Let us start off with some statistics which will clarify the importance of this topic:
- Over 93% of enterprises depend on video as a key marketing tool (Australia Business News);
- 84% of customers confirm that video production was the reason for them to purchase the good or service (Wyzowl);
- 83% of visitors stayed longer on the site watching videos (Wyzowl);
- 82% of customers prefer to watch a video rather than read a post (Vimeo);
- Video interaction not only brings leads and customers to businesses but also helps current clients to attract friends and family through shared video content. 48% do that (Vimeo).
The list of positive statistics for video production leading to customer engagement is a long one. Here are the 5 most important ways through which you can boost visitor engagement with your video content:
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Technical Perfection
You will need technical perfection to attract, engage and keep visitors coming back. After all, no one wants to view a poor video with poor audio. But technical perfection does not stop with having a great script, a high-quality video up to the best of standards. Actually, it all starts here. Here are a few more important tips to really perfect your video for engagement:
– Platform-Specific Format
Your video will be distributed and viewed on many a platform. But each of them has a different view on the format. So if you recycle just a single video around the internet you are bound to fail. It will not view properly on most platforms. Rather prepare a formatted copy of your video for each of the platforms you wish to access.
– Keep It Compact And Focused
Clarify what you want to say. Consider what your target audience wants to hear. Now go ahead and tell it to them in just a couple of minutes. If you can’t a 10-minute video will not help you. It is not just about how long you will have the attention of your audience. It is also of having a crispy clear message. Now follow that up with a CTA.
– Include CTAS, Annotations, Visual Cues
Sprinkle your video with visual cues, shout-outs, annotations and CTAs. You do not the attention of your viewer to wander away. Keep them focused on your video and make their hand go for the CTA.
– Include Subtitles
Sure, you will be engaging with persons with hearing impairments. But you will also engage visitors, who for some reason are viewing your video with the sound turned down or completely off. You may be surprised to learn that actually 85% of video on FB is watched without sound. I am certain that you want these 85% to be channelled to you.
– Do Your Video SEO
Just having a compelling, high quality, focused and compact video is not enough. Did you remember to optimize it for those search engines to find and appreciate? Having a video without SEO is like having a modern movie without sound (that is exactly how it will sound to the search bots … and they will repay you with negligible ranking). Make your video shine out for those search engines. This is important not only for ranking but also for having the correct audience “stumble upon” your video.
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Engage
All though each of us have two sides of the brain, humans are much more emotional than logical. Hence engaging through emotion renders much more results than engaging through logic. Embedded video experience can lead to wonders in site performance.
You will not have a video to engage visitors if you do not try to move their feelings. Consider how many times you have watched a video that is just a video. This should not be you. Try to inspire. Ask questions (and remember to answer). Try to induce emotions. Make them smile, cry, you may even make them mad (negative emotions are better than no emotions – they can be swung easily to positive).
Not that you have their attention (and heart) make sure to include a CTA. You want that button pressed HARD.s
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Create Compelling Thumbnails
The first chance of engaging your visitor to even view your great video is through her clicking on the video thumbnail. This is much more than just a picture or a frozen frame from your video. Work on your thumbnail. Have both an attractive picture and a compelling text. Love, at first sight, maybe rare, but engaged visitors, at first sight, is the norm. You will not have a second chance to display your wonderful video. This is the pitch moment.
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KPIs
Visitor engagement is actually the most commonly cited metric by video content marketing experts. Some 63% consider (Wyzowl, 2021) this to be the case. The next most important metric (58%) is video reach. Leads, likes and shares come up next in importance with 55% of marketers depending on them as proof of engagement. It is reasonable that the KPIs that count will vary from industry to industry and from one company to the next. After all the clients will differ.
Wanting visitor engagement and having a great video is not enough. Set up your metrics and KPIs. You will want to measure the engagement which your video provokes. Then you will want to compare that with industry standards or your past performance. Now you will know exactly if your engagement strategy is working and even how well it is working. Even if the measured results are sub-optimal this is again good information. You will know what is not working and can take steps to remedy it.
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Personalized Landing Pages And Video Proposals
We live in an era of personalized production. We all want our uniqueness to stand out for who we are. OK, so why should video viewers settle for anything less than a fully personalized video? Through the generation of personalized video content, you will drive strong customer engagement – everyone appreciates the personal touch. Say you have a video production Melbourne. You must do all to get that Aussie feeling.
Besides the individual proposal, the recorded personalized video will establish a stronger bonding with your client, as she will see your face, hear your voice and all these will be directed toward her. Engagement will be difficult to evade.
Now Let’s Engage
Knowing these 5 ways to increase engagement through your video content, please give a comment on this article and state which one is your favourite.
… of course, asking for comments is another great way to engage