Video is a powerful medium for getting a point across, but it seems many companies aren’t making the most of it and are missing out on the tremendous benefits it can bring.

But why bother with video? Why is it such a big deal?

Firstly, it’s worth considering how business communication has changed over the past decade. For example, the most popular way of providing information to prospective clients used to be paper-based. This could be through fax or leaflets or postcards. These were powerful marketing methods back in the day, but the Internet has made them all but redundant.

We now have far more efficient ways of communicating what we do, and the biggest change has probably been via social media with Twitter and Facebook re-writing the marketing rulebook.

Facebook, with over 1.3 billion users has been an incredible success for it’s founders, and many big brands have a presence on it. However it suffers from an image problem. Many people are put off by the fact that  often it is seen as a way to just post images of pets, give mundane updates about their day or vent their anger at news items. Of course, this is entirely missing the point as the beauty of Facebook is it is home to many groups of people, segmented into forums where specific topics are discussed.

If you search for a topic related to your specific industry, the chances are you’ll find groups where it’s being discussed. Some companies have made the most of this and actively take part in discussions, but the best have taken it further and promoted videos, and that’s where their popularity can really take off.

The world of algorithms

In order to realise the importance of video, we have to realise something about how people come to see them. You see, when you post  content on any social media network, you’re not guaranteed that others will see it. We’re discussing Facebook, so let’s concentrate on that for a moment.

Facebook has a ‘news feed’. This is where most people start their day when they log in, and that feed will show a number of items that Facebook believes you should see. Yes, that’s right, it’s what *Facebook* decides you should see based on who you follow and who you interact with. So, let’s say you follow a local business Facebook page and they post some updates, there’s no guarantee you’ll see them.

Conversely, that means that if you have a number of people following your Facebook page, when you post an update, there’s a chance many of them won’t see it.

So how can you increase the chances of people seeing them?

Video.

Video has been shown to increase engagement on Facebook, and, in fact, receives more impressions than any other type of content.

organic impressions

So it seems Facebook likes video, but is that reason enough to consider using it? It’s certainly a compelling one, but obviously the biggest issue for many businesses is whether they will be found in Google, and again, here’s where video can help.

The biggest search engine in the world, as we know, is Google, but the second largest is YouTube, a video site. And Google owns YouTube. Also, videos appear high in Google search naturally, because they’ve realised that people engage with them more.

The case for video continues to grow, and if more evidence were needed that businesses should be using it, The Marketer’s Summary 2014 from Invodo adds that:

  • 74% of all internet traffic in 2017 will be video
  • 52% of marketing professionals worldwide list video as giving the best ROI of all content types
  • 65% of viewers watch more than three-quarters of a video

Those are all compelling reasons to be considering video as part of your marketing plan, so the question now has to be, when are you going to start using it?

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