Why start-ups should use video to help them achieve lift off

Were you aware that only around 10 per cent of new start-ups is actually successful, according to experts? We'll explain why you shouldn't do without video in the future if you want to be one of the lucky ones.

We all enjoy watching videos. This is the case now moreso than ever – in fact, moving images will account for 82 percent of internet traffic.

If you’re anything like us, your attention span can have a short shelf life. This means it’s all the more crucial to captivate our audience and hold their attention. And what better way to accomplish this than with a captivating video?

We are all inundated with information every time we surf the net. Every minute of every day, more than 4 million search enquiries are transmitted to Google and 4 million films are viewed on YouTube. Over 150 million emails are sent, 65,000 photos uploaded to Instagram and almost 300,000 Facebook statuses posted.

If you want to be recognised by your consumers and stand out as a brand, you must be innovative and adapt quickly to today’s internet user behaviour. A video with easily consumable and well-prepared material supercharges your chances of getting seen by clients and offers you the opportunity to convince them of your product or service.

1. Videos are loved by your customers.

Fundamentally, customers adore videos, and it’s easy to see why Surrounded by a sea of written word online, we give our eyes a nice vacation by watching video content. The client sits back, relaxes, and absorbs material without having to read a long string of text. It’s less effort for them – and human nature loves a bit of that!

Visitors to your site will stick around longer if you have video content, with the average time spent on a page being almost doubled when there is an embedded video.

2. Videos help create a sense of trust

For conversions and sales, customer trust is the ultimate goal. We’ve all heard stories of unscrupulous online businesses taking advantage of internet customers. It’s no surprise, then, that there’s a lot of mistrust regarding unfamiliar internet businesses – especially start-ups.

This potential mistrust is best remedied by attempting to establish a trusting relationship with the consumers. The emphasis here should not be on selling, but on providing useful information and developing strong relationships.

3. Get a search engine boost by adding videos to your site

There’s scarcely a better medium than video if you’re attempting to maximise your Google ranking.

Customers spend more time on your site when you use video, which tells Google that you deliver quality material. According to a Wistia case study, consumers spend nearly 5 minutes longer on sites containing videos than on those without. This is rewarded with a high Google ranking.

4. Videos are a great learning tool

Are you attempting to promote a complex product that customers may find difficult to comprehend? Video brings a great opportunity to add depth and comprehension to what you’re explaining. According to a survey, 98 percent of consumers watch explainer videos to understand more about a product or service. With that in mind, it’s no surprise that 45 percent of businesses with a video marketing strategy include an explainer video on their home page. 83 percent of those polled believe their explanation video is effective.

5. Videos inspire emotions

How we react as consumers to an advertisement is often significantly driven by emotions. They are effective catalysts to help spark the desired reaction from the audience.

Skilled storytelling is king here. Stories have the power to elicit emotional responses from your consumers and help them remember your product or service more vividly. The importance of effective storytelling cannot be overstated, particularly in the social media industry where it can provide a significant boost.

6. Build a stronger brand story

Marketing is all about the backstory of a business or product. Creating a tangible character for your brand counts for so much.

With videos, you can put a face and voice to your company. They let your consumer to see behind the scenes and get to know your firm, its values, and its brand better. The result is that the consumer will remember your name the next time they shop.

Consistency is key to effective branding. Check that the language and character used in your video is consistent with the rest of your marketing.

7. Your video can adapt to your audience

Your video has been made and posted it on your website or social channels – but it’s journey may not end there. Once completed, it can be customised in a variety of ways.

Let’s assume your firm is not just operating in one country, but also on a global scale. In this situation, you could quickly localise your video by using a different voice-over, character voices or subtitling.

At the end of the day, it will live and die on it’s quality

Video can help you get higher Google results, strengthen your brand, and be used in a variety of ways. But the most essential purpose is to establish a connection with your audience. But there is one thing you should not overlook: your video has to be good quality. A badly made video is likely to make your viewers to have unfavourable connections with your brand.

So, when it comes to video creation, don’t skimp.

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