Can’t Seem to Figure out how to Incorporate Video into your Brand?

It’s okay, you’re not alone. Video is a hot topic for businesses of all sizes. The way information is consumed in this digital age can be difficult to wrap your head around. With video projected to claim more than 80% of all web traffic by 2019, you may want to start thinking about the value of video leading your marketing efforts.

Marketing with video can be multi-faceted when looking at your brand on a macro level.  You may use it as a sales tool on your website and social platforms or to attract new talent to join your team, and even to facilitate training to existing team members. Your brand is the center of all interactions around your business.

According to Vidyard’s 2017 Video in Business Benchmark Report, companies are adding an average of 16 videos per month to their library. Various types of videos are being produced with 59% of businesses investing in explainer videos while 78% of businesses are pushing their content through websites and 72% also push video content out via their social media platforms.

Not all content is created equal and the human senses have the capability to be stimulated beyond still imagery and text. Memes, photos, and graphics are great tools to support your brand’s message but these tools fail to touch on the emotions of your audience and capture the true essence of who you are. Captivating imagery and audio combined into an alluring 30 second clip is all it takes to get the viewer headed to your webpage before they even know what happened wanting to know more about you.

You get what you pay for and it’s important to think through a proper budget. Often enough the amount of work that goes into producing content is misunderstood and undervalued. To get the production value you envision for your brand, do yourself a favor and put the resources behind it.

Companies with less than $5 million in revenue are on par with those with $250-$500 million, with an average of 16 videos published per month. This likely points to the fact that these smaller, more nimble companies have adapted to the change in medium and are more than likely focusing on the scrappier videos, and producing lots of them to cater to new audiences (VidYard).