In 2019, Forbes, Hubspot and Vidyard got together to compile a report on the impact video has made on social media, and how they will influence each other in the future. Considering that YouTube, a video platform, is the second biggest search engine in the world, it should come as no surprise that video works, and that it’s here to stay. That’s why you need a host of strategic video ideas in your social media toolkit.
In their Video Benchmark Report, Forbes and friends found that 90% of online customers said that watching a video helped them make their buying choices, and 6$% said that videos from brands make them more likely to purchase a product. And if you’re into more traditional marketing tactics, you can increase your click-through rate by a massive 200% by adding videos to your email campaigns.
We’ve done the research and put together a list of the seven kinds of videos customers are the most likely to engage with, plus some advice on how to get the job done right.
1. How it works
One of the main reasons people love to watch videos is to learn new things. And who’s to say that your product or service isn’t something they’d like to learn more about? In fact, if a customer is looking for something specific and is comparing service providers, a transparent video explaining how you get things done will set you apart from the rest, helping you to gain new clients, while keeping old ones entertained and informed.
2. Social awareness
Something that customers and followers online really appreciate is brands having a voice. It’s no longer considered impolite for businesses to create awareness campaigns for NPOs, have political opinions or speak their minds about what’s happening in the world and how they want to help. Videos focusing on the opinions of your company’s culture or your CSI initiatives will show your online community that you are conscious and responsible.
3. Product and service introductions
This one is a no-brainer. Of course you need to introduce new products and services on your digital platforms. But since people love video, you may as well do it in video! Instead of focusing on the history of your brand and all the unique bits and pieces your new offering has (your customers can find all this information on your website, after all), focus your video on the problem your clients could be facing and how your product can solve that problem. Keep it short, sweet and punchy.
If you can, keep a stockpile of longer reviews from customers telling you how much they enjoy your product. From a marketing point of view, having a stranger with nothing to lose to punt your product is one of the best ways to get new clients on board.
5. Animated videos
Animated videos are fun, lighthearted and engaging. Depending on your goals, you can add animated text to get your message across and keep interest high. Creating an animated video for your social media, when you have the resources, also gives local artists good opportunities to do what they do best and audiences appreciate this kind of support.
6. How tos
These videos are challenging and engaging and allow followers to gain the information they need by watching a video rather than reading a long set of instructions on their devices. You can use this to show customers how your product is used, how to navigate your website, how to make payments, whatever you think is relevant to your marketing goals.
7. User-generated videos
Why stop at just reviews and testimonials when engaging with your active customers? If you don’t have a lot of time or budget on your hands for social media, use content that your users are already creating. Ask influencers if you can send them samples of your product to try in a video that you can share, and ask your followers to tag you in videos they make of themselves using what you make. All you have to do? Give credit where credit is due.
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