While creating videos for individuals and companies, I feel one of the most important services I provide is assisting people with expanding their brand through video marketing.
There is a lot of convincing evidence that now suggests that online video marketing should be a major focus of a business’ advertising and marketing budget. Dr. James McQuivey of Forrester Research said that one minute of video was equivalent to 1.8 million words. Imagine writing that much text to describe all the aspects of your business. Not only would it be a time-cosuming undertaking but it would surely bore visitors to your site. While many sites still rely heavily on text and photos, ComScore Video Metrix found that visitors stay on sites with video content longer than sites with no video. Furthermore, ComScore says there is a 64% greater chance of website visitors buying a product after watching a demo video. The bottom line is if you are not using video marketing, you are missing out on a huge opportunity to inform people about your brand.
Make Your Video Effective
In order to maximize the effectiveness of your video marketing it is crucial to have a video that starts strong. You want to pique people’s interest in the first ten seconds of video. Next, consider the difference between a video people look at versus a video they share. According to research conducted by Jun Group, videos that are 15 seconds or shorter are shared 37% more often than those that last between 30 seconds and 1 minute. What is the intended purpose for your video? Is it to entertain and have people share it with their friends or do you want people to be educated and inspired about your service or industry? These are important distinctions to keep in mind as it will greatly affect the structure of your video. Finally, keep it simple. With people’s limited time and attention spans, shorter videos get the job done.
Once you have a video, where will people see it? If you want to get the most exposure out of your video don’t just put it on your website, share your video on social media sites. One of the most effective tools to increase brand awareness and draw new prospects to your website is by sharing your video on Facebook, Twitter, and YouTube. A compelling video will speak louder than words, evoke the viewer’s emotions, and build authentic long-term relationships.
A Few Recent Examples
This video was created for psychic entertainer Rob Sevin to give a back story to his character and promote his show:
[vimeo http://www.vimeo.com/37281364 w=500&h=369]
This video was created for Recycling wizard Cyril the Sorcerer to promote his character and, more importantly, raise awareness about the environmental message of his magic:
[vimeo http://www.vimeo.com/48915341 w=500&h=281]
This video was created to educate prospective clients about Mr. Right’s corporate and trade show services:
[vimeo http://www.vimeo.com/46153246 w=500&h=281]