In today’s share-centric and fasted paced internet culture, video is a critical tool that can be used to shape a brand’s identity. One of the main reasons for this is consumers’ preference for video content over text content. This isn’t to say that text is irrelevant in brand-building, but rather that video is changing how online consumers interact and respond to a brand; on the whole, users are much more likely to interface with and share video. In this blog we’ll talk about some of the reasons why video is dominating text in terms of sharing, and the elements of video that make it such a strong force in brand identity building.
Video Sharing and Brand Building
First, let’s take a look at the numbers. According to EConsultancy, “Branded video content reaches nearly half (46%) of all UK internet users. More than half those people (54%) go on to click through to the brand’s website, and a different 54 percent will visit the brand’s YouTube channel, if the have one.” In addition, “Video search results have a 41% better click through rate than its text counterpart.” In terms of sharing, an astonishing 92% of viewers who use mobile devices to view video with others will share it, and according to Simply Measured, “Videos are shared 1,200% more times than links and text combined.”
The numbers don’t lie, video marketing holds huge potential for a brand. But why is video so popular, and why are videos shared so much? One reason can be found in the idea of showing vs. telling. Text tells, while video shows, and showing consumers something allows them to interface with it on multiple levels, while telling them is more one-dimensional. Showing your brand identity using video gives consumers a chance to identify with it on an emotional level, and while we may think we’re all rational beings, emotions play a huge role in our behavior and decision making. Videos engage multiple senses but are also easy and quick to process, a fact that can’t always be said for walls of text. The more engaged consumers are with content, the more likely they are to share it, which results in more attention and engagement with your brand.
About TalkingTree Creative
Talking Tree Creative is a video and event production company that creates memorable experiences and lasting impressions on screen, on stage, and online. Headquartered in Washington D.C., TalkingTree Creative serves clients in the private, non-profit and government sectors, is a leader in the event production and video production field, infusing its work with elements of creativity, entertainment, and engagement. For more information about TalkingTree Creative, please visit talkingtreecreative.com. Follow TalkingTree Creative on Facebook, Twitter, Google+, and LinkedIn to stay up to date with our latest projects. Get a dose of visual inspiration by checking us out on YouTube and Pinterest as well.