In recent years the amount of video traffic has trebled. This is just one of several statistics that all point towards the same thing, people prefer video. This rapid growth isn’t by accident. Our mobile devices and social platforms are all more friendly to video content than they were a decade ago. Faster data speeds and the proliferation of better Wi-Fi means there is no long wait to watch a video.
Online video is the most popular way for people to satisfy their information and entertainment needs. This makes it crucial for business. It’s more engaging than a long blog post, catches the attention of potential customers quicker, and small businesses ignore engaging video content at their peril.
Why is video so successful?
Many people go on to their social profiles for a break from their day. Video content is one of the easiest for people to digest. They don’t need to concentrate, read, or interpret an image, they simply leave it to play. This makes engaging video content easily shareable. This has made video one of the most important tools currently available to marketers.
Consider some of the following:
- Consumers spend at least one third of their Internet time watching videos
- Over 60% of consumers are more likely to purchase a product or service after watching a video
- The number of businesses using engaging video content rose by 18% in 2018, to 81%, and 2019 is looking likely to be a higher percentage.
- A landing page with a video can increase conversions by 80%
Engaging video content provides a more emotionally compelling format than text or images. As well as being extremely easy to digest, engaging video content can keep yielding results for a long time. It can sit on YouTube indefinitely, be shared through your social platforms, embedded on your website and used in marketing campaigns. People that are new to your brand in years to come might watch some of your videos to get a better feel for your company.
This is why small businesses should pay particular care when creating engaging video content, as it could be representing their business for quite some time.
Is engaging video content accessible to small businesses
Yes. Increased demand for video content has seen a drop in production costs. Whether you’re creating content yourself or employing a professional agency, many of the traditional barriers disappeared a while ago. Small businesses can now look just as professional as multi-nationals for a fraction of the cost.
Thankfully, creativity is rarely linked to the cost of production, which is why so many videos that are cheaply produced can yield such exceptional results. Poor quality videos will always look cheap, but cost-effective video content doesn’t have to be poor quality.
How would I use a video?
While the goal is to create engaging video content, video is naturally more engaging to begin with. Many businesses now include a video on the homepage of their website, as it instantly catches the attention of visitors and makes them far more likely to stick around for longer. This not only helps your SEO but can lead to more sales.
You can then also use engaging video content on your social channels, such as LinkedIn Video Ads, Facebook, and Twitter to help drive more visitors towards your business or achieve your goals.
Should I use a professional company to create engaging video content?
If you want a video that’s for marketing purposes, then a professionally produced video will provide the best outcome. It’s very similar to other types of marketing, you can create your own, but there is a good reason there are whole companies dedicated to just marketing. They will also use professionals to create their video content. You could also fit your own kitchen, some of it might even turn out alright, but you know it will be better if you use professional kitchen fitters that are properly trained and experienced.
Video content is not an emerging medium
Video content is not something that’s growing and will be highly relevant in the future, it’s already happened. An increasing number of businesses are including videos in their website build or marketing strategy to avoid falling further behind the curve. It’s crucial in competitive markets to avoid losing business to a competitor if they start utilising video before you.
The success is in the planning
There are several questions that need to be answered to produce engaging video content. Does your average customer have a particular profile? What types of content will be the most engaging for them? How will it represent your brand, services, or products? What resources or pages will you post it on? What goals do you want your video to achieve? What’s your story?
These are just a few of the questions a professional production company will spend time answering. They will work closely with you to ensure your video budget is maximised as much as possible. Whether you’re trying to generate leads, build brand awareness, engage potential customers, or establish your company as an authority in your market, Estivus Production can help you.
A changing landscape
Marketing in general is in a constant state of flux. This means that getting the best from your engaging video content can vary depending on several factors. We have the knowledge to ensure your video gets out there to the people you want to see it. Our team can do much more than produce top quality content, they also have a deep understanding of SEO, brand building, and social media. This makes us the ideal partner for your businesses video content creation needs.
Large brands like Johnson & Johnson and Bank of Ireland are joined by numerous other businesses and organisations, like the Irish Girl Guides and Vero Coffee Co., as satisfied customers of ours. You can watch some of our videos on our homepage. Get in touch with us today and see how far our expert video production can take you.