The power of video marketing

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Written by Odette Barry

Social media bread and butter, video is proven in its effectiveness in winning engagement and driving growth. As social creatures, we relate to other humans – and it just so happens that video is epic at nourishing real-life human connection and breeding that whole ‘meaningful interaction’ thing that social media algorithms love.

So, what do you do if you’re notoriously shy when it comes to being in front of the camera? What if the idea of putting yourself in front of a video sends you into a cold sweat? I’ll put my own hand up and say: I’m petrified, too. It’s hard to put yourself out there. The thought of showing my face on video is enough to make my palms sweaty, knees weak and arms heavy.

But, the benefits totally outweigh the nervous butterflies. I promise. Here’s why.

Big return

The saying goes, ‘a picture is worth 1000 words’. If that’s the case, what’s a video worth? If the statistics are anything to go by, priceless! According to recent research, 76.5% of small business owners are getting results by using video marketing, 97% said that using explainer videos helps clients understand their businesses better and 81% saw an increase in sales. On Facebook, half a billion (that’s a big number) people are watching video every single day.

Humans respond to humans

According to Susan Weinschenk, consultant for brands such as Disney and Amazon, video marketing is a must have. Why? Humans are programmed to respond to humans. And this, my friends, is scientifically proven. Our brains are programed to interpret information by looking at human faces and reading facial expressions. Simply speaking, we’re much more likely to listen to a person speaking than we are to read text, even text in video.

Emotions are transferrable

Have you ever found that you smile because the person in front of you is smiling? Yep, that’s a real thing. Emotions are contagious, so if you present in an excited, upbeat manner? Your clients are going to feel the buzz too. Video builds a sense of trust, which is the basis of any meaningful business transaction.

Google will love you

If you take a video leap of faith for no other reason than getting on uncle Google’s good side, that’s reason enough. Video encourages people to spend longer on your website, which in turn, signals to search engines that your site is worth top digs. Need some numbers to back up the statement? You’re 53 times more likely to show up first on Google with video on your site.

Facebook will also love you

The new Facebook algorithm also highlights that social media is moving back to personal interaction and human connections. So, if you’re a brand on social media, you need to give the people what they want – you! Personalise your brand, show your clients who you are and the team behind the product or service. By doing this, you give your customers an opportunity to build a rapport with the human side of your brand. And, as an added bonus, you’re feeding into what Facebook will push out – meaningful conversations. Facebook has said that it will predict what people want to share with their friends and put those posts higher in our news feeds. The lesson: make your videos informative, funny, personal and enlightening. Make them shareable.

 You’ll attract mobile users

Have you ever found yourself aimlessly scrolling through your Facebook feed and you stop to watch a video? Er, who hasn't. We love to watch videos on our smart phones – 90% of us, in fact. And according to YouTube, video consumption is rising 100% every year. Add that to the fact that smartphone usage is also growing, your video audience and potential customer pool is just getting bigger and bigger.

Why now?

Fast internet, high-quality cameras, instant connectivity and an insatiable appetite to learn all points to one thing: video. We have a proverbial nightstand filled with unread books, blogposts and journal articles because we’ve simply run out of time and brain space to dive into more written word – so, more and more, people want to hear and see rather than read. For consumers, if they had the choice between watching a video to learn about something or reading about it, 72% would choose the video.

How to get it done

We’ve given you the why, now you need the how. It’s not always easy to be in front of the camera, we get it. And sometimes, the hardest part is figuring out what to actually say. So, we’ve done the hard work for you.

1. Use your elevator pitch

An elevator pitch is a brief, persuasive speech that you use to spark interest in what your business does. You can also use them to create interest in a project, idea, or product – or in yourself. A good elevator pitch should last no longer than a short elevator ride of 20 to 30 seconds, hence the name. So, you have 30 seconds to sell your product, service or idea to your investors. Think of it like this: your followers are your investors. Practice saying your elevator pitch out loud until it feels and looks natural, and then broadcast it loud and proud.

2. Keep it simple

Complexity often leads to indifference, so aim to always simplify things. What are the three most common questions you receive? Answer them! Give people lessons in your field of expertise or host a mini workshop on a particular topic you’re passionate about.  

3. Use your clients

Utilising the power of consumer generated content is key to entice new customers in. If consumers don’t yet trust you and your brand, we know that they’re likely to be swayed by a recommendation from a trusted friend, family member or influencer. Research shows that consumer-generated content like ratings and reviews influences purchase decisions greatly – so it’s critical to provide social proof for purchases.

4. Vlog a day in the life

Grab that selfie stick and show your social media followers what it really takes to run your business. Take them behind the scenes so they feel like they’re in the room with you, making those all-important decisions. We're total pervs when it comes to behind-the-scenes content, we love to dive into what makes a

 5. Remember that practice makes perfect

Even if you’re the most confident person in the world, it’s best to get a bit of practice in before you go live. Find some friends you can share your videos with and get some constructive feedback. Practice in your own space, over and over again. Then, go live! Your business will thank you.