Video is a new marketing trend that will soon change reality. Instagram claims that by 2021 online video will account for over 80% of all consumer internet traffic.
Video is conquering the market by leaps and bounds, displacing other types of content. And staying away is unforgivable. So how can you use video marketing to boost conversions and increase sales? Read in this article.
Why your business needs video marketing
Video marketing is a great way to brand. Five minutes of video can convey much more information than a post or article. According to John Medina's book "The Rules of the Brain", after 72 hours a person remembers about 10% of the text they read. In the case of video, this figure increases to 65%.
Visualization helps people remember your brand and become more loyal: Tubular Insights estimates that 64% of users make a purchase after watching a branded video.
On the other hand, video content is a big expense of time and money, which not everyone is ready to spend.
Should you invest in a video? To find out the answer to this question, just look at the numbers:
Companies that use video marketing have 27% higher CTRs and 34% higher site conversion rates - Business Insider.
- 4x more consumers will watch a product video than Animoto will read about it.
- 65% of users visit a company's website after watching a video about it - Forbes.
- 70% of marketers say video performs better than any other ad format - MarketingProfs.
- 9% of top managers prefer to watch videos rather than read the text if both options are available - Forbes Insight.
- 43% of users would like to receive more video content from marketers in the future - Viglink.
Digital Video Trends
Video content is used to increase conversions and sales, build trust, and attract even the laziest shoppers who don't want to read the text. A video can explain everything - even the most complex and little-known service. 83% of businesses that have an Explainer Video on their homepage say it's effective and brings in new customers.
Video content “likes” Google - videos allow you to increase the time a user spends on the site, and this raises your page higher in the ranking system. According to statistics, pages are 53 times more likely to appear on Google if the video is embedded in them.
Social networks are also actively showing love for videos - Instagram launched IGTV in addition to stories and live streams, Facebook uses 360-degree videos, live videos, and stories. And YouTube has become the second most popular social network in the world for several years now.
How to use videos to increase sales
Of course, your videos must be of high quality. Don't shoot for the sake of shooting - make your videos useful and forget about obsessive selling. Pick a catchy title and cover, use tags, and upload your video to resources where it's easy to find it.
But all this - later. First of all, in order to create a good video, it is important to have a goal. What do you want to achieve: sell, increase demand, emphasize exclusivity, win the client's trust? Choose a video format that will help you achieve what you want.
Blog
Many companies run their YouTube channels - from major financial corporations to local beauty salons. This is how they implemented the concept of a blog in DoDo Pizza - they shoot a whole series of videos about business expeditions in China and the USA. The founder of the company Fedor Ovchinnikov and his team share everything: from excursions around the plant to everyday problems.
Service description
You can talk about the service for a long time and dreary in order to convey the value. Or you can just show it. For example, the Ukrainian jewelry brand Kochut shows the process of making the Power of Life ring with sapphire. Impressive, right?
Until then
This video format is perfect for companies where comparison causes a wow effect: a shoe restoration workshop, a beauty salon, a car tuning service.
You can go beyond the usual - for example, stylist Anna Komarova turned the “before-after” format into the reality show “Gathering the Bride”. These videos probably led more than one bride and master to study with her.
Reviews
According to Viglink, 72% of customers consider video reviews the most important criterion when choosing a product. So videos are a great way to showcase your customers 'and employees' testimonials.
Feel free to ask customers for feedback on your product. It is important that the review contains more specifics and emotions - a dry video review works even worse than a text review. If the person cannot speak impromptu, prepare a list of questions, and interview the client.
Video invitation
An invitation is a great way to increase conversions. Suitable for events held by popular personalities. For example, we used this format in our project for the Isaac Pintosevich System: Itzhak Pintosevich's master group “Act”.
How to
Useful tips and tricks for using a product or product. Explain how to wear and combine, where to store, and how to apply. Even if it seems to you that this is “a no brainer” - explain. Everything is clear to you, as an expert, and your potential client may not be aware of.
Educational content
Many people do not want to share useful information for free. And in vain. High-quality free content builds brand loyalty. And everyone sooner or later asks himself the question: "If you give such cool videos for free, then what do you offer for money?" Feel free to share useful tips, experiences, and life hacks. But don't give all the secrets for free.
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