Marketing your business? Here are 7 reasons why you need video

While artificial intelligence is today’s buzzword, we cannot afford to ignore the exponentially increasing use of video.

Ten years ago, video was not good, but today high quality, professional videos are a marketing mainstay. As author Seth Godin writes, “Marketing is no longer about the stuff you make but the stories you tell.”

Matthew Gibbons, lead data and tech writer for WebFX, wrote a blog earlier this year on important video statistics for 2024. Here are seven statistics to make you appreciate the power of video:

* Over 100 million internet users watch at least one online video daily.

* YouTube is the world’s No. 2 search engine with a billion hours of video watched daily.

* Over 90% of video viewers will forward videos to their contacts.

* Viewers retain more than 95% of information seen in video versus 10% from what they read.

* Ninety-one percent of companies employ videos in their marketing.

* Sixty-eight percent of companies that do not use it intend to start this year.

* Thirty percent of companies report video marketing trumps their website for sales.

Video is important because consumers experience your product from the comfort of their own home or device. Effective videos follow a formula highlighting a problem, a solution and a call to action. With Covid-19, video experienced an explosive surge in popularity within the marketplace. And now, consumers would much rather shop from home.

Video footage also provides a way to bring visual proof of your products’ success directly to consumers — personally and instantly. Some of the most powerful marketing techniques are real testimonials from actual customers. Testimonials are designed to create a “thought trigger” in the mind of a receptive consumer so they think, “If the product worked so well for them, I need to get one!”

If you are not using video effectively, your first crucial step is to find an expert in the field to educate and guide you. Mandy Senn-Simmons, vice president of marketing and account management for 6 Strong Media is one such expert. This firm has produced thousands of videos for top companies across the country. When I recently interviewed her, Mandy shared four essential mistakes companies make with videos.

First, companies that produce their own videos usually regret doing so. While saving money is important, if the video’s outcome hurts you in the end, it was an unwise decision. As Mandy related, “Sadly…. if your video looks like you shot it yourself, you won’t get your hoped-for response.”

Secondly, businesses make a big mistake by not budgeting enough time, money and resources for a proper video. Making an effective video is more involved than you might think, especially with all the behind-the-scenes editing and technical aspects. If it is worth doing, it is worth doing well. Shooting a powerful video requires an involved process, but it is worth the effort.

The third mistake is not having a strategy for distribution of the video. What will you do with it? Where will you post it? The more places you can find to reach your audience, the better.

And fourthly, with all the resources allocated for an excellent video, many companies fail to develop a plan to repurpose parts of the video for other uses. An expertly created and edited video can be used for a variety of purposes, making the investment bring in a much bigger response than a single use project.

To successfully increase your audience engagement with a powerful video requires a thorough planning process, a great strategy, and a video production company offering you the right fit. Then it’s time for “Lights, camera, action!”

Reen Waterman is a business coach, national speaker, writer and communications professional. Certified by the Charleston School of Protocol, he trains businesses and corporations in effective marketing and communications strategies. He can be found online here.