The Future Is Clear: Those Who Survive Will Use Video

Do I Really Need Video to Have a Successful Brand?

If you’re in the 19 percent of businesses who don’t feature branded video on their websites, this post may not apply to you. Then again, you may be exactly the one who needs to read this!

The stat above means the majority of organizations not only use, but embrace video. Here’s one simple reason: 64 percent of consumers are more likely to buy a product after watching a video about it. On average, sites which include video have an extra 2 minutes of dwell time when compared with those that don’t.

Still not convinced that video is right for you? Well, consider these facts about usage of the word “video” in an email subject line:

  • increases open rates by 19 percent
  • boosts click-through rates by 65 percent
  • reduces unsubscribes by 26 percent

B2C or B2B, That Is the Question

Now you may be asking if these figures only apply to B2C? So glad you did, we've got you covered there as well:

  • 96 percent of B2B companies intend to use video in their marketing during this next year.

Still, I can hear some muttering, “That’s well and good. But my clients are readers. Nay – they’re thinkers!”

Consider this:

  • 59 percent of senior executives will choose to watch a video rather than read text when both are available.
  • 54 percent of senior executives share videos themselves at least once a week.

What’s this mean? If the boardroom is watching and sharing videos, you can bet the folks downstairs are doing so as well. That's why a full 78 percent of people watch videos online every week.

Think about it: video consumption already accounts for 74 percent of all online traffic. That number is destined to increase in the immediate future. Already, more video content is uploaded to the web in a single month than TV produced over three decades.

Tell Me a Story

These numbers are remarkable by themselves. When considered from the perspective of business marketing, they’re practically screaming. But since we all know relationships aren't bought but earned, we’d be remiss to not implement the power of visual storytelling as a way to develop a pool of committed brand-ambassadors. We must become “professional storytellers” to compete in this new video marketplace.

So, if stories make the best content for videos, what are the ingredients of a good story? Better yet, how can your organization tell an effective story – not just once, but over and over?

The Three C’s of Storytelling

A story needs three things: context, characters and conflict resolution. If you’re an organization, you’ve got the right ingredients for an exceptional story.

Context: Every company exists in time, in an actual community. It has to in order to meet a need, provide a service or sell a product. Every business starts with an idea, a moment of inspiration. There’s strategy, sweat, sleepless nights. Share this. Let folks know you're more than a logo. What were your “a-ha!” moments? Where do you exist? And more importantly, why?

Characters: Unless you're living in an episode of The Jetsons, chances are you work with real, live human beings. In fact, I bet you're one yourself! Video – more than any other communication medium – has the power to show others that reality. Let your constituents put faces with titles, names with roles. Allow your patrons to connect with you, not only your brand. If they believe you, they'll trust you. Trust is the gateway to buy-in. Be yourself. Don’t pretend. Let your fans and future fans get a peek behind the scenes now and again.

Conflict Resolution: If you’ve been around for more than a few years, you’ve likely had struggles. Consumers realize that even the largest corporations have encountered challenges and doubts along the way. If anything, people are repulsed by the idea of "brand-perfection" They know it doesn’t exist because they don't witness perfection in their own lives. They certainly don’t think their own bosses are perfect. So why would a businesses needlessly micro-manage their idiosyncrasies and not embrace them? Hedging and protecting instead of sharing and inspiring will distance you from your brand-ambassadors. Speak about conflict. How did you deal with it? What issues are you still working through? Of course, talk about your victories. But draw your audience in by first describing the valley floor from which your ascent began.

Be a Contributor to Community

The future belongs to video because the future belongs to community. Only those who are willing to demonstrate they’re more than a product will survive.

Look at your smartphone. Notice how many apps were designed with the intention of “bringing people together.” This is our great opportunity as organizations: to show that we’re human and we ultimately care about the people we serve, not just a transaction.

So go ahead and open up. You have a story to tell. You are a stakeholder in your community. Leverage creative, beautifully-crafted videos to do this. Your customers will thank you. And, who knows? You may even have some fun along the way!

All statistics found from Video Marketing Statisitics by wyzowl.

Joshua Spacht is Creative Director at Pinkston, Inc. Stay updated on all Pinkston content by following us on Twitter (@Pinkston_co).