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Video is no longer something “nice to have” but rather an essential business tool. Without it, your brand’s website could come off as out of date and stuck in the 20th century. Digital communication is now the norm, as Zoom and other video conferencing platforms have become the most popular way to stay connected during a pandemic. Video provides critical channels for internal communications, influences potential buyers, and increases brand awareness.
Whether you post a company profile or tongue-in-cheek animation, video supports brand building, which is crucial in financial services. A 2017 HubSpot survey resulted in 43% of respondents saying branded video is the most memorable type of content shared by companies.
Here are five more reasons why video should be part of your content marketing mix.
1. Video Simplifies Messages
Informative videos that explain a process or attempt to break down intricate subject matter are beneficial in getting key messages across.
Explainer videos can help to educate audiences on financial strategies, technology platforms, and services that may not be straightforward. They often feature high-tech production elements like animation, whiteboard animation, and motion graphics.
You can even use your smartphone to DIY record “bite-size” insights on trends that can be used for email marketing and social media purposes.
Click to watch an example of an explainer video.
2. Video Makes an Emotional Connection
Video humanizes brands in a way that other media can’t. Even if your overall brand personality is conservative, your spokespeople have characteristics that make them attractive to clients. Video lets those traits shine through, which can result in a memorable and relatable piece of content.
Thought leadership videos showcase the strength of your company and the deep expertise of the people that work there. There are many formats to take, including a one-on-one Q&A, a montage of several key executives, or even repurposed footage from an event.
Click to watch a video that introduces employees.
3. Video Offers Virtual Solutions
While the pandemic has brought new challenges to the production process, there are ways to create engaging video content in a virtual environment. Take, for example, the 2020 Invest in Others Annual Awards gala.
What is traditionally an in-person event, had to transform into the nonprofit organization’s first ever virtual celebration featuring compelling video content to make an emotional connection with the viewer. The online event brought in more viewers than past in-person attendees, which resulted in the best fundraising year ever for Invest in Others.
Click here to view an example video from the virtual event.
4. Video Offers New Ways to Repurpose Content
Video offers great options for repurposing content to use on different platforms. In fact, a third of all the time people spend online is dedicated to watching videos. It makes sense to include more of it in your content. You don’t even need an original idea to get started.
Consider repurposing existing content such as highlighting data and important facts from a whitepaper, edit content that was recorded at a conference or a webinar, and turn longer videos into 15- or 30-second snippets for enticing material on social media channels.
5. YouTube is a Growing Platform for Advisors
Did you know YouTube videos appear in Google search results? As investors search for answers about advanced financial topics, they can more easily consume them in a video, making it even more powerful a reason to have videos appear in search results.
According to HubSpot, four times as many customers would rather watch a video about a product or service than read about it.
Creating educational content that addresses common struggles your clients have or behind-the-scenes content that spotlight the team and firm values, are good ways to build trust and credibility. Optimize video titles and descriptions with important keywords to have a better chance of your videos being found.
Video is a must in the modern business environment. When done well, a video will take the viewer into the mind and heart of a company, communicating its values and those intangible qualities that help brands stand out in a crowded industry.
Related: 3 Digital PR Tips to Help Position Your Financial Brand