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How to Improve Customer Engagement Using Video

Long-term success does not come just from continuously attracting new clients, as smart business owners understand. It also necessitates retaining clients who return on a regular basis. Customer interaction that is effective builds brand loyalty, improves the customer experience and speeds up the sales funnel.

Video content is a great method to get people's attention and increase engagement. Video is one of the most popular media formats in the world, with 54% of consumers preferring video content from brands and enterprises to any other medium.

If you want to keep your business or brand successful in the future, video interaction is no longer a “nice to have.” It's a must-have.

Continue reading to learn how to harness the power of video interaction for your brand or company.


7 ways to increase video engagement for your brand or company

If you want to use video to increase customer engagement, you must do it correctly. There is a glut of video content on the market. Every minute, 500 hours of video are posted to YouTube alone.

To stand out among the throng, you must plan, create, and distribute your content with care. To get started, use these pointers.

1. Create a customer-centric strategy.

You must prioritize your clients if you want to increase video engagement. What kind of content are they looking for? Focus on how you can add value to them when developing your concept.

Here are some examples of different video formats to think about:

  • Comparative analysis: Use real-world, authentic examples to highlight success stories connected to your service or product, stressing how it can improve the consumer's life.
  • Testimonial: Obtain references from current and former customers and clients. Customers shouldn't have to take your word for it when it comes to how terrific you are. Learn about the advantages of a video testimonial.
  • Customer-created: Create a compelling campaign using customer-created snippets. A live event might be a terrific place to find user-generated content to use (with their permission, of course).
  • Creative sequencing: This sort of video uses a mix of short video adverts to highlight different parts of your product, company, or service.
  • Another fantastic strategy to enhance credibility is to engage in expert conversation. Including an interview with a recognized expert in your sector validates your brand voice, establishes your credibility, and delivers useful information.
  • Curiosity piqued: What are some of the most common inquiries you receive from customers? With a simple film addressing these key points, you can satisfy their curiosity (while also easing the pressure on your customer service team).
  • Educated: You're a specialist in your field. Demonstrate it by providing your customers with fact-based, educational content. This helps to establish credibility and fosters trust.
  • Hilarious videos: A well-made funny film is a terrific approach to entertain and engage clients. It isn't necessary for every content to be serious! This has the secondary benefit of making people laugh, which is truly priceless. Best of all, it can improve the perception of your brand and aid in the recall of your marketing messages.

Incorporate video advertising best practices into whichever style you choose to maximize your chances of success. For example, during the first 10 seconds of the recording, you should captivate the viewer's attention.

2. Tell a story to communicate your genuine voice.

If you're having problems coming up with a concept, look at what others have done before you. Check out this overview of the 15 best startup videos of all time, or this list of the top five video marketing initiatives in 2019.

One thing all of these video engagement campaigns have in common is the use of storytelling. Storytelling aids in the development of a genuine, trustworthy voice that resonates with customers. It's a very effective marketing tactic.

Plot, purpose, people, place, and audience are all things to think about when making a storytelling video. This tutorial to video storytelling goes into greater depth and teaches how to properly use the power of narrative.

3. Make a strong call to action.

It's critical to add a call to action (CTA) in your video if you want it to be seen (call to action). You want customers to feel like they're a member of your brand family, and one way to do that is to encourage them to take action.

What is the video's ultimate goal? You might want the customer to do the following
  1. Purchase your item or service.
  2. Take a look at your website.
  3. Keep an eye on your YouTube channel.
  4. Please like or leave a comment on the video.
  5. By forwarding the movie to others, you may help them learn about it.
  6. Respond to the video in a different way — for example, if you do a Q&A video, you may request questions for future videos.

Make your CTA, whatever it is, crystal clear. Include the information (such as links) that readers will need to take the action you want them to take. If you want users to share the video, for example, include easy-to-find sharing options for a variety of social media platforms.

4. Optimize your message for mobile devices.

Make your movie mobile-friendly if you want to increase customer interaction. This is critical. Why? Today, mobile devices such as cell phones and tablets account for over half of all online activity.

You don't want to alienate your viewers by making a video that looks great on a computer but looks strange on a mobile device. For example, ensuring that your movie can be viewed in portrait mode saves the viewer the trouble of having to turn their phone horizontally.

Ensure a responsive design, provide fast loading times, and keep films short and to the point when optimizing video for smartphones. Modern attention spans are short, so you'll want to get right to the point.

It's also a good idea to provide readable captions or subtitles so that people can understand the main points even if they can't hear (for example, if they're out in public without headphones). This has the added benefit of ensuring accessibility for a larger community (such as the hard of hearing audience). 

5. Make your video content widely available.

After you've finished making your video, you'll need to promote it. When it comes to uploading video content, don't limit yourself to just one site. Diversify your portfolio as much as feasible.

What platforms should you use to distribute your video? The obvious initial choice is your company's or brand's website. YouTube is also necessary. This is the second-largest search engine in the world (after Google) and the most popular video-sharing site. It's impossible to miss! Create appealing thumbnails and include interesting titles when promoting your YouTube video channel using these best practices.

You might wish to post your video on social media as well. Consider generating a shorter teaser to tease on social media and direct them to the entire video if you've made a longer film.

6. React to video interaction
It's a two-way street when it comes to customer involvement. Don't just broadcast your videos into the universe and then forget about them. Customers who leave comments on your video, for example, will expect a response.

What is the significance of this? It portrays your brand or company as involved and truly concerned about its clients. Even if people make unpleasant comments, it is generally preferable to answer rather than remain silent. Many businesses have gone viral as a result of smart quips in response to customer feedback.

As an added plus, reading client comments on your videos is a great method to get ideas for future material. Customers may ask questions of each other in the comments section of a FAQ-style video, which could lead to the creation of a “Part 2” FAQ video, for example.

7. Keep a record of your findings for future reference.
One of the best aspects of digital marketing methods like video is how easy they are to track. To see how well your content is performing, track the results of your video engagement. There are a number of essential metrics you can track to achieve this goal, including:
  1. The number of people who have watched the video.
  2. The percentage of page visitors who clicked play and started viewing the video.
  3. The video's engagement is measured by the number of likes and comments it has received.
  4. The number of viewers who converted is known as the conversion rate. It's entirely up to you to decide what counts as a conversion. Completing a form, subscribing to your channel, or making a purchase are all examples.
  5. See what viewers have to say in the comments for qualitative feedback.

If done correctly, video interaction may be an effective way to communicate with customers, raise brand awareness, and build a devoted following. The information in the preceding guide will provide you with some pointers to help you along the way. 


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