In 2018, one of the best marketing weapons at your disposal is video content. Over 85% of the U.S. internet audience watches videos online. What is perhaps even more impressive is that videos account for one third of overall internet activity. Serious marketers began capitalizing on this massive traffic once they realized that video is proven to increase conversions.
Today, we’re going to share 5 proven methods of using video to promote your brand or online store. If you haven’t dabbled in video before, consider this your ultimate beginner’s strategy guide.
- Instagram Stories
Stories are number one because they’re highly accessible and easy to track. Additionally, they’re a great way to directly engage and educate your following. You can use them to show pictures or video of products, upcoming releases, behind the scenes art, and more. More established brands can use them as a tool to express your company mission or office culture.
Instagram stories only last 24 hours, but marking them as a highlight will permanently add them to your profile for all visitors to see. This feature can be extremely useful for drawing attention to important announcements, sales, or frequently asked questions.
Bonus Tip: Instagram accounts larger than 10K can attach links to stories creating an additional path to potential conversions. You definitely don’t want to waste this feature.
- Customer Testimonials
Potential customers could be one good review away from placing an order themselves. Reach out to past purchasers who are pleased with your products and request a video interview. Ask them to share what made their experience great or get them to share what it is they love about your products. Stories from pleased customers are super effective for increasing buyer trust.
Bonus Tip: Remember to keep these testimonials authentic. If the customers you speak to feel genuinely positive about your business, you won’t need to worry about scripting anything.
- Product Showcase
Give your audience a chance to see your products in action with a high-quality video showcase. Have models wear your designs or hold them up to the camera to capture the quality of the clothing. Highlight information pertaining to the fabric, shipping, and manufacturing process. It’s the perfect opportunity to share details not listed in the product description. It also helps save the customer service team some time as it provides viewers a better idea of what to expect.
- Share an exciting announcement
Whether you’re launching a new line of products or a special new collaboration with an artist, videos are super-effective for providing your audience with major updates. Not only do videos get the highest rate of engagement compared to other types of content but viewers statistically interact with these types of posts longer. Additionally, platforms such as Facebook have been known to prioritize announcements in social media feeds. Use this as news an opportunity to grab attention and highlight a few key selling points.
Bonus Tip: Make sure your announcement is actually interesting and noteworthy. If you’re overusing the tactic audiences (including Facebook) will pick up on this which can hurt your credibility in the long term.
- Create a Viral Video
This is the holy grail of every video marketer. Creating a funny, heartfelt, or shocking video that ultimately manages to go viral is a sure-fire way to draw attention to your brand and in the best cases lead to sales. Attempting to artificially create viral videos is no easy feat but it’s entirely possible even for small companies.
Check out this successful attempt from a small photography company that staged and recorded a flash mob. The video has reached over 50 million views and counting.
Bonus Tip: Pay attention to current and upcoming trends. Having a sense of which direction the wind is blowing will allow you to fan your flames in the view of masses.
It’s time to put these strategies to work! Remember, there are countless other tips and tricks for marketing your brand with video. Keep trying new things to see what works best with your demographic. Whatever you do, make it creative!