When it comes to expanding your brand, whether it be corporate, product-based, or personal, you cannot put a price tag on your image. The way that people perceive and digest the multi-platform presentation of your brand is paramount, even equal to, success. And in an age where consumers are more plugged-in than ever, there’s no better way to reach your audience than through high-quality web videos.
Say more with less
If you’ve ever browsed an online message board–and if you haven’t, then you’re probably not reading this article anyways–you’ve assuredly read this snarky anagram before: TL;DR. That’s short for “Too long; Don’t read,” for those of you have been living under a rock. It’s a statement that’s as pithy as it is poignant, cutting to the core of consumer’s waning interest in text-based content. And no, the irony of that is not lost on me, as I write this article.
The short of it is that consumers are less and less willing to dedicate their time to things they can’t quickly digest. In fact, that last sentence was probably too long for what people want these days. We don’t want the 5 course, sit-down meal anymore; we want the quick, but delicious, grab-and-go snack. So, while Johnny might not be cool with the 5 minutes it takes to read the 1,000 word expose on your brand’s environmental consciousness, he’d be fine watching the 0:30-1:00 video documenting the same info. Knowing consumers’ growing aversion for video, the best thing you can do is have a beautiful, well-produced product waiting for them when they search you out.
Leave a lasting mark
At our core we are driven by emotions, especially when it comes to brand loyalty; and no matter how masterfully written the article, text-based content will never be as stirring as a high-quality video. As the old saying goes, “A picture is worth 1,000 words.” If that’s the case, then imagine just how valuable thousands of pictures strung together can be! While producing a video may be more costly than drafting a well-written e-blast, Shakespeare himself couldn’t compose an article that’s as moving as what a high-quality video captures. It’s an investment that is WELL worth it in the long run.
Better understanding of success
In addition to being more emotionally-resonant than their textual counterparts, the tools available for measuring the analytics for video are substantially more comprehensive. Being able to see everything from click-through rates, to drop-off points, to the number of times watched gives you a number of built-in feedback loops that help you, the brand, quickly see what’s working and what isn’t. Having a faster, more accurate depiction of the piece’s success means you know what your consumers want, and how you can best provide it. And if that isn’t reason enough to focus more on video, I don’t know what is.
Contact Lens Head Media today and get your web video project started.