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How Video Engagement From Clients Aids Brand Appeal and Customer Interest

Posted by Neil L
Sep 7, 2016

Video Engagement

The rise of video in online marketing strategy has been nothing short of meteoric. It doesn’t show any signs of slowing down, either, as a study from Cisco suggests that by 2017, 69% of all consumer Internet traffic will be through video. If this is the case, video will dominate in the next five years, eating up budgets in the hope of engagement.

From increasing brand awareness to raising the likeability of a brand, gaining conversions to garnering click-throughs, making your business accessible to retaining clients, there are myriad possibilities when it comes to using video to achieve your marketing goals.

Whether you’re trying to reach the one billion people YouTube gets each month or are posting a helpful product demonstration for on-site sales, customer outreach is entering a new era. Video engagement has huge potential and you need to invest in it wisely. So, what do the numbers look like and how do we maximise the opportunity?

Check The Stats

First off, we’ll look at the statistics that back up the idea of using video content. On top of two-thirds of traffic being from video:

  • 84% of consumers have liked a branded video on social media
  • 87% of marketers believe video to be a highly effective marketing tactic, with almost three-quarters seeing positive results
  • Mobile has shown an increase in video views: on average, people watch 39 minutes worth a day, more than 13 times higher than in 2011
  • (Particularly useful for e-commerce) YouTube saw a 70% rise in how-to video searches from smartphones last year

So with that out of the way, how do we produce videos that convert?

Short and Sweet

According to research, humans have shorter attention spans than goldfish – thanks, in part, to technology and smartphones. It has fallen from 12 seconds in 2000 to eight seconds today, so you need to get to the point when it comes to creating content. Adults are known to automatically switch off if they know a video is long, whereas they will stick with one if it is shorter. Research suggests that viewership stops at a minute, so try to keep productions between 30 and 45 seconds.

Use The Inverted Pyramid

Prioritise your information in a journalistic style by making your point quickly at the beginning. Understand the goal of your video and get the narrative sorted to ensure the main ideas are put in front of people within the first 30 seconds, when attention is high.

Use It Properly

By having a specific hook and angle, your video content will be more engaging. Use your buyer personas and other research to speak conversationally about something that is relevant and interesting to your audience. Also try to have a personal approach and converse with the person watching.

When you have a video, ensure it is optimised effectively. This includes uploading it to your website, having a visible thumbnail and a description (possibly a transcript) and placing the video correctly on the page for which it was produced. Bearing in mind the context will help make your visitors more likely to press “Play” and for the actual video to be as useful as possible. Once it’s done, cross-channel promotion is imperative. Try sponsored social media posts, look to get influencers interested and generate curiosity when you share.

Still Not Convinced?

More than 70% of marketers believe video conversion rates outperform any other online marketing content. What are you waiting for? Check out this video from expert Rand Fishkin on 4 tips for video marketing SEO to get you focused.

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