Customer trust will always be key to business. One of the most effective ways to catch customers’ attention and begin to build trust is through video. Video production has been top of the digital marketing content food chain for a number of years, with Google seeing video as a significant contributor to SEO. Video content is directly impacting the length of time users are staying on a page, not only increasing trust but reducing bounce rate in the process.
Figures show that video is a strong trust signal and can increase sales and conversions. 84% of people say that watching a brand’s video content convinced them to purchase a product or service (Wyzowl, 2021) and that 72% of consumers actually preferred learning about products or services through video content (Hubspot). From customer testimonials to product videos, buyers are opting to watch a video instead of reading. Forbes report that an average user spent up to 88% longer on a website with video content compared to websites without.
Multi-platform, Not Just Desktop
Video appeals to mobile users with mobile video consumption increasing by 100% annually (B2BHouse, 2022) with 75% of all video content consumed on mobile devices. Furthermore, Unbounce (2022) say that including video content on a landing page can increase conversion rates by 80% or more Google tells us that smartphone users are twice as likely as TV viewers and 1.4 times more likely than desktop viewers to feel a sense of personal connection to brands that show video content or ads on their devices.
The Breadth of Potential Content
Video can be used in a number of different ways to communicate your brand, product or message.
Website headers are one of the best ways to attract attention. If you want your visitors to gain a quick overview and get a feel for your business there is no better way than a short video header.
Product videos are a great way to provide potential customers with in-depth product information, and provide reassurance and affirmation that they’re making the right purchasing choice.
Video testimonials are an engaging way to sway customers. A quick, to-the-point, benefit-focussed video from an existing customer carries much more authority than the same testimonial presented as text, builds more trust, and can increase conversions.
Behind the Scenes
Sometimes it’s good to pull back the curtain and show how the magic is performed. A good behind-the-scenes video can showcase your people, premises and capabilities, convey your corporate culture and build trust with potential customers.
How to Video
It’s one thing to read how easy it is to use a product, it’s another thing entirely to see how simple it can be. ‘How-To’ videos allow a customer to visualise how they will use the product, and can make a big difference to whether, and how quickly, the customer decides to buy from you.
Creating Engaging, Video Content
With so many possible styles of video content, it can be hard to decide how best to engage your customers through video. The Mucky Puddle Digital Marketing team can support you in developing your digital content strategy. We'll identify the key pieces of video content that will make the most difference to your customers, and your business while remaining true to your brand. Our Video Production team will then use state of the art technology, experience and creative flair to craft compelling, connected content that you can use on your website and across all your digital channels.