Long gone are the days where companies can simply post photos of products with elaborate (and lengthy!) details. Instead, a new wave of product videos are being released and are shaking things up. Why are these types of videos successful? A short video displaying various angles of a product combined with genuine narration about the product’s features engages customers on a more personal level. Plus, instead of taking 5 to 10 minutes reading a product overview, customers are able to watch a short clip, say 2 to 3 minutes which visually hits the important highlights.

How-to videos

These types of videos are phenomenal for indirectly driving traffic to a company’s products. The purpose of this video category is to solve a customer’s problem via detailed how-to content. Instead of selling a product to the audience, focus on solving their particular conundrum via the use of your own products. This will pay remarkable dividends in your conversion rates.

Walkthrough product videos

Change is inevitable in life and business. Company’s release new products regularly as well as upgrade and reinvent old products. Visual layouts may be altered. Service capabilities might be removed or added. Along with these types of changes generally comes confusion, uncertainty, and oftentimes frustration.

A neat method to minimise any impact from frustration as well as quickly educate your customer base on new products is to product a walkthrough video of the new product and features. When creating these types of videos, customer perspective is the key to a successful approach. Think of common case scenarios that a customer might face and record that scenario while slowly narrating the step-by-step process.

Social proofing with testimonials

Trust is a necessary ingredient in developing a brand with a loyal customer base. Once created though, company’s can move mountains. But how do you move a potential customer to a loyal customer category? This process is commonly referred to as social proofing. When a customer lands on a website for the first time, there is no loyalty. Video content with loyal customer testimonials is an ideal option to boost the probability of further enlarging your loyal customer base.

Forget text FAQ, use screencasts

Nowadays FAQ pages have become rather lengthy attempts to minimise trending customer service complaints. Changing settings, updating passwords, and unsubscribing are all examples of typical questions. Additionally, these pages are peppered with basic screenshots attempting to remedy the situation.

Instead of following the same playbook as every other company, create screencasts to answer each FAQ. These visual solutions are more creative and present a personable approach to an already frustrated customer. Plus, quite frankly, most people learn better visually anyways.

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Enter Snapchat and the uncharacteristic, yet unsurprising, success of this business. Thankfully many businesses can leverage this product to grow their bottom line and consumer base as well. Outlined below is an explanation of why video marketing has taken off as well as a few recommendations on how to integrate Snapchat into a company’s marketing strategy.

Why video marketing?

Research demonstrates that videos are 50 times more likely to be receive comments and reviews compared to text-based articles and websites. This simple statistic captures the benefits of incorporating videos into a marketing strategy. Simple photos only display snapshots in time whereas videos allow viewers to become encapsulated in the moment, visually and audibly.

Capture the moment

Integrating Snapchat into a marketing strategy allows companies to provide insight into the presence of the moment. Generally speaking, marketing is about content surviving the test of time, but Snapchat is different – in actuality it is downright contradictive to this very notion. Normal videos will remain persistent on the Internet for years down the line. Snapchat, on the other hand, allows companies to capture that fleeting moment in time. For instance, take snaps of product release parties, athletes preparing for a game, and even setup activities for events.

Leverage visibility with promotional opportunities and coupons

Coupons are one of the best methods to drive traffic to a company. Snapchat provides an avenue to release coupons and promotions with a twist though. The self-destruction feature can be a unique way to get customers to interact and remain up-to-date with company accounts. For example, post a coupon opportunity advertising 10 %, 30 %, or even 100 % off for any customer who shows a cashier the Snapchat coupon before it self-destructs. It almost becomes a game at that point…

Release teaser videos on upcoming products

This activity is fairly self-explanatory but needs to be foot stomped. Snapchat offers another avenue for promoting new products and offering sneak peaks of upcoming merchandise. Consider truly teasing customers by slowly revealing a few aspects of a product before releasing the full visual. An example would be a car manufacturer showing tires rolling down a sunny road in one snapchat, displaying a sleek engine revving in another, and then releasing the final product image. This will definitely generate buzz!

Advertise upcoming events

Snapchat is the ultimate tool to release flash sales outside the normal sale cycle (e.g., holidays). A company can even tailor who receives exclusive sales offers via Snapchat. This ensures that only the most loyal and avid customers have access to these special opportunities.

Highlight behind the scene activity

Printed magazines have finally caught on to this idea. Everyone has seen photographs that appear to be so picturesque it makes you wonder whether it has been edited or not. A unique and interesting aspect to these sessions is the ability to capture behind the scene activity highlighting the amount fun (and work!) associated to a product. Snapchat is the perfect means for incorporating this aspect via the short video capability. Snap a few shots or videos capturing photographers and models in action advertising your products!

To find out how we can help with your video content call on 0117 9666 448.

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