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Videography as a Media Outlet

It’s not difficult to see why video has become such a popular form of media today. It’s an easy to digest option that allows us to take a break from the excessive amount of textual information. This can be supported by the 1 billion hours of YouTube that the world reportedly watches every day!

Video is an incredibly powerful form of media that has the power to influence people and their habits. Although there are a number of other media content including emails, blogs, infographics, presentations, podcasts, etc., video is a form of media that should be at the top of the list when considering what type of content to create. Video is not just a tool for marketers, it can be leveraged as a key tool for sales, training and supporting teams.

Why Video is Important

Video may seem like a hassle, but the demand from consumers makes it a worthwhile project to undertake. Approximately 68% of people say that they would like to learn about a new product or service through a short video. It outperforms every other category by more than 50%. But why has video become such a popular option?

Product Learning Methodology Preference Graphic

Why Video?

When comparing video to other types of content, there are four qualities that really helps video stand out. Powerful videos typically have these qualities:

  1. Engaging – We are naturally drawn to storytelling and video is a great way to tell a story and engage an audience. This is why the best communicators are often the best storytellers. People are naturally captivated by a good story and the better your storytelling is, the better your video will be received.
  2. Emotional – A video provides context that can never be achieved with just text. Even if it’s just a voice over a screen recording, video helps you establish authority and a more personal tone to your message. You’ll be much more likely to connect with your audience on an emotional level if you use video rather than any other type of content.
  3. Educational – We tend to process visual information much faster than text. This makes video a great educational medium as it can be much more memorable than text. For organizations or companies, putting an emphasis on educational videos for employees can yield greater results than using text. Employees are 75% more likely to watch a video than they are to read documents, emails or articles. For an effective form of communication in an organization, video is the best option.

Empathetic – When an audience can see a human face and relate to the person who’s talking about solving real problems, it creates a greater sense of empathy. When creating a video, you not only want to help your audience, but you also want to show that you truly care about the problem they have and how you can help to solve it. The more authentic you are with your audience, the more likely they are to trust you and the information you’re presenting.

Visual Learning Statistics

Video is a Necessity

Whether you are apart of a large organization, small business or education institute, video has become unavoidable. Regardless of your industry, video has become an integral part of advertising, marketing and educating. There are a number of videos that marketers are choosing to invest in such as webinars, demos, social media videos, product videos, customer videos, vlogs, live streams, educational videos, etc. There is an endless list of possibilities when it comes to videos, but one thing that is essential for a good video is a professional videographer.

Benefits of Videography

  • Boosts SEO – Google loves video content and it is 50 times more likely than a webpage to be listed in the first page of search results. Once Google acquire YouTube, videos started to become a higher priority in their algorithms. Video content has shown an incredible amount of consumer engagement that has not been seen in the past. Videos tend to have more than double the number of likes, shares and comments than the typical social media post.
  • Builds Trust – A company is built on the trust it has with its consumers. Without this trust, consumers are less likely to engage with a company. Video has a way of impacting targeted consumers and there are two types in particular that have the greatest effect on trust building:
    • Promotional Videos – These videos show consumers why they need a certain product or service in their life. This could be a video that promotes a skincare product or an instructional video for the newest camera. Videos help consumers become excited about experiencing the product or services themselves.
    • Rhetorical Appeal Videos – When companies use videos to target the rhetorical appeals – logos (logical), pathos (emotional) and ethos (credibility), they are building a connection with their audience. This type of strategy works best for non-profit organizations or companies that have a strong mission behind their brand.
  • Shareability – Since videos have been added to Facebook feeds, the spread of videos has increased significantly. Many consumers find textual content time-consuming and laborious and older consumers tend to have a more difficult time reading text. The introduction of video on social media allows content to spread rapidly and more widely than any other form of content. Companies that embrace the power of video marketing on social media tend to experience much more traffic.

Conversions and Sales – Videos lead directly to sales. Companies who use videos to explain the details of a product or service get better sales than those who solely rely on other forms of content. Consumers depend on what they see to inform their purchasing decisions which is why videos lead to higher conversion rates.

Media Channel GraphicOverall video has seen an emergence in recent years, and it comes as no surprise due to the many facets of video content. Video can be used in many different ways in order to influence a number of different consumer actions. Video is one of the best ways modern companies can engage their audience, solidify their brand identity and increase sales.

Article written by: Anastasia Thom

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