No BS Marketing: Good Video Is Vital

Video outpaces static image performance without a doubt, you likely know by now. It is an unavoidable visual deterrence that pleases our brain. The fact is, we love to see movement. It brings life to faces, products, and reality.

Connecting your audience with your message helps to move them down the buying channel or "action channel" gets them closer to your desired result.

These days video has become so relevant in our lives that social media apps are built solely around motion images. TikTok is the prime example, essentially a dumbed-down version of YouTube.

The real question is, how can it be incorporated into your business's success?

I am not suggesting you start learning dance moves or create eating challenges. Being able to offer more to your audience in their environment and time will increase your exposure and chances of memory imprint.

If I ask you, "what's the funniest image you saw in the last week?" How would your respond? With the same question, what was the funniest video or commercial you saw?

The same amount of time it takes you to view a static picture and imagine, you can watch a video and discover.

Discovery is what we wish to accomplish both as a buyer and a seller.

Incorporate video everywhere you can

Do not get overwhelmed with creating a post-strategy or hiring a videographer. Reach an audience you already have FIRST.

I see too many brands begin with a full-on campaign to an audience of a few hundred and then months later they are not posting at all because the results weren't meeting expectations.

Sales 101 - reach out to your inner circle. This should be no different.

If you already have a newsletter, storefront, drip email sequence, Instagram, etc. just start incorporating more videos and analyze the data/results. Do you get more views, clicks, interactions, etc.? Let the data guide you, it is that simple.

Be real, be authentic

Imagine watching a video of a basketball player on a neighborhood court after playing an intense game. You see a tattered athlete in rags sweating it out, hitting jumpers, making assists, connecting, and celebrating with teammates. He or she sits on a bench, it's dark and the lights above showcase the solo player taking off the shoes. He/she looks at them intently before placing them in a bag and putting on a beat-up pair of trainers. As they get up and walk away the video blurs and words appear "What is your real work uniform?".

If your audience is an average street baller or common weekday warrior athlete, why not show someone in their same element? Why not have the audience imagine themselves at their gym or on their court wearing the same shoes?

I have made boring products come to life by simply placing them in real-life situations, solving problems, making life easier, or making people look fabulous.

Connect with your audience in their environment and be authentic. It doesn't need to win awards or be shot on a $5,000 camera. Raw is better.

Follow the leader

Don't reinvent the wheel. Yes, originality is great when you pepper it in but it's ok to ride a wave.

Take part in challenges and be a part of the hype BUT maintain your brand consistency. You do not have to "sell-out" just incorporate trends. Again, review the data and let the analytics decide the way.

There are plenty of billion-dollar businesses that invest more capital into R&D and testing than you will ever be able to.

The funny thing is, the results are posted publicly. Just see how they did and be an active follower on their accounts. They did the dirty work, if it panned out then take a stab at it yourself!

The future is in reality and right now reality is video.

Put more effort into video than you do in written content and static images. Review the data and results. Have a bit of a plan and go for it. At the end of the day, you will learn a new talent and understanding of what the world is moving towards.

I guarantee that the results will be an improvement in more ways than one.