American Marketing Association of Las Vegas

3 Reasons Why Your Brand Needs Video

By: Author, Karl Rader, MPM VSM

Branding is a basic and fundamental concept that adds incredible value to a company. How a company builds their brand is crucial in increasing their bottom line numbers and differentiating themselves from their market competitors. Branding creates a relationship between consumers and your product, and will enhance long-term profitability. Today there are many inexpensive ways to build a strong brand, with video being one of the top ways by far. Video is overtaking content marketing and the value of having a video is astonishing.

1. YouTube is now bigger than Facebook

According to Cross-Channel, as of June 2014, YouTube surpassed Facebook as the largest social media site. YouTube had approximately 167 million unique visitors for the month of June, while Facebook had approximately 166 million unique visitors. A unique visitor refers to the number of distinct individuals requesting pages from the website during a given period, regardless of how often they visit. Based on the statistics, video content is reaching more people in the social media world. Online video is quickly becoming a key means for people to satisfy their information and entertainment needs, and a low-cost effective way for companies to tell the world about their brand.


2. One minute of video is worth 1.8 million words

Video is also one of the simplest ways to bring both product and brand to life. Forrester’s researchers say, if a picture paints 1,000 words, then one minute of video is worth 1.8 million words. Videos are easy to digest and a great way to engage viewers quickly – enticing them to spend more time interacting with your brand. According to Social Media Today, retention rate for visual information can reach up to 65% versus only 10% for text-based information. This increase in retention will directly correlate with your company’s success.

3. 90% of online shoppers find videos useful

Lastly, Internet Retailer states 90% of online shoppers find videos useful when deciding to make a purchase. This shows how much influence a video has on a consumer’s attitude towards a brand. Social Science Research Network has stated that 65% of the world’s populations are visual learners, which explains why there is an industry-wide shift towards video content. A visual learner is one who’s main method of learning ideas, concepts, data, and other information comes from images as opposed to text or audio. This is how Apple, the world’s most valuable brand worth $104.3 billion, has been able connect with consumers and build a brand which is innovative, sleek, user-friendly, and empowers people through technology.


The value video brings to brands is astounding. Strong video content can take a brand to the next level and help create an identity the world will recognize.

About the author: Karl Rader is vice president of Mobilizing People Marketing (MPM), a leading video social marketing (VSM) company specializing in the creation of shareable social media content.

Categories: AMA News,AMALV,Branding.