The main objective for any brand or company is to first attract, secondly to engage, and finally delight customers throughout their journey with the brand.
One of the best ways to attract and engage consumers is through video. In consumer research done by Forbes, 50% of potential customers want to see videos from brands. Why? Because videos create affinity and trust, and are a proven way to increase purchasing decisions.
Anytime you create video content it must always have a of purpose that is relevant to consumers. Some examples of video content could be:
- Showcasing your brand’s personality, point of difference, operations, or value offering
- Product demonstration video. 72% of customers would rather learn about a product or service by way of video. (HubSpot)
- Thought Leadership. Offer meaningful guidance and insight to those around them
- Values and mission. What does your brand believe in? For example, Tom's Shoes built their brand around the pillar “we’re in business to improve lives.”
- Educational or How-to videos. How does your product work? How can you empower customers to be an expert?
A good place to start with video is to think about where it will ultimately live. If you have a website, it is best to place all video at the top of your homepage, also known as above the fold. It has been proven that engaging a potential client within the first couple of seconds of their site visit will reduce your web page bounce rate. Additionally, 79% of people would rather watch an informational video than read the exact same content in long form text on a page. Ultimately, immediate engagement via video on your website can increase trust and possible conversions. Further, as users engage longer, Google will perceive more value in your site, which can increase your Google ranking and relevance scores by 53 times. (Insivia)
Video is an incredibly powerful tool that can be used to connect with consumers. As such, it is not a good idea to skim over it with low quality resources and minimal input. In fact, poor quality videos can create a negative perception of your brand. Instead, it is helpful to view video as a brand investment. Adequate planning and preparation are necessary in order to achieve high quality video content. Before creating your first video, first figure out what your brand stands for and what value your brand offers to solve potential customers’ problems. It’s also important to talk to your customers beforehand to understand their needs so that you can strategize how to best delight them with an overall memorable and meaningful video experience.
Youtube is a great way to attract potential customers, as it is the second largest search engine after Google. YouTube can be a great medium to upload longer and more in depth video content for potential customers because the platform doesn't have limits to the length of your content. Other platforms, such as Instagram and Facebook, offer the opportunity to share trimmed and succinct video content for ease of digestibility and for promotional purposes. By using all of these platforms, your brand can create long and short cuts of the same video for distribution across multiple channels in order to efficiently use your video budget while creating brand synergy.
Creating quality and targeted video content will require strategy, planning, and effort to implement, and can be more of an investment than other forms of content. However, if done right, video is well worth it in terms of your brand’s customer experience and ROI.
A whopping 90% of customers say that product video helps them make buying decisions, says Forbes, and 64% say that watching a video makes them more likely to buy, according to Animoto. Plus, 97% of marketers say that video has helped increase user understanding of their product or service, according to HubSpot.