Today we're talking about why video works as a marketing and communications strategy.
1. Rank Higher in Search
Audiences online crave video like nothing else. In fact, YouTube is the world's second-largest search engine. That's how much people crave video. It's America's pastime these days and is how they take in news and entertainment, share information, and how they stay connected to friends and family. Because people crave videos so much, by including it on your website, you're actually going to rank higher in search.
2. Improves Social Presence
When it comes to marketing and sharing content online, think about this - people like photos as they scroll past, but video makes people stop, watch, and engage. Think about how you scroll through your social feeds. You have probably stopped to watch a silent video in a category that you've never had any interest, just to see what happens. Social media networks know this, and so they favor video content. Because they favor video content, it shows up more often in your audiences' feed. Point number two, video works because it's going to improve your social media presence.
3. Improves Email Performance
If you use an email list to communicate with your audience (I would highly recommend it) you can get as much as a 19% increase in your open rate just by putting the word “video” in your subject line. And according to another statistic that I read recently, by including video in your email, you can boost your click-through rate by as much as 300%!
4. Builds Trust and Helps Create Fans
The three previous points are all fine and good, but my number one reason why video works is because it builds trust with your audience. Trust is a valuable currency. When people see your business and get to know your story, they begin to feel like they know you and they feel connected with you. They form bonds with you. If you keep up that trust and you're honest with your audience, they'll buy from you and they'll become more than your audience. They'll become your fans.
I'm not saying that video alone makes raving fans. There is a lot more that goes into creating fans, but video is a powerful tool in your arsenal. If you're not using it, you're definitely missing out. Don't miss out. Build your audience. Grow your business.
Take care!