The Power of Video in Marketing
Video content is not just a trend; it’s a fundamental shift in how consumers prefer to receive information. Research shows that 91%1 of businesses are using video as a marketing tool, with 76%2 of marketing leaders agreeing that video helps them reach their goals more effectively than other media types. For financial services firms, video offers a unique opportunity to convey complex messages clearly, engage audiences emotionally, and build trust in a way that text and static images cannot.
Increased Engagement and Visibility
One of the primary advantages of video is its ability to generate higher engagement rates on social media platforms. Videos are visually appealing and dynamic, making them more likely to capture users’ attention and encourage interaction. Social media algorithms often prioritise video content, giving it more prominence in users’ feeds. This increased visibility can help financial services firms reach a wider audience and gain more exposure for their brand.
Building Trust and Connection
Video content allows financial services companies to showcase their personality, values, and authenticity. By sharing videos that resonate with their target audience, firms can build trust and establish deeper connections with their followers. For instance, videos featuring client testimonials, behind-the-scenes looks at company operations, or interviews with industry experts can humanise the brand and create a sense of relatability. This emotional connection is crucial for building long-term relationships with clients.
Conveying Complex Messages Effectively
Financial services often involve complex products and concepts that can be challenging to explain through text alone. Video provides an effective medium for demonstrating product features, explaining services, and simplifying complex information. For example, a short, animated video can illustrate how a new investment product works or explain the benefits of a financial planning service in a way that is easy to understand and remember.
Enhanced Shareability and Virality
Videos have a higher likelihood of being shared by users compared to other types of content. In fact, according to InVideo, video content is 12 times more successful than other types of content and generates higher engagement rates than both text and image content combined.3
When a video resonates with viewers, they are more likely to share it with their own network, leading to increased brand visibility and potential virality. This shareability can significantly amplify the reach and impact of a marketing campaign, making video a cost-effective way to drive brand awareness and attract new clients.
For financial services firms, the time to harness the power of video is now. Augment your in-house marketing capabilities with a video storytelling partner who knows how to connect with your audience in creative ways to drive long-term success.
Look out for our top tips for creating effective social media videos – coming soon!
[1] https://blog.hubspot.com/marketing/state-of-video-marketing-new-data
[2] https://www.hubspot.com/state-of-marketing
[3] https://www.dca-pr.co.uk/post/why-video-is-the-most-engaging-type-of-social-media-content
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