When determining where to spend your marketing dollars, you need to shift your focus to video for the coming year. If you're like most business owners, you want to earn more conversions, and video content will help you to improve your conversion rate across the board--from social media marketing to the performance of your website. In fact, a recent HubSpot survey revealed that more than half of businesses consider video to be the type of content with the best ROI.
The Power of Video Marketing
It's no secret that more and more businesses are using video marketing to capture their audience and convey their message. These days it's impossible to browse through your social media newsfeed and not come across video content from major brands.
Video offers consumers a welcomed break from the sea of text that marketers have traditionally used to reach their audience. A recent survey revealed that 72 percent of consumers would prefer to watch a video to learn about a product or service than read a text version of the content.
Considering that the human brain processes visual content 60,000 times faster than text, using video will allow your business to be a more effective communicator. Research shows that 97 percent of marketers have reported that the use of video has helped them to increase the comprehension of their message and overall business.
Furthermore, video has the power to convert. Research shows that 81 percent of consumers have made a purchase after watching a video.
While these statistics about video content are hard to ignore, there's another telling reason why marketers need to embrace the use of video: storytelling.
Enhance Storytelling with Video
If you're not using video content to tell your brand's story, you're missing out on a huge opportunity to captivate your audience and get them behind what your business stands for.
Storytelling is a beloved pastime that has been used for generations and is an effective way for you to increase your audience's comprehension of your message. In fact, research shows that 70 percent of the information that humans learn is consumed through storytelling.
With so much information floating around on the internet, you need your content to be unique and memorable. Using video to tell your brand's story will make your content 22 times more memorable than using text to spell out the facts.
Another reason why video is a critical storytelling tool is that it will help your business to establish an emotional connection with your audience. If you can tap into your consumers' emotions, they'll be 71 percent more likely to reach for their wallets to make a purchase.
Key Components to Include in Video Storytelling
While 81 percent of businesses are already making video part of their content marketing strategy, not all of them are using video to tell a story. As a result, their video marketing campaigns are not as effective as they had hoped.
Whole Foods recently put together a "We Believe in Real Food" video marketing campaign that shared clips of fresh produce and happy families. Yes, these videos tapped into why customers choose to shop at Whole Foods - fewer preservatives and artificial ingredients in their food - but neglected to tell a compelling story. By leaving out the storytelling component in your videos, you'll be less effective with earning shares of your content and influencing purchase decisions.
Creating story-driven video content will help your business to connect with your customers and maximize your ROI. Outlined below are the key components to include in video storytelling to make your brand memorable, tap into consumers' emotions, and prompt them to take action:
To tell a story, you need to introduce a character that your audience can relate to, share the goals of your company, and explain what makes your brand unique. The more compelling your plot is, the more likely your customers will remember your message and share it with friends.
Give your audience a relatable character to root for. Ideally, you want to position your customer as the hero of your story. Doing so will honor the struggle that your target customer is facing and demonstrate how your product or service will help him or her to succeed.
The hero in your story needs to have a struggle that he or she is trying to work through. The struggle should align with the challenges and pain points that your target audience is dealing with.
This part of the story will guide your viewers along the main character's journey to triumph, thus helping your audience to become invested in the outcome.
The resolution will connect your brand to the hero's triumph over the conflict in the story, which will help viewers to establish an emotional connection to your business and take action.
In summary, no one will argue that the use of video in content marketing is on the rise. However, what separates the good from the great is using video to tell a captivating story and connect your audience to your brand.
Our experienced content marketing team at New York Ave can help you to implement digital marketing strategies to make your business more memorable to your audience, and one of the ways that we can help you to accomplish this is through video storytelling.
Contact us at New York Ave to learn more about how we can help you to strengthen brand development and awareness by incorporating video into your content marketing strategy.