According to new consumer research from the e-tailing group and Invodo, 57% of online consumers feel more confident when watching product videos before making purchases online. This is an increase of nearly 10% over last year’s online video survey.
Confident shoppers are happy shoppers, and online video helps to create positive sentiments towards your brand. This feeling likely stems from video’s ability to show and demonstrate the product in a realistic environment: more than 2 out of 3 shoppers claimed that video helped them to understand how the product really works. It’s tough to buy something online without being able to try it out like you could in a store, but video helps to bridge that gap.
In addition, shoppers are also increasingly likely to be driven to purchase (40%, up from 31%), to purchase more (44%, up from 37%), and to shop again (45%, up from 41%) with retailers who provide online video. It also doesn’t hurt that increased confidence translates to reduced returns. All of these are great for the retailer – who can argue with more sales more often? And that’s not even taking the effects of a satisfied consumer, including positive reviews and brand loyalty, into account.
My career as a journalist spanned nearly a decade. When I left to launch a web-video startup, BizBOXTV, I quickly discovered storytelling was part of my DNA, evident in the process and style of my new media company and how it approached its first productions.
It wasn’t about story-boarding or scripting, it was about asking questions, getting answers, and weaving content together to produce an interesting and useful story. The benefits of combining the approaches of traditional journalism and brand storytelling seemed obvious.
Businesses are using social media, web video, and digital publishing to speak directly to consumers. It’s a way for brands, big and small, to use the approach of professional journalists to create, curate and share expert content in the form of blogs, articles and video. Brand journalism is obviously not as impartial as journalism, but it’s a way for a brand to engage an audience with relevant and interesting material. The content must be factual, and keep “relevance to the viewer” top of mind.
Marketing strategist David Meerman Scott, author of The New Rules of Marketing & PR, says “brand journalism is winning over direct marketing and PR attention-getting techniques.
“I’m convinced that those with the traditional skills of marketing, public relations, and copywriting are not the right people to create brand journalism content. Instead you need the skills of a journalist.”
Brand journalism is about facts and balance. It’s about telling an engaging story, and the goal is to educate rather than blatantly market. This way, readers or viewers are informed, and they become engaged with your business and it’s mission.
Home Depot is one major brand that has been creating expert content and useful do-it-yourself advice for a while, and it’s reaping the benefits. The content, whether it’s in the form of blog posts or web video, generally doesn’t try to sell anything directly. Instead, it keeps the focus on education.
Cisco is another example. On its blog, most of the articles and videos don’t mention the company at all. Its plan is to create a conversation and to position itself as a leader in the industry it represents. The company’s digital lead, Karen Snell, has said: “The goal was to generate engaging content to spark a conversation … If we can make people understand what Cisco is doing, then we’ve been successful.”
Boeing is often mentioned as a successful adopter of brand journalism. “When brand journalists think of what’s interesting to their audiences and create engaging content, they generate stories that can really take off,” writes communications director Todd Blecher. “This story is about testing the brakes on our new 747. It involves speeding an airplane down a runway, hitting the brakes just before takeoff. It ends with the brakes on fire, which is eye catching, to say the least.
“We’ve had millions of views, and our key messages about safety and durability reached more people through our website, YouTube channel, and Facebook than we would’ve ever reached with a traditional news release.”
There are huge benefits to providing content that educates and informs, and it’s easy to measure the return on investment. How many hits did it get? Was it shared? Did it spark conversation? As the public and businesses become increasingly “social,” brand journalism can make communicating with consumers more interesting, while setting a company apart from outdated “push” marketing approaches.
Businesses that do it properly can create a huge competitive advantage, while increasing their credibility and relevancy in the marketplace.
Lisa Ostrikoff is a TV journalist/anchor-turned-creator of BizBOXTV, a web video and social media marketing agency. Find her on Twitter and Facebook.
BizBOXTV – Calgary Video
Broadcast Your Brand™ Brand Journalism™
Calgary Video Production Companies + Video Advertising + Video Marketing
BizBOXTV’s corporate video clients & partners include major media networks, large corporations as well as small-medium businesses in all cities & industries across Canada and North America.
The BizBOXTV difference? We’re not a traditional Calgary video production, marketing and advertising company with traditional agency approaches. We were founded in 2009, as this new digital & social world started making itself known, so our focus and expertise has been honed right here.
From single profile videos and team bios to sales videos and branded content creation, BizBOXTV has years of experience working with businesses just like yours, looking for a unique and powerful way to tell their stories, increase brand awareness and of course, sales. You are also looking for an incredible return on investment in this changing marketing and advertising landscape. This is why BizBOXTV was created. Professional video production, video marketing & video advertising does all that, and more.
