Video has seen a large increase in use since the beginning of the pandemic. But Video was already on the rise prior to the start of shelter-in-place. Many people think of video as a way to introduce a product or service, but smart marketers use video for engagement and conversions.

Content creation has much less value if there is no engagement. Video has an advantage over other forms of content because it can entertain and inform. A recent study by Demand Gen said that 73% of respondents had less time for reading and research but were willing to spend 10 plus minutes with interactive visual content.  This shows that buyers are moving towards engaging, entertaining content as opposed to static information.

Explainer Video

By using different kinds of video content you can nurture people through the buying cycle. A great starting point for introducing someone to your product or service is explainer videos. An Explainer is educational. It teaches the viewer about what you offer from a high level, telling how you solve a problem. A hard pitch is not advisable in an explainer video. Rather, make it interesting so the viewer will remember you and want to share the video.

How-To Video

Another very popular educational format is the How-To video. A how-to recording explains how to do something and moves the prospect from the top of the funnel into what you really do. Use this type of content to answer common questions. You want to show the audience how you solve a problem. As many queries on search engines are questions, how-to’s are particularly helpful with SEO.

Thought Leadership

Thought Leadership clips are a great way to build trust with your audience. These videos position you as the expert in the field. It is a chance to demonstrate your perspective and educate the viewer. Think of this as a point-of-view that discusses an important topic in your field. It is important to be authentic. Try and start a conversation if possible.

Case Study Video

A case study will provide the opportunity to demonstrate how you solve a particular problem. At this point, the customer has already researched your company. They know what you do. The prospect is now evaluating whether to go with you or someone else. Show them how you have helped others and can help them. Provide a step-by-step analysis of a real-life situation in which you helped someone just like the viewer. Offer statistics and data to prove your success. Infographics are great for making your case.

Testimonial Video

Along with the case study use testimonials. They can be part of the case study or their own entity. Testimonials can say things you cannot. When a company touts themselves, they are minimally advertising and potentially bragging. But, when a client tells people how wonderful you are, well, you are wonderful! A good testimonial will tell the viewer what problem you solved in an authentic voice. Ask customers who are providing a testimonial to speak

Video for Engagement and Conversions

Case studies and testimonials are naturally interesting because they involve real situations with real people.  Prospects can see themselves, and how you potentially help them. It drives home exactly what you can achieve on behalf of your clients. Utilize emotion with both videos. Both case studies and testimonials should have a call-to-action. They are great conversion videos.

People prefer video more every day. Our lives are full of pressure and to-do lists. Video is an easy way to convey information and help people buy your product. Don’t think of it in terms of the prospect being lazy. Instead, approach it as a way to let someone buy your product or service with less friction. Video allows you to introduce your company, demonstrate the problem it will solve, and then prove it works. With a little planning you too can use video for engagement and conversions.