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Now that online video marketing is in remission from its growing pains, it’s become a force to be reckoned with. Faster connections have lead to faster download times and fewer streaming issues. Technologies are more likely to be compatible, and commercials have even become more engaging. Plus, “Viewers are anywhere from 64-85% more likely to buy after watching a product video,” reports Sherice Jacob.
Generally speaking, people prefer watching videos to reading content, which makes sense. Watching videos, however, is usually more time-consuming than skimming blog posts or landing page copy. So you need to be mindful of how you’re using videos on your site because some forms of online video content are more effective than others.
Chris Goward of WiderFunnel weighs in: “We have seen sites successfully use video as supporting content to increase clarity around their products, build credibility, and show personality.
Why is it popular?
In the intangible online medium, video can help make a product more tangible and reduce the perceived risk of buying.”
The 8 Most Effective Types Of Online Videos
There are a variety of ways that you can incorporate online videos into your marketing efforts. But if you want to get the biggest bang for your buck, a recent report from Ascend2 shows how the different types of video content are ranked, starting with the most important and effective (as seen on the Huffington Post):
1. “Customer testimonials
2. On-demand product demonstration videos
3. Explainer and tutorial videos
4. Thought leader interviews
5. Project reviews and case studies
6. Live and on-demand webinars
7. Video blogs
8. Event videos.”
Make Your Videos Interactive
One innovation to watch out for with online videos is the implementation of interactive elements. Now, I don’t mean the ability to click on a product in a video and purchase it directly. Rather, I mean integrating elements like surveys, data collection forms, and questionnaires, all of which make it easier for marketers to boost engagement, generate leads, and qualify customers. In your videos, talk directly to customers, asking them questions and about their opinions, encouraging them to leave their responses in the comment boxes.
Additionally, you can create choose-your-own-adventure type videos, which is an emerging trend that “empowers viewers to self-select their content journey within a single video player, greatly increasing content relevance and engagement for the viewer while enabling the marketer to collect incredible insights on the interests and intent of its prospects.” To view a highly engaging example of this trend, check out the Philips’s “Designed to Play.”
Create Personalized Videos And Captivate Viewers’ Attention
Having proved an effectual trend in other arenas of the digital marketing sphere, it comes as no real surprise that personalized content is also effective when it comes to online videos.
In the beginning, adding a personal touch extended only as far as including a subscriber’s first name in an email. Now, however, you can tailor the marketing experience to your customer base in a variety of ways. And thanks to real-time personalization technologies (RTP), you can personalize your online videos too.
Make your customers feel like they’re part of the story by weaving details about them into your videos—for instance, their name, company, email address, homepage, phone number, or even photos from LinkedIn.
To learn more about how you can do this, check out Vidyard.com. “When people feel connected with a brand, they’re more likely to act. Personalized video helps propel prospects through the funnel,” reads the company’s homepage.
“By 2018, 69% of total Internet traffic will be video,” reports Thomas Hofstetter of Points Group. This percentage is too large to ignore. Plus, video ads currently have the highest click-through rate of any other form of digital advertising. The point being, video marketing is a bandwagon you want to be on.
Are you currently leveraging online videos in your marketing efforts? If so, what other trends or advice can you share?