Recently, there’s been a particularly popular way of reaching customers: video content.
Video is versatile. There are many different types — vlogs, in-depth explainers, short snippets, livestreams, product demos, webinars, or online courses.
Take your pick!
Visuals and audio are effective at holding people’s attention, so you can’t really go wrong. But still, for the best results, choose a format that you believe will connect with your audience.
Because, yes, besides enhancing your brand, video will also help you grow your customer relationships. The storytelling and creativity used in videos have the power to make the customer experience all the more compelling and memorable.
Video is a great marketing tool, and the stats speak for themselves.
Did you know that 55% of users engage with videos on a daily basis? Or that 86% of businesses (across several industries) use video marketing as part of their overall digital marketing strategy?
Impressive, eh?
Video marketing is super effective for engaging audiences, building brand awareness, and driving conversions.
Definitely worth an investment, if you ask us.
Because of their popularity, videos tend to generate more likes, shares, and comments than regular posts — especially short-form videos.
They’re dynamic and visual. In the age of shorter attention spans, people love anything which combines visual and auditory elements.
Plus, they break complex info down into digestible chunks, so they’re more memorable, thereby also improving information retention.
Fantastic storytelling can transform your narrative into something more distinctive. Especially if you include relatable characters and real-life scenarios.
Evoke emotions and drive empathy in your videos. This will boost engagement and create an emotional bond with your viewers, but it’ll also leave a lasting impact, which will reflect in your conversion rates.
Video’s adaptability allows it to be used across different platforms. This makes it easier for you to reach diverse audiences, enhance brand visibility and boost engagement.
Shall we take a closer look?
People like to know what they’re purchasing, and videos can give them this information.
Product demos, which show customers how a product works and highlight its benefits, can be very convincing. It helps them visualise their purchase, leading to higher conversion rates.
A video’s compelling, emotive narrative makes it more shareable (1200% more than text and links combined, just so you know!). A video that’s shared across social media significantly increases your visibility and reach, making more people aware of your brand.
Don’t forget to optimise your video content for SEO to improve your brand visibility. You’ll be ranking higher with optimised videos, which will boost organic traffic to your website.
Just to remind you: search engines do prioritise video content, so get on it!
Include SEO keywords in your video titles, descriptions, and even transcripts. It might sound simple, but it works wonders for your brand visibility.
One way to engage and retain your customers is to give them an educational, empowering experience. Videos, like explainers or how-to tutorials, can help you with that.
These formats allow your customers to learn more about your brand, products or services, and to feel confident in making a purchase from you.
There are other ways to educate your customers, though. You could send your email list fresh video updates — whether it’s industry insights, a monthly round-up or behind-the-scenes glimpses.
As for retaining your customers, if you’re a competition business, host live draws, competition announcements, or Q&A sessions. This will build your credibility and strengthen your relationship, as they’ll feel more involved with your brand.
Speaking of education, it turns out many people rely on videos to learn about products and services. 96%, in fact! This alone is a good reason for you to start video marketing, but there’s more. It’s been reported that 78% of people watch online videos weekly, with 55% watching on a daily basis. That’s a pretty large amount, innit?
The Return on Investment (ROI) is also pretty strong in video marketing. According to 32% of marketers, video content has the strongest ROI compared to other content types. Short-form videos in particular show the highest return.
It may not come as a surprise that social media is the most important marketing channel for video content. Especially if we look at the numbers. Across social media, 27% of viral marketing videos are on YouTube, 24% on TikTok, and 18% on Instagram.
For hosting online videos, YouTube comes in first (with 77% video marketers using it), followed by Vimeo and Hubspot (each with 36%).
To create an effective video, you must first understand your audience. If your audience vibes with your video, you’ll know you’ve created something that is relevant, engaging, and will help you achieve your goals.
Go on, then. Research your audience’s demographics, interests, pain points… all that jazz.
Getting the video length right is the key to improving engagement. Don’t worry, you don’t have to create a documentary-style video (unless you’d like to!). Short-form content is the winner for most people, with platforms like TikTok and Instagram thriving on it.
When we say short-form, btw, we mean videos that are under 90 seconds long. These see 53% higher engagement rates, so there must be something about them.
Of course, a short video doesn’t mean that no effort goes into it. Quite the opposite. Even though it’s short, you should still consider its concept, message, and production. Prioritise sound quality (your customers need to know what you’re saying) and give it a polished look.
Google is mobile-first now, so if you want to rank high in search engines, your videos will have to be mobile-friendly.
To do that, here are a few tips to keep in mind:
Once your videos have viewers, keep them captivated by including strong call-to-actions. These will guide your viewers to make a purchase, visit your website, subscribe to your email list — anything you wish! You just gotta give them some direction.
Video content is indeed effective. For multiple reasons, as you’ve just learned, but especially in engaging and retaining your players.
What’s even better is that Team Zap has video experts who are ready and excited to help make your competition business shine.
Interested? Coolio. Contact us, and let’s get this party started.
