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Does video work?

In the last few years, particularly with broadband speeds increasing, video has become a main feature of websites and social media across all industries.

  • A few interesting stats from the world of video…
  • YouTube has over 1 billion users.
  • According to YouTube more than 300 hours of video is loaded every minute. That’s a lot of video footage!
  • Millions of hours every day are dedicated to watching videos on YouTube. And that’s just YouTube – there are numerous other video hosting sites too.
  • If a website has a video included on its site, it’s more likely to appear on page one of Google’s search rankings.
  • According to Bruce Clay, Inc, “statistics show that show that 17% of people spend less than four seconds on a website, but they are willing to spend 2.7 minutes watching a video online”.
  • Video has been shown to increase conversion rates and Return on Investment (ROI).

The long and short of it is that video is a powerful media. It has the ability to capture the hearts and minds of your target audience if executed well. People watch video.

So, can you use video for your adviser business? Absolutely. Across the financial services industry it is common place now. Providers and Investment Managers will use video to update clients and prospects on fund performance, provide market updates, launch products and use for promotion as part of campaigns as well as just general education. Adviser firms are also not alone in this space with many advisers using video on their video channels, their websites and in email.

Now, do you need to have video on your website? The short answer is no. Your business will be unlikely to go belly-up just because you don’t use video; there are even advisers who have no web presence whatsoever, who still have massively successful profitable businesses. But, video has the ability to convey your content in an interactive and stimulating way.

Video can bring boring to life. Video can take complex topics and make them easy to understand. Pictures paint a thousand words, but video tells a whole story…sometimes in 30 seconds!

10 key pointers for using video in your business:

  1. The topic needs to form part of your content runway – posting something completely obscure will not do your brand any favours; it’s more likely to put your audience off.
  2. Keep it short – it’s very easy to get carried away with video. In a very short space of time you can create 30 minutes worth of video content but there can be a danger that you will lose your audience in the first few minutes…unless your topic is immensely interesting.
  3. Video doesn’t have to be formal – light hearted humour and ‘cartoon-type’ creative can actually be far more successful than the formal approach. Using video for promoting testimonials is always a winner and provides potential clients with comfort.
  4. It’s great to be able to ad-lib on a video where you know your topic inside out, but even the best presenters get in a tangle from time to time. Use a transcript and an auto-cue – both are easy and cheap to implement.
  5. You don’t need fancy camera equipment – it’s amazing some of the results you can get from newer tablets and smartphone video recording tools.
  6. Host video on your website – it will improve your search engine optimisation and your Google rankings.
  7. Use a hosting site for a quality, professional look and feel. It’s easy to use sites like Vimeo to host your video and then embed the video into your website.
  8. Embed video in your email campaigns.
  9. Share on your social media – Facebook, LinkedIn, Twitter and any others you may use.
  10. Make it interactive – take the opportunity to add a survey at the end which can help you gain valuable research from your viewers, and always, always include social media sharing buttons.

Video can be produced quickly and it doesn’t have to be expensive. You can even produce video in-house but the results can be mixed! However, it’s amazing what a few hundred pounds can do. What you do need is a good film production or video marketing agency, and yes those sound expensive but needn’t cost the earth.

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