Photo by Matilda Wormwood
It used to be that people consumed primarily written content whether newspapers, magazines, blog posts, or online publications.
But video content has now broken out as a top trend among people, with the number of internet users who watch and stream video content at least once a month expected to grow to 3.5 billion this year.
This statistic (and others, we’re sure) has inspired 91% of companies to use video in their marketing strategies. This accelerated interest and implementation of video content has had such a positive impact that it's becoming a permanent part of how we engage daily.
Let's explore how video is being used in three prominent industries and its impact on relationships and interactions between businesses and customers.
If there's any industry that's taking full advantage of video, it's marketing. Marketers everywhere are using video to communicate more holistically with customers and share information in a more digestible, entertaining way. And it's working.
According to Neal Schaffer, 81% of marketers use some form of video in generating their leads. In addition, 88% say they're satisfied with their return on investment, while 85% say it's an effective way to garner attention online. There’s a variety of reasons for this satisfaction, but one factor can largely be attributed to the fact that videos can be adjusted to suit the person and the need.
Here are a couple of ways that marketers use videos:
- Customer testimonials and user-generated content: Better than online written reviews, video testimonials are more personal and allow potential customers to understand the level of satisfaction involved.
- Explainer and educational videos: These videos are also especially helpful in avoiding miscommunications between marketing and sales. With a video customers and marketers can look back to, everyone will be on the same page as far as expectations go.
- Brand promotion videos: Sharing what a brand is all about, from its mission to its team to its core values to its products and services
- Product demo videos: Demonstrating how to best use a product and identifying key features and functions These also help in streamlining communication as demo videos.
The marketing industry is using video to better connect with customers by providing them with the content they’re consuming the most.
Video content has found a permanent home in the healthcare industry. Instead of relying solely on in-person interactions with patients to educate them, providers are using informative videos to guide their patients.
For instance, doctors create videos about symptoms to be aware of for various diseases, illnesses, and injuries to help patients recognize when or if they happen to them.
These kinds of videos save providers time and enable them to teach patients that are visual learners and those that may want to turn back to specific health-related guidance in the future.
Not only that, video is a great way for providers to follow up with patients to discuss lingering concerns like:
- Lab results;
- Any new symptoms;
- How the old symptoms are doing;
- Upcoming treatments and appointments;
- Patient plan moving forward.
Providers can actively engage their patients in these video follow-up appointments by incorporating other communication methods, giving homework, soliciting feedback with a patient satisfaction survey, and continuing to follow up after this initial appointment.
Video allows providers to spend more time with patients and connect with them when it would otherwise be impossible, thus positively impacting their health outcomes.
At first glance, the real estate industry doesn't seem like it could thrive on video content. Still, so many people need to see a property in person before they make a final purchasing decision.
As of 2022, 51% of home buyers originally found their home through the internet — a vast majority in comparison to the other factors listed. With so many home buyers searching online for their dream homes, real estate agents are finding more ways to make their listings accessible and enticing. Attach a video to every listing, and not only will people be more likely to watch it, but they'll also be intrigued enough to actually inquire about the property and hopefully move forward with the purchasing process.
Regarding accessibility, many people can't visit a property in person for various reasons. A video tour makes it so these individuals don't have to miss an integral part of the property-buying experience.
Keep These Things in Mind When Creating Video Content or Using Video To Communicate
As much as video has positively impacted communication between consumers and businesses, it's important to note that there is a lot involved in shifting to the more intentional use of video content.
Be especially mindful of these two things when creating video content for communication purposes.
Your audience matters most
To communicate successfully with people using video, you must first understand who these individuals are. Not everyone likes video content, uses it, or knows how to operate video-based communication software.
You must understand the opinions of your audience — whether customers, patients, or fans — of video content and communication before you can use it effectively. Do they consume video content? If so, how and how often? Do they use video conferencing tools? If not, what's the simplest way to get them on board?
You want to ensure you're creating the kind of video content they actually want. The goal is to create community-focused content. This is content that is developed with a specific community in mind.
Relevant offerings, personal stories, and inclusive words and tone are at the core of community-focused content. When you know who you’re talking to, you can provide the above in a way that resonates with these individuals.
Creating high-quality video content is a process
Whether you’re recording videos on a cell phone or using more complex equipment to do so, creating high-quality video content is a process. Not only do you have to make sure it’s visually appealing and that the audio works well, but you also have to ensure video content concepts are cohesive.
If you want to produce the best video content possible, you mustn't rush the process. Always give yourself enough time to create, edit, test, and publish your video content. How long each stage of the process takes depends on the video you’re creating. For example, a tutorial video will likely take a lot longer than a social media video.
It’s also important to acquire the right equipment and build the right video production team. Without both, the quality and cohesiveness of your video content will suffer. So, a team with the proper skill sets and quality equipment to produce videos is imperative.
Video is changing the way we interact with people personally and on a business level. There are always details to iron out with any communication method. But for the most part, video content has had a positive impact. If you're hoping to incorporate them more into your practices, keep the above information and tips in mind.
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