15 Ways to Use Video
Updated: Oct 29, 2018
If you haven’t been living under a rock over the past 20 years then you know that almost everything in our society is run on technology.
And if you have, welcome to the digital age.
Affordable video production has quickly become one of the most beneficial advancements of our generation. Knowing how to lean on and leverage video can be the difference between being left in the dark ages, and catapulting into the next century. Here are 15 ways to take full advantage of the use of videos.
1. On Your Website
I know it seems obvious but, surprisingly, a lot of companies either don’t have a video on their website or have it hidden somewhere not easily accessible. Having a video on your website and in the right place will drastically change the visitors experience. The average person will typically spend about 57 seconds on a website without video and 6 minutes on a website with video. Website visitor duration is a contributing factor to the website’s position in Google search results, but we’ll get into that a little later.
2. Social Media
Facebook, Instagram, Snapchat, Twitter, YouTube; these are all examples of social media, but I’m sure you already knew that. In fact, you’re most likely part of the 2.46 billion people with a social networking account.
With that being said, that’s a potential 2.46 billion future customers! Studies show that YouTube alone reaches more US adults from ages 18-34 then any network on television.
The 18-34 age demographic is one of the leading key demographics for consumer brands and trending analysis. Social media is meant to interact and share content with other people electronically. A Business Insider Intelligence Report states that videos that are found through social media have significantly higher “finish rate” then videos found elsewhere. This proves the principle of social proof, which basically means if someone you’re connected to, likes or shows interest in something, you’re more likely to like it too.
3. Search Engine Optimization
First and foremost, search engine optimization, or SEO, is defined as “the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine”. How does one do this you might ask? Well, it’s simple. Let’s use Google for example because it’s the most popular search engine in the world. About 70% of all Internet searches originate from Google. Google, who owns YouTube, prioritizes web searches from YouTube. If you have a video on your websites landing page, hosted by YouTube of course, your website is 53% more likely to show up on the first page of Google search results. That could be a game changer.
4. Local Search Profiles
Have you ever been on the search for food in an unfamiliar place? I’ve been in this situation plenty of times and I always go to the same place to find a solution, Google.
Local search profiles have made it so much easier to find local businesses because they’re basically the electronic yellow pages. Look at the results when I search “burgers in Atlanta”. A new feature of Google Places is to show tagged YouTube videos about that place. Having a video connected to your business in a search engine would make your business stand out and seemingly attract more customers.
5. Sales Presentations
Videos and sales are like a match made in heaven. A video can covey a strong message and leave someone feeling more connected with a brand. Instead of a verbal description, video allows for a combination of audio and visual aspects as well. It also allows for the perfect pitch. Pre-production in the video creation process, will ensure you can highlight the most important and memorable parts of your sales presentation—leaving a lasting impression or driving a call to action.
6. Waiting Room/Lobby Entertainment
Paper magazines on a worn out coffee table? That’s old news. How about a television screen in the waiting room with a looped video that shows visitors how proud your company is of the work that they do? This is a perfect opportunity to turn idle time, into an educational moment, or show off your organization’s recent success with a sizzle reel.
7. Internal Purposes
There’s nothing like boosting team morale with a motivational video! A study by Gallup Business Journal found that 70% of American workers aren’t giving their all at work. When using videos at presentations, internal meetings, and seminars, it excites employees and encourages them to perform at their highest potential.
8. Investors & Donors
This happens to be my personal favorite use of video content; getting investors and donors to write a nice check. Big asks, need big whys. And big whys deserve assistance from the most influential and most capable in a given space. Don’t tell your story, captivate your audience! Use of video to procure funds and assistance is paramount because the right combination of audio and visual effects can inform as well as elicit a positive emotional response.
9. Electronic Press/ Media Kit
Press kits, also known as media kits or EPKs, are promotional packages that are given to members of the press to inform them of a particular product, service, or organization. When videos are included in press kits, it could end up on a television program or a news station - pretty much any media outlet that plays videos. Creating your own press kit allows you to control the narrative of your organization, and highlight what you’d like others to notice. As we all know, media outlets can also be known for spin or their own fresh take on a story.
10. Follow Up Material
Follow up videos are what separate the boys from the men, or the girls from the women. Ok, maybe that was a bit dramatic but you get the point. It definitely makes a difference! The follow up video should be different then the video on your website. Bob the builder owns a painting company. Imagine sending a follow up video that shows how Bob values his clients, what gives his company a competitive advantage, or allowing Bob to add a personal touch/message in the video. This can dramatically close the gap between an impersonal generic email and a potential client calling to get started.
11. Facilities Tour
This is perfect for large companies or companies with multiple locations. Would you like to show the other sites? How other sites operate? Maybe you’d like to give an insider peek into a process at another facility. Video can bring you closer to that result. Check out this video from the Adobe headquarters in California.
12. Event Sponsorship
If you’ve ever been to a sporting event, or any large event of some kind, I’m sure you’ve noticed the huge screens to make it easier to see for all my visually impaired people or the people with nosebleed seats. Well these huge screens, aka jumbotrons, also serve another purpose – advertising! When you sponsor an event, the event organizers will typically give the sponsors some exposure by putting them on the big screen. Having a video of your organization play in front of a large audience is bound to draw a few visitors to your business.
Although it may seem like Netflix, Hulu, and other streaming services are putting cable television out of business, it’s still holding up strong. According to a 2013 Nielsen study, less than 5% of Americans have actually gotten rid of their cable cords completely. This means that there’s still a more than large enough audience who will view your video the traditional way, on television.
Television commercials aren’t the only commercials on the block any more. Online Paid Placement Commercials are advertisements that’ll appear either before or during a video that’s being watched on the Internet. The biggest advantage of this is that it allows the customization of the target audience based on data. Many of us hover over the “Skip Ad” button on YouTube, but according to Google, 72% of viewers watch online paid placement commercials to the end.
14. Employee Orientation/ Training
When there are prospects that are looking to join the company, video is much more enticing then plain text and images. Studies show that if both text and video on the same topic are available on the same page, they prefer to watch the video. Video allows you a more in-depth look and explanation of company policy, procedures, and culture. Sometimes it’s best to demonstrate a complex versus reading a length paragraph about it.
15. Marketing Campaigns
If you’re running a video marketing campaign, the goal is to have as many people as possible view your video. The more people that view your video, the more likely it is for you to gain a new customer or client. According to The Relevancy Group, when video was added to their email marketing, click through rates increased by 55%, forwarding increased by 41% and sales directly from the campaign increased by 20%. What would a 20% growth in your business mean to your bottom line?
There are plenty of different ways to utilize videos but we believe you’ll gain the most out of them in the aforementioned points. It’s undeniable that videos play an important role for organizations. They encapsulate voice, music, visuals, and graphics and there’s no marketing tool more powerful.