Video is not a new concept. With social media platforms such as Facebook, Instagram, and Twitter implementing it on their platforms, it is no surprise people get lost in an endless rhythm of video scrolling. It is easy to start one video and then another until finally, you realize thirty minutes have passed. Why does this happen? Well, for starters, videos grab your attention. 

Video content is effective because it captures the audience’s eye, which is exactly what companies want and need. An ingenious video is not only an attention grabber but is applicable in day-to-day business practices. Yet, companies are still struggling to understand the market of video and how to create and implement the kinds of videos that are eye-catching and effective in getting a message across.

Here are some reasons why video marketing is effective:

Text is out, video is in

When thinking about how caught up in online videos we get, try imagining yourself doing the same with text. It’s not likely you will spend the same amount of time engrossed in reading post after post. For example, you can read a status about how a dog found a new home, or you can watch the video of them meeting their new owner for the first time. Which way would you rather spend your time? Which one would you rather share with your followers? Video content is more dynamic and immersive, which means users are more likely to engage with video over text. 


Video encourages action

It is more likely that users will act after watching a video. Take the example from earlier of the dog. Which post, the text or video, would make you feel more inclined to donate to your local humane society? Video can motivate an audience to take action as well as provide them with visual instructions on what they can do. Even simple, step-by-step approaches can be displayed in a video format. As a whole, videos with verbal or visual calls-to-action are helpful for lead generation and can ultimately boost sales numbers. 

Brand visibility enhances engagement 

Building brand awareness is key, and video is the right tool to help. Brands that have effective video campaigns, such as stories or interview pieces, for social media can generate hundreds of interactions with viewers. The secret to increasing brand visibility is through content that engages your audience and compels them to act, whether that be through commenting, sharing, or participating in the call-to-action, and video is the perfect way to do it. Social media is a great place to leverage your company’s visibility, but don’t forget your own website or even a video sales platform can help with video engagement.

Promote your personality and culture

The more approachable and relatable your brand feels, the more your audience can identify with you. Video can be used to show that there are people behind the screen, and add a little humanity to the brand. Showcasing company culture and what makes you you, is what an audience wants to connect with. It is important to be authentic and transparent with viewers, and the best way to display that personality is through video. This will build trust between your audience and your company. 

Video means credibility

Video is great, but it can only go so far unless there is a video content strategy that displays your expertise in the field. You wouldn’t want to adopt a dog from a place that only posts videos of cats, would you? The same goes for your audience. They are looking at your company because you are the experts, so build that credibility by positioning your brand as an authority in the industry. The right video content can talk the talk and walk the walk. 

Composing personalized and unique video content creates a whole library of branded content for your video marketing strategy. Using this pool of content can help portray the effective and efficient story-telling your company wants to emulate. The opportunities with video are endless when it comes to providing consistency and clarity with your communication methods, and personalization and engagement with your audience is the key.

About the Author: Sean Gordon has an extensive track record recruiting, hiring, training, and unlocking the talent of people. For 20 years, Sean has been on the front lines of business across North America. He started with AT&T, where he built award-winning teams in sales and operations from coast to coast. He delivered equally stellar results for EMC, Aetna and West Corporation before becoming CEO of a technology company in need of innovation. Sean founded vidREACH.io to revitalize and personalize communication through the power of video. Sean has created new lines of business, reinvigorated stagnant company cultures, and mentored hundreds of employees who have gone on to do great things.

vidREACH is an engagement platform that allows end-users to seamlessly connect with their target audience. vidREACH uses the power of personalization to engage prospects, employees, customers, and candidates while integrating seamlessly into customers’ current engagement processes.