We’re constantly bombarded with messages from marketers, advertisers, and publicists, but how much of it do we actually absorb or gain information from? Few professionals actually take advantage of video, which is one of the most effective ways to get your audience to connect with your message.
Think about it. When you’re looking into buying a new product or hiring a service, would you rather read paragraphs about the company history or watch a video that shows you the story of the brand?
It’s easy to breeze past so many methods of communication if they’re not captivating. Video allows businesses to tell their stories on a personal level and through a much more humanized approach than a box of text.
Why is Video so Important?
In terms of PR and marketing, it’s crucial for companies to incorporate video into their strategy plan. Not only does utilizing video make sharing information with viewers more interesting, but it can make viewers more emotionally invested in the brand they’re learning about.
There are so many statistics out there that confirm that video is the best way to engage with potential customers or clients, but it’s not all in the numbers: it’s about the emotional appeal.
The reason why video is so compelling is because it allows us to become emotionally involved with whatever company we’re learning about. You learn about the people who make the business what it is. The visual of people talking or the sound of a human voice creates a connection between the business and the consumer that goes much deeper than written text ever will.
There are few things in this world that every person out there can relate to; emotions is one of them. Using emotion to your business’ advantage can help potential customers feel understood by your brand. Science has proven that we, as humans, are attracted to sound and movement, and these tactics convey emotions better than a still image or body of text.
What Type of Video Could Your Company Benefit From?
One type of video that can benefit your company is the testimonial video. Anyone can go on Yelp and read reviews, but a video shows you the actual people who want to share their experiences. It makes the information being shared seem a lot more personal.
People tend to be mistrusting about what they read on the internet, but seeing actual people speak about how they enjoyed working with a business can make a potential customer feel a lot more comfortable with the business.
Businesses could also benefit from using video to connect with consumers and give them insights on the actual people behind the business. Sharing a founder’s story or talking about the work that the employees do on a personal level allows customers to gain a better understanding of the actual humans behind the business. People like to feel like they truly know the people versus the brand name they’re supporting.
Storytelling can be informational as well. Another approach businesses could take when producing a video is to provide information on what the customer should expect if they decide to work with your business.
For example, in the healthcare sector, a really great way to make potential patients feel comfortable at the practice is by creating a video that gives a tour of the office space and guides them through the process that they will experience when they come into the practice. This prepares visitors to know what to expect and will bring them comfort when visiting for the first time.
Taking that extra step to make sure that your potential customers feel valued could be a decision-maker when it comes to choosing amongst your competitors.
The Wave of the Future
As a former broadcaster and media expert, it’s no surprise that I predict that video will continue to grow in the fields of communication and marketing. You know that your brand has a story, but how do your potential customers know that? Incorporate video into your website, PR campaigns, or marketing strategies to ensure that you’re showcasing your best self to consumers.
About the Author
Samantha Frontera is a media expert with several years of experience in broadcast journalism and public relations, allowing her to become an excellent communicator and storyteller. Samantha opened her own agency two years ago and is the CEO and founder of Exclusive PR, a boutique public relations agency in Chicago.
Richard Larson says
Great post. Video definitely captures emotion better than any other form of media, and testimonials are proof. It is also a good way to give online audiences a way to see in to your company/business and how it is run.