Why You Should Invest Your Marketing Budget in Video Production

Why You Should Invest Your Marketing Budget in Video Production

Many businesses are beginning to implement video productions into their marketing campaigns. However, some companies are still holding out for one reason or another. Perhaps they fear that video production services will take up too much of their marketing budget; or, maybe they think that their marketing efforts are working perfectly well without the use of video. The thing is, using video production services to create professional video content can be well worth the investment. The following are a number of reasons why you should dedicate a part of your marketing budget to professional video production services:

Video allows you to deliver a clearer, quicker message

Video provides both a visual and auditory experience, which makes it much easier to convey a message within a short period of time. For example, a video tutorial can show its audience step-by-step instructions visually while explaining each step. With written content, each step has to be carefully written out, and may or may not have accompanying visuals that help makes sense of the text. This same quality also makes video perfect for product demonstrations.

Video is easily accessible

Technology has evolved at a rapid pace, to the point where pretty much everyone in the world can watch video from numerous devices, including their smartphones. This means that by using video, you aren’t just limiting yourself to desktop users. Mobile users can watch video just as easily. In fact, mobile users are more likely to watch videos than they are to read a blog post. Think about it: smartphones and tablets are perfect for watching short videos, but reading text on a smartphone screen is not exactly ideal.

Video drives more engagement

Because videos are easy to watch and don’t require as much attention as text (the human eye processes visuals 60,000 times faster than text), they tend to drive more engagement. People are more likely to share videos with friends and family on social channels than written content. They’re also more likely to “like” or post comments on them.

Video creates more of an emotional connection

A reader has to be completely engaged with a written piece of content in order for them to have an emotional connection with it, and even then the content must be written in an extremely engaging and personal way. With video, it’s much easier to establish an emotional connection with your audience.

Audiences can make an emotional connection with video right away simply by being able to see who is talking and by being able to hear the inflection of their voice. Creating an emotional connection is a crucial benefit and a key part of building both interest and trust for your brand.

Video helps strengthen brand identity

An “About Us” write-up on your website can only tell consumers so much about your company, but video can be leveraged in numerous ways to help strengthen the identity of your brand. For example, video interviews with company leadership will help put a face to your brand and will allow customers to connect on an emotional and intellectual level.

You can even film behind-the-scenes footage of employees working and having fun in order to help establish your company’s culture and personality. In fact, behind-the-scenes footage is a great way to make consumers feel like they are getting a personal tour, which will help them relate positively to your brand.

Video boosts higher retention rates

As effective as written content can be, a large number of readers are going to stop reading after the first paragraph. Some may make it a bit further, but there’s a chance they won’t finish the whole thing. This might be because they already know the information you’re providing, it’s not the information they are looking for or they are simply just bored.

With video content, viewers are much more likely to make it all the way through. A short video takes much less effort to watch than a piece of written content takes to read. This means that video has a higher retention rate than written content, making it a more valuable way to get your message across and to keep visitors on your site.

Video doubles click-through rates of email

Email marketing isn’t always as simple as it’s made out to be. Just because a lead has opted in to your email list doesn’t mean they are on track toward becoming a customer. And, just because you’re sending them emails does not mean that they are actually opening them.

The use of video makes emails much more enticing to your recipients. In fact, video has been proven to increase email opt-ins and opens, as well as double click-through rates, making it an extremely important part of any email marketing strategy.

Video will help increase customer conversions

Most marketers will agree that video content is much more effective than other types of content at converting customers. The reasoning behind this is most likely a combination of factors. This may be because video creates a more emotional connection, has a higher retention rate, is more highly accessible and simply because it’s easier to watch a video than it is to read written content.

Audiences can identify professional video production

Attempting to create video content on your own is usually a bad idea, even if you invest in some semi-decent video equipment. Audience members are smart, and they can spot an amateur video in an instant. Not only should you have the right equipment, you also need to know how to use it. This is why it’s best to hire a company that offers professional video production services.

Video production services can have a huge impact on numerous facets of your marketing strategy. This is why you should make room in your marketing budget to hire a professional video production company. It’s an investment that is well worth making.
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