30 Aug DON’T USE VIDEO.
According to the smart cookies at Wyzowl, 86% of businesses use video as a marketing tool. No surprises there. What did catch my attention was 1 out of every 10 businesses chose NOT to use video.
WITH SO MANY INHERENT BENEFITS, WHAT SORT OF BUSINESS CAN FORGO VIDEO?
If I were to hazard a guess, I’d say that ‘convenience’ and ‘cost’ are the magic ingredients. If you offer something with an affordable, everyday price and are super easy to shop – then the need for video is low. I’m thinking coffee shops, pharmacists, even good old fashioned pie shops. Each provides something specific at a fair price, meaning you’d never drive past any in search of an alternative. Equally, no amount of video, however well made, will shift your behaviour.
Unfortunately for 90% of businesses – competing exclusively on convenience and cost alone is simply not an option. Yes, consumers still want both of these things – but they are also more discerning when it comes to making the final purchase decision.
This is where video starts to prove it’s real worth. By dramatising the product benefits, or demonstrating the ease of use, or by revealing customer testimonials. Understanding the versatility of video makes it easy to see why it is the go to tool for ambitious retailers wanting to stand out and win sales at scale.
THE BEAUTY OF VIDEO IS THAT IT GIVES BUSINESSES A MEANS TO ACCESS A FAR BIGGER MARKET.
So yes – if your business is firmly part of the community and is super easy to use, with no instant alternative and is affordable – you probably don’t have a need for video.
However, if your business doesn’t fit this neat niche, video provides the opportunity for scale. With scale comes volume and with volume comes the greater propensity for sales. And that is what 9 out of 10 marketers want.
NEVER. NOT. STAND OUT.
David Flanagan, Director of Content & Strategy, P2