If you’re a marketing professional, you’ve probably heard about the recent surge in video content as an important tool in marketing strategies. More than likely, you’ve noticed your competitors have started to include more videos on their social media channels as well as their website. And although you see the emergence of more and more video content, you may wonder if it really is all that important.
Well, I hope you like numbers because the answer has lots of them. 65% of executives have visited a vendor’s website after watching a video (Forbes). 70% of marketing professionals report that video converts better than any other marketing medium (MarketingProfs). When marketers included a video in an email, the click-through rate increased by 200%-300% (Forrester). Boom! And that’s just the tip of the statistical iceberg.
But what these numbers don’t show is that there’s another answer to this question that is much more inspiring for creatives like us. Video marketing is storytelling. And storytelling is the most basic human tool for communicating complex subjects, conveying emotion, conjuring up sympathy, and showing personality. We have been telling stories since the dawn of time and there’s a reason for that. It’s how we connect. So why is storytelling so powerful and what does it mean for your marketing strategy?
Whether you’re wanting to introduce your company to the world, launch a new product, highlight a new project, or strategically position yourself in a new business sector, you will find that you need to bridge the gap between your brand content and your audience. Sometimes this gap can seem too wide for an email blast or a post on social media.
Video production allows you to bridge the gap between the brand content and your target audience in a more intimate, more emotional, more powerful way than any other marketing content. It can bridge gaps other marketing tools cannot. And if you don’t believe me about that, you should read paragraph two again. You might be more of a numbers person.