In a crowded marketplace, making yourself stand out is becoming increasingly difficult. Consumers are more discerning and selective than ever before and so businesses need to find new ways to engage. With a third of all online activity dedicated to watching video, it’s clear that video could well be the medium you’re looking for. Here are four reasons why every business needs to include video in their content marketing.

1.       Video Is Attention Grabbing

Let’s face it, reading a lengthy sales email or a long product description is pretty dull and boring for consumers and simply won’t cut the mustard anymore. So rather than persisting with outdated media, why not try delivering your message in a way that consumers actually chose to engage – video. In fact, a recent survey discovered that a product video is four times as likely to be watched as read about in a text article.

2.       Video Creates Emotional Connections

The combination of visuals and sound in a video can evoke emotional connections much more strongly than text alone. When was the last time you laughed out loud when reading a customer testimonial or shed a tear in the face of a compelling case study, no matter how well written they were? Videos, on the other hand, have the power to make those powerful personal connections that are so important nowadays. According to one survey, including video in your email marketing increases the click-through rate by as much as 300 percent.

3.       Video Increases Your Brand Authority

The perception among consumers is that video is harder and more expensive to produce than a bog-standard sales brochure. And so if your business uses video, then it will enhance consumers’ perception of you as being a professional brand, one that conveys a sense of authority and ultimately one that they can trust.  Quite simply, consumers will pay you more attention and will even pay a higher price when you use video.

4.       Video Provides Greater Clarity

Did you know that just one minute of video can deliver as much information as 1.8 million words? Incredible, isn’t it? What’s more, not everyone responds well to receiving information in a written format. As many as 65 percent of us are visual learners that prefer to receive information by visual means. A further 30 percent are auditory learners and so video is probably the only medium that can appeal to the majority of learning styles. In addition, if your business involves selling a complicated product or service, then a video may well help you to get the message across to consumers faster and more easily.

The truth is that video is such a strong medium that it’s fast taking over the marketing world. The average user will spend 88 percent more time on a website with video than a text-based one. In the face of such compelling evidence, can your business afford to ignore the power of video any longer? Take steps today to ensure your business maximises the huge potential of video.