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  • Writer's pictureRachel Snavely Appleby

Why are videos crucial to content marketing for your small business?

Think of videos as a tool for achieving your goals when it comes to marketing efforts: Videos can be used to increase engagement on your social media, expand your reach, get new audience members, and show your customers what you do in a fun and interactive way.

You can be a storyteller in your videos...

You can be an expert in your videos…

And you can be a friend in your videos.

There are several reasons videos reign superior in content marketing, and here are a few:

Accessibility: Videos are easy to consume. Good marketing videos allow your audience to understand and do not require a lot of cognitive effort to process. Your audience is watching videos on social media regularly. The videos can be accessed on phones, tablets, etc., and can be watched on the go. Think about the times you were waiting at the dentist or in line at the grocery store and picked up your phone and started watching a video… What if your small business harnessed its marketing efforts and took advantage of this human behavior?

Engagement: Videos are inherently more engaging than text. Reading takes time and with busy schedules, we don’t always have time to read marketing materials. As humans we would rather watch a video to get our information than read a paragraph about a product or service. Videos combine moving visuals, sound, and storytelling to capture viewers' attention and keep them interested. According toInVideo, “video content is 12 times more successful than other types of content. It generates higher engagement rates than both text and image content combined.”

Trust and Connection: Videos can help build trust and rapport with your customers. Seeing a friendly face or a company's culture on display can make viewers feel more comfortable with your small business. Videos with original content and/or employees talking with the audience are priceless. As consumers we want to feel included in the company and see “behind the scenes,” videos.

Sharing: Videos are highly shareable. This can help you reach a wider audience with mutual connections. Once you have built trust and connection with your audience, they will be excited about sharing your content! People are likely to share a video they find interesting with friends and family. You have probably already sent a video to a friend or family member today…

Videos are not going anywhere. And social media is here to stay, for better or for worse. People crave connection, belonging, and entertainment. Take them on a tour of your kitchen at your restaurant or bakery. Talk with them about the important process of replacing an air filter. And introduce your viewers to your team members!

There are endless possibilities with videos, therefore with planning and execution, you can increase engagement and connection with your audience. When you are ready to take your content marketing to the next level contact WholeHeart Communications about video services.

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