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Look at any modern day marketing mix and chances are you ‘ll see plans for a video. There’s good reason for the uptick too—it’s an excellent medium for brands to tell a story, build a more personal connection with audiences, and communicate complex ideas. Placing a branded video on your website can capture the audience’s attention for a longer amount of time. Likewise, featuring one in a social media post can greatly increase your overall reach and audience engagement.
65% of senior marketing executives believe that visual assets (photos, video, illustrations and infographics) are core to how their brand story is communicated.
Before you create any sort of branded content, especially video, it’s important to first establish your goals (what are you hoping to achieve?) and understand the metrics associated with success. Facebook provides page administrators with a range of data to understand just how much traction a video gets and for how long. For example, you can see the number of unique viewers, how many people watched it to completion, and even pinpoint the exact time the audience tends to drop off. Depending on your goals, especially when posting on Facebook, you’ll want to pay close attention to the level of true engagement. Actions showing engagement include, “Liking” and “Sharing” the content.
The more “likes” your video receives, the more important the Facebook algorithm deems your content, which means it will show up in more news feeds. The more often viewers “share” your video, the bigger your potential audience gets. In effect, the people sharing your content act as broadcasters of your message, gaining you extended reach and hopefully even more likes and shares.
Syndacast predicts 74% of all Internet traffic in 2017 will be video.
With the demand of video on the rise, it’s becoming much more affordable and attainable for brands. In fact, AOR works with several clients in video production. We work collaboratively to determine the type and length of video that would be appropriate; we produce the complete video script and source voice over talent as needed; and we even produce and edit the video as well. So whether you have a complex topic to explain to an audience or want to create a more emotional connection with your audience through storytelling, you may want to consider adding video to your mix.