The Top 5 Reasons Brands Make Videos [New Research]
Video is fast-becoming the preferred tool for most marketers to connect with and reach new audiences.
Video marketing is undeniably effective, too — in fact, including a video on a landing page is capable of increasing conversion rates by over 80%, and the mere mention of the word “video” in your email subject line increases open rates by 19%.
But, even if you already know about the importance of video, I’m willing to bet you aren’t completely aware of how other brand’s are using video … or, more importantly, why.
Each business will use video for a completely different goal — ranging from increasing brand awareness, to boosting SEO.
Here, we dove into new research from Wave.video to explore the top five reasons brands use video. Hopefully, these statistics will inspire you to use video in new, unique ways in 2021 and beyond. Let’s dive in.
1. Brands use videos to increase brand awareness.
Video can help your business reach new audiences and attract new viewers to your social media pages and website, which is likely why “increase brand awareness” is the number one reason brands use video.
Take this video from Tasty, a Buzzfeed brand:
Ultimately, Tasty’s video isn’t meant to sell any products (at least, not directly) — instead, it’s simply meant to entertain new audiences and, ultimately, increase awareness of Tasty’s brand.
2. Brands use video for new sales.
Consider how you might create entertaining or informative videos with the sole purpose of increasing brand exposure. Ultimately, brand awareness can foster trust and increase brand equity, so it plays a critical role in your company’s bottom line.
To highlight this point, let’s start with an example. Take a look at this video, highlighting Kate Hudson’s company, Fabletics, below:
While at first glance it might look like a somewhat-random video of Kate Hudson running through the Aspen wilderness, it’s actually an effective example of a video with the purpose of increasing sales — without appearing like, well, an ad.
For instance, while the video portrays Hudson in a range of workout gear from her October Fabletics collection, it also incorporates an exclusive interview with the celebrity to discuss family, nature, and growing up in the mountains. Add in a gorgeous Aspen backdrop, and viewers might be fooled by the true purpose of the video: to sell Fabletics clothing.
Consider how you might also create a unique, compelling video to attract new prospects and even close sales deals.
3. Brands use video to grow a social media community.
Did you know that four of the top six channels on which global consumers watch video are social …read more
Source:: HubSpot Blog
