Images Are Worth a Thousand Words - Viral Video is Worth a Million

By John Boudreau

Does your insurance marketing strategy take advantage of video marketing?

Consider this about what you know about image-based marketing…

We see them every second, and we are learning to tune them out. As we scroll through our Twitter feeds, browse our Facebook timelines, check our emails, and surf the internet, there exists a constant, unending stream of eye-catching images utilized in advertising, each one fighting for our attention as web users. While still extremely useful, it takes a unique image to actually make a statement and draw attention to its content, versus being simply lost in the "white noise." Where images once signaled the most creative way for a business to market its products or services, they are quickly becoming more and more difficult to use to truly market effectively and make a statement.

YouTube Virality

Fast-forward to today, and 2013 has brought about a new marketing trend that is continually emerging and helping businesses capture the ever-dwindling attention of internet users and potential customers: The use of video. Atop the list of ways to creatively use videos is on social networks, specifically utilizing two of the most popular applications, Vine and Instagram video, both of which grow their daily users by the thousands.

Indeed, recent statistics show that 1 in 3 internet users today are creating video content to share across the platforms they use. Where a picture is said to be worth a thousand words, imagine the possibilities of a video! It is a veritable dream for marketers looking to implement new, truly innovative digital strategies in their online campaigns.

The Rise of the Viral Video

In recent years, and thanks to a growing number of exponentially popular websites, video usage and viewing online has taken off! When a video gets viewed and shared by numerous users across multiple platforms, it becomes something of an internet phenomenon by "going viral." With more and more internet users watching videos -- and subsequently sharing them -- digital marketing professionals are wise to take notice and utilize this growing trend for the benefit of their businesses by creating video content to post online.

Businesses that create video content to help market their brands will have the potential to reach more and more internet users every day. In fact, a 2013 study shows that nearly 80% of internet users are watching videos, a statistic that translates literally to billions of people that can be reached through videos. While this data includes worldwide users on mega-popular video-sharing sites like YouTube and Vimeo, even just the tiniest fraction of this number reached would translate to exponential success for many businesses – that is, if the business knows how to properly utilize videos to expand its reach. Here to help with that is an increasingly popular micro-video sharing app called Vine.

Using Video Marketing to Expand Your Reach

Due to the decreasing attention-span of the average internet users, the social media app Vine has revolutionized the concept of using short video snippets to attract the attention of users. Designed to get a message across with just a 6-second video clip that plays on a repeating loop, the app has been met with rapid growth and increased attention over last summer and these past few months. As countless users download and subscribe to the app on a daily basis, heads are turning as individuals and businesses are starting to recognize just how useful Vine can be for their marketing purposes. Here are a few ways that you can utilize the app for your business:

  • For the best results and the most user engagement, link the official Twitter account of your business to your insurance agency’s Vine account. This way, Vine updates you film and upload can be directly tweeted to the followers you already have. You can also film direct replies to other Twitter users, engaging them with a friendly –not to mention short and easy-to-do -- video response.
  • Attach Vine videos to emails that you send out – it can make your message stand out and be perceived as more accessible. In a web user's overloaded inbox, a 6-second video can be an incredible way to get your marketing across, even more effective than one short email that is boring or takes longer than 6 seconds to read.
  • Utilize the app for important announcements, whether you want to announce a contest, a job opening, or another exciting update. The micro-video format can help your business stand out in an often overcrowded field and attract even more web visitors to your website, not to mention help you to grow your brand and get users excited about what you have to share.
  • Vine describes itself as a way for users to "share life in motion," which is what many small businesses and other companies should do. By utilizing the app to let users get a glimpse of everyday life in your business and a little taste of the company culture, you can increase engagement and work wonders for your business' brand through just a short video.

Starting a Video Marketing Strategy Today

As technological savvy becomes increasingly essential with each passing minute, businesses would be wise to take notice of the viral video trend and use it as a marketing advantage. Countless businesses are already recognizing the need for this and are finding that the functionality and versatility that an app like Vine can provide in just a 6-second time span is staggering! Even other social applications have taken notice, as Instagram's newest feature, a video function, has piggybacked on the Vine trend and been met with much success of its own.

By connecting with users across video platforms, you will find your insurance agency is expanding its marketing possibilities and growing its brand through user engagement and interaction. Undoubtedly, video marketing will yield results when you do it the right way! Break out the camera today, start filming, and see how video can revolutionize how your insurance agency implements its insurance marketing strategy, both today and in the future.

About The Author - John Boudreau is the CEO and co-founder of Astonish, an insurance marketing and sales platform for local insurance agencies. Astonish collaborates with insurance agencies to provide an optimized online marketing presence, automate tasks with technology, and create an effective sales culture through hands-on coaching. Their platform drives growth in round-outs, retention, referrals, new opportunities, lead conversion, and team performance.

Category: Technology, Marketing

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