Startups: The Importance Of Quality Video Marketing

September 27, 2015

by Ian Cumming | Content Producer, CLICKON

One of the most important things you can do for your brand is to produce punchy, short videos that create a dialogue with potential consumers. If an image is worth a thousand words, a video is worth a million.

If you’re a small business, your budget is probably limited. In fact, “limited resources” is the #1 thing we hear from potential clients who want to tell their stories to the world.

If you’re a start-up, we know how important it is to attract a larger audience to your product. It deserves to be seen, and you deserve that opportunity because getting to where you are didn’t involve sitting on your couch all day and “hoping” that your product would magically come to you. You worked hard. You invested your money, time, blood, sweat and tears. Now you need to get to the next level, and a video may just be the answer.

So, how do you justify to your investment team that a video launching your new product will generate significant ROI? Here are a few ways:

Video is a small investment with a potentially enormous return

For just $5.5K, you can own an amazing video that launches your product to the world. The video may not make you rich immediately, but it is something you can use for months, possibly even years to come and attract interest from potential consumers and investors.

Story is crucial

It’s important that people understand your brand, and how to use it, navigate it, etc. But it’s super important to incorporate a story into the video. Take PureWrist for example, a client of ours. PureWrist is essentially a wearable payment bracelet. It’s a solid product that’s easy to use, fashion-friendly, and super convenient. What makes PureWrist truly stand out though is the fact that it is a family product, and the proceeds from the usage of PureWrist will be shared with charities. Communicating your story will help consumers buy into your mission.

Social media needs it

Chances are you already have a Facebook and Twitter page for your brand, and that’s great. You know what would make those pages even better? Video. Share your video (and therefore you story) on your social pages, and the boost in followers is pretty much guaranteed. In a recent post, we shared our 5 philosophies to what makes a video popular on social media:

Social Currency: will sharing the content make consumers look good?

Triggers: consumers share things that are top of mind, tip of tongue.

Emotion: when consumers care, we share – does the content strike an emotional chord with them?

Practical Value: is the content helpful and relevant?

Stories: strong narratives get consumers talking – does the content live in bar conversations well into the night?

It gives your owned media channels a massive lift

When marketers include a video in an email, the click-through rate increases by 200-300%, according to search carried out by Forrester. Putting a video on your website is crucial. Mist Media recently proved that the average web user spends 88% more time on a website when there is a video.

Other facts that back up the argument for video:
– By 2017, video will account for 69% of all consumer traffic (Cisco)
– 1.8 million words is the value of one minute of video (Kantar Media)
– 74% of customers said “after interacting with companies or brands via new media, I generally have a more positive impression of the company or brand” (eMarketer)
– 52% of consumers say watching product videos make them more confident in their purchase decisions. (Octoly)
– 59% of viewers will watch a video to completetion that is 60 seconds or less. (Wistia)
– 70% of marketing professionals report that video converts better than any other medium (MarketingProfs)