OPERATIONS
Video Should Dominate Your Marketing BUT DON’T TAKE OUR WORD FOR IT RELY ON THE DATA.
SKYLER WILSON
M arketing is all about making the right impact. Whether you’re a local realtor, a small business, or a major player in the game, you know that exposure is everything. And yet, one of the most overlooked aspects of this? Video ads. You might be thinking instead of billboards, radio spots, or social media posts. But here’s the truth: nothing compares to the reach and engagement video ads provide. And don’t just take my word for it—let’s talk data. Numbers don’t lie.
could be spending getting to know your brand, understanding your product, or, better yet, deciding to hit that “buy now” button. In contrast, text-based content doesn’t have the same magnetic pull. Sure, blogs and articles have their place, but if you’re serious about growing your business, you need to play in the big leagues—and that means video. ENGAGEMENT Now, let’s talk about engagement. Did you post a banner ad? Maybe someone will see it. Maybe they won’t. Did you put out a Facebook post? Good luck beating the algorithm. But a video? That’s a different ballgame. Videos on social media generate 1,200% more shares than text and image content combined. People are wired to share compelling stories, and video is the ultimate storytelling tool. It’s visceral. It’s emotional. It taps into the part of our brain that responds to visuals, music, and narrative—and in doing so, it builds a stronger, more memorable connection between you and your audience. FLEXIBILITY AND CREATIVITY Let’s not forget that video also provides flexibility and creativity. You can make a video about anything—from testimonials to product demos, how-tos, behind-the- scenes looks, and even customer stories. The possibilities are endless. And the best part? The cost of producing high- quality video content has plummeted.
You no longer need a full Hollywood production team to create something visually stunning and effective. With a smartphone, a little know-how, and some creativity, you can produce content that resonates with your audience on a deeper level without breaking the bank. LEVERAGING DATA But let’s get even more granular. The best marketers are the ones who know how to leverage data, and when it comes to video, the analytics are killer. Video ads allow you to track viewer engagement from start to finish—how long people are watching, when they drop off, and what actions they take afterward. Compare that to a billboard. What do you get? Maybe a vague sense of traffic patterns and not much else. With video, you’re getting real-time data that allows you to refine your message, hone your targeting, and continuously improve your campaigns for better results. And if you’re worried about conversion rates, well, let’s lay that concern to rest. Studies show that video marketers get 66% more qualified leads per year. More leads mean more potential sales, which means more growth. That’s not wishful thinking—that’s math. And what’s more, 93% of marketers say they’ve landed a new customer thanks to a video on social media. That’s no coincidence. People trust video more than any other form of content. They see a face, hear a voice,
CAPTURES ATTENTION So, why video? First, people are
consuming more video content than ever now. The stats are insane. By 2022, online videos were making up more than 82% of all consumer internet traffic. Think about that for a second. More than four out of five interactions online are happening because someone hit “play.” So, if you’re not putting your business in front of consumers in video form, you’re missing out on the most dynamic and rapidly growing medium there is. It’s not about making noise anymore. It’s about making the right noise in the right place, and video is where the ears (or eyes, in this case) are tuned. But here’s where things get even more interesting: Video doesn’t just capture attention; it keeps it. The average person spends about 88% more time on a website with video. That’s time they
| :: NOVEMBER - DECEMBER 2024
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