There are hundreds of languages spoken around the globe but VIDEO is one language that is being used all over the world today. We see it throughout social media, where on Facebook, Snapchat and Twitter, video is omnipresent.
As video rockets to exponential growth, understanding the language of video is more important than ever. Video works because it is easily consumable by its audiences. The easier a message is received, the more likely it is for the recipient to take any desired action.
There are key best practices to add impact to your video strategy. Video in email leads to a 200-300% increase in click-through rate and including a video on a landing page can increase conversion by 80%. Clearly, video influences audiences in an actionable way that leads to real conversions.
Video also adds the element of storytelling – and therefore evoking emotion – more significantly than words alone. Using video storytelling to leverage emotional response can deeply influence your audience and move prospective customers toward consideration and purchase.
Video’s influence is seen across all aspects of a strong business strategy, including social media which now favors video in almost every way possible. Facebook video receives, on average, 135% more organic reach than a photo on the platform. Twitter finds live video of an event increases brand favorability by 63%. Activating your social audience via video posts improves brand visibility and utilizing live video is increasingly more beneficial as capabilities and features continue to evolve.
So how do brands and companies learn to speak the language of video? Many have already adopted the latest video trends to not only stay afloat but lead the pack. From product and explainer videos to Facebook Live posts to beautiful visual stories that go viral on Tumblr or Reddit, videos take many forms and all forms can be applied to business strategies for brands across all categories.
The challenge is to become fluent in the language of video – to truly think about how you can organically and effectively implement video strategy into all aspects of your business. It may sound daunting but it can (and should) be done. How can you do this? Here’s are a few actions to kick off your video efforts:
- Examine your current business strategy and establish how video can expand into all areas – especially branding, social and event marketing
- Evolve your strategy to always be video-first rather than a secondary option or add-on
- Ensure you have an exciting, shareable brand video that lives on your company website and all social channels
- Embrace live video as a primary part of your social media strategy
- Encourage the creation of video to complement existing and future proprietary content
Some of this can be simple, cheap and user-generated. But there is still a great case for agencies and content studios. Here are examples of places where video content can be used:
- Live video from company meetings and events
- Videos on your website (brand videos, customer support, explainer and how-to videos)
- Video embedded in emails
- Internal company communications (news, updates, Slack feeds)
- Content for social channels (user-generated, pre-produced and live)
- Live, two-way interactive video meetings with speakers and guests
- Targeted marketing and digital communications
- Videos for recruiting/employee engagement
- Product videos on e-commence and branded sites
These are clearly many opportunities to evolve your business through video and therefore build your brand presence. At this point, it is imperative to include video in your business strategy. You must speak the language of video – and speak it fluently – if you want to effectively reach your audiences now and in the future.
So, how well do you speak Video?