USING VIDEO TO TELL YOUR BRAND STORY
“Show, don’t tell.” Good writers know to employ this technique to help their readers experience a story through actions, words, senses, and feeling. So what if you could incorporate this technique into your marketing strategy on a more literal scale? Enter video marketing.
According to a study by MIT, the human brain can interpret images from the eye in 13 milliseconds and process visual information 60,000 times faster than text. Our brains are built to decipher images over text, so it should come as no surprise that consumers are watching more internet videos on their mobile devices than ever before. In fact, by 2018, video will make up 79% of consumer internet traffic. When marketed effectively, video can raise brand awareness, generate leads, and help you engage with consumers. Below are just a few ways you can use this medium to market your brand for the better.
Show Your Story
Using video to tell your brand story is a great approach to connecting with consumers on a personal and emotional level. It lets you inform and entertain, and allows you to convey your story creatively. You can share your brand’s history, show your team at work, and talk about who your customers are and how you benefit them. And it’s a great way to raise brand awareness—70% of users say they have shared a brand’s video with a friend or on their social media channels.
No matter how you present them, testimonials are a key necessity for your brand. They offer unbiased evidence that your business, product, or service provides the benefits you say it does. While written testimonials on your website are good, someone talking about your brand on camera is going to grab attention and seem more credible, too. In a split test that Unbounce conducted to compare video versus text testimonials, the video won, yielding a 25% lift in free trial signups.
Do you have a service or product that could be efficiently explained through a demonstration? Or do you have a product with an innovative, one-of-a-kind feature that you want to show? Product tutorials and how-to videos provide consumers with a way to visualize a product’s benefits and special features. They also answer questions and instill confidence in a consumer’s decision to purchase. Marketer Goodvidio found that offering these type of videos to shoppers improves conversion rates by 74%.
Video is an effective marketing tool, but it can be overwhelming to know where to start. Here at Harmon Group, we can provide guidance and create a video strategy that’s best for your brand. And with our in-house videography studio, we can shoot in studio or on location. Give us a call today to get started.