Written by Rachel Dawn Hayes.
When 94 percent* of anybody is doing something, you should pay attention.
Video. It’s rare for a marketing tool to be useful and applicable across the board, but video is. It’s a real challenge to think of a communications project where video wouldn’t enhance the message and improve response rates. With that in mind, if video isn’t a part of your communications strategy, it probably should be. WCA sat down with Aaron Weiss, founder of Austin-based video production firm and WCA sponsor, One Story Productions, to learn why:
It’s shareable! Having a video that communicates your message in a coherent and succinct way allows your supporters and partners to help spread your mission. Whether you have it posted on your website, YouTube or Facebook, the ability for people to share on various networks increases the potential eyes on your messaging.
People will watch a video before they read anything. It’s been proven that most people click on videos before fully reading emails or webpages.*
Also:
93 percent of marketers are using video in their campaigns
84 percent are using video for website marketing
60 percent are using video for email marketing
70 percent are optimizing video for search engines
70 percent will increase spend on video
82 percent confirmed that video had a positive impact on their business**
Videos are more likely to strike an emotional chord. Having testimonials or other information communicated within a video has great potential to tug at the heartstrings, which can inspire action. Stories should be about real people; someone your audience can picture.
People will identify with another individual because that individual cares about things that are relevant to them. If you bring something to your audience’s attention and tell a story that hasn’t been told, you are very likely to get them to care.
Video inspires action. Whether you’re trying to get people to sign up for a newsletter, donate, volunteer, or buy a product, a strategically created and implemented video can move people to action in a natural way. Your call to action within a video can be creative, and once you get them to connect with your purpose they are more to likely to commit.***
Videos can show processes. A short film that walks viewers through steps or processes can simplify and streamline transactions or operations. You are able to take a complex subject and make it simpler. People want to learn visually and you can control what people take away much more than with written content since viewers remember videos better, too.****
If you’re interested in implementing video in your marketing campaigns and have questions, you can reach out to Aaron at aaron@onestoryproductions.com. WCA members can also contact Aaron for free consulting before, during and after the creation of projects.
About One Story Productions
One Story Productions is an Austin-based production company, specializing in creating video content for organizations large and small. They partner with non-profits and businesses to tell the story behind their missions. One Story Productions is proud to be a sponsor of WCA and would like to engage the membership in thoughts about video production best-practices. One Story is lead by Founder/Director, Aaron Weiss.
Contact One Story Productions:
Phone: 512-677-5511
Email: aaron@onestoryproductions.com
Website: onestoryproductions.com
*Diode Digital: Video is Everywhere Today
**2013 Online Video Marketing Survey & Business Video Trends Report http://www.reelseo.com/2013-video-marketing-business-survey-trends-report/
***57% of Consumer Rely on Product Videos
****Just the Stats: The Science of Video Engagement
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