Online video is fast becoming the preferred method of online content consumption. According to recent findings by comScore, online video is now reaching some 180 million unique viewers on a monthly basis, with engagement levels rapidly on the rise.
Most likely, you probably already knew about this trend. If you’ve watched a YouTube video, attended a Google+ hangout or clicked on a visual product review (all business-related, of course) you know first-hand just how effective video content can be for increasing the accessibility and popularity of just about anything.
To help you leverage the power of video for your online success, check out these ideas:
Tell Your Story
You know that your products are great, but what about the rest of the world? The advent of the Internet brought product choices of all shapes and sizes to customers, so it’s important that you find a way to help make your product stand out. Telling your story via video can help do just that. Giving customers the opportunity to put a name with a face helps create a personal connection which makes a big difference in creating brand loyalty. For example, if you own a brick and mortar, showcase your store and production space. Or, if you’re working from home, provide some insight into your product, such as your motivation for creating it. A small visual anecdote will help to provide a source of inspiration and build long-lasting customer relations.
Real-world example: Regarded as one of Austin’s favorite dessert food trucks, Hey Cupcake! offers a variety of tasty and colorful treats. Opting out of the traditional “About Us” portion of their website, they instead chose to have a dedicated section simply titled “Story” which showcases an endearing video about how they got their start.
Customers want to know how a product works, so show them with video. Put your product into motion by demonstrating its functionality, features and benefits. Don’t be afraid to throw a little text in there too, if you think it’s necessary to help articulate a specific aspect of your product. As a bonus tip, remember to upload these videos to your social networking sites to help create interest with existing customers. By creating these videos, you’ll help instill trust, and if all goes according to plan, convince buyers to purchase. It’s important to remember that for many, it’s much easier to imagine owning a product when they can actually see it.
Real-world example: Pebble is a cutting edge e-paper watch for iPhone and Android devices. In their intro product video, they’re able to demonstrate the watch’s functionality in less than three minutes.
Showcase Customer Success
According to Econsultancy, 63% of customers are more likely to purchase from a website that has product reviews. Customer testimonials in the form of video provide a quick and easy way to help validate your business. Not only are they an important way to help build positive buzz about your product, but customer success videos also create an element of social proof, helping to emphasize why someone would make the jump to your checkout page. Writing or filming someone from your business talking about the value of a product can sometimes come off as less than genuine, so by letting someone else sing your praises, you’ll create a level of transparency that will help new and returning customers see why you’re a business worthy of coming back to.
Real-world example: Dancers Shape is a barre fitness studio that provides a unique blend of pilates, yoga and ballet to help maintain overall health and fitness. Their customer testimonial videos are both creative and genuine, greatly highlighting the value of attending a class.
Hopefully some of these techniques will help to increase the visual appeal of your brand. Which have you tried, and what do you think works will work best for you? Leave your thoughts below and I’ll be sure to get back with you!
-Lauren Hill, Volusion