Did you know that a blog post with a video converts on average at 20% while a classic article converts half as much in the industry? Indeed, Video has become the viral communication medium par excellence and is becoming more and more important in corporate communication strategies. It can easily generate interaction between brands and their customers. Therefore, it is important to highlight the benefits of a video strategy for both B2C and B2B businesses.
Here’s an explanation of how video improves interaction with your clients and the reasons you should integrate it into your communication strategy so that you get some useful insights into this valuable medium!
The continuous evolution of communication processes, the strong competition in the markets, and the increase in customer expectations require new easy-to-use business tools.
Industry studies indicate that customers will manage 85% of their communications directly with automated systems, most without human intervention. They certainly prefer to find the answers they need online, so how do you engage your customers online?
Video is the answer. It accounts for 80% of all web traffic and 54% of customers want to see more video content from the companies they have chosen to interact with.
Until recently, the video was a one-way communication medium.
What’s the new adage of video engagement?
Today, businesses achieve great levels of client engagement with interactive and personalized videos. Through videos based on personalized content, they can interact with their clients about the specific topics they prefer and respond in real-time to their client’s preferences and choices.
You can adapt a video strategy according to your objectives, such as for the promotion of your products or services, as a presentation to the client, as a training medium, etc. Regardless of your objectives and the nature of your business, the video brings you several significant advantages that allow you to convey your messages effectively and engage your clients more.
Here’s why you must incorporate it into your communication strategy:
A video is a particularly effective tool for promoting your business. The video improves SEO, that is to say, your positioning on search engines. Remember that YouTube is the second search engine after Google and is itself very well referenced in Google.
A video presentation allows customers to get a more concrete idea of a company or a new product/service. Videos are dynamic communication vectors that greatly simplify the understanding of messages.
In addition, video ensures much easier memorization of the information transmitted, which is why they are one of the best interactive tools businesses have in hand.
A video alone can replace brochures or flyers. The Internet serves as a print medium and a distribution channel at the same time to communicate the desired content quickly and efficiently. In addition, the videos never go unnoticed because, with a good title, they arouse curiosity and people do not hesitate to watch them to discover the entire content.
Indeed, it is an attractive medium that directly creates influence between brands and their targets.
The video makes your site more visual and attractive and thus improves its traffic. A user stays on average 20 seconds on a site without video, while with a video, the average time drops to 5 minutes!
This format is still well perceived by Internet users and remains among the most shared types of content on the web. The video will allow you to promote the commitment of your communities on your social networks and to develop a capital of sympathy with your customers. If a picture is worth a thousand words, a video is worth 10,000. Once associated with social networks, videos have a particularly high visibility rate compared to other content and allow you to take advantage of an exceptional viral effect to reach a maximum of people.
As has been proven time and again, the majority of consumers are more likely to purchase a product after watching a video that demonstrates how it works. On the web, Internet users are very inclined to click on video content rather than on long articles (hence the popularity of tutorials). Indeed, among the content offered by brands, video wins the preference of Internet users at nearly 80%.
Making a corporate video does not necessarily require significant resources. However, creating an effective video still requires a little investment in filming and editing, as well as a minimum of creativity to get the message across effectively. Dedicating to a corporate video is worth it for its highly qualified impact.
We must not forget that on average, an Internet user has an attention span of 8 seconds. It is therefore necessary to create rich and impactful content to channel their attention while delivering your message to them.
You must now be convinced that videos generate a lot of interaction between a brand’s customers and are a source of qualified traffic for different social networks such as Facebook, Instagram, and Twitter, among others. Similarly, its inclusion in web pages helps a lot to give visibility and improve the positioning of a company.
No doubt, it is more engaging, drives traffic to your site, and creates interaction on social networks, improving your visibility on search engines. However, the onus of making good quality, interactive videos is still on you.
We’ve talked about the “why”; now let’s talk about the “how”. You can use video content in different ways to increase interaction and engagement with your clients.
Remember that the two main components of web marketing are traffic and conversion. The video allows you to act on these two levers!
Here are some tips to make a good video that generates interactions with your clients on social networks and web pages:
This is the first step that should be applied to the tips for creating interactive videos. You have to know what you want to achieve with the use of videos, be it getting new users, increasing sales, generating likes, etc.
It is important to know exactly what the audience of a brand is like, and what their tastes and needs are. From this point, a strategy aligned with the company’s communication can be planned.
Internet users are exposed to a large amount of information both on social networks and on web pages. For this reason, content must be created that stands out from the rest. Differentiating yourself from the competition is a key objective and for this, you have to have relevant and unique content.
Audiences are looking for content that informs, entertains, and interests them. Having videos that meet these premises is key and one of the main tips for creating short videos.
Among the tips for creating interactive videos are having good internal images, good audio, and texts that complement each other and make a very attractive final product. But it is also important to adapt the format to the medium in which it is going to be published, including making different versions if necessary.
Research shows that audiovisual material is 80% of the content found both on social networks and web pages. Overall, nearly half of social media users between the ages of 25 and 60 share short videos. This is an example of the potential of using videos as a digital marketing strategy, above all, to give visibility to a brand.
Among the reasons for having short videos are:
Capture the attention of your audience from the first contact. Since your audience’s attention is fragile, you only have a few seconds to capture it. Your audience is exposed to a lot of different content every day, 7 days a week, which affects their focus. So your goal should be to provide such interactive content that engages your prospects and grabs their attention in the first five seconds of the video.
To do this, place the best shots at the start to maximize views. Present key information to quickly hook and attract the user. Avoid wasting time with endless intros. Content should be relevant, engaging, and dynamically paced.
This is another great tip to create more interesting videos since people are more likely to be interested in content that they can relate to, and that they find emotional.
The storytelling technique is one of the most used for this purpose. The idea is to create stories that generate a positive feeling in people, that make the public fall in love, create bonds of trust and produce loyalty with people.
There are multiple options on the market to edit videos such as Adobe Premier, and Windows Movie Maker, among others. There are also versions for mobile devices, but they do not offer some features of their desktop counterparts. You should choose an editor that allows you to make changes, cut, and add text, subtitles, effects, and sounds to make the final result more interesting.
This is another great tip for creating short videos since it is a central point that is to identify the format and type of video that is going to be shown to the public. The idea is to always make different files and thus not fall into the monotony of making only one type of video.
Among the videos that can be created are tutorials, demos, behind-the-scenes videos, fun facts, new products, interviews, and more.
Here are some common ways for using videos well to improve interaction with your client:
By choosing to integrate video into your marketing strategy and producing quality, entertaining content, you will reach a larger target.
Another tip for creating interactive videos is the integration of a CTA that attracts attention. Keep in mind that video already accounts for more than 85% of online traffic. The CTA allows people to communicate with the brand, register, visit a web page or leave their data.
The key is to include a compelling final message along with a call to action to generate a reaction from people towards the brand.
This is one of the most important tips for creating videos and it is not about copying the audiovisual files of the competition but learning from them to later create quality videos that attract the attention of the general public.
On YouTube, there are an immense amount of videos from which to guide or take positive ideas.
There is nothing written when creating an interactive video, but if you can get ideas from others already created, it is a good opportunity to use it. The most important thing is to know what customers may like and what is in line with the brand.
Indeed, videos are a great way to increase interaction with your clients and therefore increasingly popular among buyers and sellers. All companies, big or small, can use this medium of communication as a strategy in their advertising campaigns, but knowing what type and when to use it depends on the knowledge you have about your target audience, your objectives, and the analysis of the results of your first content productions.
