It seems like a self-serving statement for a company that makes videos, but that’s why we do what we do.
Let me explain. Does every business actually need a video? Didn’t businesses survive and even thrive before video was even available? The answer is obviously yes. However, there are a couple of things that make this a more complicated answer.
IT’S A NEW DAY
Back when video wasn’t so widely available, before it became economically feasible to have videos for your business, people used other mediums. In the 2000’s it was pop-up ads. Before that, it was print ads in magazines or newspapers. Before that, it was billboards on the side of the road. In fact, billboards became to prevalent, that the government made laws against how many and how big they could be so they wouldn’t overcome our natural landscape.
The mad rush for billboard space shows what businesses who are using videos already know. When a medium works, you should use it as much as possible to its fullest measure. It’s just good business. Right?!
THE MEDIUM IS
NOT THE MESSAGE
Every business does need a video, but what they really need is connection.
Before any business happens, it has to connect with their customers. It has to have an introduction and some means of creating that first transaction. The stronger that connection, the better your business will be. Why? Let’s unpack that.
With competition so high in most fields today, you can easily get lost in the noise. It’s not that you don’t have a better product or service, it’s that nobody even knows if you do without making that connection. Just to maintain awareness, you have to have a presence in the places your customers already populate. It doesn’t have to be every place out there, but it just makes sense to be present in the places where you can connect with your customers. That’s why successful coffee shops in college towns have Instagram accounts. College students live on Instagram. Now, those same coffee shops are looking at Snapchat and TikTok as well, just to be present.
It takes more than presence though. The power of video is in how fast it communicates a lot of information. One glimpse of video lets people get a vibe for your business. They can see, almost instantly, if they identify with your brand. If your branding is solid, where you have done the work of knowing who your target audience is and what messaging will appeal to them, then this will not only make an instant connection, but it will reach to holy trinity of marketing. The KNOW, LIKE and TRUST of your business.
If you develop that KNOW, LIKE, and TRUST, then you turn acquaintances into fans and fans into brand evangelists. That’s what creates brands like Apple, Starbucks and Tesla.
YOU NEED A VIDEO
And that’s why every business needs a video. It’s not because videos, in and of themselves, are the magic elixir to grow businesses. It’s because videos are the best medium to connect with people. It’s the fastest way to connect with your customer in a real, solid relationship. It’s the fastest way to move towards them being aware of you and moving them to loving your business enough to tell others.
It’s also where people’s eyes are already gathering. Did you know that:
- 81% of businesses use video as a marketing tool — up from 63% over the last year. (Hubspot)
- 6 out of 10 people would rather watch online videos than television. (Google)
- By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. (Cisco)
- YouTube is the second most popular website after Google. (Alexa)
- Users view more than 1 billion hours of video each day on YouTube. (YouTube)
- Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia)
- 72% of customers would rather learn about a product or service by way of video. (HubSpot)
- 92% of users watching video on mobile will share it with others. (Wordstream)
- One million minutes of video crosses the internet every second. (Cisco)
If this article helped you see how important video is for your business, we would love to talk to you about how we could help you connect with your customers. You can schedule a free consult here.