When it comes to online content, users like to have variety. In recent years, video content has dominated the market, which is no surprise due to humans digesting visuals. However, trying to stand out online for most businesses can be challenging. With so much noise on social media, how do you make video content unique and engaging? The effort is worth the time and money invested with product videos on your landing page, increasing conversions by 80%. If you’re a business that’s struggling to convert customers with your video content, or you’re looking for some inspiration, then this guide is for you. We’ll look at how video marketing helps improve sales and business performance while also suggesting some top tips for creating unique content.
How Video Marketing Helps Improve Sales and Business Performance
Video marketing is an influential media that many marketers are using nowadays to reach and engage with their target audience. In fact, a recent study found that in 2022, online videos would make up more than 82% of all consumer internet traffic. That’s fifteen times higher than it was in 2017, showing that video content is more popular than its ever been before.
Keeps Consumers Engaged
Video content is the type of content that most people are going to engage with almost immediately the first time they see it. Unlike articles with lots of text and static photos, video is easily digestible. It doesn’t require the user to do anything other than watch and hopefully interpret some sort of message or CTA from said video. Engagement is an important part of keeping your users’ interest in your brand and wanting to get to know your business further. With a higher and more consistent level of engagement to your brand’s pages, your platforms are likely to perform better in general. More engagement will likely help improve conversions too.
Answers Questions That Your Customer May Have
When you view a product online without video content, there’s no real way to understand how the product works or how it might look in motion. Online retailers are now providing video content, notably ASOS, on their product pages. Seeing the piece of clothing used for its intention may likely sway the buyer’s decision in the right direction.
For other videos, you might provide how-tos and tutorials to answer some of the FAQs the business gets in relation to the product.
Builds Trust and Loyalty
Many businesses nowadays need to have a following in order to stay relevant. Social media makes it easier for a business to fade into insignificance, even big companies that have been around for years.
Video reviews and testimonials are a great way of helping build confidence and trust in a brand, especially for those who are only just discovering the brand. Shoppers online are likely going to be more convinced to buy if they’ve seen positive reviews from previous customers.
Tips for Creating Unique Video Content for Your Business
Creating video content that performs well is all about generating the right formula. However, that formula is constantly changing, and it’s challenging to keep up with what’s trending and what is old news. With that in mind, here are some great tips that can help you create unique content that will hopefully put you in good stead for success.
Make It Accessible for Everyone to Engage with Using Happy Scribe
Many users are screaming for more accessibility online, and with 98% of the world’s top one million websites not offering full accessibility, more needs to be done. Instead of following suit and doing very little to help those with access needs, why not take the forefront of digital activism by making your video content more user-friendly?
You could easily transcribe a youtube video with Happy Scribe, helping users have a text document available – perfect for those who are struggling to engage with the video. There’s also a subtitling service, which can be helpful for those who are hard of hearing. No one should miss out on your bomb content, so make sure they’ve got no excuse when it comes to viewing your content.
Involve Your Own Customers
The reason why your videos might not be performing so well is that you’ve recreated the same video over and over again. Variety is essential, although consistency in quality and engaging content is key! Coming back to your customers and their need for involvement within a brand they shop with, it’s a good idea to involve them in your content. Whether it’s a client testimonial or you’re having real customers read out or perform the script you’ve made for the video, it can be super effective.
Authenticity is something that customers love, and there’s nothing more authentic than speaking to actual customers, as opposed to getting actors to pretend to love your products or services.
Create a How-to Hack That No One’s Thought of Before
Some of the best video content is educational or a discovery of knowledge that we’ve all been doing wrong in our life. Many how-to hacks tend to be very popular online and are often shortened videos that only last so many seconds. It’s quick and to the point, plus the user engaging with the content is learning something from it. It might not be something that can be applied to every company’s social media content, but it may indeed be helpful for many to utilize.
Don’t Follow Your Scripts Down to Every Letter
The worst thing you could do when creating video content is to make it sound overly structured. While you may have a script in place, it’s better to use this as a reference point for the most part so that those in the video aren’t relying too heavily on it. Scripted videos can feel forced and can often be less authentic than those with some off-the-cuff moments. Try to loosen the reins when it comes to script use in video content.
Consider Influencer Marketing
Influencer marketing is a widely popular form of marketing that’s being heavily used nowadays due to the growth in social media. In particular, the growth of video-centric platforms like YouTube and TikTok.
A lot of marketers make use of influencer marketing for its effectiveness. According to one study, 93% of marketers have used influencer marketing in their campaigns, and as a result, they’ve become a crucial part of their advertising strategy. The success of influencer marketing comes from finding the right people. Simply picking someone with millions of followers isn’t always the best move. It can often be a case of looking at the influencer’s audience and making sure it matches your buyer personas.
The Importance of Video Content in 2022
Why is video content so important in 2022? There are many reasons why it’s helpful to incorporate video content into your marketing strategy beyond just improving sales figures.
Keeps Your Business in the Spotlight
Video content will help keep your business in the spotlight. While some written content and static images are necessary, video content should be part of the marketing content you create.
Improves the Likelihood of Engagement in Your Content
With the right content, you can ramp up your engagement rates ten-fold. Videos aren’t just content at face value. They offer an opportunity to learn and engage with even the laziest of online browsers.
Videos can be consumed very easily. Most will opt for the video every time if it’s between watching a video and reading a 500-word article.
Video Content Is More Likely to Be Shared on Social
With specific videos, they’re more likely to be re-shared and circulated on socials beyond just your own platform. Especially when videos start to go viral or have gone viral, other platforms may wish to piggyback off the success of the video in the hopes of growing their own channel or profiting from it in some other way.
Appeals to Mobile Users
There’s been a shift in popularity when it comes to electronic devices for browsing online. Over the years, smartphones have advanced to a point where now, they’re considered mini-laptops. Some are even making a full-time career out of using their phone as social media influencers.
Video content appeases mobile users, especially when they are available through official social media platforms like YouTube, for example.
The Power of Video Content Is Vital in 2022 – Use It!
Video content is a powerful marketing tool worth using and should be incorporated into your strategy in various ways. Keep tweaking and changing your video content so that it remains up to date and has all the right elements to keep up with the latest video marketing trends.
Freelance writer for many clients across multiple industries. Natalie has two years of copywriting experience. Natalie has a wide range of experience in copywriting for web pages for businesses across many industries. She’s also the owner of two blog websites and a Youtube content creator.
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