The Power of Video in US Marketing

July 3, 2015

in Market Your Brand

Authored by Russell Henry

The Power of Video in US Marketing

Let’s begin with an increasingly undeniable viewpoint: United States audiences are visual learners.

Sure, long-form prose certainly has its place in establishing authority and thought leadership over an audience. But to make immediate impact on an audience that faces a seemingly endless amount of online content each day, video is proving to champion the marketer’s cause.

The US audience for digital video—that is, video consumed on any digital device—will pass 200 million in 2015, making up just under two-thirds of the entire population.

According to Business2Community, US adults spend an average of 55 minutes watching digital video each day, compared to just six minutes per day in 2010. This is in line with US video ad spending, which has also increased year-over-year since 2010, and is expected to exceed $7.8 billion USD in 2015.

Online video is no longer considered a luxury for companies looking to build and maintain a brand. In reviewing a recent survey from video app creator Animoto, true engagement with US audiences begins and ends with digital video. According to their findings:

  • 25 percent of consumers lose interest in a company that doesn’t use video
  • 84 percent of all consumers said that they have liked a company video that has appeared in their newsfeeds
  • 43 percent of surveyed consumers are more likely to read email newsletters that include links to video
  • 56 percent of surveyed consumers have watched a company video that came through email
  • Nearly half of surveyed consumers have shared a company video on their own social media profiles

Using video is a given. But what are the best ways to convey your brand messaging?

How-to Video

According to Animoto, consumers are more likely to convert in some fashion, and more readily engage with a brand that reveals what it is, and how its products work. These brief (>60 seconds) videos have proven to be more effective in demonstrating the value of a product or service, and the people behind it, building trust and cementing a brand’s identity in relation to solving a problem.

With more than 135 million how-to videos currently residing on YouTube – the world’s second largest search engine – there are pain points to address in nearly every category and demographic.

Call-to-Action Video

Depending on your company’s brand, it might be wise to encourage people to think about things from new perspectives. This can be done in myriad ways, from raising awareness of a larger social issue related to your brand, or simply by asking users to share your message with others via links embedded in the video.

As long as these links are easy to recall, are connected to the video playing in the background, and set clear, defined expectations, these embedded CTAs can drive massive traffic.

Testimonial Video

US audiences embrace transparency at the highest level. While written testimonials are all but required on your company’s site, the rise in “false,” disingenuous reviews posted online has raised doubt among all but the most carefree buyers. Yet, more than half of consumers in Animoto’s survey feel video testimonials were beneficial in leading them toward conversion.

“About Us” Video

Whether it’s about sharing your knowledge of your products’ markets, or simply boosting newsletter opt-ins, emotional engagement is key to success.

It has been said that, in today’s real-time marketing environment, people no longer buy from companies, but rather buy from people. No longer is it satisfactory to post a few stock photos of a smiling receptionist, or a distant group shot of your employees.

Simple, brief videos demonstrating your company in action – from the boardroom to the warehouse – help to reassure buyers, and connect them to your brand on a more personable level. While it may seem minor, such a simple glance at your company might represent the difference between a bounce and clickthrough.

Remember, as you enter the US market, you want to integrate your brand as seamlessly as possible. Telling a relatable story immerses them in the video (and hopefully the rest of your content). If done correctly, a simple video statement of purpose may elicit an emotional response out of the audience, increasing retention.

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