Why Use Video?

Video may have killed the radio star, but it can make your brand come to life. In 2020 it is everywhere, and it only going to get bigger as time goes on.  Think about it–when you click on a website, or social media feed, the first thing that pops up is a video. Yes, some of them are obnoxious (looking at you, CNN), but when done correctly video can make consumers engage, and possibly fall in love with your brand.  

YouTube is the second largest social media platform on the planet. More than 30 million people visit the site every day, and watch more than five billion videos. You may think most of them are of cats unboxing toys and dipping them in slime, but that couldn’t be further from the truth. EVERYTHING is on YouTube. It is the Encyclopedia Britannica of the 21st century. 

Wanna know how to fix a garbage disposal? Step-by-step instructions are on YouTube. 

Wanna know if a product has good reviews? Check hundreds of them out on YouTube. 

Wanna know how to make the perfect kimchi? Follow the recipe on YouTube. 

Wanna know if an album is good before you download it? Check out the lyric videos on YouTube. 

Wanna know if you have cancer? See a doctor. Don’t be stupid. But then check out patient support groups on YouTube. 

Beyond the fact that YouTube has videos on every subject area known to man is the fact that it is one of the most powerful search engines on the internet. Google owns YouTube, and Google owns search. So, what are they going to optimize in those searches? That’s right, YouTube videos. Try it now, I’ll wait…

SEE!!! The first line of search results are YouTube videos. If you make the right video, and use the right key words, your video could be among them. 

YouTube isn’t the only site that prioritizes video. All social channels do. If someone is watching a video on their site, and not navigating away, then they can show them more ads. It’s why you see so many videos in your Facebook, Twitter, Snapchat, and Instagram feeds. If you create video content that is sharable then every time it is shared by a consumer those sites will prioritize it to help with their bottom line – while also improving yours. 

These sites aren’t prioritizing video just to promote ads though, they are also doing it because they know it’s the content users prefer.  A Hub Spot poll found that more than 50% of consumers prefer video content from brands than any other kind of content. If you think about it, the reason is clear: video is the easiest to consume. You don’t need to connect concepts like you do when using text. Everything is laid out for you. Do you remember in the early days of blogging when recipes took hours to scroll through to get to the ingredients list due to all the step by step pictures (thanks, Pioneer Woman)? Well, now the ingredients list is right up top and the pictures are replaced by a much more interactive video. It’s a lot more fun, and doesn’t feel like you’re being kept on the page just to keep you there. 

It’s not just fun for the consumer though, but also the creator. It gives you so many opportunities to interact that text and photos do not. It gives your brand life, because it is alive. You can show them who you are in real time with the faces, and voices of the people who are a part of our organization. You can also show them your product(s) in a way that an instruction manual never could. Think of it as the VIP manual. It’s also a great opportunity to showcase advocates of your brand, how they came to find you, and become a part of your community – but, not in a cult way, I mean, unless that’s your thing. You do you. 

The best thing about video is that it is so accessible right now. Literally ANYONE can do it, and it will be well received by someone. It used to be that you had to hire a full film crew with a lighting rig to shoot video in 16×9 for it to be useable. Now an iPhone with a $10 ring light makes your video look better than 90% of them out there. It doesn’t even matter if you hold the phone vertically or horizontally any more. As long as your content is good, and you know your platform, you can make it work. 

Video is a launchpad to take your brand to greatness. It is likely that your competitors are already using it. More than 60% of companies are. Bottom line: if you aren’t doing video you are the radio star.

Let me help you use video to bring your brand to life.