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Use Video to Benefit Your Brand

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Video is unquestionably the leading marketing tool right now. While reels and shorts are the most popular, video content provides benefits beyond social media engagement.

The majority of marketing professionals (78%) say videos have directly helped to increase sales; 86% also say that videos increased traffic to their website.

Mercury knows the potential of video to grow our clients’ businesses. We also know it can feel like an expensive risk! So we asked our video partner, Jake Woodbridge, and Client Services Director, Emily Youngblood, to demystify the process.

Q: What does video do that other communication methods don’t?

A: Video allows you to connect with your audience on an emotional level.

Video is the quickest way to create a deep connection in 60 seconds. Most consumers love the instant gratification and the emotion that video brings that no other marketing tool has. The visual format allows brands to communicate their message in a way that users prefer. Not only is it a good tool on social media, it also is a great tool to have on your website.

Video is used to increase sales, build brand awareness, as well as keep customers informed. Connecting with prospects and current clients using video can bring an emotional connection and also showcase your products or services. Watch this one-minute video we created for a client to help show the flexibility of their services.

Q: How does an organization determine what story they want (or need) to tell?

A: The first step is to decide on the goal for the video. What purpose will it serve? Who are you speaking to? What do you want the viewer to do when they are done?

Every project should start with a clearly defined strategy. We help you define a clear goal so that we can then decide the best way to accomplish it in the video. Some of our clients want to create an emotional tie that helps explain why their product or service is perfect for their clients. Others need a step-by-step tutorial on how to use a tool or software.

Our team has filmed many videos that align with a brand launch. This adds value to internal stakeholders and external audiences in explaining why a new brand or new name was chosen and how excited the client is to share with the world this new phase in their organization.

Exciting business milestones are a great story to tell and help users get a glimpse into what your team has been up to! For example, check out this video we did for Mortenson Construction on their exciting construction project.

Q: I’m afraid to be on camera! How can you help me and my team feel more comfortable on video?
A: Don’t worry – you’re not alone!

Most people are not super comfortable on camera (unless of course you are an actress or actor). Our team is used to this. We work hard to make people feel comfortable and capture their true personalities. Sometimes it’s best to tell the story using hired talent. We work within our clients’ budget and goals for the video to decide the best path for this.

It’s always a process, and that’s ok. You don’t have to do anything but breathe and have fun. We’ll take care of the rest.

Q: How do you know when you’ve captured enough content to make a great video?
A: We always capture more than we need.

We pay attention to the vibe on set. We can feel in the air when everything is clicking and we’ve locked in on the best content. Then we push it just a little further so we feel extra confident that we’ll have more than enough film to choose from.

We’ve found that the best results come when our clients trust us to go all the way with the content.

Q: I’m ready to try this – what’s my next step?
A: Let’s have a conversation!

A call with our team will help us align on your goals for using video and determine how we can partner together. After that, we will create an estimate and carefully plan our route to success. This usually includes several discovery sessions and video filming dates. We will learn more about your ideas and the assets you bring to the video. Then we will make sure you are fully prepared and excited to bring your story to life!

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If you’re interested in telling your story with a professional video team, we are ready to partner with you.

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