It’s really interesting to note what sort of content is getting people engaged these days on LinkedIn.
Over the past few months and maybe as long as a year ago, the posts started changing from being rather dry and impersonal. What you’d imagine the most corporate of corporate communications to be like.
There’s been a defined move away from this, dry grey stuff toward some altogether more human.
It’s a change I welcome. And it’s an opportunity for fellow business owners too.
Since the pandemic, a lot has changed. Among them is a need for connection. For humanity.
People want to interact on a deeper level. They want to be talked to. Not talked at.
They want to have stories and insights shared with them, that are of value to them. Not just a succession of PR releases. Thought through curated content that actually helps them achieve what they want or overcome any issues they have.
As business owners, it’s less about “broadcasting” and more about sparking conversations… And video can help you do that.
Create Video Content That Drives ROI For Your Business
Why Video Is an Effective Way to Reach Your Audience on a Deeper Level
Video is proven to be an incredibly effective tool when it comes to creating emotional connections with viewers.
Research shows that when people watch a video, their emotional response and engagement is much higher than that of text-based content.
This is because videos stimulate multiple senses at the same time, allowing them to create a more immersive experience.
As neuroscientist Marike Bordes explains, “Seeing a moving image acts on an observer’s emotions in indirect ways — through the feeling of being transported, having experienced something special or living something further.”
This helps explain why video has become such a powerful tool for storytelling and engagement—offering marketers the ability to capture their audience’s attention and evoke strong emotional responses.
By using video, you can show your audience who you are as a business. What makes you unique. Why they should trust you to help them achieve their goals.
When it comes to using video to engage with potential customers – the stats speak for themselves.
- 88% of marketers found that video gave them a positive ROI. (Animoto)
- 69% of people say they’d most prefer to learn about a new product or service by watching a short video. (Wyzowl)
- Animoto found that 74% of users who watched an explainer video about a product subsequently bought it.
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Why Good Businesses Are More Human
Building an emotional connection with customers is essential for any successful business.
Studies have shown that customers who feel connected to a brand’s values and identity are more likely to be long-term, loyal customers. This then means improved loyalty, higher engagement levels and ultimately increased conversions. Which mean more sales.
Research from Accenture[1] found that brands with strong customer relationships generate up to four times more higher revenue than those who don’t.
So it’s not just a “feel good” thing to be more human – more connected – to your audience and customers as a business owner. It also makes absolute business sense too.
If you’re interested in creating a long-term sustainable business, you should definitely be looking at using video. To build, connect and sustain deeper, more human, relationships with your people.
Sources
[1] Accenture: https://www.accenture.com/us-en/insight-outcome-economy
