Do you want to improve your video conversions? Video is one of the best ways to improve engagement on your website. Compelling, creative, and memorable videos will give users something to discuss, while also imparting far more information than nearly any other type of media.
If you want to create an engaging site, start here!
The Benefits of Video for Engagement and Conversion
As video has become more accessible, it’s no surprise that more people have started watching video content than ever before. High speed Internet and mobile devices have made watching videos online fast and seamless, and that’s allowed advertisers to take advantage of video’s amazing ability to engage.
Video can tell a story from beginning to end. It captures a viewer’s attention from the start, and (if it can keep their attention) it can impart a large amount of information within only a few minutes of time.
It’s been shown that people are generally more receptive to video media. Not only is it more entertaining, but it can also deliver information to those who learn through listening, watching, and also reading.
If you’re looking to increase your engagement and conversion, it’s likely that you’re going to have to invest in video production services, but what type of video should you invest in for the maximum returns? How can you make sure that your video is able to establish significant engagement and conversion?
Types of Video for Best Conversion and Engagement
Ideally, your content library will have a wide inventory of videos, improving your chances of capturing the attention of your leading demographics. There are a number of different video types you can test out on your website to improve your conversions.
Here are a few of the most popular:
Explainer videos are used to describe how a product or service works, and they’re often brilliant ways to introduce a new company or business model. When exploring a new product or service, users often look at explainer videos first: they want to know the ins and outs of a product before they commit. Consequently, explainer videos are some of the most important types of video to develop, and should be developed early on in your business process.
Interactive videos are becoming more popular as the technology becomes more readily available. During an interactive video, a user can select certain prompts, or respond to polls. The video can then “react” to the user’s response. This is an excellent way to improve engagement, even if it means that more video content needs to be created.
How-to videos are extremely shareable, as well as likely to be saved and reviewed multiple times. While they don’t always lead directly to conversions, they’re important for building traffic and engagement. The more valuable and in-depth your how-to videos are, the more likely they are to be popular.
Live Videos and Vlogs
Many streaming services have made it possible to easily launch into live videos or regular vlogs. If your content is regular enough, people will continue to watch it, and your traffic will grow. As your traffic grows, so will your engagement and your conversions. Live video tends to be particularly engaging, as users are able to interact by sending comments in and interact with each other.
Company Culture Videos
Company culture videos provide information about the company’s mission and its values. Many viewers are looking to interact with a company that they trust. Company culture lets a user see that the company’s mission and values align with theirs, and that the company prizes its relationships with its customers.
Users enjoy seeing how things are made and how things work. Behind-the-scenes videos serve to humanize a company, making them feel as though they know more about how the business operates, as well as whether the products and services they provide are high in value or not. A BTS video can also be used for things like employee recruitment.
Event and Presentation Videos
Large events, seminars, and presentations may be referenced by customers who are interested in learning more about a product. In the business-to-business market, these types of videos are even more important, as consumers are very savvy and are often doing quite a lot of research.
As you can see, there are many types of video to choose from, all with different merits. Having a variety will increase your company’s reach, by giving your users different content to experience, share, and likes. Your content library will likely start with an investment in foundational videos: explainer videos, how-to videos, and company culture videos. From there, you can expand to live videos and vlogs.
Tips for Creating More Engaging Videos
Regardless of the type of video you’re creating, there are a few tips that will help you improve your conversion rates. By using these strategies, you’ll be able to direct your users to continue engaging with your site, as well as prompting them towards conversion.
Have a Clear Call-to-Action
Let your audience know what you expect them to do next, whether it’s commenting on the video, following your social media, or signing up for your newsletter.
Post Your Video at the Right Times
There are certain times that are better for traffic (generally weekends and evenings). Experiment with your posting schedule to see which is most effective!
Integrate Your Content with Your Social Media
Social media is one of the best platforms for video and will bring traffic back to your website. Make sure that your video content links to your social media accounts and advertise your videos regularly on social media. Make sure to tag it appropriately.
Open Up a Comments Section and Prompt Users to Comment
Asking a question at the end of a video is a good way to get your users to share their experiences. The more they engage with your brand, the better. Make an open call for opinions, stories, or critiques.
Provide a Transcript of Your Video
The only real downside to videos is that they aren’t easily indexed and archived for SEO purposes. Providing a transcript does two things: it improves your search engine optimization, and it also makes it easier for any viewers who don’t have the time to listen to or watch a video.
Keep a Consistent Brand Identity
Your brand identity and brand voice should be the same across all of your videos and content, to give your viewers a better idea of what your company is about, and what they can expect from it.
Cross Promote Your Videos
If you’re doing a video before a live event, make sure to mention that event! Cross promoting your videos will encourage your customers to watch more of your videos, and potentially interact with your brand.
Host Giveaways and Other Promotions
Giveaways get people excited, especially when done through live streaming. You can encourage people to watch your videos by offering deals and promotions.
When properly implemented, the above tips will help expand the reach of your videos, while also encouraging them to continue following your brand.
Measuring Your Conversion and Engagement Rates
While engagement naturally leads to conversion, they aren’t the same thing. You can experience a large amount of engagement with very weak conversion if you aren’t targeting the right demographics or aren’t targeting them in the right way.
By using the right video engagement metrics, you should be able to see which of your videos are performing the best, yet the videos that have the most likes, shares, and clicks aren’t always the ones that are most profitable for a business. Instead, you may need to look at the videos that are directly leading to conversion.
High engagement signals include: likes, shares, clicks, and follows. Yet these signals could come from anywhere. You could have a large sharing demographic in Australia, even though all of your businesses are positioned in the United States.
High conversion, on the other hand, is often indicated through tracking token: clicks through from your video that ultimately leads to a sale.
All of this highlights the importance of collecting and analyzing the right information. If you have very high engagement but low conversion, it could be that while your video content is interesting and insightful, it’s not properly targeted to your audience. Further, you might find that your product or service isn’t being portrayed in the right light through your content.
Your video content must always act in service to your product. If your video content isn’t designed to improve upon conversion as well as engagement, you could find yourself with a significantly broad reach that ultimately leads to weak results.
If you want to improve your on-site engagement and conversions, video is the best way. Yet there are many types of video to choose from, and many options when crafting your video. As with any content library, it’s often best to create a large variety of videos, and then narrow down your videos to the ones that are performing best.