As marketing tools go, video works. It works better than static images and text-only. It works better because it provides brands with unparalleled opportunities to tell their brand stories compellingly, connect with their audience on an emotional level and inspire viewers to take the actions they want them to take.

Consider for example these head-turning metrics from WordStream:

  • In one recent survey, more than half of marketers worldwide said video content has the best return on investment (ROI)
  • Marketers who use video grow revenues 49% faster than those who don’t
  • Social media videos on average generate 1200% more shares than non-video content
  • Using videos on your landing pages increases conversions by about 80%
  • Video tends to boost SEO: pages that contain videos are 53 times more likely to be appear on page 1 of Google search results (Forrester)


It’s All About Strategy

That doesn’t mean, of course, that simply tossing a few videos into your marketing mix will automatically extend the influence of your brand or increase net revenues. Because every business is different, it’s critically important to assess the specific ways video can help you achieve your principal marketing goals. That said, some video marketing strategies are especially useful in articulating your brand message and promise, including the following 3:

  1. Use Video to Showcase Your Products

To be effective, product descriptions need 2 primary qualities. First, someone needs to read them. Second, they need to be sufficiently interesting that consumers will engage with them. Unfortunately, far too many product descriptions satisfy neither of these goals—long-winded and often peppered with technical and insider jargon, they can have prospective buyers running for the exit door.

Keep in mind that people looking for products are busy—if given the choice between a wordy text description and a 2-minute video, most will opt for the latter. Remember in addition that your product descriptions don’t need to answer every technical question—what they do need to do is make consumers want to know more. Think of the way Apple polished its brand (and sold a lot of computers) with its “I’m a Mac, and I’m a PC” video series, and do something similar for your own products.

  1. Use Video to Spark Interest in Your Content

The content you create, from blogs to articles to case studies, is a great way to increase interest in your products and services, but, like product descriptions, your content is effective only if you get people to read it. Certainly, a great headline and placing links in the right places will help but remember that there’s a lot of competition out there—which means you need a way to break through all that noise.

One of the best ways to do that is to introduce your content with a short video. If you want people to read a blog, for example, create a link on social media to a video “soundbite” that give consumers the gist of what they’ll find in your post. If you create a weekly newsletter for email subscribers, introduce the next issue with a short video.

  1. Use Video to Attract More (and Better) Job Candidates

With unemployment at its lowest level in decades, businesses need to find new ways to tell their brand story. Businesses need to explain to prospective employees, in other words, why their company is a better place to work than competing businesses. Corporate videos are one of the best ways to do that.

Figure out what your top selling points are (like flexible work schedules or superior benefits packages) and summarize them in a corporate video that shows (rather than tells) job candidates what working for your company is like. These videos are relatively easy to produce and, more importantly, they work. According to CareerBuilder, for example, job posts that contain videos get 12% more views and increase application rates by more than 30%.

Your brand story isn’t going to tell itself—you need effective strategies that will inspire your audience to interact with it and want to know more. Video, engaging, convenient and consumer-friendly, is arguably among the best ways to engage your audience and build your brand.

To learn more about the ways our discovery and strategy, media and technology, creative and digital, social and activation services will help your business increase sales and grow, contact us today.