10 Classic Reasons to Incorporate Video Into Your Content Marketing

Findsome & Winmore firmly believes in the power of video as a component of a company’s digital marketing strategy and success. In fact, we practice what we preach and continue to see tremendous success with current customers and prospects.

We recently rebranded our agency, Findsome & Winmore (formerly Websolvers). There were a number of strategic initiatives used to explain the name change. However, we let what we call our Corporate Featurettes™ do much of the heavy lifting by telling the brand story for us.

When we launched our new website we promoted it through a number of channels with a video we call: “The Legend”.

A month later, we included a new video on our homepage which describes the agency and our digital marketing process:

Though video content touches all of us throughout the day (DIY videos, humor, music, etc.), many businesses are not taking advantage of the power of video.

Let’s look at YouTube’s current statistics:

Since YouTube is the #2 search engine in the world, video content and its importance in your company’s content marketing will only keep growing.

Forbes explored the success of video content further with Susan Wienschenk, Ph. D. – also known as the “Brain Lady.” Wienschenk has a unique understanding of the psychology of customers and why they do what they do.

According to Weinschenk, there are (4) core reasons, we are drawn to video:

  1. The Fusiform Facial area makes us pay attention to faces – this is an actual brain function that hard-wires us to use the human face as a gathering point for information and believability.
  2. Voice conveys rich information – yes, the simple sound of a human voice speaking to us has an amazing way of converting information into meaningful content.
  3. Emotions are contagious – here’s a subtle but powerful aspect that we may take for granted. The body language of emotions is an appealing and we naturally love to share.
  4. Movement grabs attention – another trait that runs deep in our collective anthropological DNA is the power of peripheral motion. Since the stone age, we’ve survived by noticing things in motion – looks like we still do!

We live in a  fast-paced, multitasking and visual society. This means you have limited opportunities to capture a consumer’s attention: a few seconds with an image, 140 text characters or a video that tells your story. If the consumer is intrigued and becomes interested by this initial touchpoint, they will dig deeper into your website, white papers, case studies, etc.

Still not a believer? You will be after you read these (6) statistics:

  1. Video is 50X more likely to get organic page ranks in Google than plain text results. {Source: Forrester Research}
  2. 62% of Google universal searches include video {Source: Marketing Land).
  3. 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. {Sources: 3M Corporation and Zabisco}
  4. Videos are shared 1200% more times than links and text combined.{Source: Orion21}
  5. Video search results have a 41% higher click through than plain text results. {Source: aimClear}
  6. People stay 2 minutes longer on your site if you have video. {Source: Comscore}

If video is not a current component of your content marketing strategy, I hope it is now.

{Lights. Camera. Action!}