The biggest question I get from my business friends is how important is video to their business. I would have to say that right now video is the best way to tell your brand’s story. No other medium has ever given small businesses such an advantage and if you don’t use this now you are missing out on the golden age of small business marketing.
According to Jonathan Savage video posts have a 135% greater organic reach than photo posts and live video may be even better than that. Facebook alone generates 8 billion video views per day. Last April Mark Zuckerberg predicted that within five years Facebook will be mostly video. It doesn’t look like it will take that long.
Most marketing professionals agree that Facebook is the giant in the room but YouTube is still a great platform. Don’t forget that Instagram has changed the length of its video from 30 to 60 seconds. I like to post different things on Instagram than Facebook because the audience is different. Snapchat is still growing but go ahead and download the app so you can start to learn it and build an audience. If you say you don’t ever see yourself using that I bet you said the same thing about Facebook. Be honest. I believe Snapchat’s numbers are much bigger than we realize and it will continue to grow. If your market is younger especially college age download Snapchat today. Add me @judgestaff. Another new app to have a look at is musical.ly. Every teenage girl is downloading now. What teenage girls use today everyone will use tomorrow. I have started to play with it a little just to stay ahead of the curve.
So many of my business friends are afraid of video because they want to put out a quality product. I understand this but the platform itself lends to a lower quality video. In our own tests both at the Stafford E Shurden page and the 1933 page we have observed more views with the videos we shot and edited ourselves than the videos we paid people to produce. Not to mention you need to put out content daily so paying someone is not always an option. One of our recent videos on Stafford’s Market & Deli was literally me shooting with a Samsung phone and cooking. It was rough but after adding music and editing down it looked pretty good. I used windows movie maker. It is very user friendly.
Think of the different platforms like TV networks. You would have a much different show on ESPN as opposed to the Disney Channel. Notice I said show and not ad. It is a terrible idea to make all your videos look like ads. These platforms are the channels and we are the shows. Be a practitioner. It is not a sprint but a marathon. This is your chance to tell your story, to entertain, to inform. Selling comes later. When I went to Mississippi State we called that top of mind awareness. What you are really doing is building a relationship that will last for years to come.
Stafford Shurden is a marketing and business coach and has been in business for himself for 20 years. He also owns 1933 Restaurant, Shurden Farms, and Stafford Media. You can email Stafford at email@example.com