Content is King, and Video is the Crown
Yuri Iskhakov, NANO Web Group
In today’s consumer market, good visual content is the key component to enticing, impressing, and ultimately selling your customer. For a long time, all you needed was a compelling brand message or some really good pictures… but now, no one has the time (or patience) to read a long story about your “amazing” company. Nor does a simple picture speak a thousand words like it used to.
Consumers today want to learn as much as they can about your company and products while being visually blown away with your capabilities… and all of this has to happen in less than 15 seconds. There is really only one way to possibly meet this expectation, and that is with Video.
Video has taken over social media, website landing & home pages, e-commerce product pages, and pretty much any other avenue that can be shoved in front of your face. From product videos to lifestyle & branding videos, or even abstract videos, they all have one goal: Engage the customer. It’s working. As reported in an earlier study by Adélie Studios, companies that employ video marketing have seen 41% more organic traffic than those who don’t. Those numbers have only grown.
Of course, traffic is great, we all want to increase our site traffic… but what we really want are conversions. 70% of marketers claim video produces more conversions than any other content, as studied by video marketing gurus Vidyard. It’s true, a video is entertaining, visual, and drastically underused to convert leads. Yet, having a video on your landing page can increase your conversion rate by 80%, according to EyeWideDigital. These are some staggering numbers.
One creative agency ( IGS Creative ) has been helping a number of brands to re-invent themselves and captivate the consumer market with custom video production both for products and brand awareness. With a niche for fine jewelry and a state of the art photography/video studio in-house, they have been churning out premium content for leaders in the industry such as LeVian, Oscar Heyman, IIDV ( a DeBeers company) and many more.
When consumers feel like they understand the products you sell, they’re more likely to purchase. Product videos clear up a lot of that confusion and give consumers a 360 view of the entire product.
Videos are great when launching a new collection or telling a brand story. Videos can be distributed via social channels like Facebook and Instagram, and shared on Youtube and Vimeo to capture a broader market. When consumers fall in love with your videos they share with their friends and family and your brand gets greater exposure. “Social video generates 1200% more shares than text and images combined.” – Brightcove
Beautiful videos grasp your attention and evoke a positive feeling. To produce quality videos, content providers need years of experience, meticulous processes, to set high expectations, and provide exciting storyboarding. Of course, you can decide to make a video, and try filming it yourself or use a second rate provider, but be aware poor quality leads to poor user experience and can hurt your brand. As was confirmed by Brightcove, 62% of consumers are more likely to have a negative perception of a brand that published a poor quality video.
So if you are going to do it, and take the leap into beautiful video content, make sure you do it right. The investment will be worth it.
Brian Lazar is the VP of Sales & Marketing at IGS Creative. With nearly 20 years of experience advertising in the luxury goods industry, he’s seen it all, heard it all, and done it all. Expertly navigating through the ever-changing economy, his finger is always on the pulse of the industry. With the help of his talented team behind him, Brian is ready to help any company try to reach the next level. You can contact him at firstname.lastname@example.org