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Social Paragon Blog

Why Video Should Be in the Starting Lineup

Posted by Steven Henderson on Nov 15, 2016 9:14:50 AM

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Imagine that you’re at your favorite sporting event -- an NBA game, an NFL game, a MLB game or whatever the case may be. You can hardly wait to see your favorite players, the stars of the team. In fact, you paid good money to get the best seats possible...just to see them lead your team to victory once again. Much to your disappointment, the coach decides to start only the lesser known and less effective players.

Fortunately, this doesn’t happen in real life. Why? Because the star players are ultimately the ones that attract the fans and win the big games.

The same is true with digital marketing. There are many “players” that contribute to the end goal of winning “games” or, in this case, winning customers. These “players” include SEO, social media, email and more.

However, just as in sports, some inevitably outperform others and have a greater impact on the outcome of the game or, your bottom line.

So what is the star player in digital marketing? Well, let’s just say video currently holds the MVP title. Why?

Video Offers Endless Opportunities

The best sports stars generally possess mixed skill sets that allows them to outperform on a consistent basis. This alone gives them an edge.

Video is much like those stars in that it can be used in countless ways to serve a variety of purposes. Below are just a few of the many things that you can do with video.

Get People Excited About What's Next

Social media presents a great opportunity to get people excited about the latest and greatest, as well as everything that’s coming soon.

Video teasers on platforms like Instagram and Snapchat can really get your audience pumped up. More hype equals more engagement. More engagement equals more customers.

Give “Insider Access”

Increase the sense of a personal connection between your brand and your audience by giving them a peek at the inside. This could be a quick tour of the office or videos of team members.

Sentimental value is the force behind loyalty. If you can add such a personal element to your marketing, ties with your audience will only be reinforced.

Show Off Your Brand Advocates

Who better to convince others that your company is the greatest than your die hard fans?

Showing genuine testimonials from real advocates can help to generate a ton of new interest and new business.

Prove That You’ve Been Listening

Interaction should work both ways. Don’t be afraid to use video in response to the outcries of the people.

It can be used to answer FAQ’s, to address shared concerns or even to announce long-awaited changes.

Without a doubt, there are plenty of more options available should you decide to use video in your marketing campaigns. It’s safe to say that using a combination of several types of video is the best bet. As long as the audience responds positively, you’re on the right track.

So, Why Should You Invest in Video Marketing?

Can’t you do just fine without it? Remember...this is the MVP we’re talking about here.

No player in any given sport receives the MVP trophy without having achieved something great, something that’s measurable. They’ve hit more home runs. They’ve scored more points. The list goes on. The point is that MVP’s have proven to be the best of the best.

The Stats Don't Lie

Not only has video marketing proven to be effective in both the past and the present, but it will grow increasingly more so in the future.

Take a look at some stats from just Facebook alone.

  • Facebook users watch a collective 100 million hours of video each day.
  • 500 million of those users watch videos every day.
  • In just one year, daily video views went from 1 billion to 8 billion.

Can you imagine the numbers combined with other wildly popular sites and platforms like Youtube, Twitter and Instagram?

That’s not to mention all of the other places that videos can be used. For example, their presence on company websites and in emails is on the rise.

Including video in an email leads to 200-300% increase in click-through rate.

As advancements continue to be made in the areas of email marketing and web design, this trend is expected to continue. That leaves open a huge window of opportunity.

You can easily reach large numbers of people through multiple channels and with multiple objectives in mind. That number of people also grows larger since it’s estimated that 92% of mobile video consumers share videos with others.

Research also shows that only about 20% of people read content, but about 80% watch videos. The fact is that most people today enjoy and are more likely to watch a good video.

Why not give the people what they want and, ultimately, boost your brand awareness?

The Final Stretch...

Currently, 82% of online marketers are making use of video marketing. That means there’s a pretty high chance that your competitors are among that majority.

So, if you’re not using video marketing, you’re leaving the lane open for them to drive right down the middle. It’s the equivalent of them putting their best player on the field, while you try to compete with your second-string.

Don’t sit the MVP -- the star player, the winner, everyone’s favorite -- on the sidelines. Use video marketing to the fullest and give the fans what they came to see.


For more information on video, check out our 2017 Video Marketing Trends [Infographic]


Topics: Marketing, Video

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