Does Video Content Generate Conversions?
The last easy question I was asked was: Do you want to go to college? After that, the questions became increasingly difficult: Where do you want to go? What do you want to study? Who do you want to be?
As a brand marketer, the same pattern occurred – the last easy question I was asked was: Should we use video content?
Well, that’s easy: Yes! Of course! Okay…but now what?
If only there was a guide that could help us navigate through the seemingly never-ending rabbit hole of how, why, and what questions… How will we produce the videos, why does it work, what should they be focused on, who will we feature? So on and so forth. Well, you’re in luck because Marketsmith Inc. is here to help, providing insights and a simple checklist to guide you through the next time you’re faced with these perpetual question marks.
We first need to answer the overall question of “Why use video?”
According to Jim Brear, CEO of Zycada, video has become an optimized way to improve customer experience, particularly in the ecommerce space because video:
- Is more engaging and entertaining to find new products (makes scrolling fun)
- Allows for greater personalization and customization throughout the user experience
- Is more effective at converting customers
As if that wasn’t enough of a reason to focus on video, 62% of people consume video content thoroughly, whereas they tend to skim or multitask written content and podcasts.
Build a Community Around Video Content
At the heart of it, video content allows the user to be more immersed in the shopping cycle by highlighting how the product/service work in the real world; it is one part aspirational and three parts educational, spotlighting an existing issue and how the product/service alleviates said issue. It’s like in the movie Joy, starring Jennifer Lawrence, when she’s trying to sell the “Mop of the Future” in the parking lot. The “organic” (industry buzzword alert) exchange between Joy and Jackie empowered bystanders to think about the hassles of using their own mops (like missing “all those crannies where my kids spill their juice”), stopping them in their tracks, and urging them to engage. Once engaged, more questions were asked, more information was given until the bystanders were dying to find out how to purchase. Now, how in the world does this relate to video content? Let’s dive in.
I love this example because it highlights three reasons why video content is impactful:
- Anything with Jennifer Lawrence will sell (okay, I meant two reasons why video content is impactful).
- Video content can highlight everyday problems and provide simple solutions in an approachable, non-salacious manner.
- Video content entices users to participate by catalyzing organic conversation about the product/service, furthering the relationship between brand and consumer (aka building community).
The Power of Video Content on Social Media
The scene from Joy also highlights the power of video content on social media. In the scene, she’s on the street talking to a few people in the parking lot; with social media, we can capture user attention in the same manner, but on a much larger scale. Brands and consumers are now playing on a two-way street of communication, allowing for feedback from the consumers in real time, at scale. Gone are the days where brands can post one-way messaging, hindering information exchange and conversation (think 1960s TV commercials focused on “Buy now, or miss out”). With this insight in mind, it is essential to create video content that empowers and drives conversation between brand and consumer, as well as consumer to consumer.