The 6 main benefits of video
1st Benefit•Conversion rate
Videos can bring you serious money. Did you know that stats showed that adding a video to a landing page can increase it's conversion rate by up to 80%? Also, your company web site has 53x more chance to show in the search results if it has videos, since it increases SEO. After watching a branded product videos 64% of consumer purchased it.2
It's easy to understand when you appreciate the 4 other benefits below on why video works.
2nd Benefit•Attention
Grabbing your customers attention is one of the most difficult things these days. We are constantly bombarded with tons of content every hours. Combined with the fact that people are busy and sometime a bit lazy. Your customer would choose a video any time over a 15 page long white paper.
Video allows you to deliver your message in a way they actually want to engage with. The human brain processes visual information 60 000x faster than text content3. That's no small feat. 59% of decision makers prefer videos over text. And to cut through the inbox, video increase email click-through rate by up to 3x4.
3rd Benefit•Emotion
Video has the power to toggle people's emotion. Have you ever shed a tear at a movie or laughed? That's way harder to accomplish using other means. The connection to visual content and the audience is unparalled. Videos evoke ideas, and these ideas evoke emotional responses: joy, pride, anger, sadness, affection, laughter, nostalgia, shock, fear, surprise, trust and love.
Emotions not only drive human behavior, they fuel passion. When done right, videos reaches the mind and heart of your audience. How did your customer feel before and after finding your solution, relieved, happy? Let's show that!
4th Benefit•Perceived Value
Quality videos are harder and more expensive to create than other content type, its a known fact. Thus making your services and company stand out from the rest. People will take you more seriously if you have invested in videos and give you their time to watch them. Video also increase your search engine value. Videos will improve your SEO by increasing dwell time on your site and there's lots of chance your videos also apprear directly in search results when fully optimized. Video also makes you look more genuine and authentic since you show your product or service in a real life situation.
5th Benefit•Clarity
If you found yourself watching a YouTube video rather than the user manual of a product you know what we mean... Its easier and faster! When your company have a long sales cycle, or your product and/or service is very complex, then, videos are the best way to simplify complex solutions. A major part of the population is visual, thus video will help them understand your solution and connect to your message faster than any other medium.
6th Benefit•Brand Affinity
Brand affinity put simply, is what people think of your brand. How they perceive your "vibe" your expertise, and such. It makes consumers want to spend time with your brand, watch your content, trust you. In North America, 90% of consumers use customer service as a factor to decide either they'll do business with you or not. So working on your brand affinity will also increase your perceived customer service. It's also different from Brand Loyalty. Loyalty is people buying because they know you; Affinity is people buying because they like you. You can build more Brand Affinity by creating binge-worthy series, like podcast or brand shows for instance.
