When working with clients, we often come across websites that read like an encyclopedia.  These wordy text-laden pages are proven not to work.  The average user only spends 1 minute browsing a webpage.  That only gives them enough time to scan maybe a quarter of the visible content (forget about content requiring scrolling, or menu’d pages).  More than 1/2 of those users (55%) only spend 15 seconds on a site.


Will your essay-like piece or short paragraph be read in 15 seconds?  Will it even register?  Likely not.  So, what will capture a reader’s attention?  Research shows that engaging photos and video are much more likely to be noticed.  Photos are king on social media.  According to Wishpond photo posts get 120% more engagement on Facebook, and photo galleries get  180% more engagement than normal posts.  On sites like Facebook photos even outpace video for engagement.


Userv (a UK company) conducted a study of 1000 adults and found that users are 39% more likely to share a video, and 56% more likely to ‘like’ a video than standard text posts.  With video advertising internet users were found to be 27 times more likely to click through on video ads than banner ads, and 12 times more likely to click through on rich-media ads (photos and graphic content).

An over-used phrase in online marketing is “content is king”, but the truth is, if people don’t like what you’re sharing, they won’t watch it, and certainly won’t share it.  A good video campaign helps establish you and your brand as the ‘experts’ in your field.  It will keep audiences coming back for more information, advice, and tips, firmly entrenching your expertise.  Perceived expert businesses and individuals are far more likely to receive first time or return customers.

Here are a few tips to creating powerful video content for your business:

  • Create content that ‘gives’ the client something: information, how-to tips, discounts, etc. 75% of internet users go online to look for information about their personal hobbies and interests, which includes mostly “how-to” searches.
  • Take all you write and turn it into a quality video.  We’re not kidding here.  Video is that effective. Get used to thinking of presenting your business to the world in video – you’ll notice the results. People will not read your 4 paragraph dissertation on grommets, but they sure will click the ‘play’ button on a 30 second video.
  • Make it shareable and portable.  Share EVERYTHING on social media.  Studies confirm that more than half of your potential customers are more likely to engage brands that share video content.
  • Make it ‘evergreen’.  Evergreen content is something that has long-term value for your brand… something you will potentially share over and over again.  With the amount you invest in video this is a particularly important point.
  • Integrate your video campaign with the rest of your marketing:  email marketing, content marketing, search marketing, etc.  You must ensure your plan considers which page(s) will be landing pages, what content you want videos to point to, how you will generate leads, etc.
  • Ensure you have a strategy to maintain a video budget in your monthly business plan.  When you share good informative videos you’ll see your viewers want more.  It’s bad strategy to be ‘one-and-done’ in anything online (always strive to be constant, consistent, and creative), and with videos this is also true.  What gains you made in followers or viewers with your first video will quickly evaporate away if you don’t follow up with more.
  • Expect to be given the ‘rights’/ownership to the video.  A good production company will also give you YouTube content that you can also use for TV ads later on (in the correct formats).

When you do create your video content ensure you shop around.  While there are a lot of video makers out there, few have the skills to also storyboard, script, or capture your business goals with effective language.

Find a production group who have public relations experience, business experience, AND internet marketing experience since every element of your video needs to relate to the keywords and topical points you are trying to establish your brand expertise in.  Ensure your video production company has the skills to integrate your video into your social media platforms and overall strategy.

If you have any questions about ‘social video’ please contact BuzzMachine.ca for a free consultation & analysis at your place of business.

Editor’s Note:  Blog posts are an exception to this line of thinking, as these are actually where a lot of that text goes (reasonably within the 500-900 word range), pointed to by social media and advertising funnels, and carefully written with SEO in mind.