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Video maketh the brand

Why is YouTube is the second biggest search engine behind Google? Is it because more and more people decided they want to put hilarious videos of their cat online for the world to see? Perhaps, or could be because video has now evolved into something so versatile, powerful and used by billions around the world. We are beyond the point of seeing brands use video to communicate their story, but leveraging it to differentiate themselves from their competitors.

Personally, my expectations of a website are more demanding. Video should be at the forefront of your marketing and communication strategy. If you don’t utilise video on your website’s landing page, people are clicking the back arrow and going to the next listing on Google, including myself. No longer can businesses rely on a website full of text because the harsh reality is people (of my generation) don’t want to read. They want to be told, they want to listen, and they want to visualize your brand’s story in a creative and original method. Oh, and did I mention it all needs to be done in less than 60 seconds?

We’ve all seen those viral videos come our news feed on Facebook, and yes, some of them are very annoying! But I can’t be the only one who is amazed when I see the number of Likes, Comments and Shares these videos have – many of which are in the hundreds of thousands. This we are witnessing is the power of video on Facebook, and is the best way to engage with an audience on a platform with over one billion people.

There is a reason why video has more traction than other post types on Facebook, LinkedIn and Twitter and why brands are jumping on the bandwagon integrating their Facebook Marketing and online strategy to include video. If you’re thinking about making a video or including it in your digital marketing and brand strategy, here’s my advice - don’t count out the video clip.

 

Sam Howie

Sam Howie has given his heart to digital and social marketing and enjoys challenging the norms that traditional advertising agencies have been trading on for years.