Need a New Year’s Resolution? Create More Video Content.


5 Reasons your 2018 marketing strategy should include video

Happy New Year, friends! The ball-dropping and confetti-tossing may be over, but all the shiny new year positivity and good intentions are still going strong. While the momentum is high, let’s talk brand resolutions – and why video needs to be your priority in 2018. Before you start thinking “it’s too expensive” or “we don’t have anything to make a video about,” just hear me out. The way content consumption is shaping up, ya don’t really have a choice anymore. Video is everything. Here’s why:  

1. Consumers really freaking love videos

Think about it: how often do you watch a video online? This includes YouTube, Facebook (which autoplays) and other social platforms, websites, and content friends share with you. Weekly? Daily? For some of us… hourly? Whether it’s cat videos and DIY tutorials or product demos and branded messaging, video has become the chosen way many people receive information. In fact, a recent survey revealed that 98 percent of people prefer watching explainer videos to learn about a product – with 74 percent saying they have purchased the product after watching the video.

P.S. You know who else loves videos? Google. If you have a video on your website, you’re 53 times more likely to show up on the first page of Google search results.

2. Video makes sense – look at the numbers  

When you’re building your 2018 strategy, you’re undoubtedly also working around budget constraints. Need to justify the spend? These numbers might help:

  • Embedding a video on your landing page can increase conversion by as much as 80 percent
  • People spend 2.6 times longer on web pages with video than without
  • Just putting the word “video” in an email subject line increases your open rate by nearly 20 percent
  • 76 Percent of users say they’d share a branded video if it were entertaining


3. You can build trust and human connection

I’m going to let you in on a little secret that my high school English teachers and our talented copywriters here at WhiteSpace might balk at: I hate reading. Seriously. Turns out, I’m not alone with four times as many consumers preferring to watch product videos rather than read about the same products. And yet, storytelling is the crux of modern marketing. That’s where video comes in. It’s an experience that allows you to tell your story in an intimate and powerful way. It doesn’t just give a face to your brand; it also lends a (literal) voice, movement, music and vibe that can’t be captured any other way.

4. Video is an incredibly versatile medium

The word “video” used to be synonymous with those painfully dull corporate spots where a talking head droned on (and on) about Company X’s capabilities while bland b-roll of the facility floated by. But, video in 2018 – regardless of your brand’s voice and visual guidelines – has great potential to be sharp, engaging and sharable. Explainer videos can make a complex process or technology instantly digestible, demos can add authenticity to your product, and testimonials can deepen trust. Plus, you can add animation, stop motion, CGI, virtual reality and a whole host of techniques that bring your message to life.

5. It’s probably never been easier

Gone are the days when you needed to pawn a family heirloom or sell an organ to purchase a top-of-the line camera and high-tech editing software. Anyone with a good eye and a smartphone can make a social media-worthy video. It’s super affordable to get a phone or tablet with an HD video camera and 4G signals. Simple add-on equipment like the Beastgrip® Pro, a lens adapter and rig system, can kick up the quality of your smartphone videos.

Of course, if you’d like a professional brand builder to take a look at your story and how it can translate to video, don’t hesitate to reach out. We have some resolutions of our own… like creating more amazing work in 2018!


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