As the entire marketing and advertising landscape experiences a massive shift, BizBOXTV is thrilled to be in a position to work with forward thinking companies driven to get and stay ahead of the curve. We have worked with hundreds of amazing Calgary video production clients across Canada and North America over the past four years. BizBOXTV is looking forward to growing and evolving with this ever-changing communications landscape to be able to offer our clients the most innovative approaches to getting what they want, as well as getting the most value out of their marketing and advertising dollars.
BizBOXTV – Calgary Video Production – Canada
BizBOXTV: An Evolution in Media.
Do you have a Calgary video production project you’d like to explore working with us on? Contact us today if you’re ready to step it up and enter the exciting and results-driven world of BizBOXTV: Calgary video production for business.
Press ‘play’ on web video for your business!
Calgary, Alberta CA HQ 403.239.1382
Video Marketing packs some serious punch.
If you don’t have high-quality web videos to demonstrate your products or to communicate company news, you’re missing out.
Since 2009, there’s been a 33 percent increase in the use of online video marketing by media websites. Further, 80 percent of those sites use videos created by outside parties. Media sites are looking for high-definition video, especially.
Those websites are using online video to tell their stories, and externally-created videos are fine with them. If you can provide them with content that helps tell a story they’re working on, there’s a likelihood that they’ll embed your video on their story — generating hundreds or thousands of new views.
“The key takeaway for communicators is the enormous opportunity to place their unedited packages on media websites as earned media through distribution of links, embed codes, and edited packages,” the report notes.
Online-only media and newspapers are most open to using embed codes, displaying your web video as-is.
If you’re looking for media coverage, don’t stop at the press release. Today, companies have the chance to tell their own stories with web video. If those stories are well-told and talk about a timely subject, they’re more likely to be used by interested sites.
Putting up a single online video and waiting for the revenue to start rolling in isn’t a content strategy. After all, you wouldn’t send just one email, put up just one blog post, or have a TV commercial air just once and expect to really connect with your target customers.
To get the best results, come up with a series of short web videos that you can release over the span of a quarter. It may sound daunting, but if planned correctly, you can shoot 12 online videos and have enough content to release a weekly web video for three months.
www.daretocare.ca What is Dare to Care? The Dare to Care program is a fully comprehensive approach to dealing with bullying and challenges within school communities. This comprehensive approach involves students, teachers, parents and the community in an effort to eliminate bullying and other dangerous behaviors from their schools and, in turn, create an atmosphere of tolerance and respect.
The Dare to Care program helps school communities, from Kindergarten to Grade 12, create a common language which then allows for more consistent intervention and follow through when dealing with challenging issues.
Lisa Dixon-Wells has been working in school systems across Western Canada since 1990. After completing her M.Ed in Educational Psychology (1997), Lisa’s focus has been on Comprehensive Guidance and Bully Prevention. As the creator of the Dare to Care program, her work has focused on early prevention and intervention in elementary and junior high schools. Through professional development, parent information nights, and classroom facilitation (including assemblies, student forums, and role playing), Lisa has helped over 200 schools create and maintain safe and caring school environments. As well as her expertise in the area of bullying, discipline and community building, Lisa has assisted schools in the development of clear and concise school discipline policies.
Calgary Internet Video Production… Serving Calgary Internet Video Production clients since 2009 ~ BizBOXTV is Calgary’s choice for Online / YouTube & corporate video production. Get your Calgary business involved with our internet video production services at BizBOXTV!
Are you a business owner looking for Calgary Internet Video Production? Then you’ve come to the right place: BizBOXTV Calgary Internet Video Production ! We’ve worked with hundreds of local businesses to produce their innovative and engaging videos, whether for internal or marketing use. Backed by decades of major market media experience, our Brand Journalism team knows the best way to tell your story!
BizBOXTV’s corporate video clients & partners include major media networks, large corporations as well as small-medium businesses in all cities & industries across Canada and North America. The BizBOXTV difference? Our background comes from working in news… most of our core team are Journalists, professional storytellers who know the best way to share messages in an engaging and entertaining way so an audience will listen.
From single profile videos and team bios to sales videos and branded content creation, BizBOXTV has years of experience working with businesses just like yours, looking for a unique and powerful way to tell a story, increase brand awareness and of course, sales. You are also looking for an incredible return on investment in this changing media landscape. This is why BizBOXTV was created. Internet video does all that, and more.