Written by Ashley Nantz, Intern

Your website informs current and prospective clients of who you are as a business, what you do, and what you stand for. When a client is choosing where they should put their business, they are looking for professionalism, warmth and competence in order to trust you as a provider of quality services. Incorporating a video into your website showcases your brand and has great purpose as you aim to cultivate clients and serve the ones that you already have.

Video has an ability to permeate into our brains in a way that simple text does not. Insivia1 has extensive research showing that our minds have the ability to grasp 95% of content displayed through video compared to only 10% of content we read while scrolling through a website page. This is because we are keen to absorbing video content, the Social Science Research Network2 finds that 65% of the population is wired to learn through visual senses. When you create a video for your viewers to watch online you are giving them the opportunity to teleport themselves into your story and become a participant. Even more, videos allow emotional contagion to occur, where the viewer actively experiences the depths of the portrayal. For example, if you watch a video of a soldier being reunited with his family, it is likely that you would experience feelings of joy, familiarity, and comfort. This happens because our brains were designed to mirror what our eyes take in. If you have ever wondered how your business can connect with clients on a deeper level through interface of the web, videos might just be your golden ticket.

So how do you take all of this information on processing and emotional contagion and apply it to the success of your business? Engage with your clients through telling your story. Every time a client clicks on your website, they enter with the hope of finding a match to the service they are looking for. Show them the “why” behind your business, express a call to action, and invoke their desire to be a part of the story that you have cultivated within your business. As you do this the mirroring should employ an emotional response paired with their logical need as they sought out to fulfill a service. A video on your businesses website puts a face behind the name strengthening the trust and loyalty in you by prospective clients. Another way to ground your excellent reputation is through testimonials; as people share what your business has meant to them, your future clientele can imagine what your business can do for them. Placing videos onto your website will help your current and prospective clientele remember you. Our brains pick up on visual processing in a way that is unmatched. Videos are an excellent medium if you desire to strengthen brand recall. Brand recall is strong with videos, Online Publishers Association3 showed that 80% of individuals remembered the message thirty days after viewing and 46% of viewers took some form of action in response to the video.

In a highly digitalized world, where content is constantly flowing around us, it is important to take measures that will help your business stand out and remain in the minds of your audience. Video storytelling is one of the most proven methods to engage the online audience. With so much of our digital landscape moving towards videos it only makes sense to consider how adding a video to your website will benefit you. After all, by 2019, the Visual Networking Index of Cisco4, projects that 80% of all internet consumer consumption will come from videos.

References:

1 Our minds have the ability to grasp 95% of content displayed through video compared to only 10% of content we read while scrolling through a website page. Integrity Media Group | Piktocharthttp://www.integritymediacorp.com/video-makes-you-50x-more-likely-to-rank-1-on-google/
2 The Social Science Research Network2 finds that 65% of the population is wired to learn through visual senses. Piktochart | https://piktochart.com/blog/visual-marketing-statistics/
3 Online Publishers Association3 showed that 80% of individuals remembered the message thirty days after viewing and 46% of viewers took some form of action in response to the video. Video Brewery | https://www.videobrewery.com/blog/18-video-marketing-statistics/
4After all, by 2019, the Visual Networking Index of Cisco4, projects that 80% of all internet consumer consumption will come from videos. Web FX | https://www.webfx.com/blog/general/why-video-matters-to-marketing/