Your brain loves visuals. That’s why video is now one of the top ways for brands to tell their story. And it’s only going to get more popular in the years to come. According to a Facebook study, people gaze 5x longer at video content than still images.
As video becomes the preferred method of consuming content online, businesses that stay with a text-only approach will find themselves ignored by bogged down readers looking for visuals. But it goes beyond just content marketing. Businesses that use video to tell brand stories will lead to
employees who better understand their roles. Here’s how brands can use video to create more
engaging and memorable content.
Grab and Engage the ‘Unintentional Visitors’
Video gets people sharing more than any other medium. How much more? As much as 1200%. Part of that is because videos are generally short, easily digestible, and if you do them right, entertaining. They’re also the best way to engage unintentional visitors — people who visit your site without knowing much about your brand.
Surprisingly, those unintentional visitors tend to stay longer on your site and click more links, so grabbing their attention is a very good idea. They’re also more likely to engage with video than text. An explainer video is ideal for these visitors. A simple 30-90 second video that goes right on your landing page, showing who you are and what you do in a fun, entertaining way.
Businesses can get their brand noticed and avoid overspending by using tools like presentation
and whiteboard apps to create explainer videos, keeping visitors entertained while they absorb
your brand. Apps that feature a variety of drawing, screen recording, and importing functions
will give you the greatest freedom to tailor your content. Choosing software that allows you to
record your screen and voice puts you in full control of how it all turns out.
Make Messages More Memorable
If you want employees to remember your message, turn it into a video. The reason has to do with something called the Picture Superiority Effect, where we tend to remember images better than words. This pays off most for businesses when teaching complicated products or giving multi-step instructions. Companies lose ground when employees misunderstand instructions or don’t feel confident in their role.
A simple video explaining your message will cut down on the back-and-forth, and minimize confusing, unclear emails. Businesses that make use of software that lets you show while you tell, recording the screen as you markup, highlight, and point out exactly what’s required, will be able to improve efficiency while keeping employees engaged.
Presentations Want to be More Like Videos
A text heavy presentation is a surefire way to get your audience nodding off. But with visuals and sound all included, video rarely fails to capture an audience’s attention. Just as consumers are more likely to click video ads, your audience is more likely to stay engaged in a presentation with video.
Plenty of modern software makes adding video, audio, and images to your presentations extremely easy. With certain whiteboard apps, you can simply put a live web browser onto your whiteboard canvas so the video is there waiting when you need it. The same can be done for a social media feed, letting you showcase, highlight, and markup a full Instagram account without any clumsy app switching.
Or take something like a graph or chart, both notoriously hard to make exciting. You can make them more engaging by the use of drawing tools to help highlight your points while you explain the data, and record the entire screen so that at the end you have an explanation that won’t bore your co-workers, saved to cloud as a video for them to watch any time.
Video Has It All
The ability to create short, compelling videos for visitors will be a key component of content marketing strategies. Since video is both more engaging and quicker to comprehend, video is the way forward for any business that wants to bring dry data to life, demonstrate their brand to potential customers, or educate their team. As video’s influence grows, software that lets businesses create video they can easily edit and customize will be a boon to any business’s communications efforts.