Why Should You Include Corporate Video in Your Marketing Strategy?
October 18, 2019
There is little argument, that video content is the fastest-growing marketing trend in just about every business sector. While Gen X-ers and Boomers may still use and appreciate written content, the latest data show people between the ages of 18 and 44 overwhelmingly prefer video content. Even older generations are increasingly embracing it. Like it or not, a huge percentage of people respond favorably to video and choose it over other media.
This alone might convince you to use corporate videos to reach a wide audience, but in case you’re not convinced, we’ve got three more compelling reasons to embrace this trend.
#1 Video Saves Viewers From Information Overload
Let’s face it. We live in an age where we have access to ridiculous amounts of information for making all manner of decisions, which can be overwhelming and can even cause decision fatigue. We just don’t always have time to read the fine print, and many of us suffer from hurry syndrome so we feel anxious when we can’t do several things at once.
But— and here’s the interesting thing— the research shows that while people tend to skim and multitask when it comes to reading and listening to audio content, they actually pay attention to video. If you want that elusive, all-important two minutes of undivided attention, a well-produced corporate video is the way to get it.
It’s just a fact, in a short period of time, your corporate video can determine whether someone understands your product or service, which directly impacts whether they decide to buy it. If a consumer is confused by how your product works or how it can benefit them, they aren’t going to consider using it.
They’ll move on to a corporate video with concise information that lays out in unambiguous terms what their product or service does and which shows a compelling brand story.
#2 It Drives Traffic to Your Landing Page
By some statistics, IP video traffic will account for 82% of all global consumer traffic by 2021. Many people use phones to watch videos before sleeping, and scroll through their social media feed upon waking. Some even take their phones with them in the bathroom! Almost 55% of people watch at least one video a every day, so whether in bed, in line at Starbucks or—ahem—otherwise disposed, people are watching videos.
Think about it. If you’re looking for a solution to a problem, how often do you enter keywords into a Google search and find a YouTube channel for your answer? If you’re considering whether to purchase an item or service, how often do you watch a video to research the product? If statistics are correct, the answer is more often than not.
Since so many of us are dependent on our phones for all manner of communication, and video accounts for the most growth in consumer preference, why wouldn’t you include corporate video in your marketing strategy?
#3 Video Converts
There’s no dispute. Video converts more effectively than text. It tells a story and, if done well, creates an immediate connection that resonates with the viewer’s values and perspectives. Your brand message and story might garner a lot of views, but unless those views translate into conversions, you’re not contributing to your bottom line. Using a corporate video with strong, embedded SEO algorithms on your homepage can increase traffic and make the difference between passive viewers and engaged buyers.
That’s not to say text is unimportant, but the key is to balance text with other media on your website. That’s where your corporate video is crucial, especially if you’re marketing to Millennials. And if that’s not compelling enough, the numbers show 53% of people want more video content from marketers.
If you’re convinced corporate videos are a marketing must for your business, let’s talk. From script to screen, video animation, and everything in between, NextThought Studios is a full-service video production company. Call us at (405) 689-5486 or contact us here. We can help take your marketing strategy to the next level with a state-of-the-art corporate video that attracts your target audience and converts them into customers.
Janelle Bevan, M.A.
Janelle has produced and project-managed a wide array of videos ranging from corporate commercials to long-form documentaries. While completing her Master’s degree at the University of Oklahoma, she served as the graduate assistant to the department chair for Creative Media. Janelle has worked with many nationally recognized organizations, creating documentaries for the National Association of Broadcasters, designing and editing instructional videos for the Federal Emergency Management Agency, and producing the 2015 Broadcast Education Association awards show in Las Vegas. Janelle is a six-time Telly Award winner and won a 2016 Emmy for her documentary featuring a collaboration from three executive producers of AMC’s The Walking Dead. Janelle served as NextThought’s Director of Post-Production and Media Management and helped facilitate over 1,000 videos during her time at NextThought.