Video is becoming the primary tool that most marketers choose to reach out to and connect with new audiences. But can it be useful for corporate videos and can companies reach mass audiences this way?
It’s difficult to deny the effectiveness of video marketing. But even if you’re aware of how powerful it is, you may not know just how much and why corporate marketers rely on it so heavily to get out their marketing messages.
Businesses create corporate videos to reach out to mass audiences in different ways and for different reasons, including boosting SEO and raising brand awareness. Let’s look at five reasons why companies use video to reach the masses and ultimately improve their bottom line.
Brand Awareness
One reason why companies use video is to reach out to new audiences and pull in new visitors to their website and social media profiles. This is probably the main reason why brands use corporate video.
If you look at Buzzfeed’s Tasty brand, for instance, they created a video called “I Recreated My Favorite Childhood Treat’. The purpose of the video wasn’t to directly sell products, but rather to entertain viewers and increase awareness of the brand.
Sales
Companies have carte blanche when it comes to creating informative or entertaining videos to increase brand exposure. As brand awareness has the ability to increase brand equity and build trust, it has a vital role to play in a company’s bottom line.
There are many ways they can create a compelling, unique video to attract the eyeballs of new prospects and may even close a few sales along the way.
Building a Social Media Community
Some of the main channels that global consumers watch video on are social media. YouTube is obviously a popular one, but video is also popular on the likes of Facebook and Instagram.
Let’s take The McFarlands’ #ShaveItOff video as an example. While it’s certainly entertaining, it also has another purpose. That purpose is to send some of The Marylands’ followers to the social channels of its partner Gillette. Gillette also used the #ShaveItOff hashtag on its Instagram page, ensuring viewers could find the brand, no matter their preferred social channel.
Educating Customers
Videos are a great way of educating others. Many people find they learn better through visual mediums, which explains the effectiveness of video for educating both prospects and clients.
Companies can make educational videos a part of their content strategy in interesting ways – for example, they could create how-to videos for new customers or video demos for interested prospects.
Brand Authority
Similar to educating customers, video is also used to demonstrate expertise and build brand authority on a particular subject.
Ideally, this translates to helping people on a topic of interest that they’re searching for. After they’ve watched the video, if they feel they’ve achieved a unique insight into the topic, they’ll have trust in the company and will, hopefully, explore its various offerings.
