3 Videos Your Brand Needs To Survive (In 2022)

If you’re running a business today and you’re not using video, it won’t be long before your competition is so far ahead that they forgot you still exist. My name is Noah and I’ve been producing videos with and for brands for the last 6 years. My content has collectively reached viewership in the hundreds of thousands to millions. From my experience, one thing I've noticed is the undeniable fact that businesses are doubling down on their video content more than ever before. And it's for a good reason. 84% of people say that they’ve been convinced to buy a product or service after watching a brand’s video (Wowzyl). Let's unpack that a little more.

So you may be wondering what makes video so effective? The answer is simple. Videos build trust and show value to an audience. If somebody is going to buy from you, they must trust you at first. As a business owner, it is essential to the life of your business to build and maintain credibility, attract new customers, build relationships, and ultimately sell to them. 

These days trust is hard to come by. There are a lot of “fakers” out there and people are catching on. People would rather give their money to brands they feel reflect their values, are truly authentic, and socially responsible. Videos engage your audience on a more intimate level. A video gives more context to the viewer and shows more brand transparency compared to a still image. 

In this article, we will be discussing the 3 types of videos that you will need to help your brand reach its full potential and how to use them to maximize results. So now let's talk about what kinds of videos might be best for you.

Business Overview Videos

If you’re new to video marketing a good place to start is with a Business Overview video. These types of videos build trust and value with your audience because they clearly demonstrate who you are, what you do, and what makes you unique. This type of video oftentimes incorporates an interview with a company representative and relevant supporting footage, including behind-the-scenes footage. Creating a Business Overview video is a great way to make a positive first impression because it immediately builds trust and shows that you actually do what you say you do. 

Putting a Business Overview video on the homepage of your website will help you achieve the best results. Brands who use videos on their website receive 41% more web traffic from search engines than ones that don’t (Wix). Not only will you make a positive first impression by building trust from the first click, but you also get to enjoy more traffic to your website. This is because the user is engaging with the website’s content and sticking around to watch the video which takes up time. Search engines recognize when a user is spending a lot of time on a website, so they flag the website as relevant. This means that the search engines will boost your page’s ranking as a reward for being relevant. In essence, simply having a video on your website will attract greater search engine traffic.

Testimonial Videos

Nothing builds trust like a customer testimonial. It is undeniably the most effective form of social proof and one of the best things you can do for your brand. These videos feature your past customers coming on camera and explaining how your product or service solved their problems and what makes it so valuable to them. A recent survey by Wyzowl revealed that 68% of people prefer to learn about a business, product, or brand through video. Studies have shown that 91% of people ages 18-34 trust customer reviews as much as they would trust a friend’s recommendation (Brightlocal). If somebody is on the fence about doing business with you, hit them with a testimonial to seal the deal before they even speak with you.

Testimonials are most effective when they are incorporated into a larger video marketing campaign and strategy. This is because if someone has never heard of you before, seeing your customer testimonials might not make as much sense to them at first. By getting your customers to watch the Business Overview video first, then showing them a testimonial you will maximize the effectiveness of video marketing. A 500 word written testimonial on your website won’t suffice. Having a video testimonial shows the person speaking about your brand. It's real and has life to it unlike a paragraph that anyone could have written for all you know.

Short Form Videos

Now that you know about Business Overview and testimonial videos, it's time to get as many eyeballs to your website as possible. An organic way of doing this is to create short-form videos - which are videos under 1 minute that are very quick and to the point. They usually live on platforms like Instagram Reels and Tik Tok. Businesses are capitalizing on short-form content because these platforms have algorithms designed for people to become addicted to, therefore posting short-form content has a much higher potential for virality. Everyone has a phone in their pocket and these platforms have user bases in the billions. There are billions of people scrolling through infinite amounts of content to get their hourly “fix” which is no different than a drug addict. Every entrepreneur can clearly see this as a massive opportunity.  

Creating short-form content for Instagram Reels and Tik Tok will help maximize your brand’s reach. Making your content about a trending topic is a great way to supercharge its performance. Especially now as Instagram is pushing video reels more than other types of content to compete with Tik Tok. 

Conclusion

So, you made it to the end of this article. You should now be aware of how important video content is to build a sustainable business. You learned about the 3 types of content you need to maximize trust and credibility with your potential customer, and you are now armed with the knowledge to take your brand to the next level. Now it's about taking that first step and recording some serious content. Build momentum and start now! It’s ultimately a numbers game when it comes to content. Quality and volume are what it’s all about. 

If you are interested in taking your video marketing seriously, book a free strategy session with me and we can discuss what the best video strategy is for your brand going into 2022. 

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