It’s no longer a question of whether to use video, but where and how to use it. We’re surrounded by video content every day in our online and sometimes offline experiences. Since we’ve agreed that creating video is a great opportunity, let’s focus on the second part of the equation. Where should it go?
Here are five places where video will make a major impact.
Your Website
This should be a given, but it’s often overlooked. Video needs to play a central role on your website. It’s the owned media hub of your business. It makes sense from a search standpoint. In addition, the inclusion of video on your homepage leads to much higher conversion rates. Overall, video does a much better job of describing your service or product than text.
Patagonia does a great job of incorporating video especially in the background throughout its site.
Successful email marketing hinges on a few things, value and personal touch. Are you providing the recipient with content that leaves them feeling empowered and informed? This can be a challenge especially if you are sending out a weekly newsletter or looking to strike up a new conversation. Adding video into an email can increase engagement exponentially. Some data suggests that video may increase your clickthrough rate by 300% or more.
Social Media
Want to be completely surrounded by video? Visit most social media platforms. When it comes to businesses and personal brands, video is the way to go. Not only does it resonate with users, it also shares your message in the most personalized way. A captivating video can’t be beat. The name of the game is shareability and views. Video on social provides an opportunity for significant exposure and if selling a product, a great way to capture customers.
Another outdoor brand that leverages video across the board is Yeti. See how it’s infused throughout their Twitter feed.
Event
Most of us have been to events of all types and sizes. We have listened to speakers with little to no visual support. While others have taken us through an interactive experience. One way to cater to a captive audience is to build featured videos into the structure of the event. Is your goal to raise money or rally around a cause? Gaining support for the aforementioned involves emotion. Quality storytelling through video is a powerful way to move people to action.
Each year, Spiracle Media works with Queens University of Charlotte to produce a student focused piece that plays at their largest donor event. There have been some really powerful stories including the one below.
Sales Presentation
We just talked about emotion. Most people think of emotional videos leading to tears. That’s not always the case. They can also evoke excitement, curiosity, anticipation, and trust. I chose those intentionally because they’re critical when making a pitch for new business. Adding video to your presentation elevates it to a different level. Showing how your product or service has made a difference within other comparable organizations is invaluable.
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Based on where it’s going and how it’s being used, make sure your video matches the environment. If you’re in a boardroom, quality matters. In other scenarios, you might be able to give on the quality as long as the content sings. In either scenario, harness the power of video. Don’t make it an afterthought.
