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What Is the Purpose of a Company Video?

Digital storytelling is an effective way for companies to use the power of stories to articulate their vision. We live in a digital age where we have a constant stream of information begging for our attention. Therefore, it’s essential for companies to communicate their narrative in an engaging way that leverages both digital channels and storytelling. A company video can be an extremely effective tool. The purpose of a company video is to build awareness of your business’ products and services in a way that resonates with your clients. 

Hiring a company who specializes in video marketing is highly recommended because they have the top-of-the-line equipment and knowledge of video editing tools. Whether you hire a professional or use in-house resources, understanding the purpose of a company video can greatly help you with the concept and design.  

Purpose of a company video

More people are watching more video online now than ever before, with video watching doubling since 2018. Given this uptick, you can see why video is an effective medium for communicating with your audience. There are several benefits and purposes of a company video, four of which this article will outline.

Reach a broader audience

Everyone likes to consume information in different forms. Our brains process visuals 60,000 times faster than text. By leveraging a variety of channels, including text, video, social media, and sound bites, you can engage audiences across many generations and preferences. 

Engage your viewers

Using visuals can keep viewers engaged. A study published in Forbes found that viewers retain 95% of a message when they watch it on video compared to 10% when reading it over text. There is also a tremendous click-through rate, 96%, with video, and videos are shared 1200% more times than just links and text. People are much more inclined to share videos on social media than text alone.

Communicate with executives

Also according to Forbes, 75% of executives surveyed said they watch work-related videos and are quite open to video. More than 52% watch videos at least weekly. Not only that, but work-related videos can inspire executives to act. A study showed that 65% of executives have visited a vendor’s website after watching a video and are receptive to in-stream ads.  

Engage clients through digital storytelling

Digital storytelling can engage both the brain and the heart by eliciting emotional responses. You’ve heard the expression that a picture is worth a thousand words, but did you know that a video is worth 1.8 million words per minute? You can communicate much more, in a shorter amount of time, through an engaging video. Videos don’t have to be long either. In fact, shorter informal videos can be even more effective than long over-produced content. A great approach is to brainstorm the top five questions your clients have, then film and publish a video each week to answer one question at a time. This will provide you with a steady stream of content without wracking your brain to find a relevant topic for your viewers. 

 If done right, a company video can help you promote your brand while reaching a broader audience with less time and effort than other marketing approaches.