Whether companies realise it or not, video content is increasingly becoming an essential component of every marketing strategy. Not only does it appear in 70% of the top 100 search engine listings (according to KissMetrics), it can also make site visitors 144% more likely to purchase products after seeing it in video, as a report by houseware e-tailer Stacks & Stacks has shown.
In fact, around half of marketers who integrate video report seeing increased click-through rate – not to mention more social media shares – according to Emarketer. If this isn’t a reason to get one’s visual thinking cap on, then what is?
The Appeal of Video
There are a handful of primary reasons why video proves to be so popular with both users and marketers alike. These include:
- An easier medium for everybody to digest and engage with
- A chance to give your corporate brand a face and personality
- The growing prioritisation of video by many leading social platforms, including Instagram, Facebook, Twitter and Pinterest.
There are many brands already finding innovative uses for video within their marketing strategy, beyond the traditional one-directional advertising. UK retailer Argos, for example, has used video to pull away from its catalogue-based selling approach and unleash a barrage of new digital content, such as product guides and how-tos and real reviews from target audiences.
Meanwhile, rookie business founder Lauren Luke managed to grow her business from scratch simply by posting make-up tutorials online and never spent a penny on traditional advertising. Her own make-up line is now distributed by one of the most luxurious names in the industry – Sephora.
And let’s not forget DollarShaveClub, which managed to gain 12,000 customers in two days using just one cleverly executed video (see below). The video was a humorous and purposely hyperbolic portrayal of DollarShaveClub’s unique service – a bit of a risk for a company without clout. But it worked, and the brand is still enjoying steady growth today.
Here are some ways in which your business can start integrating video and reaping the rich rewards.
1. Product Videos
Product videos are the simplest and most obvious way to get potential customers interested in a new product. By shooting a clear, close-up view of the product you wish to promote and giving an engaging overview of its features, you can easily convert a customer’s ‘maybe’ to ‘definitely’.
When shooting, be sure to get plenty of angles of your product and use decent, professional lighting. You may wish to have a well-known face try out the product for themselves; have a member of the creative team answer questions or even put it into the hands of a potential customer.
2. General Guides & How-Tos
The fastest way to get your customers to see your brand in a positive light is to offer them something of value. Try creating seasonal and relevant video tutorials that talk your audience through an essential ‘need-to-know’. You may decide to include your product or you may not, but either way the how-to should be topical to your industry and relevant to your audience.
If you do decide to include a product from your line, make sure it is a natural placement that shows off its genuine benefits – not a last-minute afterthought with zero value. The more informative and helpful your video is, the more value it has to customers and the more shares and likes it will receive on social media.
Again, you may decide to enlist the help of an expert or celebrity whose advice and knowledge is already highly valued within circles.
3. Video Chat
According to Bolder Thinking, video chat has numerous benefits and is becoming more common, particularly within the healthcare industry.
A number of companies like Amazon, Shuh and MBank have been said to experience a surge in profits since introducing video to their customer service frontlines, and the Pew Research Center found that 36% of customers would like video chat to be an option when contacting companies.
Looking at the larger picture, many studies have shown that body language comprises about 55% of our human interactions – that’s a whopping scope that businesses may be missing out on when they limit contact to email or live chat. Video chat has the ability to improve the customer experience for both customer and rep. The rep is likely to feel more engaged and eager to help, whilst the customer will enjoy the more ‘human’ approach, boosting their trust in the company.
All in all, video chat has the potential to mimic the in-store experience in a way that other channels cannot.
Vlogging is one way that companies are tapping into free advertising on YouTube, without even needing to create the content themselves in some cases. It involves a member of your team giving an in-depth, visual insight into your brand’s latest products or developments, allowing customers to put a face to the company and learn more about what goes on behind the scenes.
Vlogging in this manner can help to build trust with your customers and give depth and personality to your brand. It’s a good idea to involve as many members of your team as possible, from different departments, in order to offer a different voice with each video you create. You might choose to keep it simple with product reviews like Argos, or get creative like BlendTec did with its ‘Will It Blend?’ campaign, which tests the blenders’ robust potential.
Another way to do vlogging is to collaborate with established YouTubers within your niche. Vlogging on YouTube is rapidly becoming the self-broadcast outlet of choice for younger generations, so offering up freebies for a mention on their trusted channel can be well worth the free exposure.
Vlogging has several benefits for your company. Not only can it help you become a thought leader within your industry; it can also boost your search engine traffic and the time users spend on your site overall.