Breaking Out From the Pack: How Web Videos Can Help Your Company Break Through Online Clutter

According to comScore Inc., Canadians are among the most engaged online video watchers in the world, with over 90% watching at least one online video per viewing. Never before has there been a better time for companies to consider creating web videos, which visually demonstrate the benefits of their products, services and expertise.

Here are a few compelling reasons your company should invest in web video advertising:

1. Increased traffic to your website

These days there are indeed numerous opportunities to post videos from Veoh to YouTube and everything in between. In fact, YouTube gives you access to over 2 billion viewers EVERY DAY. Embedding your YouTube video on your corporate website will go a long way in getting some of those engaged viewers over to your neck of the woods. Once they land on your website you can keep them there spending money. Zappos.com created video demonstrations of their products and enjoyed a sales impact of 6-30%. In fact, YouTube also has a fantastic Promoted Video program that gives you the opportunity to advertise directly to YouTube viewers. Not too shabby.

2. Better customer service

Web videos give companies the opportunity to demonstrate how their products work–especially products that are complicated to use or assemble. It also frees up time for customer service representatives to focus on other tasks, such as support and product fulfillment. In a study conducted by Limelight Networks, 39% of respondents said that a video demonstration of required assembly or installation was one of the top three customer service features that companies could add to their site to make online shopping that much easier.

3. Demonstrated expertise

Nothing instills confidence in customers like a face-to-face interaction. Short of that, a web video gives you the opportunity to introduce customers to who you are and what you do. From an overall history of the company, to customer testimonials, to how-to videos a well done web video gives visitors the chance to see what value your company offers in less time than it takes to click to the next page.

4. Measurable ROI

Given the amount of analytical services available today, from sophisticated ones like comScore to simple ones like YouTube Insights, it’s easy to compare the feedback a video has received. Metrics to consider include: how many people saw the video, reviews, comments to how many customers are signing up for your product or services, and where they come from. Armed with this knowledge it gives companies the chance to keep what’s working and make changes to what’s not, thereby providing fertile ground for a high Return On Investment.

Sofia Stefou, MBA is Director of Business Development at Sofina Media, a Toronto-based media company that specializes in creating and sharing compelling stories via web video platforms. Follow us on twitter @sofinamedia e-mail us at info@sofinamedia.com or visit us at www.sofinamedia.com

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8 responses to “Breaking Out From the Pack: How Web Videos Can Help Your Company Break Through Online Clutter

  1. I’ve been using video quite a lot during the last year and it’s still a bit of a mystery why some videos get lots of views while some don’t.  It seems that the more entertaining or even wacky a video, the better it does.  Good thing I’ve got a few of those but maybe I have to start producing all of my videos like that.

    • Clint,

      It can be very difficult to compete with “Cats Playing Patty-Cake” on YouTube, as having a video go viral can be very unpredictable. The question is, do you really even want to compete with those videos? when it comes to company web videos is your intention really to get views by everyone under the sun, or is it to get the video seen by the right people who are interested in purchasing your product or service in the near future?

      Just some food for thought.

      • If it’s for free, and in the case of YouTube and others, I would still welcome a viral video as long as the content still has some emphasis on my area.  I always try to target important key phrases that suit my area but if I also have a chance to make the video somewhat entertaining so that it has a chance to go viral, I would certainly do so.

  2. I’ve been using video quite a lot during the last year and it’s still a bit of a mystery why some videos get lots of views while some don’t.  It seems that the more entertaining or even wacky a video, the better it does.  Good thing I’ve got a few of those but maybe I have to start producing all of my videos like that.

  3. I’ve been using video quite a lot during the last year and it’s still a bit of a mystery why some videos get lots of views while some don’t.  It seems that the more entertaining or even wacky a video, the better it does.  Good thing I’ve got a few of those but maybe I have to start producing all of my videos like that.

  4. I agree that company video’s let everyone see the inside of the operation. But how do you make it entertaining without loosing credibility. There’s always a fine edge between boredom and risky.

    Videos are becoming the new age of relating to the customer. I agree they can improve customer service and relations, and build more market identity with the company.  

    I am looking for someone to do this for my company, and make it fun!

    Any recommendations? 

    I found 1 video
    company
    and am looking for more to compare.

    Thanks

    • Hi Max,

      Making a corporate video entertaining can be tricky, but is very much doable. The key is to find innovative ways in which to demonstrate your product i.e. Blend This or incorporate what makes your company unique into video, which can be done in a variety of ways. 

      All things we would be happy to help you with. Feel free to e-mail us at info@sofinamedia.com to talk about your specific needs in more detail. 

  5. I am writing another article for Bizlaunch. Any suggestions?

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