Making Video a Part of your Branding Strategy

It’s a no-brainer right? Wrong. We’ve even discussed this topic before. Depending on whom you ask, you can get an emphatic yes or no on if they think video is a necessary part of their branding strategy. Well, I’m here to tell you that it absolutely is; and here’s why.

Look around you, the days where the internet was an intangible concept of far-off servers and dial-up connections are long gone. Some of us are still haunted by the memories of dial-up connections. Connecting to the internet through a series of loud buzzes and tones, the idea that it was a place we visited during the day felt very real.

Face the Facts

Fast forward– it’s 2015, and the internet is a very different place. It’s everywhere, and it’s much faster than it used to be. Today the USA ranks 5th in the world for average download speeds, clocking in around 11.5 Mbps (megabits per second). That’s almost triple compared to the global average of 4.5 Mbps!

Not only this, but more than 80% of citizens in the United States say they use the Internet. Doing the math, that’s over 250 million people if you go by the most recent census information! On a global scale, it’s been reported that over 3 billion (with a ‘B’, folks!) people use or have access to the internet.

Not only are there a lot of people on the internet, we spend a lot of time here as well. Averages for the United States tally in at around 5 hours per day on a desktop or laptop, and 2.5 hours spent online through a mobile device. Global averages come in just below that at 4.4 and 2.7 hours, respectively.

Show and Tell

Okay, so we have a ton of people online, how do you talk to them? Engage them! One of the best ways to do this is through video. I’m willing to bet your eyes have already darted below to get a glimpse of what video is embedded in this post. Don’t worry, you’re just proving my point!

Creating stylized content that uses both visual and auditory senses to keep the consumer interested in your content can really sell a product or concept. If a picture is worth a thousand words, imagine how many words a video is worth.

Is your brand experiential? If you find yourself saying, “you just have to hear it/see it”, it’s probably true. Sometimes not even an image is sufficient. For instance, our video for the Paducah Convention & Expo Center allows them to showcase their scalable facilities. Trying to use words and pictures alone would have little impact compared to the engaging footage shot on site, mixed with animated graphics and narration. Take a look for yourself:

It’s easy to see how much more effective this was than a block of text interlaced with a few pictures. This type of thinking can be applied to all types of products! Whether you’re a B2B, or B2C retailer, video has a place in your marketing budget.

A common objection to the inclusion of video is how expensive it can be. However, 52% of marketers name video as the type of content with the best return on investment for their clients. With the right creative team and vision, that can mean big things for generating leads and sales. When two out of three consumers watch product videos some, or all, the time they are encountered, you run the risk of being left out of the conversation if you don’t use them.

Eyes Forward

It is suggested that 74% of all Internet traffic will be video by 2017. YouTube is already the second-largest search engine, behind Google. That is a lot of noise and competition that requires something closer to a machete than a scalpel. Remember that scene from Back to the Future Part 2? It seems crazy, but it really wasn’t that far off the mark.

Cutting through the static in the next few years will revolve around creating quality, engaging content and strategically placing that content in front of targeted audiences that your product speaks to. Here at Innovations, we handle all of that and work to help you move visitors through your sales funnel, so they can not only become customers, but advocates for your brand and business.

How do we do this? Well, here’s Todd to go into a little more detail.





Do you get it yet? Maybe you do, and you’re ready to move forward. Great! Video is just one part of the inbound process, and we would love to help you put the pieces together for a great marketing campaign. If you think video is the right tool for you to take your brand to the next level, get in touch with us today!