BY RICKY TOWNSEND
Even if you’re one of the few dozen people who never saw Steven Spielberg’s JURASSIC PARK (1993), there’s a decent chance you’re still familiar with the famous “water ripple scene“. An iconic moment that deftly accomplishes two primary goals that most movies carry: to tell a story and evoke emotion. In that case, the story is that there’s a large dinosaur nearby. And the emotion is, “RUN”.
From growing up commandeering my mom’s Sony Handicam alongside my brother to working at a Los Angeles film studio, a large part of my life has operated at 24 frames per second. Now, at Sendero my job is to help tell our story to our primary audience groups – namely current/future clients and prospective employees.
Video as a storytelling medium is no longer left exclusively to the devices of Hollywood studios or large advertising companies. With the advent of social media, ever-decreasing cost of video equipment, and increase in accessibility, the landscape has never been riper for organizations of any size or industry to leverage the powerful tool of video marketing. In fact, as more and more firms utilize video as a means to reach their customers, it has quickly become a necessary vehicle to stay competitive in a given industry.
What is your company’s story? How is it being told? Who is listening and what are they hearing? Is video a priority in your business strategy? Should it be?
Like with any new frontier, there’s oftentimes more questions than there are answers, but as the way we consume content continues to evolve every day, the following figures tell their own story:
- YouTube commands more than 3 billion searches a month, making it the 2nd largest search engine in the world
- Companies utilizing video (vs. those who don’t) experience a 41% increase in web traffic
- 74% of users who watched an explainer video on a product made a purchase
- 63% of companies are now using video marketing
- Incorporating video on a given landing page increases conversion by 80%
- Over 80% of all web traffic will consist of video by 2021
Every brand is different, as are the approaches a given organization can take when it comes to implementing an effective video strategy. For example, here at Sendero we prioritize authenticity by looking to employee-inspired video ideas and focusing on the genuine relationships we have with our people, clients, and community. This can take many different forms, whether it be our crowd-sourced video series SenderoStories or our Client Journeys that highlight successful partnerships.
Whether it’s a ‘90’s blockbuster or a thirty-second client testimonial, we all have a story to tell. Now get out there and tell it.
At Sendero we prioritize authenticity by looking to employee-inspired video ideas and focusing on the genuine relationships we have with our people, clients, and community.Ricky Townsend