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Why are so many advisors publishing videos?

If you’re in the habit of scrolling through news feeds, industry publications or competitor sites, you may have noticed an increasing number of promotional or informational videos online.

For many in the industry, the value of this medium suddenly became clear in 2020, when advisors were forced to seek new ways to get face time with clients. And it’s continuing to pay off as a way to engage new leads, change minds and make an impression. 

If you’re still unsure if this is something you should consider essential to your practice, here are three reasons so many firms are choosing to incorporate videos into their branding.

And while you’re here, check out the latest AdvisorBranding video.

#1. The stats are irrefutable.

We’ve known for a long time that videos capture and hold attention more effectively than other media, and the numbers just keep getting better.

Users will stay on pages with video 60% longer, and the average person is more likely to watch a short video than they are to read a few paragraphs of text. Even though they aren’t indexed like text is, videos still support site traffic, user engagement and search engine ranking.

In fact, as video consumption online continues to grow as it has over the last decade, it’s projected to represent over 80% of total internet traffic by next year. 

It’s clear that the people you want to reach use and trust this medium as a source of information, and many have come to expect it from leading advisory firms.

#2. The convenience is hard to beat. 

The convenience factor is important to time-starved users. It’s a fast and effortless way for clients and potential clients to get the information they’re looking for, and it can make a crucial difference when you have only a few seconds to change minds or influence a potential lead to reach out. 

For advisors, it’s a practical and flexible way to reach your audience. You’ll commonly find videos on websites, but they’re also frequently shared in emails, newsletters and digital brochures, or shown during presentations or on lobby screens. Once a video is built, there are endless applications for it. 

#3. It’s made for storytelling. 

If a picture says a thousand words, a video probably says a million. It’s the perfect storytelling vehicle and more and more advisors are using it to their advantage. 

Done properly, a short video will immerse the viewer in all the things that are hard to convey through text—like your company culture, the atmosphere you create for your clients, or the personalities that help people build trust and rapport with your team. 

Because it can create a lasting impression in a short period of time, a video can help an existing client understand a complex concept, or give a potential client a clear idea of what it’s like to work with you. It offers the opportunity for your own voice to shine through your brand—and that can be invaluable when it comes to strengthening personal connections. 

Besides these three, there are lots of reasons advisors and institutions choose to publish videos, but there’s typically only one reason they don’t: cost. 

It can be a labour-intensive process, and the equipment, time and expertise needed to do it well can make it difficult to fit into a marketing budget. But there are ways to mitigate that cost and maximize the impact of a new video. 

Reach out if you’d like to explore our tiered video development service, which takes some of the heavy lifting out of the process without compromising quality.

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