Why is Video so important for your business?
Social media marketing is so much more than just hunting for likes, comments & shares. By putting a keen focus on creating quality content, your business can achieve great results.In today's digital world, marketing through visual content (Video, Photo) is by far the most effective method for most marketers. Visual content has the ability to raise brand awareness, build entire communities around a business & inevitably drive incremental sales. It is an extremely effective marketing tool when used correctly. So, what does it come down to? Value.
Every piece of information you’re sharing with your consumer through your digital platforms has to provide them with value. Whether it’s a professional photograph of your cafe’s most revered dish which highlights the beautiful fresh ingredients, or an interview styled video of the CEO of your business where they explain their story & what they aim to achieve by being in business… No matter what it is, it has to bring a sense of value for the consumer to keep them interested.
So, we’ve established that the information that you feed your consumers must be of high value… How do we create valuable content then?
Gone are the days where you can get away with taking a few mediocre videos from your phone and thinking that will suffice as content. A professional standard has been set by the very leaders in your industry/niche who are pulling out the big guns to make sure their visual content will trump anyone else’s. If you’re not in the game, then you’re on the sideline.
If you want your business to stand out with valuable content then it must be...
- Engaging
- Relevant
- Rewarding
- Digestible
What does that mean? Well, for a video to be effective you need to know who’s going to be watching. This is where your marketing strategy comes into play. Who is your audience, where do they live, what do they enjoy, how do they communicate, what are their favourite shows etc etc.
To be able to create engaging content, you need to cater it specifically to your target audience and what they are interested in. Not only does it have to be engaging in terms of the story line, visuals, colours, angles etc, it must also be relevant to your product / service, and effectively tie in what you’re trying to communicate through the visuals.
Visual content works best when it is easy to understand & digest from the consumers perspective. In the fast paced society in which we live, our attention spans have become shorter than ever before. It is highly important that your visual content engages your consumer within the first 5-10 seconds otherwise you’ve lost their attention.
Beyond that time stamp, what keeps them watching after they’re clearly engaged is the fact that it’s easy to digest in terms of the way you’re communicating your message, and the fact that they are being rewarded by engaging with your content. Whether it’s tapping into emotions, or making the content relatable, the consumer must feel as though they are receiving value from spending their time with your brand.
Okay, so i understand that good visual content can help grow the interest within the market and consumers are now more familiar with my business, but how does this now turn in to something of value for me, like sales?
Well, visual content marketing is long game. It’s highly centred around the aspect of branding. Creating a strong, clear and definite presence around your brand & business will give your consumers the opportunity to recognise who you are, and why you’re the best at it. This doesn’t necessarily turn into $$$ overnight, but it will establish your business on a branding front. The more you put yourself in front of your consumer whilst showing them valuable content that consistently engages them, they are more likely to invest in your service / products compared to investing in your competitor who might just happen to not take any pride in their brand or the image they portray in the digital world.
So, what are you waiting for? Get Filming!