Video on your website is all the rage these days and with good reason. Having grown up on TV has made us more inclined to click on a video before reading text. That can be a double-edged sword and a time-suck, (see cute kitten videos on YouTube!)
Like anything else, it comes down to whether the video content is remarkable. So, what is remarkable content? I'd define it as, awesome content that creates immediate value to the reader. Remarkable content gets consumed and shared, which ultimately helps to achieve your business' marketing goals.
So why should video be remarkable content?
71% of respondents say watching video content produced by businesses leaves them with a positive impression of those brands.
Video is powerful. Video is great for adding the human element to the story. It's more believable when you can see the body language and hear the spoken word, over reading text. Reading can lose the nuances in the meaning, or put them where they don't belong.
However, doing a video for the sake of having a video on your site, may not be a good idea. If it's not well thought through, strategic, timely, and informative, you may want to rethink your video strategy. Just like with written communications, the message needs to be remarkable to your target audience, and answer a question or help with a solution to a problem they may have. When done well, the message delivered is extremely powerful because of the addition of the human element. Done poorly, and you can lose your audience, or worse, risk being thought of as a waste of time.
Having said this, it's not about the production value-although that can be a distraction if not done well. It's about creating value for the viewer. As another of our blog posts (CEO's Be Your Brand In Video) talks about, when the CEO or top executive of a company is on video, they are the face of the brand - and they better be building it. They must be coached to be believable, trustworthy, smart, and a good storyteller. But again, more important than that - the story must be value-add to the target audience.
Make sure your story is remarkable content and not a waste of time. Think of it from the point of view of the target audience. Does your story give me a solution or alternative to a problem I have? Will I learn something by watching it that I need to know? What will change for me by watching?
If you can't answer these questions, go back and design your message so that you can. Video can be a great way to get your message across, and it's very likely to be clicked on and keep a visitor on your website, and it can be effective and affordable. Now, make sure it's remarkable before you post it.
Download our free eBook, The 1-2-3 Guide to Video Marketing for Small and Medium Size Business to get your remarkable content created and found today.
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