6 Areas of Your Business That Need Video
Video content has evolved the way brands communicate with their customers. Viewers will typically opt-in to watch videos from brands as long as they are brief, accurate, informative, and simple to understand.
Brands love using video for a few reasons:
Modern-day face time with your audience
It gives people a chance to see the faces behind the brands they do business with.
Way to communicate large pieces of information
A lot of information can be communicated in 2 minutes or less. This is the perfect amount of time to convey a valuable message.
Chance to show brand authenticity
Letting your audience get a peek behind the scenes or testimonies from real customers can help convey your brand's authenticity.
For these reasons – and many others – video content tends to generate a healthy ROI. According to the state of the video 2019 by Wyzowl, 83% of marketers say video content gives them a good ROI. Granted, “good ROI” will strongly vary from company to company. However, it’s worth noting that the vast majority of the marketers surveyed are seeing positive results with video content.
Social Media
This is the most common medium for video marketing. Social media is generally one of the first places brands will publish video content. There is a low barrier to entry, real-time audience feedback, and most social media platforms give an analytical breakdown of how your videos perform.
Making videos 20% of your social content is a great place to start. Video content breaks up static images and text posts that are normally seen on Facebook. Beginning with a lower amount of video content is a great way to pulse engaging content while identifying how much you should scale up or down.
Website
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Videos can improve the customer experience of your website and lead to higher sales. Your website is the root of all brand communication. It is the richest source of company information a typical consumer has access to. Adding seamless video elements to the rest of your web content will help guide the customer through your website and encourage them to take action.
When someone lands on your page, they are typically searching for a large amount of information in a short amount of time. The longer it takes them to find the information they need, the higher the bounce rate. You can cover a lot of information in a 2-minute video. Use videos to educate your consumers throughout the path to purchase. Eliminating questions during the purchasing process will lead to higher sales.
Email Marketing
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Okay, here’s the deal – email marketing can be a challenge. How many of us have an email app that automatically filters all brand promotions into their own mailbox? I definitely do. Email marketing became too flooded, so the top email apps all have developed features to help separate marketing emails from personal email.
It’s an uphill battle to get recognition and engagement from your customers – potential and current – via email. Emailing a wall of text is almost a certain way to guide your reader to the “unsubscribe” button. Due to email marketing’s very high noise level, you need to get to the point quickly. Embedded video is an effective way for consumers to hear and see your message. Coupling video with a solid call to action will dramatically improve your email marketing conversions.
Product Explainers
Product explainer videos are a wonderful asset to have at the point of purchase. These videos educate the consumer on how to use your product and make it possible for them to envision themselves as the person in the video.
Video can – and should – be used to demo your product on an e-commerce platform. This short snippet of information should touch on everything your product has to offer. It informs the consumer, allowing them to determine right away if it’s the product they need. The video should make your viewers feel as confident in your product as you are.
FAQs
Some people are visual learners. FAQ pages are designed to be a one-stop simple solution, but there are brands out there creating FAQ databases. As a consumer, it can be confusing and frustrating to sift through information to find the answers you’re looking for. On top of that, a typed out answer that leaves people feeling more confused will only slow down your customer experience.
Adding videos to your FAQ page will help enhance the customer experience, while at the same time freeing up more time for your customer service team to focus on larger customer issues at hand. FAQ videos should be brief – no longer than 5 minutes.
Onboarding
Using video during the onboarding process – for employees and customers – is a huge labor benefit for companies that use it. It greatly reduces the amount of one-on-one onboarding time and allows your team to focus on improving in other areas.
This does need to come with a caveat – there can be too much video in the onboarding process. Any high school kid at his first fast-food gig can attest to that. It can bog down customers as well. Sometimes it’s nice to just speak with someone. Finding the right balance is important, and will be unique to your brand.
Final Thoughts
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The term “video marketing” is often used to describe all of these videos even though most of these areas are not necessarily marketing. Video is a strongly preferred method of communication between consumers and brands. Companies are sewing video content into multiple areas of communication to enhance the overall customer experience.
Videos have a very long shelf-life, are shared often, and can be an active resource for many years. They are more than just a marketing tool, it’s an upgraded form of brand communication. The easier it is to do business with you, the easier it is for consumers to make a purchase.