Jane Cuthbertson: A picture paints a thousand words; a video tells a story

The dos and don’ts of making the most of this extremely powerful medium.

Not so long ago the internet was still a clunky cumbersome beast; anything but visually stimulating. However, it has undertaken a massive journey, with websites today more visually appealing and easily navigable. Indeed, it is now the go to place to find out information on just about anything. In the last few years, thanks to broadband speeds increasing, video has become a main feature of websites and social media across all industries.

Let’s take a look at a few interesting stats from the world of video:

  • YouTube has over one billion users.
  • More than 300 hours of video is loaded onto YouTube every minute.  
  • Millions of hours every day are dedicated to watching videos on YouTube. There is numerous other video hosting sites too.
  • If a website has a video included, it is more likely to appear on page one of Google’s search rankings.
  • Seventeen per cent of people spend less than four seconds on a website but are willing to spend 2.7 minutes watching a video online, according to internet marketing firm Bruce Clay, Inc.
  • Video has been shown to increase conversion rates and return on investment.

The long and short of it is that video is a powerful medium. It has the ability to capture the hearts and minds of your target audience if executed well.

So, can you use video for your business? Absolutely. In fact, it is pretty commonplace across the industry right now. Providers and investment managers will use video to update clients on fund performance, provide market updates and launch products, as well as just general education. Adviser firms are also increasingly making the most of the medium on video channels, as well as on their websites and in email.

The next question is: do you need to use video for your business? The short answer is no. Your business is unlikely to go belly-up just because you do not have it on your website. But it does have the ability to convey your content in an interactive and stimulating way.

Video can bring boring to life. Video can take complex topics and make them easy to understand.  A picture paints a thousand words but a video tells an entire story… sometimes in 30 seconds.

What’s more, video can be produced quickly and does not have to break the bank. A good film production or video marketing agency might sound expensive but needn’t cost the earth. It is amazing, however, what a few hundred pounds can do.

Do you have video as part of your marketing plan? No? Perhaps you should.

Jane Cuthbertson is an associate consultant at Steve Billingham Consulting and a chartered marketer



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