Among the content offered by the brands, video is the most popular among Internet users at 76%. It has now become essential to make a digital content strategy dynamic and viral. Not only does it bring messages to life, but it is also more easily memorable and often plays the entertainment card, which is more appealing than a simple article.
One might then wonder why a majority of brands still keep away from video production? Many questions arise when approaching this privileged media channel: what story to tell, who is going to produce, how long, what cost, what distribution, etc.?
In this article, find out why video has become so central and how it can truly enhance your brand’s reach.
1) Video puts you ahead of your competitors
Why is the internet a strategic place to talk and make people talk about your business? Quite simply because it has become the essential place for consumers to buy, that is to say, to find out about an offer, compare two products or read testimonials from other buyers.
So, how do you encourage Internet users to consume your offer rather than that of your competitor? With a video, you are 50 times more likely to appear on the first page on Google. The more visible your brand will be, the more it will be in the minds of your audience and the more likely it will be adopted. So take advantage of it!
By making a video, you will capture the attention of the Internet users in a different way. You will get in touch with them in a concrete way and reinforce the confidence they have in your brand. In fact, did you know that 71% of consumers find that video gives a positive image to a company?
Video is a rich media because it offers images that speak to your audience. It will allow you to differentiate yourself from your competitors by becoming your own media. You will be able to build your identity and give a unique personality to your brand. Little tip, don’t hesitate to involve your employees and customers! Some of them will be delighted to become your brand ambassadors and help you cultivate the difference.
2) The video gives value to your offer
You have a website and you want to enhance your offer? Image is your best vector. When you know that articles containing images are 94% more often consulted, you understand that video is even more effective in presenting your offer. Impactful and reassuring, it will expose the benefits of your products and services by bringing them to life. Let’s take the example of EDF in its latest humorous video saga.
We discover the commercial offer in a funny way without losing the reinsurance arguments. By making videos, you will facilitate the understanding of your products. You will also establish a relationship based on trust, by showing that you have the audacity to present your offer in all its forms. Moreover, did you know that 96% of consumers find that video is a real help in the purchasing decision process?
However, there are a few rules: your video must not be too long (less than a minute), otherwise you risk losing the interest of your audience! Imagine that you want to buy a mixer. You type on Google multi-function mixer. The first link referenced is the video of the latest M10 super blender. You click and start watching it. Only, after 3 minutes it is still not finished. What do you do? You close your tab and move on. So you’ve got it, to grab the attention of your prospects, be attractive from the first few seconds and get to the point. In fact, 70% of people remember what they see or hear!
You should also know that a video reduces the return rate of your sales. Your customers are aware of what they are buying because they have had the demonstration beforehand. Video works to your profitability!
3) Video promotes commitment
Video is not only a captivating medium, it is also the most popular form of content and the most shared by Internet users on social networks. No wonder when you know that Youtube is the 3rd most visited website in the world! Video is particularly appropriate for deploying interactive communication and engaging web users. In fact, did you know that 77% of consumers consider that a company that broadcasts videos online is more engaged with its customers?
Let’s take the example of the Nivéa ad “the stresstest” which created a real hit on the web. The principle is simple. Tourists on departure become suspect #1 in a whole airport. The victims are already in the midst of a surge of stress when someone arrives with a box of Nivéa deodorant. This online video has generated over 3 million views on Youtube. It allowed the brand to gain very quickly in visibility and to develop its sympathy capital among Internet users.
Today, content is king! Offering quality content to your audience will give credibility to your company and therefore allow you to gain the trust of your prospects. As you will have understood, video has become an essential media to integrate into your content marketing strategy. A video is simple and quick to consume. It allows the Internet user to eat your content while being informed and entertained.
How about you? Have you integrated video into your digital strategy? Maybe now is the time! Boost your content marketing by getting started!
If you’ve reached the end of this article, it’s because you’re not one of the 80% of Internet users who would rather watch a video online than read an article? Then, thank you reader and see you soon on the screen!
