Sally Falkow
The internet has become more than just the new wave. It’s a remarkable shift in the way we as humans share knowledge. What started out as a text-heavy medium is increasingly becoming a visual medium and according to the Cisco Visual Networking Index, 80% of all online content will be video by 2019. Business is realizing just how powerful a tool video online can be.
Why are videos more applicable to business?
Gone are the days when a corporate video was only used in the reception area of the office, at trade shows or investor meetings. It is no longer a simple training video that explains the culture of an organization. Today’s video is easily seen by millions while they are on the go and searching for what they want or need. Why are they successful and why is the C-suite sitting up and taking such notice of video specifically on the web?
Modern video is easy to produce, costs a fraction of what it used to and can be used for many business objectives:
- Sales pages – can increase conversion by 80%
- News releases – 55% more views 36% more link clicks
- Software Demo – Can increase conversion up to 85%
- Explainer vidoes -Increase conversion rates by as much as 20%
- Product how-tos – conversion can increase 6 – 30% with a video.
- Social media – video is the content format of choice. More videos are shared on Facebook than yon YouTube.
65% of executives have visited a vendor’s site after watching a video. 39% have called a vendor after watching a video. – Forbes.
Your customers are connected
Due to the explosion of 4G devices like Android and iPhones, most decision makers are now connected pretty much all the time. These folks have access to tablets as well and are using multiple screens to get their information. When it comes to making a business decision search is now the most trusted source for news and information. (2015 Global Trust Barometer)
Google’s recent mobile update penalizes sites with content that is not mobile-friendly, so make sure that your video content is available on a fully mobile-responsive website.
SEO and Tagging
If you are making videos and aren’t tagging and Search Engine Optimizing them you’re missing out on business leads and sales conversions. Search visibility means you’ll get found versus spending money on a video that just sits there doing nothing for you. Tke theitme to research the keywords and use them in the title, description and tags when you post the video to your YouTube channel.
Video Can Lead to Trust
If a picture is worth a thousand words, a video tells a story. The public, as well as corporate decision-makers, want to see the face of the company and get to know who they will be dealing with. The same goes for reporters and bloggers looking for expert sources. Video is a brilliant way to show off expertise and engender trust in an individual.
Make it Shareable
An added bonus is the ease of sharing content online. When a business buyer is looking for something and they find the right video that solves the problem, with a quick tap of the share icon they can send it to the relevant party who will make the financial decision. 92% of mobile video viewers share videos with others.
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