Why You Need To Excel At Video

Author

William Arruda

July 11, 2016

As someone who reads hundreds of written messages a week, I know the ugly truth: text can be boring.

Email can be annoying – and overwhelming.

IM + txting r perhaps the lowest frms of xpression 2day. They strip all the meaning and nuance from communication.

And emojis don’t cut it, regardless of how many you use to adorn your messages ;)

The most powerful form of communication is face-to-face conversation. But in a world that’s becoming more and more virtual, in-person communication is less and less feasible. The good news is that video is the next best thing to being there. Forrester Research’s Dr. James McQuivey estimates that one minute of video is the equivalent of 1.8 million words. And the stats show us that multimedia images are quickly becoming a pervasive communications tool.

Here’s why you need to integrate video into your personal brand communications strategy:

Video is big

According to ReelSEO more video content is uploaded to the web every 30 days than the three major U.S. television networks have created in 30 years.

A report published by Forbes Insight, “Video in the C-Suite,” tells us 75% of executives watch work-related videos on business websites at least once a week.

Stats from ComScore support the trend:

  • 4 percent of users viewed at least one video online over the course of a month.
  • The average user is exposed to an average 32.3 videos in a month.
  • The average user spends over 16 minutes watching online video ads every month.

Even academia has joined the bandwagon. According to Dartmouth University, in a study reported by VinfoTech, 86% of colleges and universities have a presence on YouTube.

Still not convinced? YouTube’s own data says it all. 72 hours of video are uploaded to YouTube every minute, and users watch more than 3 billion hours of video monthly.

Video spurs action

According to Forrester Research, including video in an email leads to a 200-300% increase in click-through rate.

Focusing specifically on introductory emails, Implix found that including video leads to a click-through rate increase of 96%.

In addition, video helps your message go viral. BrightCove reports that social video generates 1200% more shares than text and images combined.

Invisia tells us that  viewers retain 95% of the information conveyed in a message when they watch it in a video, compared to just 10% when reading it in text.

According to Forbes, 59% of executives would rather watch video than read text.

Drawing on stats issued by Online Publishers Association, the marketing firm SingleGrain says that 46% of users take some sort of action after viewing a video ad.

Including a video on your homepage can increase conversion rates by 20% or more, according to ReelSEO.

Video is valuable

A YouTube report states that mobile video consumption rises 100% every year.

At the current growth rate, Cisco predicts that it would take more than 5 million years to watch every video that crosses global IP networks in a single month.

So what do all these statistics mean for you?

As a successful professional, you know that the first step in effective communications is identifying the right tool – not the most convenient tool. Although we default to email for most communications, it is seldom the most meaningful tool for the job. When planning to communicate about any of the following, consider video as an option so you can deliver a complete communication and connect more deeply with your audience:

  • Proposals. If you want your proposal to stand out, use video for some or all of the proposal. Even a recorded PowerPoint presentation will have more impact than a traditional text-based proposal.
  • Team communications. If you’re sending a group Thank You or a status update or an important announcement (and you want it to stand out), incorporate a personal video message. This is especially important if your team is geographically dispersed.
  • Thought-leadership. Share your expertise with brief videos on a focused topic, delivering something of value for your followers. Include these videos in the Summary and Experience sections of your LinkedIn profile and on your YouTube channel.
  • Your bio. Augment your written bio with a brief video bio that provides a deeper connection.
  • Team meetings. Turn your traditional teleconferences into video teleconferences to strengthen the connection among the members of your team (and to reduce multi-tasking, because video makes it hard for the participants to tune each other out!).

Eventually, video will be as pervasive as it it persuasive. As a success-oriented professional, get on board now so you are a master of video long before your colleagues finally catch up.

William Arruda is the CEO of Reach Personal Branding and host of the Reach Interview Series. His full podcasts are available here.

 

This article was written by William Arruda from Forbes and was legally licensed through the NewsCred publisher network.

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