Across the world there are over 3.1 billion video viewers with videos averaging an online usage reach of 90%. These statistics aren’t anything new or exceptional because video usage is on the rise, and these figures are the reason you’re seeing video used in absolutely every marketing medium it’s possible to do so. 87% of businesses use video as a marketing tool – the 13% who don’t are only working to catchup with competitors as time goes on.
As it stands, video marketing for customer engagement isn’t a recommendation, it is essential if you want your content to be appealing to the masses.
Let’s take a closer look:
What is video content marketing?
Video content marketing is video content made by businesses to boost their online profile and presence. It can be an 8 second explainer, or a two hour webinar recording – it’s all useful. Businesses will often integrate the video onto a Youtube channel, share it on social media, post it on their website landing page and include it as part of a blog.
Reasons video marketing is essential to good customer engagement
When video is done right, it’s a powerful way to get your message across to your customers. It’s easily accessible, and encourages your target audience to engage with you. Even with minimal video viewing they may share your content, or feel they want to comment or reply.
Key benefits of video marketing:
- It’s becoming easier and easier to create good video content
- Virtually every business can create some kind of video content
- Videos are an easy way to explain a concept or product benefits
- Videos grab the attention of the viewer
- Videos can include subtitles or voiceover options so they reach a wider audience
- Videos can put a human touch to a marketing campaign
- Videos encourage the viewer to share and talk about the content
How to use video to boost customer engagement
Here are some helpful tips to inspire you as you use more video content to engage with your customers:
Make the best content you can with what you have
If all you can do is edit footage shot on a smartphone, then start with that. There are some great ways to edit smartphone footage so that it looks professional. Beyond that, you can look at hiring professional studios, or adding professional voice overs to your videos – the possibilities are endless. The important thing is to do the best with what you have rather than waiting until you can afford a full setup and professional video content.
Ensure your videos include storytelling
One of the most important aspects of any video, whether it’s a quick explainer, or a full product advertisement, is the story. The story is the part that engages the viewer and draws them in.
Choose video advertising over static ads
Static ads can work, but video content is much more engaging. People have a short attention span these days and videos can enable us to take in a lot of information in a very short space of time.
Make your video content accessible
One of the most powerful additions you can make to a video is professional subtitling. Add it in multiple languages (French and English are good options for European audiences) and you open up your content to multilingual viewers.
Use social proofing
Using video content including customer testimonials, review graphics and other reassuring content showcases just how trustworthy your brand is. This triggers your customers to copy the behaviour of those happy people, because they see that you have been trusted and used and they then feel able to do the same based on that content. This is a budget-friendly way to produce video content that makes a huge impact on your customer engagement.
Help out new customers
Video content is really useful to customers who are new to your brand and product with 94% of marketers agreeing that videos have helped boost customer understanding of services or products.
Fun, easy-to-understand explainer videos are so useful in helping users understand a new software or device. In fact, your current customers will probably enjoy these kinds of videos too, especially for any new updates.
Just make sure the videos are brief, effective and fun, rather than lengthy and boring as they won’t engage your customers and may result in more pressure on your customer service team who need to respond to product/ update enquiries.
Provide informative guides relevant to your audience
Informative video guides are essential to boosting your authority in your industry. In addition, they draw in new interest and retain your current customers.
The guides need to offer information that is relevant to your target audience. For example – if your target audience are foodie vegan millennials, you can provide guides on cooking vegan on a budget or how to cook the latest trendy ingredients like aqua faba or banana blossom. You can include handy links to your products too, so the videos can also encourage purchasing. The more handy the videos are, the more shareable they are, so if you’ve done a great job you could find one video has a lot of instant and long-term reach.
Video marketing is essential for effective customer engagement
Video content is one of the most affordable and effective forms of marketing currently available to engage current and prospective customers. Whether you use short, fun adverts or lengthier explainers, the very fact you use video marketing at all is a sign to customers and other businesses that you’re current.
Used correctly, you can boost your marketing with video content, retaining your customer base, boosting interest in your brand and creating new sales opportunities both locally and worldwide.
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