While the cost of creating a custom piece of video content may have you thinking twice, the benefits of custom videography far outweigh the initial investment. There are a great number of benefits to having custom video content on your website.
The primary reason that video is so effective, is that people really like watching videos.
Video is simply easier to consume, and more engaging than text. Videos create lasting impressions on people who watch them. People are typically able to recall videos they watched up to a month later whereas text alone is forgotten in a matter of days. Some studies place the figure for information retention from video at 95%, with text coming in at only 10%. Video is the preferred content format for over two thirds of the population.
Custom video differentiates you from your competition.
We live in a world with 100+ options to purchase any product or service one desires. This means that brands have to compete to be noticed, and have to find a way to set themselves apart from their competition. Sadly, the internet is so saturated with options that it seems a clever name, a consistent brand message, and exceptional service are sometimes not enough to encourage a client to use your services.
Video can show your product, process, or company in ways that cannot be conveyed through text. It also can reach a large section of the market that simply would not read your text. It is shown that 66% of consumers will opt for a video to learn more about a service when given the option. This compares to the just 18% of consumers who would rather read further information instead.
There is a sense of trust created when people can see you and your process.
There is a reason the saying “putting a face to the name” is commonplace. Being able to see the people behind a company or process behind a product creates a sense of trust among potential clients. Seeing and hearing from the person you are conducting business with increases client retention. While larger companies will use actors as their main character or mascot in their ads, their intention is the same.
You also have the ability to inspire trust in your services with video content by making product videos that explain and showcase your products while including FAQs. If a user is aware that there is ample support available in video format, it will increase their willingness to purchase your services over a competitor who only has text options on their website. Video that features product information such as support videos and tutorials for your product will also go a long way in maintaining the trust you have built.
It is reported that 96% of consumers have watched an explainer video to learn more about a company’s products or services and 84% of consumers say that they’ve been convinced to buy a product or service after watching a brand’s video. Google research indicates that over 65% of people use video content to help solve problems, and over 85% of people report using video content to learn new information.
Video directly impacts Search Engine Optimization (SEO) and user engagement.
With video being the preferred content format by two thirds of the surveyed population, it is no wonder that video is twice as likely to be shared on social media than other text or image based media. Video also has the power to increase your search rankings on google, with one research group indicating that the presence of video content increases unique traffic to your website by 157%.
Google and other search engines look for video content and use this to determine the relevance of your website to a specific search. Having video content shows the search engine that you’ve invested time and effort in creating a robust website that has multiple forms of content. This distinguishes your site from less informative pages. If you set up identical websites with the exception of video content on one, you will see more organic traffic to the website that contains a video.
Apart from increasing all search rankings, your website now also has a chance to appear when a user is searching for video content specifically. Since we know that two thirds of users prefer video content over text or image based content, not having video content on your website will remove you entirely from a major category of search. Even if you objectively have the most informative and relevant website on a specific topic, you simply will not have a chance to be found via one of the two most used search methods.
Your video content can be used to create other content.
When creating a longer video, you have the opportunity to take sections of the video and utilize it in other places. You can create short, to-the-point informational videos that address a common pain point among your clients. You can leverage your video content to make engaging social media posts, and highlight specific aspects of your business. In today’s internet marketing landscape, creating shorter video content and utilizing it across social media platforms is almost required to be relevant among your competition.
Video provides more complete user data on your target customer.
Videos shared on your website and social media pages will give you a wealth of data on the users who are actually seeing your videos. Both YouTube and Facebook pride themselves on analytics. YouTube and Facebook tell you who is interacting with your video, how long they spent watching it, and what their demographic information is.
You may learn that you are not reaching your target demographic, or that your target demographic is not who you thought it was. Both sites give you ample feedback to help you improve the reach and results of your video marketing efforts. These insights can be applied to all of your marketing strategy, potentially making a large impact on the quality and reach of your brand/product.
Everybody is doing it.
While this alone is rarely a good reason to do something, in this case, it should be reason enough. 85% of businesses use video marketing as part of their content strategy. Of those businesses, over 80% report increased website traffic, generation of new leads, and a direct increase in sales from their use of video content. 90% reported video content providing a positive return on investment.
If you are looking for an affordable solution to get started with custom media content for your business, we can help! We have recently partnered with James Media enabling us to offer social media content, monthly recurring content, broadcast commercials and more at incredible prices! To learn more, visit our media production page today.
Best of luck with your business!