Video is the language of the internet

Video Fluency (1)So, you’ve just welcome the new year in and you’re back at work. What plans have you got to market your business in 2016?

In this blog, I will discuss how social media has made video so tremendously popular that it is now the language of the internet−and it’s time for business owners like you to become fluent. I will also discuss ways in which you can make your videos stand out and get more views.

I’ll bet that SEO, email marketing and social media are high on your to-do list, along with a traditional print advertising or brochure campaign. But where is video on your list? At the very top? If it’s not, it really should be.

All you have to do is Google “Video Marketing Statistics 2015” to find out just how important video marketing has become and how successful marketers are anticipating it will increase this year.

Mobile viewing trends are driving an explosion in the use of video, not only to share fluffy cats and inadvisable dares, but also to share valuable information on business products and services quickly and comprehensively.

I always maintain that a business website is the frontline as far as attracting new customers is concerned. However, there is now a specific buying journey customers make on the internet. Before they pick up the phone to you, before they even email you, they will research you. How you stand up to scrutiny at that moment will make the difference between gaining a successful enquiry or being cast aside. (If you want to know more, download Google’s ebook Zero Moment of Truth.)

With 4 billion videos being watched every day on Facebook and over 300 hours of video being uploaded to YouTube every minute of every day, there is no doubt as to how we are responding to video in our lives. The challenge, particularly if you are using video to market your business, is how to stand out from the crowd. To achieve that, you need to make sure that you have some “secret sauce” in your films.

The majority of visitors will choose video over text. There is no other more powerful tool in your marketing box than video. But, like any form of marketing, it has to be carefully targeted and well-defined. It’s all very well having a video on your website or social media page, but are people actually watching it?

This is where I feel it’s crucial to understand the difference between video and film. Video is the method or tool of delivery. A film is a vehicle that uses video to tell a story. We are all very impatient these days. You have to grab hold of the viewer from the outset and deliver a message that is going to make that viewer watch till the very end.

There are 3 important ingredients that make films watchable:

1. Production Value
2. Engagement
3. Relevance

It has never been easier or more economic to producing video, but production value must be high. This is particularly important when it comes to sound, image framing and editing. A high quality video protects your brand and demonstrates your professionalism.

Engagement is the film’s ability to attract viewers and keep them. By remaining on-point with simply and succinct delivery, you will combats boredom. Boredom equals low engagement and lost viewers.

Relevance is such a vital ingredient and is often overlooked in a bid to either be creative or include too much in a film. The subject of the narrative needs to be specific and well presented.
But what is the “secret sauce” that binds all three ingredients together to make a very watchable film? It’s audience. You must know your audience. Who do you want to watch your film? What question are they asking that the narrative script of your film answers? If you haven’t targeted the right people or you distribute the film in the wrong place, it won’t be viewed in its entirety and your campaign will fail.

If you’d like to get some video content on your website, call me today on 01233 800081 for some free expert advice or email

Hax Filmmaker

Hax is the owner and founder of Hax Media. An avid filmmaker, he’s driven to support businesses of all sizes to embrace the use of video to develop successful campaigns and grow their business by building their audience.