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And until recently, video was seen as a ‘nice to have’ channel but with research showing that using the word ‘video’ in an email subject line increases open rates by 19%, click through rates by 65% and reduces unsubscribes by 26%, it’s now impossible to ignore.
If you then consider that over the past year, Facebook video viewership grew from four billion views per day to eight billion, then video in a FMCG and B2B context not only makes sense, but becomes central to both prospect and customer engagement.
Video also now has a massive impact on search engine optimisation and online visibility, with rich media such as video being favoured by search engine algorithms, and with Google’s ownership of YouTube, video has become almost explosive in terms of channel growth.
But even with such huge opportunities for market development, many smaller enterprises often take big risks to save money through making video presentations internally. But caution should be exercised here because without professional-standard equipment and appropriate lighting, video can go from potentially very engaging to just plain annoying.
With more than 80% of senior executives saying they now watch more online video than they did a year ago, and according to Forbes, 75% of executives are watching work-related video on a weekly basis, this communications channel has risen to a stellar level in recent times.