Why Enterprises Should Get Serious About Video

If the goal is to increase market share, often times a company has to win customers from competitors. And one tactic to do so is to use online video.

Why video outperforms static web content? In general terms, there is a consensus that video offers benefits that include personalization, competitive advantage, and cost-effectiveness.

Video attracts relevant search traffic

Out there, in the ruthless market, no business can beat a competitor until consumers know it exists, meaning, that it can be found easily through organic search. And Google structures its search engine results to reward sites that include video: any given video in an index of searchable keywords has a 50 times better chance of appearing on the first page of results than any given text page.

Videos encourage sharing

Not surprisingly videos are far more likely to be shared than text-based pages. And those shares and passes, from enterprises sites to social media, for instance, should not be underestimated.

Videos can be syndicated

By syndicating videos to multiple sites and multiple devices –including mobile– more and more people will see them, it is that simple. It is a cost-effective way to maintain brand reliability and strengthen consumer awareness. For example, a company that has distributors can upload one video and share it on all its distributors’ websites.

Video simply engages visitors

When videos are well produced they captivate the user. Instead of the need to navigate, search, scroll and click to access information, the properly done video unites it all and delivers it in a digestible way user surely appreciate. It takes less energy than reading and the users are engaged until they are ready to follow a call-to-action if it’s the case.

Also, thanks to new analytic video reports, companies can learn about their audience behavior and optimize their video messages accordingly.


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Originally published on July 29th, 2016, updated on April 22nd, 2019
The Blog

Why Enterprises Should Get Serious About Video

by Ievgen Leonov time to read: 1 min