As you scroll through social media feeds, how often do you stop to watch a video? I’m not talking about cute puppy videos or the shaky video from your last family reunion, but a well-produced video from one of your favorite brands. And how many times do you like or share those videos? Or, more importantly, how many times have you purchased something because of them?
In our mobile, always-connected world, video is the dominant medium for communications and entertainment. It’s everywhere, and we rely on it every day to talk with colleagues and family around the world, to figure out how to change a tire, and to relax after a day at work. In Sandvine’s recent Global Internet Phenomena Report, YouTube alone accounts for 35 percent of all mobile phone traffic in the world. That’s more than Facebook, Snapchat, Instagram, and regular web traffic. It’s no wonder major companies and brands are devoting large resources to creating video content for their customers.
Why is video important?
• Reinforce Brand Identity. Your brand is what makes your business or organization unique. When people see your logo or hear your name, brand images and thoughts jump to mind, and you want them to be positive. Videos help you accomplish this by communicating a focused and authentic message, and establishing expectations that match your customers’ or members’ experiences.
• Answer the Question Why. If you aren’t familiar with The Golden Circle model popularized by Simon Sinek, I encourage you to watch his 2009 TED Talk. On a basic level, his concept is that the most innovative companies communicate and create through the lenses of why they exist. Companies that clearly communicate the driving force behind their brand will more effectively create lasting and meaningful connections.
• Better Message Delivery. Presenting information in a way that stimulates both the auditory and visual senses increases understanding and application of the material by an average of 75 percent. In addition, according to Forrester Research, visuals are processed in the brain 60 times faster than text. They also estimate that consuming one minute of video is equivalent to reading 1.8 million words of content.
• Stimulate Web Traffic. Whether it’s promotion through social media, an informational blog post, or a simple refresh of the typical “about us” page, a video profiling your company or organization drives traffic to multiple online platforms. According to Comscore, which measures online engagement and use, video results are 50 percent more likely to appear on the first page of Google search results than written content. Web usage is also dominated by video, with Cisco reporting that as much as 82 percent of all internet traffic will be video traffic by 2022, up from the current 75 percent. Increasingly, SEO will be directly linked to video.
• Utilizing Video as a Sales Tool. More often, consumers are beginning their shopping journey on the internet, researching products and prices. TechCrunch credits a 15 to 75 percent increase in conversion rates to those websites that use videos to explain their products or services. With more and more commerce being driven online, having a video presence to reinforce your products or services guarantees you’ll stay relevant to modern consumers.
You might wonder how you do this without a large production budget and marketing team, but I have good news! With advances in production technology, it’s now easier and cheaper than ever to create a video. It also doesn’t take nearly as much work as you might expect. If you’re looking to create a video, you should consider the following.
• The Idea. What story do you want to tell? Do you want to highlight a new product or service? Do you want to tell the world why your company or organization exists and what its core beliefs are? Maybe you want to capture an event or special moment? There are countless ways to take a simple idea and turn it into a compelling video.
• The Right Partner. Once you have an idea, finding the right partner to bring it to life is key. In Dane County alone, there are a dozen high-quality, experienced video production companies to take your idea from concept to completion. Take the time to research the companies to find which has the background, video look, and culture you like. Once you have your production partner, they’ll help with the rest to make sure the process goes smoothly.
• Production. Now that you have your idea and partner, you’re ready to start. Your production partner will work with you to figure out how to best turn your idea into video. They’ll help arrange video shoots, voiceovers, and b-roll footage shoots needed to capture the video content.
• Post-Production. Once the footage has been captured, the pictures collected, and the voiceovers recorded, your production partner will take the content and distill it into a video draft for review. You’ll then go through several draft rounds, giving feedback to the production team to tweak the video.
• Broadcast. Once your video is complete, your production partner will provide you with digital copies to upload to your website so you can share it across all your social media platforms. Then you can watch the likes and shares come in!
While this is a simplified breakdown of the process, it doesn’t get much more complicated. The biggest challenge isn’t the process itself, but rather making the decision to actually begin. Video isn’t a passing fad and will only become more important to our daily lives. With the benefits greatly outweighing any possible negatives, and the return on investment all but guaranteed, you have to ask yourself, what are you waiting for?
Eric Redding is the owner/producer at Red Arrow Production.