Why every business needs to focus on video content

by Ben Williamson  |  Article

The king of Attraction, Engagement, and Conversion.

It is no secret that our social landscape has completely transformed in the past 10-15 years. The way we receive and consume information is almost entirely done online. Although the internet has enabled fast-paced growth and set the stage for businesses to reach new customers in a matter of seconds, many businesses still do not utilize the best way to do so; video. Video is by far the best way to find, interact with, and win over potential customers. You probably have more questions. Why? How? Let’s go over some stats.

  • Social video generates 1200% more shares than text or images combined (Brightcove).
  • 75 Million people in the U.S. watch online videos EVERYDAY (HubSpot).
  • 4x as many consumers would prefer to watch a video about a product than read about it (Animoto).
  • YouTube has over a billion users, almost 1/3 of total internet users (YouTube).

and the biggest of them all…

  • by 2019, internet video traffic will account for 80% of all global internet traffic (Cisco).

These stats represent the magnitude and promise that video holds. That being said, it can be the hardest to get right. Planning, filming, editing, and producing a video worth 2,000 shares takes time, but it will provide the best return you could have ever hoped for. A couple things to consider for your business:

What is the goal? Having a direction and purpose will help give you or whoever is making it a clear end, which is vital in ensuring it was effective. Many people simply want to get it seen by as many people as possible, or get people to your website, attract more likes on Facebook, drive sales on a specific product. Whatever the goal is, make sure it’s clear on your end because it’ll translate well to who it’s intended for.

Where do you want to use it? Tailoring videos based on where it will end up is often overlooked by businesses looking to produce as much content as possible. You should produce videos with a specific medium on which to distribute it. Although more often than not it’ll end up on all socials and multiple websites, championing it to fit a narrative on one will provide better results. 

How long will it be? I can’t state this enough, if you plan on sharing it on social media DO NOT MAKE IT OVER 2 minutes. Shoot for 30 seconds – 1 minute. People don’t have the attention span/time to watch a 12-minute mini documentary on why you use ancient grain in your flour instead of GMO flour. There is a place for this type of video, and it needs to go on and stay on YouTube. It’ll be appreciated there, and it’ll get crushed on virtually every other platform. Think of the videos you see on your socials. You love those short cooking videos where you see everything fast. That’s our culture!

How often will you make videos? If you’re just starting out, make a realistic goal for video content. One a month is usually an attainable and realistic number for most. As you get comfortable with that, try going with one every two weeks. And every week. Etc. One thing to take away in frequency: Consistency is KEY.

What type will I make? This is often the most daunting question. There are SO MANY different types of videos, including but not limited to: vlog, culture, interview, educational, webinar, branded films, event, presentation, tutorials, product review, testimonials, animation, documentaries, live streaming, FAQ, BTS, & PSA. At some point, you should incorporate most of these into your plan, but start off with whatever you feel most comfortable with. Most likely, it’ll be a product overview or event because they are the easiest to do. Start with it, but don’t forget about the many other types you can utilize.

The whole point of online video is to get your message across to your audience fast. Attraction, engagement, and conversion – the three highlighted offerings of video. Your videos don’t have to be put on by a professional film crew and cost $50,000 to be effective. Simply reinforcing the value you provide will carry most of the premise, and making it fun and purposeful will carry the rest for you. The sheer power a video possesses online simply cannot be overlooked. Reinforced by that stats above, video is here to stay as the powerhouse medium that consumers prefer. Video provides the very unique experience in portraying many concepts, ideas, and values in a matter of seconds, which is absolutely not possible with text or photo. It is convenient and efficient for your (potential) customers, and anything to make their experience better is worth doing.









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