Marketing & SEO

How Can Unique Video Content Help You Sell More and Perform Better

Natalie Redman 2 April, 2024

When it comes to online content, users like to have variety. In recent years, video content has dominated the market, which is no surprise because humans digest 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 struggling to convert customers with your video content or looking for some inspiration, this guide is for you. We’ll look at how video marketing helps improve sales and business performance while suggesting top tips for creating unique content.

How Video Marketing Helps Improve Sales and Business Performance

Video marketing is an influential medium that many marketers use nowadays to reach and engage with their target audience. 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 in 2017, showing that video content is more popular than ever.

Keeps Consumers Engaged

Video content is the type of content that most people will 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 besides watch and hopefully interpret some message or CTA from said video. Engagement is an integral part of keeping your users interested 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, you cannot really understand how it 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 intended purpose 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 concerning the product.

Builds Trust and Loyalty

Many businesses nowadays need to have a following to stay relevant. Social media makes it easier for a business to fade into insignificance, even big companies that have been around for years.

Trimming YouTube Video Online - Video Files

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 will likely 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 keeping up with what’s trending and what is old news is challenging. With that in mind, here are some great tips to 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

Your videos might not be performing well because 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 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. Many how-to hacks are very popular online and are often shortened videos that only last a few seconds. They’re 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 be helpful for many.

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 often less authentic than those with some off-the-cuff moments. Try to loosen the reins regarding 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 of social media, particularly video-centric platforms like YouTube and TikTok.

Social influencers on Instagram

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 ensuring it matches your buyer personas.

The Importance of Video Content in 2022

Why is video content so important in 2022? Incorporating video content into your marketing strategy is helpful for many reasons beyond 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 your marketing content.

Improves the Likelihood of Engagement in Your Content

With the right content, you can ramp up your engagement rates tenfold. Videos aren’t just content at face value. They offer an opportunity to learn and engage with even the laziest of online browsers.

video content

Videos can be consumed very quickly. 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

Specific videos are more likely to be re-shared and circulated on social media beyond your own platform. Especially when videos start or have gone viral, other platforms may wish to piggyback on the video’s success 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 regarding electronic devices for browsing online. Over the years, smartphones have advanced to the point where they’re considered mini-laptops. Some even make a full-time career using their phone as social media influencers.

Video content appeases mobile users, especially when it is available through official social media platforms like YouTube.

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 to remain up-to-date and have all the correct elements to keep up with the latest video marketing trends.

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Tags: video advertising video content video marketing
Author: Natalie Redman
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.