If you've been shying away from video as a means of reaching your customers, you might want to reconsider your position. The effect of videos on consumer behavior is undeniable, and the sheer popularity of online video makes it an unbeatable means of getting content to your target audience. YouTube users watch over 6 billion hours of video every month, and it's been predicted (by Cisco) that by 2016 a whopping two-thirds of worldwide mobile traffic will come from watching videos.
Those are impressive figures, but the question remains: how does putting a video out there help your business? There are two main goals to any video: conversion and brand-building. Videos of the former variety will have a goal that's apparent in their content; such is the case in product videos with a call-to-action at the end. The latter style of video is designed only to raise awareness of a brand. These are the videos that often tell a story. They don't have a clear call-to-action, but they are created with the intent of spreading around the online landscape and raising awareness of a brand's existence.
Either type of video can go a long way in building consumer trust in a brand if produced correctly and effectively. A well-made video shows that a business is modern, forward-thinking, and engaged with their customers. This is especially true of videos with a personal touch, such as those where the CEO is the one on camera. Well-made videos also show that the business isn't hurting financially. (Any company who is willing to spend time and money producing videos that speak to consumers must have their ducks in a row, after all.) In that vein, videos also convey permanence. The internet is full of fly-by-night companies and shot-in-the-dark start ups, and the sheer presence of rich media content shows commitment and investment – two things that say “we're here to stay.”