Make video the primary tool for your web strategy

Videoby Tony Fannin, CEO/Partner, BE Branded  |

In my opinion, video is becoming more dominate when it comes to web sites and even email marketing. People would rather watch than read. Also, video provides marketers more emotional ways to connect. The general guideline is, the more senses you can engage, the more your message will connect. Video gives you sound, in addition to sight.

For your online strategy, video must play a more dominate roll and because it contributes to search rankings, there is no reason why you shouldn’t make it the cornerstone of your digital presence.

Video is fast becoming THE main communication tool for web interaction. The rise of mobile devices has accelerated this evolution. Research also shows that video has two core benefits: 1) more emotional connection with the viewer over static pages.  2) As a result, viewer engagement is drastically increased. We recommend each campaign have a 1-minute video as the main visual with a button that allows the viewer to read more details of the story.

Here are a few stats:

• According to TechRadar and Cisco, 90% of internet traffic will be video by 2014. There is currently no real leader in video crowd funding. This is our opportunity to make a real difference in the market and establish We Care Card as that leader. Because video has much higher engagement than static pages.

• According to YouOn (a social media group), there is a 53 times more chance your site will be on the first page of a Google search if you have video on your web site.

• According to YouOn, video is 5.33 times more effective than text.

• According to Huffington Post and Alexa, YouTube is the 3rd most searched site in the world, just behind Google and Facebook.

So, if video will be the primary communication tool, what makes a great video? Here are a few principles. I won’t go in depth for now, but each point can be a blog unto itself:

• Be a great story teller – most everyone loves to hear stories, not lectures or being screamed at.

• Keep human emotion at the center – The more you relate on an emotional human level, the more effective your video. (How To videos are one of the exceptions)

• Leverage sound effectively – The main advantage of video is sound. The voice quality, music, sound effects, all of this adds to the experience. It’s no different than making a mini-movie, except your company is the star.

As you are pulling together your online communication, redesigning your web site or planning your next email campaign, in my opinion, video needs to play a dominate part of your strategy. Video doesn’t just kill the radio star, but it can also make stars.



About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

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