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 firstname.lastname@example.org or visit us at www.sofinamedia.com