Video is becoming the most important medium for companies to master in order to stand out in 2017. For most of the last 15 years, value-adding blogs with a couple of eye-catching images were enough content to develop trust and build a following. While written words are still important, the expectation among internet users is changing.
Increased digital bandwidth and the lowered cost of video production has filled every corner of the web with video. As a result, users are relying less on blogs and ebooks, and more on engaging videos to provide them with the information they seek.
So what should an organization do to keep up? Is it as simple as setting up a YouTube channel and producing content? While that is a start, there are some key strategies that every business can start using today. The biggest opportunity to make an impact lies in the Marketing team.
Video Marketing is the newest branch of content marketing that is changing the way that companies think about delivering their content. There is no better way to build trust with a new potential customer than with a well-produced video.
This can come about in a number of ways. For example, 'explainer videos' are now common features on a home page. The good ones give a succinct demonstration of why that company and its product are worthy of a user's time and budget. The data shows that users are as much as 85% more likely to purchase if they begin their evaluation with a video.
This is only one example of the immediate tangible impact that videos can have - other studies show increased click through rates in e-mails, and conversions on landing pages when a video is included. At every turn, the data suggests that prospects prefer video and trust it more.
Marketers should be the first people to develop a video strategy if they have not already, but the potential impact does not end there. Customer support teams, sales people, and anyone in a management or HR role can also reap the benefits of a medium that is inherently more personal than words on a screen.
To get you started, here is an infographic from Vlogging Guides which shows how you can use video in every part of your business.