My Journey with Video Marketing (and why it matters)

Video marketing continues to become a more and more influential part of a brand’s journey. 

Consumers are watching videos online like crazy, specifically on their cell phones. Over 60% of all online video views came through a cell phone in the US in 2022. 

You know this and you’re considering making a video for your business. 

What if I told you that if you only make 1, 2 or 3 videos for your business, they may all flop and not deliver the results you were looking for?

How can I say this? 

Because in 2017 I took my first deep dive into video production. I had so many requests for video that I wanted to answer the question, “How hard is this video thing really…?” 

And what did I do? 

I took 10 relationships and filmed long format interviews that could be cut up into social media soundbites. 

I learned what it took to create good videos and content. I learned what it took to create videos from a production and technical perspective. 

What did I learn from the experience and why does it matter to you? 

I created 10 videos and there was an interesting distribution curve when it came to views. 

1 video was a hit, with over 3000 views. 

1 video was a smaller hit, with over 800 views.

The other 8 all had under 200 views. 

I thought to myself, “What if I had only made 3 videos and they were all the videos that were going to have under 200 views? What would my response have been?”

I would have said, “Oh well, I guess video doesn’t work…” 

And I would not have learned that video marketing follows a traditional distribution curve (which should be obvious). 

What does this mean for you? 

If you’re thinking about creating videos for your brand, know that whatever you make will follow a traditional distribution curve. As you post new videos, you’ll learn what does and doesn’t work with your audience. 

Posting content consistently fosters empathy and authority and viewers appreciate brands that consistently deliver valuable and engaging content. With that, videos give your audience a sense of humanness to connect with your brand on a personal level. 

Can a customer connecting with your brand on a personal level ever be a bad thing? 

By staying consistent with posting videos you have the potential to build that loyal following you need. Incorporate the power of videography, commit to the role and unlock the potential of propelling your marketing endeavors to new heights!