The Real Importance of Video

Now Offering Video: The Most Effective Way to Promote and Present Your Organization

Great products and services matter, but stories are what connect people with businesses and brands. Video is an engaging way to show off an organizations’s personality, people, culture, and customers. Video helps humanize a business and is one of the easiest ways to add interactivity to your website. 

Through our partners within the Now Creative Group, we are now able to offer a variety of video services.

Now Creative Group provide the tools to communicate your company’s story, engage and educate customers, and drive sales on your website. Our video products include company profiles, customer testimonials, scripted ads, and professional news stories. All our videos are produced in 1080p HD and delivered in mobile and web-ready formats.

Why is video so important to you or your organization? The statistics tell all.

  • People remember 50% more from a video compared to 22% with written content. —Wharton Business 
  • Landing pages with professional video generate 4-7x more engagement and response rates. —Search EngineWatch
  • Video in email marketing has been shows to increase email click-through rates by over 96%—Flimp
  • 52% of consumers feel watching an online product video makes them more confident in their purchase —Internet Retailer
  • Retail sites with video content increase conversion by 46% —Treepodia
  • YouTube is used by 77% of business for sharing content online —b2bmarketing.net
  • A video is 3x more likely to be shared on Twitter than any other type of content —Adobe
We make it easy to take action with video, today.
Learn more about our expanded service offering, and the variety of videos we provide, on our Video page here.

Instagram Video: More Potential for Video Marketing

The rise in video marketing has been authenticated: Instagram rolled out a new video feature on June 20 to accolades, and businesses are taking notice. As consumer behavior changes, brands are adapting their digital strategies to account for the huge growth in video watching on the part of consumers.Instagram

Instagram’s new feature

Instagram’s wildly successful picture-taking app introduced a video-taking and sharing feature to rival the industry leader, Vine. In its first day, Instagram reported 5 million video uploads, a staggering number even in light of their existing customer base of over 100 million users.

In light of Instagram’s success with video, the big question for marketers is not whether Instagram will outpace Vine, but rather,  the “right” question is, does your client’s budget allow for video marketing?

Consumer habits

Marketers need to consider the impact that Instagram’s move towards video has for businesses, and in particular, video marketing. Marketers and their clients who dismiss the importance of  recreational apps may  discredit the need for video—and even Instagram—thinking that homegrown video won’t have an effect on revenue—or even content strategy for that matter.

Savvy professionals, however, see  that the rise in video—even heavily shared videos of cute cats and rising-star wannabes—has an effect on a business’ interaction with consumers, as well as consumer behavior.

Instagram and video

Take a look at the Instagram video features. Instagram:

  • Allows users to take videos that are 15 seconds in length.
  • Offers editing tools.
  • Includes a stabilization tool that allows users to create professional-looking videos.

Some businesses have already adopted the tool, including brands like GE, eBay, the Gap, Jeep and Burberry, along with numerous celebrities—evidence that Instagram video is  a useful component of a social media strategy. It also offers proof of consumers’ ever-growing interest in online video.

What it all means for business and strategy

Should businesses adopt a video strategy, whether that means employing Instagram or professional video-marketing tools? Experts generally believe that video on Instagram has the potential to affect the future of business video marketing. Here’s how:

  • Engagement – With its 130 million users, Instagram offers businesses access to a considerable user base. By comparison, businesses that use Vine access a community of 13 million users. In general, marketers should note the success of video-sharing apps, and consider how that affects consumer engagement with brands.
  • Viral capacity – A review of already successful videos shows why videos are ripe for sharing and going viral. For example, Hubspot declared Corning’s “A Day Made of Glass” the best B2B viral video, scoring over 22 million views.  In essence, the video tells a meaningful story, while instructing viewers about the product’s benefits.
  • Consumer behavior – Instagram’s evolution from pictures to video reveals how consumer demand is influencing the market. More people are viewing videos on mobile devices and computers, and watchful marketers will incorporate business video into their social media and marketing mix, giving video the attention it deserves.
  • Traffic – Video on Instagram can direct consumers to longer videos on a website, free reports, or a landing page, attracting more visitors and potential customers.

The new standard

The buzz around Instagram’s video feature has the potential to take the industry by storm. Global digital and social media director Rachel Tipograph of Gap is excited about the engagement factor that video on Instagram presents, since Instagram videos will also post on Facebook, its parent company, with the potential to reach Facebook’s 1 billion + users. Evidence of higher social sharing is already cropping up, with Simply Measured reporting that Instagram videos show double the number of shares as Instagram photos, and “significantly higher” engagement compared to Vine videos.

Putting it together

Marketers should study how bite-sized videos shared on platforms like Instagram can integrate into broader video strategies, and become a part of a comprehensive content marketing plan. Certainly, businesses that utilize Instagram may run the risk of getting lost in the “noise” of the thousands of shared videos; however, opting not to harness video, which can increase brand awareness and consumer engagement, puts businesses at risk of becoming obsolete—or at the least, not being heard.

Creating Videos to Help Your Customers

Can creating an online video help your business? Consider the facts: ComScore released a study that found a whopping 82.5% of American Internet users viewed a video online. Another report found that in 2010, 30% of Internet traffic was video content.

By this year, that number can go up to 90%. Next to Google, YouTube is the biggest search engine on the internet. There are over 60 hours of video uploaded every single minute for a total of around 4 billion videos being posted every day.

About 800 million users stop by YouTube every month. That’s an amazing range of audience to try and tap into and that is just YouTube.

In the business arena, consumers spend more time at a website watching a video as opposed to a site without that type of content. More folks would rather watch a video than read text so how can you tap into potential customer base?

That’s easy: You have to create your own videos. If you’re not convinced yet, consider these other factors:

Videos can be the best way to convey a lot of information.

A video can deliver a lot of messages in a short amount of time. This is especially important when it comes to company branding. Writing blog posts will only take you so far. With a video, you can reinforce the positive attributes of your company’s product in a memorable way.Make videos with humor and you’ll go even further in terms of brand retention. You’ll also be able to form your company’s personality through your video presentations. That’s going to be extremely valuable.

Videos can have multiple uses.

A video docked on your website can be a terrific asset, but a good video has a broad range of uses. It can be purposed on YouTube and other sites to bring traffic back to your site. The video can also be embedded in an email newsletter or used in a sales presentation.

Videos are what your customers want.

Consider the tale of two websites. One has fun videos and the other just copy. Which one will get more engagement? The one with videos. If you want to keep your customers engaged give them what they want and that would be video content. In other words, if you’re not making videos your competitor will.

Videos will continually be useful.

There are some studies that declare by 2014, the vast majority of mobile data traffic will be video. Every Smartphone and pad device has the capability to watch videos. By creating this type of content you’ll be positioning your company to be “on the go” wherever your customers are headed.

To get started with videos for your customers, contact us now.