Wherever we go these days, it seems we are bombarded with video: on our computers, tablets, phones, not to mention what we see on TV. Just open any of your social media accounts, and you’re likely to see video as you scroll through your feed. More and more websites also now have embedded videos on landing pages, which can increase conversion rates.
According to the American Marketing Association, video content will be the driving factor behind 85 percent of all search traffic in the U.S. by 2019. In addressing marketing priorities for 2018, companies should make video a top priority — whether it’s for a website, Snapchat, Instagram or Facebook. Video content will be imperative in 2018, even for companies that are focused on marketing to businesses.
Relating to millennials
One reason for this great change is that there are a growing number of millennials populating the workforce. According to the latest figures from the Pew Research Center, there were an estimated 79.8 million millennials living in the U.S. in 2016, compared to 74.1 million baby boomers — more than half the population! And, according to Catalyst, one-third of all working-age people in the U.S. in 2015 were millennials, a percentage that’s expected to grow to 75 percent by 2025.
And what do we know about millennials? They are comfortable with video. They grew up playing video games, livestreaming movies and creating their own videos on their smart phones. And, more important, they like to share videos. To engage with them in the workplace — to get their attention if you’re trying to sell them a product or a service for their business — video is a must.
The power of videos
Sprint took to video to promote its Workplace-as-a-Service from Sprint Business. Sprint’s brilliant video from 2015 outlines the hassles of opening a new office — finding the best phone system and integrating that with the network, Wi-Fi, email, phone conferencing and other collaboration tools. The video sells the idea that Sprint can handle that all for you, freeing you to spend time on what matters most to your business — hiring employees for the new office, furnishing the office, courting business prospects in the new city. The video ends with the simple message, “You’ve got better things to do, and we kind of don’t.”
Sprint’s video sells the idea that they understand their business customers’ pain points, and they know how to solve them.
Millennials in leadership positions within companies recognize the power of such videos to communicate a message and to build relationships with customers. According to Google, 50 percent of all internet users look for videos related to a product or service before visiting a store.
Still not sure? Consider these statistics gathered by HubSpot Research:
- 59 percent of the decision-makers in companies (which will increasingly be millennials) prefer watching a video over reading a blog post.
- 54 percent of consumers want to see videos from brands they support.
- 43 percent of respondents said that branded video content was the most memorable to them and they wanted to see more video content from marketers.
- 55 percent of people consume video content thoroughly.
In developing video, companies must remember that a good video still must tell a story, be professional and have a relevant, engaging message for the audience before closing with a meaningful call to action.
In addition, the key to using video content to propel your brand will be understanding how best to use the video you’ve just created to your advantage on your website and in each social media channel. After all, the entire purpose of the video — as with any marketing message — is to engage your customers and your prospects.
Kelly Borth is CEO and chief strategy officer for GREENCREST, a 27-year-old brand development, strategic and online marketing and public relations firm that turns market players into industry leaders™. Kelly is one of 35 certified brand strategists in North America and works with companies to establish brands and build brand value for their businesses.