% more likely to buy than those who do not watch video. That’s a statistic that you don’t want to ignore.
A recent report by Forrester, a global research and advisory firm, shows that video can significantly help boost the effectiveness of email campaigns. Incorporating video into emails improves click–through rates by 2–3 times, according to the report.
A key principle in basic communications is “show don’t tell.” Telling customers they need your product or service is never as effective as demonstrating in a visceral way that the product or service benefits them. And nothing has more power to show the product in use or the way that it makes life better for the consumer than video.
Here are some ideas for how you can begin using online video right now to promote your products and services:
Let your clients get to know your company personally
|Consumers are often looking for more than just a product. A purchasing choice can be about acquiring an image and a lifestyle that goes a long with the product. Video can introduce clients and customers to your corporate culture as well as your product or service. Think about the identity potential that might be present in office events or your company processes and production.|
Launch a new product
|A full–scale television ad campaign is too expensive for many companies. Shooting short videos for and about new products and posting them to your various social media outlets can function a lot like more traditional advertising. More often than not, consumers are turning to the Internet to learn about new products these days so take advantage and get online!|
Create buzz around an upcoming service offering
|Think about how much a good movie preview can get you excited–even months before the movie is released. The ability to generate excitement with just a few clips and images an art form but when it comes to previewing a new product or service that is yet to be released on the market, it can be money well spent. Once the video production costs are covered, it costs you nothing to include the link in your email campaigns or on your website. A well–made video in social media is a great way to generate buzz with potential clients and customers.|
Maintain a highlight reel
|Potential clients don’t only want to know whether or not your product or service will work, they want to see you putting them into action. Social media videos allow you to shoot video of projects or product installations that you are especially proud of. Include recorded testimonials from happy customers to begin curating a list of peer reviews.|