• Courtney Graham, Princeton Mortgage

Lights, camera, action!


It is no secret that the use of video for content marketing and communication is on the rise. And I would venture to say if you are not currently creating video content, you are likely falling behind.

Video has dominated online content this past year. Mobile video consumption has increased by 100% year-over-year and by 2019 80% of all online content will be video. In fact, a Facebook executive predicted in five years Facebook will be all video – no text. Video is no longer just one small piece of a marketing strategy, it has become as essential part of connecting with your customers and building authentic brand trust.

Word-of-mouth is an age-old marketing tool because trust remains intrinsic among consumers. People want to work with people they know, like and trust. In a highly digital world video allows trust to be built quickly by speaking directly to consumers and establishing liking and connection.

It’s true, people are reading less and less. I am surprised you are still reading this J. In 2017 The Nielson Group, a leading market research group for user experience, published a study ‘How People Read on The Web.’ Their results were crafted into a 355-page report that can be boiled down into one very short and simple summary sentence, “They don’t.”

Video does what text does not. It creates an immediate and authentic connection and allows people to consume and retain content faster than ever. Viewers retain 95% of a message when they watch it in a video. They only retain 10% when they read it.

For most videos, the more simple and raw it is, the more authentic the content seems. And that is what really matters to your audience. It is one of the reasons Facebook Live and Instagram Stories have received so much traction and engagement.

According to HubSpot Research, consumers and customers actually prefer lower quality, “authentic” video over high-quality video that seems artificial and inauthentic. What does that mean for you? That incorporating video into your marketing and communication efforts are within reach. Don’t be afraid to start small, grab your iPhone and start filming.

In a world that is increasingly digital and lived day-to-day behind computer screens and mobile devices, video humanizes us. It makes us real again and brings our stories and brands to life.

Until next time,

Courtney Graham

Marketing Director, Princeton Mortgage

The opinions expressed in this post are the sole view of the writer and do not reflect the opinion of Princeton Mortgage Corporation.


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