Since starting this blog in September 2011, I’ve been preaching the importance of creating a strategy to authentically tell your brand’s story through video, to one valuable person at a time. My team and I believe strongly in sharing our video marketing expertise to educate those of you who are the keepers of your organization’s story, so you can grow your brand through the power of video. As we’ve expanded in this last year, so too has the incredible impact of video.
Consider these statistics compiled by Steve Strauss from USA Today:
• According to Cisco, online video now makes up 50% of all consumer Internet traffic and will be 55 percent of all consumer Internet traffic in 2016.
• Last year, almost 200 million Americans watched online videos every month, and
• On any given day, 100 million people will watch videos online. This number is up 43 percent from 73.7 million in 2010.
Strauss continues, “What does this mean for your business? Plenty. People love video, and it turns out that video increases sales. Onlineshoes.com says that its conversion rate is up to 45% higher with video and Zappos.com says it sells up to 30% more when videos are used to display a shoe. The upshot is that you need to strongly consider adding video to the mix, be it an online video brochure, a tour of your store, video newsletters, or just some instructional videos.”
Steve Strauss made a compelling case by letting the numbers speak for themselves, but no one makes a more passioned plea for making a one on one connection to your clients and customers by using video through social media than Gary Vaynerchuk.
Wine Library TV’s Gary Vaynerchuk is anything but a shrinking violet. Many love him, some hate him, but you gotta give it to the guy, he tells it like it is with gusto when it comes to business and building an audience in the world of social media. Called the “King of Social Media”, Vaynerchuk is one of the first Facebook users to max out his friend limit, with over 17,000 pending friend requests. He is in the top 100 people followed on Twitter.
In 2011, Vaynerchuk, through video, gave his no-holds-barred take on how modern businesses must adapt to thrive in a social media-driven culture. It’s even more appropriate as we enter 2013.
“The internet hasn’t even had sex yet, and it’s dominating!”
Vaynerchuk’s recent book, The Thank You Economy: How Business Must Adapt to Social Media, makes the case that it is more and more crucial to deal with our clients one at a time and treat them with dignity and respect and mostly to listen to them and share what we know, than ever before.
“Our Grandparents are more suited for social media because we’re going back to small town rules. Marketing is about to get really fucking hard. It’s about to get really one on one…you can’t just pound down the message. We all think we’re so damn smart. We’re going to market it and figure it out. The reality is the consumer’s bullshit radar is so much better than anyone in this (marketing) game realizes.”
In other words, we all know when something is advertising and marketing and when something is an authentically shared idea. Nothing communicates that better than video.
As Vaynerchuk asks it so well, “Do businesses have the ability to be human? Do we strategize for sales, or do we actually give a fuck?” Moreover, he talks passionately about the importance of extending the story through video from traditional TV advertising to social media and leveraging the power of both.
My Dad used to always tell me that if I was ever to run my own business in my hometown, I had to treat everyone like they were the only customer I had. “You can’t screw anyone over here, it’s too small a town…and it’s not right anyway.” Thanks to social media, we’re all living in that really small town now and we have to tell authentic and true stories that emotionally connect with our neighbors to succeed. Nothing tells those stories more honestly and with emotion to one customer at a time, nor is noticed by them more, than video. Make it a part of your business strategy in 2013.