Video has been a popular medium for ages, but never has it shown as much potential for business as it does today. Given that many people watch online videos for entertainment, brands that deliver meaningful video content in a fun way ultimately engage both current and potential customers. HubSpot claims that 43% of customers want to see more video content from marketers. Furthermore, Animoto cites the usefulness of video, stating that 4 out of 5 customers find demo videos instructive. So how can your brand engage customers effectively through video? Here are five essential tips to consider.
Videos are a prime way to advertise your brand, but don’t make this your main goal. Rather, think about addressing customer needs and delivering solutions through video. For customer support, this might mean creating tutorials that quickly answer customer questions. For example, if a customer needs help assembling a product, the tutorial may feature a lively animation or a real person with a clear voiceover narration. When it comes to marketing, create a narrative that speaks to customer needs on an emotional level. Many retail brands do this effectively when they feature celebrities wearing their products but focus mainly on the person’s inspiring life story. Such video content engages customers while subtly addressing how the brand’s products may improve their lives.
Memorable television commercials often deliver their messages quickly. Your video content should do the same, as engagement increases when videos are short. According to a Wistia study, two minutes is an ideal length of time for a brand video. After that, concentration drops considerably, with many customers leaving the videos unfinished. While some content may require longer narratives, make sure it’s always relevant and to the point. Offer compelling content such as interviews, behind the scenes previews, and testimonials on diverse channels that your customers already use.
Knowing when to deliver your video content is essential. Will your company be attending a popular public event? Is a new product about to be revealed? Is there an upcoming promotional event? Use video to create excitement about your brand and to keep customers informed. These days, live video is also a great way to create a sense of immediacy that customers love. Facebook users comment 10 times more on live videos compared to pre-recorded content. Twitter further states that video of a live event increases brand favorability by 63%.
Consider personalizing video content based on a customer’s position in the sales cycle. Potential or new customers may appreciate content that explains company values and presents brand history. Other customers who are further along on the sales journey might benefit from tutorials. Using video to offer personalized real-time service and marketing offers can engage customers proactively and result in a greater ROI. The Aberdeen Group notes that companies that use video marketing grow revenue 49% faster year over year than those which do not.
Think of video as a way to begin a conversation. Once the dialogue begins, it’s important to keep it going. Make sure your brand videos include, at a minimum, a company logo and a link to your website at the end. Write engaging captions and questions to accompany any videos you post on social media in order to encourage further discussion. Lastly, invite customers to share their own videos in the context of testimonials or contest participation. Creating a call for action ensures that video remains a proactive form of customer engagement. Cisco cites that by 2020, online videos will account for more than 80% of all consumer internet traffic. By engaging customers through video in creative ways, your company can foster a deeper connection with them for the long term.
