2020: The Visual Age

Does your business use video in its content marketing strategy? If not, it’s wise to consider it. We live in an increasingly visual age and video is where it’s at when it comes to searching for products and services.

Video content has increased vastly in popularity. This provides plenty of opportunity to connect with potential customers. Most people would rather watch a video to learn about a brand or product than read about it.

And now more than ever, people are online. Thanks to the global pandemic, video is the new enabler allowing brands and their customers to connect when face-to-face interaction has not been possible for months and is unlikely to revert to normal any time soon.

Content consumption increased by 80 percent since the start of the pandemic.

While working from home, potential customers will seek distraction, safe in the knowledge that what they are doing in front of their screens is not visible to colleagues and bosses.

(Unless they’re those unfortunate souls who work for authoritarian companies that have installed software tracking…😱)

For an SME, video content can seem off-putting - a huge expense people remember from the old days when it was done by professionals and likely to cost tens of thousands. But home-made videos cobbled together on a phone look much less like an ad or promotion than those slick productions, making customers more likely to click on them and watch.

Professional video shootings are on hold anyway, so plenty of organisations and businesses are throwing their hat in the ring. And video is a great way to get a message across. If you are a business that has struggled thanks to the lockdown’s impositions, appealing to customers in a video might garner sympathy and a reminder that your business is still in operation.

Then there’s live steaming. Many fitness professionals have used this to reach customers forbidden to go the gym or attend classes. It’s a cost effective way to communicate, and can be used for customers service and support with live Q&A's or webinars.

If you think about it, the preference for watching rather than reading makes sense. With a video, you can convey trustworthiness and quality better than you can with words alone. A video can feature a person talking. It will give people a flavour of someone’s personality or their passion for their product or service.

You can use video anywhere and everywhere. Put it on social media and if your content is well thought out enough, enjoy the benefits of peoples’ love to share. Or insert it in a newsletter where it will go directly to the people most likely to view it. It can form the basis of content for your blog and of course it’s great on your website.

If you run a niche business or sell unusual items, YouTube is THE place to be. Your video will gain attention for your services and products as its dual function includes search engine use.

More importantly... video doesn’t need to be long, complicated or expensive to be effective!

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