How Video Can Boost Your Industry Credibility

Searching for content online can sometimes feel like drinking water from a fire hose. There are so many options! It can be overwhelming. If you’re creating content and hoping to reach the right customer, you want that audience to be drinking from a refined trickle, your message landing right in the middle of their cup. Video can help you do that.

Video can separate you from your competitors. It’s a powerful tool that, when leveraged strategically, can also significantly boost your credibility and establish you and your business as an authority in your field. 

Why Video Matters

• Visual storytelling: Video allows you to tell your brand's story in a compelling and memorable way. When was the last time you truly connected with someone you haven’t met… over email? Never? People crave authentic connection. Video can allow you to provide that in a digital medium.

• Expertise demonstration: Showcase your team's knowledge and skills through tutorials, webinars, or behind-the-scenes footage. Video is also a highly effective way to show off your product, which we’ll discuss later in the blog.

• Trust building: Authentic video content can help build trust and rapport with your audience. This goes back to the point about in-person connection.

• Engagement boost: Videos are more likely to be shared and viewed than other types of content. According to HubSpot, 31% of marketers create video content to improve their site’s SEO ranking. Adding video not only improves the quality of your post but extends the time visitors spend on your page. Both of those are cues to Google to rank your post higher. 

Types of Videos to Consider

• Product demonstrations: Clearly showcase the features and benefits of your products or services. Check out this video series from a Minnesota speaker company. They tailored these product videos to specific segments of the industry. Video not only makes them look credible but helps explain their products to customers and expand on what makes them superior.

• Customer testimonials: Let satisfied customers share their positive experiences. You can tell when someone is genuine on camera. This is why video testimonials from your clients and/or customers are an invaluable advertising tool. Look at this testimonial for a Minnesota law firm. Notice how genuine the client appears. Do you think this testimonial would be just as effective written on a website?

• Behind-the-scenes footage: Give viewers a glimpse into your company’s culture and operations. Video can be an invaluable tool for recruiting talent. 

Tips for Creating Effective Videos

• Know your audience: Tailor your content to the interests and needs of your target market. Here are some questions to ask to help you refine your video.

• Keep it concise: Aim for videos that are short and to the point. The American Psychological Association found that in 2004 the average attention span was two and a half minutes. Now it’s about 47 seconds.

• High-quality production: Invest in good equipment and editing systems. Better yet, hire a video production company. Here is some advice on what to consider before choosing which route to take.

• Optimize for SEO: Use relevant keywords in your video titles, descriptions, and tags.

• Promote your videos: Share them on social media, your website, and other relevant platforms. You can even edit a shorter version for Reels, TikTok, and Instagram stories. 

By incorporating video into your marketing strategy, you can effectively establish your industry credibility, build relationships with your audience, and drive business growth.