To be Seen and Heard - The Power of Video

Seeing is believing.
It is estimated that by the year 2020, video will be responsible for more than 80% of all online traffic (Cisco). We have become a visual society. We don’t just want to read about it. We want to see it with our own eyes in real life. We want to watch how a product is made, how it works and how others have used it. We want to meet the people behind the product and go behind the scenes of the company itself. Even more important, however, is that we want to feel something, and video has the power to make that happen. Through engaging visuals, music tracks and other sounds, videos can evoke emotions such as joy, fear, pride and trust. It can even bring forth a physical response like laughter, tears or an increase in the heart-rate. A video can stir up memories and create a connection through a shared experience of a song or a place. This connection is the number one reason video is rising in popularity across all digital platforms.

The rise of video—so how did we get here anyway?
Let’s back up a little and see how quickly video has evolved to become such a powerful communication tool. Less than half a century ago, families piled into the living room and stared at a screen encased in an extremely heavy, large wooden box, the television. The three major networks of ABC, NBC & CBS provided 80% of the information that came from that box. Viewers were captivated by the news, entertainment and even the commercial breaks that came across those early screens. This information helped form thoughts about politics, lifestyles and products. In the current age of tiny screens, it’s hard to believe that such an archaic device ever existed. But as we all know, major changes can happen overnight when it comes to technology. Here is a quick review of how it all went down and the tremendous progress that has been made in such a short span of time.
  • late 1930s - The first televisions are available to buy
  • 1948 - The birth of TV news on CBS
  • 1962 - The first TV satellite
  • 1965 - ABC, NBC & CBS provide 80% of the content viewed on television.
  • 1981 - Camcorders hit the market
  • 1984 - Digital video is invented
  • 2005 - First video uploaded to Youtube
  • 2013 - Rise of social media video with the ability to inter- act and respond with dialogue.
  • 2017 - Youtube TV—a pay TV alternative offering a range of channels and services. Users have the option to record programs and watch them later on any device.

The role of video today
Visual communication allows people to make emotional connections. You want your prospective customers to be as excited about your product as you are and there is no better way to communicate this enthusiasm than with a video. A home page video is the best place to start, but it is only the beginning. Videos can be added to answer questions and solve problems. They can also be included within your written content to expand on ideas.

Three ways video content can be utilized on your website.
Video content has three main purposes according to Think With Google: to inspire, educate and entertain. With this in mind, here are three ways to enhance your website with videos.

1) Introductions—put out the welcome mat.
A homepage video on your website is a great avenue for establishing new relationships. Get past the initial awkward stage of introductions and give customers the opportunity to get to know you. Here is an example of an introduction video from our own website at Exchange. Video captures facial expressions and body language, proving the old adage true—it’s not what you say, it’s how you say it. Share your story, your inspiration and why you do what you do. Put potential customers at ease and help them not only to relate a human element with the company but to gain a sense of trust.

2) Instructions / Explanations—How do I…?
Through video, you also have the opportunity to answer some of the basic questions that people ask every time.This reduces countless emails and missed phone calls, saving both you and your customer valuable time. Check out this great video by Green Mountain Grills about how to assemble a new grill.

3) Customer testimonials.
Ask one of your satisfied customers for a quick video review. Consumers value the opinions of other customers. For a more in depth discussion of reviews, read our article, Reviews Matter. For an example, watch this video on this page Your Extended Attic.


Let’s Work Together—building user engagement.
What are you trying to achieve with your video content? Engagement! You want your customers to feel as if they are an integral part of your business—because in reality, they are. Generate interest, build trust and create a passionate audience, one that believes in your company. Providing product tutorials, how-to content and customer service are just a few of the things that can be achieved through video.


How to get your videos seen.
You want to make sure your content is accessible to your audience. Scroll through a few of your favorite social media apps. Within a matter of seconds a video post is sure to appear. Youtube has been the big player in video for the past decade but other social media platforms are quickly closing the gap. While Youtube videos are typically found through internet searches, Facebook videos are discovered through news feeds. The natural appearance of video posts makes Facebook the leader in video marketing. Instagram, Twitter and Pinterest also share this organic flow of video posts and all have the ability to direct people back to your website. As for sharing, according to Simply Measured, videos are shared 1200% more often than links and text combined. That is a pretty good indicator of what people deem worthy of sharing.

You have to keep up with technology to thrive in any industry today and video is leading the way. What else has the power to change consumption habits by changing the way we watch TV? For example, Amazon has recently made an agreement with the NFL to stream live games this year through Amazon Prime—the perfect antidote for sports fans in a mobile society.

The fact that people spend so much time on their devices does not necessarily mean that people are becoming disconnected—quite the contrary. It simply means we are forging new ways to communicate. Ways that are just as authentic and meaningful, connecting globally with people regardless of their location. That said, there is no better time than now to add video to your website and expand your reach and your message. Show the world what you’ve got—with video.


Read more about video production: Video Production and Shooting

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