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Video Content – Making a Difference in Your Marketing Mix

Video content continues to be a critical element for marketing success. Consumer behavior continually evolves, and their attention has become increasingly harder to capture. Make no mistake, traditional awareness-building and attention-getting tactics are still effective, but to maximize your investment, you may want to consider supporting those efforts with additional channels and content.


Think of it like this: Traditional advertising grew from an “interruption” model of communication. You’re watching television, reading the newspaper or going through your mail, and suddenly you’re interrupted with a marketing message. This approach is evolving, largely thanks to social media, to an approach referred to as “engagement” marketing. Simply put: Give people content they want to interact with, when they want to interact with it.


 Website visitors who watch video are nearly 3 times more likely to convert than the average visitor.

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Research is proving that people not only want to engage with content in this way, but they’re especially inclined to engage with video content. Statista states that in 2014, 94.1mm users were watching video content on their mobile devices, and this number is projected to top 125mm by 2019. PEW research tells us that 59% of people over 65 years old are also online, including 90% of those with an income of over $75,000/year. That adds up to a lot of seniors online watching video content.


According to data insights on all websites GlynnDevins manages, we’ve found website visitors who watch video are nearly 3 times more likely to convert than the average website visitor.


And it’s not just cat videos they’re watching (although who doesn’t love a good cat video?). Consumers are actively watching videos for products that interest them. 90% of users say that watching a video about a product is helpful during the buying process, and 92% of them will share a video with others. 46% of users report taking an action after viewing a video ad.


Creating video content doesn’t have to be expensive, either. The camera on the new iPhone® is capable of shooting 4K video, and you can purchase editing software for as little as $5. Technology with video isn’t the barrier anymore. You wouldn’t want to use your phone for all your video needs, but to quickly capture a “slice of life” at your community, it works wonderfully.


Here are a few tips to get you started:

  1. Make your title count and use relevant keywords when posting.
  2. Avoid the temptation to “sell” through video. Keep it fun and/or educational. Be sure to answer their questions.
  3. Don’t try to be perfect — the best video content is authentic and isn’t over-produced.


Here’s an entertaining video we produced for a client in Florida, featuring Jessie and Lonnie Rix and the hobby that keeps them rolling.



Want more inspiration? Watch this video file that features many video samples to inspire you and your community. Or download a recent presentation that Randy Eilts, vice president of Public Relations, and I gave at the LeadingAge Texas Annual Meeting & Conference in Dallas.

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