|How to Use Video to Show, Not Tell, Your Brand Story|
|Wednesday, 15 February 2012 | Video-Commerce.org - Amanda Dhalla|
Product videos are vital to e-commerce sites, but they don’t always lead to increased search traffic or social media engagement. To maximize exposure and buzz, marketers need to explore other types of video formats that are better suited to that task. One example is a ‘making of’ or ‘behind-the-scenes’ video.
Opening up about your company culture and the processes behind your products is a good way to gain, or retain, consumer trust in this age of Radical Transparency. Rather than simply trading on an idea of what you stand for and living in fear of being found out, you can use online video to show that you’re actually ‘walking the talk’. You can bolster credibility and your bottom line by showing what your brand is doing in alignment with its purpose and values.
Online video is an ideal medium to tell the stories behind your products and build your brand authenticity because: