Director of services at Simon Acres Group Ltd, Jordan Burns shares his thoughts on why all KBB retailers should be adding video into their marketing toolkit.
"Video is a highly effective form of content and its popularity has gone hand-in-hand with the rise of social media. When done well video can be a powerful way for a brand to spread its message in a way that is easily accessible to a large audience.
"The great thing about video content marketing is that it has become easier to do effectively, making it more affordable and within reach of all KBB businesses.
"Video is an established means to sell a product, which can be seen from the number of videos already produced by manufacturers to demonstrate the benefits of their products such as ovens and dishwashers. These videos help customers understand what the product does and how it will help them. Video content is the perfect tool as the visual element helps businesses clearly explain how things work. These product videos can easily be shared by retailers via their own websites and social media channels.
"Those retailers that invest in making their own videos can showcase their showroom and present the people that make up the team, bringing a personal touch that builds trusts. People buy from people, and establishing a rapport is a key element of the sales process that can be enhanced by the use of a company or showroom video.
"Client case studios and testimonials are another marketing tool that works well in video format. Third part endorsements are recognised as being powerful but when the people making the recommendation are seen on film, this provides proof. Proof that you are who you claim to be, that you are trustworthy and honest, and that you can deliver what your customer wants.
"Now that consumers are watching more videos than ever before, it is one of the most effective forms of communicating with your audience. Some recent statistics from the industry suggest that:
* In 2021, the average person will watch 100 minutes of online video content per day
* By the end of 2021, 82% of all internet traffic will be video
* Brand recall from video is 85% higher than text
* 72% of customers would rather learn about products and services via video
"With more people working from home since the pandemic began, video has become even more relevant. Statistic show that 96% of consumers report seeing their video consumption increase, with 68% reporting the pandemic was a primary reason behind the growth.
"Social media provides the means to share video and audiences cover a wide age range spectrum, to allow for targeting of the message. With young people moving onto Instagram and TikTok, Facebook and You Tube now have older age profiles. Facebook and YouTube together have over 80 million active users.
"Messaging services such as WhatsApp & Facebook Messenger, increasingly used by KBB retailers and customers, are also important vehicles for video.
"Working with a creative video making company can help bring a video project to fruition. They will help you draw out the messages and the best way to present them visually. We would welcome any KBB business that would like to visit our dedicated film studio, which incorporates the latest filming and editing equipment."