We consume a large portion of video media in this digital age. Whether it be via YouTube, Instagram, and—more recently—TikTok, video is as popular as ever. While the platform the medium lives on varies, its use in a strategic plan has been utilized by companies in increasing numbers over the last five years. There is so much potential to create content that increases engagement and establishes an identity. Video is a tool businesses can use to help their marketing efforts and brand presence.

In an ideal world, businesses are converting interest into sales. But how does one get "interest"? Implementing videos in your marketing efforts can attract new customers and connect you with them. One cannot expect a business that only lives on their website to draw people to it. It has to live in other places, and a way to do that is through video. Highlighting services and products, recapping events, or emphasizing expertise are ways to increase engagement with your organization, and the possibilities for executing such ideas are endless. Consider the 2021 Super Bowl commercial for the brand Oatly. It is regarded as one of the worst commercials that night, yet it had the whole country talking about the dairy-alternative brand.

Building a brand presence comes after building its identity. Telling the story of your mission, employees, and organization is essential when establishing its influence. Video is a great tool to use to help others remember your brand. It is an opportunity to show personality and build a relationship with your consumers. The idea is what you sell does not matter, but how you sell it. What is a better example than Allstate selling various insurance policies and using the character "Mayhem" to solidify them as the armor that will protect against all that could go wrong? 

Even if big-budget commercials like those mentioned are not in your means, you can still maximize your marketing efforts and increase your brand presence while keeping production costs low. Video-sharing social networking sites like YouTube and TikTok have practically no barrier to entry and great possibility for exposure. Ryanair, an Irish airline, uses archival footage of their aircraft, in combination with the latest trending sound/music to create their videos on TikTok. What looks like it took less than 5 minutes to edit has generated 4.8 million eyeballs on their highest viewed video. The airline currently has over 300,000 followers on the app and hundreds to thousands of views per 15-second video. 

There is a good reason why companies are utilizing video as a marketing tool and strategy in growing their business. Whether it be in the form of explainer videos, social media videos, presentations, or sales videos, it is a medium that seems only to be increasing in use and relevancy. Taking advantage of video, regardless of its subject, length, or platform, can allow businesses to both establish identity and market themselves.

PK Information is a FileMaker-certified development agency serving the Tampa Bay, Miami Lakes, and Knoxville regions. We believe that great software can change everything. Do you need help developing and implementing your video marketing strategy? Contact us today!

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