Jul 2021

Did you know that using video in your marketing can increase conversion rates by up to 80%? With this in mind, it’s clear to see why there is continued increase in the use of video for social media, case studies, websites and product demonstrations. In fact, video is THE most viewed content on social media!

Video content typically performs best with most algorithms as it captures the viewers’ attention and creates engagement. And in 2021, it’s fair to say that across all the platforms, content regularly engaged with by viewers is given priority in their feeds. Social media platforms actively give videos priority over other content, for example, a Facebook video receives on average of 135% more organic reach than a Facebook photo, so you have a much better chance of your post being seen if it includes video. Additionally, 92% of mobile video viewers share videos with others – this is a staggering figure. Search engines love video too, so much so that your brand is 53 times more likely to show up on Google if it has a video embedded on the website.

Clearly, video is everywhere and because of this there are so many types to choose from. With live action, animations, talking heads, customer testimonials, explainers, demonstration/instruction videos all being presented as options, how do you know which one to select and which one is right for each part of your customer’s journey?

Let’s start by breaking down the user journey – at the top of the sales funnel we have the awareness stage. We’re talking information, education and building a general awareness of the brand. Using a brand awareness video, you can educate your audience about the brand’s values and vision – this can be done through live action footage or using animations.

Watch the vTail brand awareness promo video

A piece to camera educational video can be a great way to explain your offering, especially as this part of the journey is where your audience may be searching for information. Equally, explainer and tutorial videos can be a great to create traction at the top of the funnel, as you are teaching your audience how to do something, and this adds value to their experience. These videos establish your brand’s authority as an expert in this particular area and will increase your chances of appear in popular ‘how-to’ searches.

The middle of the funnel is the consideration stage, and this is where you nurture the leads obtained at the top of the funnel by building on the relationships created. Using high quality content to showcase your products and services, your audience gets to know a bit more about your brand. A strong contender in this part of the journey is the product video – a highly effective way to showcase and eventually sell your product. Did you know that video appears in 14% of internet search results, so when potential customers are searching for a product similar to yours, 14% of the results could well be product videos, and if they’re not your video, then you might immediately lose your potential buyers at this stage. In addition, 71% of consumers think video explains products better and this provides the perfect way to answer questions they may have.

Watch the Percuro product animation

Another powerful type of communication that is effective during the middle stage of the buyer’s journey is the company culture video. This gives you chance to create a more personal and potentially emotional connection with your audience, whilst showing the more ‘human’ side of your company. Staff experiences, scenes of day-to-day-work, staff training, and facilities can be included in the edit and the possibilities are endless!

Watch the Paris Smith culture video

Sitting nicely alongside company culture videos are testimonials – they are a great tool in building trust in your brand when the content is visibly authentic. Testimonials from existing customers are a great way to convert potential customers to your brand and featuring your staff in these types of videos can be really effective if you are on a recruitment drive.

Watch the HS Butyl recruitment video

This brings us on to the bottom of the funnel, where potential customers are on the verge of making a purchase and are usually deciding between a number of options. Effective video can be the push needed to convert them and this is where video can be a really strong tool in your strategy. At this stage in the journey, your customers may be looking for answers to questions and by creating a FAQ video, you can answer those questions and reduce an uncertainty.

Furthermore, a potential client may be considering what help they can get from you (and your competitors) after a purchase has been made. What can you do to assist them once the purchase has completed? A demonstration/instruction video can provide the support they are looking for and the knowledge of this support being available can be the final push need to convert a sale. A neat touch can be creating personalised videos for your audience, for example using photos from social media. This personal touch can also be a useful tool when converting customers, particularly as 78% of customers will only pursue offers if they’re customised to previous engagements with the brand.

By creating videos that are suited to the various parts of a buyer’s journey, you can create more engagement at each stage. It’s also worth bearing in mind that the customer journey doesn’t end – it’s a constant cycle and video content can help strengthen your relationship with existing clients, improve retention rates, improve your purchase funnel and drive up conversion rates.

Interested in learning more about how you can use video production as part of your marketing strategy? Just drop us a line and we’d be happy to chat through any ideas you may have!

In the meantime, take a look at our latest showreel below…