In the wake of the COVID-19 pandemic, new, unprecedented challenges have emerged for small businesses and communities across the United States. With social distancing measures in place and limitations on face-to-face interactions, technology and digital strategies have bridged gaps within communities and between businesses and their audiences.

Since the virus outbreak, more than 80% of consumers have watched more videos online, including baby boomers, Generation X’ers, and millennials. With the demand for video content growing across generations, and with businesses forced to go digital, there’s no better opportunity than now to engage with your audience through video.

Wondering how video content can help your business or community stay connected? Allow us to explain!

Video Enhances Communication

Video enhances our ability to communicate information and engage audiences. As humans, we gravitate towards video because we process visual information 60,000 times faster than text.

Now that the COVID-19 pandemic has limited in-person interaction, we seek and rely on video more than ever.

“It’s important for businesses to connect with their customers in an authentic and meaningful way. Video has the power to really impact your audience and let your clients and community know what you stand for”, says Pam Rapp, Video Producer at CGI Communications.

 
Video takes business owners and community leaders out of the dark and puts them back in the public eye. It serves as the next best alternative to face-to-face interaction — the digital equivalent of flipping signage from “Closed” to “Open”. After months of quarantine, many of us can appreciate the value of human interaction, and video provides us with the opportunity to communicate with one another while still staying safe.

Video Builds Trust

With different parts of the country opening up, informing audiences has become a constant for business owners and communities.

Video content makes your business or community appear approachable long before people actually arrive. This provides a welcoming and entertaining way for your audience to discover how your business or community is moving forward through the pandemic. With the accessibility of videos, coupled with our desire for human interaction, video can also help you build trust with your audience.

“Different parts of the country are having different experiences during this crisis. Keeping that in mind, we are checking in to see how our community partners, cities, and chambers are doing. We are working with them to develop specific plans that work for each community to complete their video tour projects.” － Kevin Riley, Community Program Director at CGI Communications.

 
Businesses and communities are doing what they can under our current set of challenging and ever-changing circumstances. Publishing videos on your website and social media pages will not only strengthen your brand and demonstrate your resilience as a business or community. It will also exemplify a commitment to helping your audience through difficult times.

Video Content Improves Website Performance

Did you know that video content can improve your website performance?

Content has always been a driving force behind search engine optimization (SEO); but with thousands of Google updates and algorithms aimed at ranking websites with fresh, relevant, and quality information, content creation is more important than ever before.

Blogs and websites provide the best platform for publishing updated textual content. But with video expected to drive more than 80% of online traffic by 2021, it’s likely search engines will begin ranking websites that feature video content, as well.

Businesses and communities that want to perform well in local search engine results should start looking to incorporate video content on their sites.

“Communication is key during a time where we may feel a little lost and confused. Taking control over your website and video presence will provide better communication to your customers. You can instill trust with your consumer base during these times by making your content as user-friendly and unique as possible.” － Brittany Antonelli, Video Producer at CGI Communications.

 

Video Gives You the Opportunity to Tell Your Story

What matters most to your business or community? As an art-form, video allows you to make an emotional appeal to your customer base. Through visuals, audio, and controlled storytelling, you hold power in your portrayal and can better brand your business.

Video is most impactful when kept concise and engaging. Think of the website as the movie, and your video as the trailer.

While being informative is critical, try not to overstuff your messaging. As it is a visual medium, you can convey what’s essential in a creative-fashion — “a picture is worth a thousand words” is a cliche for a reason. With a video, you can capture what’s integral; your values, objectives, and the overall character of your business or community without overwhelming the viewer.

Start by asking yourself: During this unusual moment in history, how can you stand out and attract customers or residents? What can you draw you in personally?

After you know the answer, it’s time to start crafting your story －and we can help! If you’re interested in creating video content for your business or community website, reach out to CGI Communications today!

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