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Marketing analysts have termed online video the “future of advertising,”  but the “future” of last year has become the “now” of, well, now.  Online video is now the preferred medium for consumers wanting to be entertained and informed.  Companies who invest in online video see noticeable rewards.  Video on the landing page of your website can increase conversion by 80%.  Video in an email leads to a 200-300% increased click-through rate.

According to Cisco, video will account for nearly 70% of all consumer internet traffic this year.  Neilsen shows that more than 87% of online advertisers expect video to dominate their strategies in the near future.   And it’s no wonder why.  When it comes to potential reach, video has no equal.  YouTube, the world’s most popular platform for online video, receives more than one billion unique visitors every month.

While video can be a great marketing tool, before you leap into production you must plan your video(s) carefully.   Truly connecting with viewers requires creating content that offers value– content that entertains and is memorable.  Here are some tips for creating effective online videos:

  • Your videos must resonate with customers by ringing true and delivering a personally meaningful message
  • Craft your message around values above and beyond the product or service itself
  • Communicate how the product or service fits into the customers’ lives or work to make them better, happier, more productive, more fulfilled
  • Inextricably link your message to your brand so the campaign can’t be contributed to a competitor

Engage viewers with effective online videos and they will reward you by sharing your videos with others.  They will spend longer on your website and more time interacting with your brand. Video production can be expensive, but it’s often the first (and only) thing people associate with your brand and your business, so you want to make sure you do it right.

At Wide Eye Productions, we produce award-winning video content for local, regional, and national brands.  Our creative and experienced producers, writers, photographers and editors know how to craft compelling stories.    With decades of experience, we know every step of the production process, from first concept to final edit.  We love helping businesses tell their stories with engaging, creative and unique video content.  Give us a call and we’ll help you create a successful video marketing campaign that your audience will remember.

Portions of this article were excerpted from The Guardian

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