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It’s no secret, that if you want to connect with an audience in today’s day and age, mobile and video is the way to go. Many brands, publications, agencies and influencers are quickly developing their video production and editing skills to capitalize on this growing trend that will most certainly not go away any time soon.
Now if you are wondering how powerful video is for a business, ask yourself how many times you inquired about a solution to a problem or for just a simple answer after typing “How To” or “what is” in Google or YouTube. How successful were you at solving your problem? Did you learn about a new product or service that assisted you in this manner? Does this product or service stay on the top of mind when it comes down to future purchases?
It’s really quite simple, if you help someone solve a problem that they are faced with at that moment, you have not just created a favorable experience, but have also managed to develop an emotional connection that elicits recall whilst influencing them to become a potential customer and a strong advocate for your channel, product or service.
In the UAE, 80 per cent of smartphone users take action when their interests or passion is sparked. Furthermore, 75 per cent of these consumers that conduct research on their smartphones have considered purchasing brands they would not normally consider because of relevant information available on their smartphone in the moment.
When it comes down to video, 75 per cent of internet users in the UAE watch videos once a week or more on a smartphone and 83 per cent of individuals under 35 in the country agree that they can find a YouTube video on anything they want to learn.
So what does this mean? In its simplest form, people in the UAE and across the Mena region have a very personal relationship with their phone and through effective
If a brand can position its product in a manner that solves queries, the company has immediately generated a lead. —
targeting with relevant messaging, any brand has the potential to influence consumer behavior, generate leads, secure sales and build loyalty.
Touching on reliability, video enables brands to do something that is quite difficult via the traditional Bloomberg media outreach. The visuals enable you to convey concepts, emotions and much more due to its dynamic nature. It enables you to connect with your target audience by creating a relatable story or sharing a solution to a problem they are currently facing. of smartphone users take action when their interests or passion is sparked
After Google, YouTube is the second largest search engine in the world. People search for HowTo or Do-It-Yourself (DIY) videos on a daily basis. If a brand can position its product in a manner that solves one of these queries, you have immediately generated a lead. That lead could then research your product or brand on YouTube itself and come across several more videos either solving a problem or raising awareness for its product or service thus enhancing brand relevance whilst creating a favorable perception.
The best part however, is that after assisting this lead solve a problem and generating a positive affinity to your brand, you have essentially converted them to a potential advocate for your product or service — every marketers The writer is managing director at Golin Mena. Views expressed are his own and do not reflect the newspaper’s policy.