We’ve all heard the saying: content is king.

When Bill Gates first coined the phrase in 1996, his definition of content included anything that provided information or entertainment. In his eyes, content that accomplished both meant you hit the jackpot. However, with the advent of the search engine and Google’s extensive algorithm, “content is king” began to take on a different meaning, referring mainly to written content used for search engine optimization purposes.

But just as the definition changed once before, “content is king” has shifted again. Between Youtube, Snapchat, Instagram stories, IGTV and more, the consumer barriers to video has never been lower and the demand has never been higher.

From short-form social media videos to storytelling video campaigns, brands can use videos to interact with customers in a fresh and exciting way and to increase overall brand awareness and engagement. While videos are often used to drive traffic to a company’s website, having a video on your website allows for any visitor to your site—no matter how they got there—to learn about your brand instantly.

At Cross & Crown, we love incorporating video in website rebrands for our clients. It provides our team with an opportunity to learn more about our client and their values, so that we can weave those elements into every aspect of the website. And just as creating a video for a client’s site allows us to get to know them more, the final product serves to introduce them to the community.

The videos we produce for our clients’ websites follow “a day in the life” theme and provide a sweeping overview of the experience their audience can expect to have. Here are a few of our favorites:

As you can see, we highlight a little bit of everything so that anyone viewing can instantly get a feel for the brand, the experience, and if it’s something they want to partake in. In a way, these videos also qualify leads for you. Those who watch the video and know it’s not a good fit for them won’t continue to interact with you, saving you crucial time and resources down the road. On the contrary, those on the fence may watch the video and feel reassured that you’re exactly what they’re looking for.

A video on your website acts as an extension of your company and helps to establish trust and credibility right off the bat. With a brand video, you’re appealing to people’s emotions and making a memorable impression.

Are you ready to include a video on your website? We’d love to help!

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