While traditional written content has long been the main staple of many marketing plans, the remarkable power of video is changing the game!

Brands and businesses are constantly seeking innovative ways to captivate their target audience and establish a strong online presence, or at least they should be! While traditional written content has long been the main staple of many marketing plans, the remarkable power of video content is completely changing the art of communication, engagement, and conversion. 

Here’s something to think about; 20 years ago this self-shot, personally recorded, unedited, non-filtered style of content would have been IMPOSSIBLE. The only way to get an audience to look into the whites of your eyes, connect with your message and hear what you had to say through a screen was via TV. And that would have cost you a small fortune. 

Actually, scrap that. It would have most likely cost a big fortune. 

But now you can turn on selfie mode, hit record and go for it. Share your message with the masses. For free. 

Platforms like YouTube, Facebook, TikTok, Snap and Instagram - to name just a few - all have options to either pre-record or livestream your video content. And the power of it is insane. 

How powerful? Well, Phonic did a bit of consultancy work for Woody and Kleiny a while back and they now accumulate over a Billion (yes, billion with a capital B) views of their videos and content every single year on platforms that they control. They don’t need a Programme Controller, Head of Talent or Director General to decree that they are the chosen ones to grace the screen… they, the content creators, are the ones in the driving seat. 

Their online content gets more views than most terrestrial channels globally. 

So why does video work so well for a deep level of engagement? 

Visual Appeal and Emotional Connection

Did you know that the human brain processes visual information 60,000 times faster than text? Video content leverages this innate preference, captivating viewers through a compelling combination of visuals, audio, and storytelling. By evoking emotions, videos forge a stronger connection and foster trust, making it easier for viewers to relate to personal brands and small businesses. In fact, studies show that videos elicit higher emotional responses and enhance brand recall, positioning them as a vital tool in leaving a lasting impression.

Unleashing Reach and Visibility

Video content holds immense potential for personal brands and small businesses to expand their reach and gain visibility in today's social media-driven world. Platforms like YouTube, Facebook, Instagram, and TikTok boast billions of active users, creating vast opportunities for video consumption and sharing. With videos being highly shareable and intrinsically viral, businesses can harness this power to amplify their message and exponentially increase brand exposure. Another underlying benefit is that videos are given priority in search engine results, enabling brands to secure higher rankings and attract organic traffic to their websites.

Amplifying Engagement and Driving Conversion

Engagement is the lifeblood of any successful content marketing strategy, and videos excel at capturing and retaining audience attention. In fact, video content generates 1200% more shares on social media than text and images combined. The dynamic nature of videos keeps viewers hooked, boosting social shares, comments, and likes. Personal brands and small businesses can seize this opportunity by embedding compelling calls-to-action within their videos, driving traffic to their websites, and motivating viewers to take desired actions. Research also shows that product videos increase the likelihood of purchase, as viewers gain a comprehensive understanding of the features, benefits, and usage of the offerings.

Storytelling and Authenticity

Video content's power lies in its ability to weave narratives and convey authenticity. By sharing stories through videos, personal brands and small businesses can effectively communicate their values, mission, and brand personality. Behind-the-scenes footage, testimonials, and success stories create a sense of intimacy, fostering trust and cultivating a loyal customer base. Additionally, video content enables live streaming, facilitating real-time interaction with viewers and building a strong sense of community around the brand.

Versatility and Impact

From captivating explainer videos to engaging tutorials, thought-provoking interviews to immersive vlogs, and eye-catching animations to visually stunning productions, the possibilities are limitless when it comes to video. 

Extended Reach

Another super-valuable element of videos is that they can be repurposed into shorter clips, teasers, or snippets for social media, extending their reach and lifespan while maintaining engagement levels. So, that podcast you record can now become a YouTube video, clips of it can generate engagement via your other social platforms, that video can get transcribed into seo-friendly copy that could be crafted into a blog, extended clips of the video can be used as a positioning tool on platforms like LinkedIn. 

The bottom line is this; embracing video content is no longer a choice but an imperative for personal brands and small businesses. We always say that we now have two roles, whether we like it or not; the first is the thing you actually do and the second is that we are now our own full-time PR Managers.  The visual appeal, emotional connection, wider reach, heightened engagement, storytelling prowess, and creative versatility make video an essential ingredient in fueling brand growth. If you don’t believe us, try it.

And watch what happens when you utilise video and unlock new avenues for success, differentiating yourself in the crowded marketplace and forging meaningful connections with your target audience.