How Can Video Production Be Used To Increase Engagement And Conversions On A Website Or Social Media Platform?

07 Jul, 2023 Video Production

Due to the increasing competition and day-to-day technological advancements, businesses need to stand out and attract customers using all means possible. One popular tool that has gained popularity in recent years is video content. Videos can be used in various ways and for multiple purposes on both websites and social media platforms, making it an essential element of a successful digital marketing strategy.

This blog will analyse how videos help your business and provide tips for creating effective video content.

Why Video Content Matters

The use of video content is gaining popularity and for a good reason. Using video content is an effective way to grab and hold the audience’s attention, as videos are more engaging than images and text. This allows businesses to present their products and services in a fun and engaging way. While a recent study by HubSpot found that 85% of businesses use video as a marketing tool, another study showed that visitors spent an average of two minutes longer on websites with video content.

Videos should be at the top of the list when it comes to creating engaging, compelling, informative and fun content, as they:

Boost Engagement

One of the primary advantages of using video content is its ability to boost engagement. Video is the second most popular content choice for increasing engagement on social media as it can be used to:

Tell a story: Videos are excellent for sharing stories about your business or brand. They give you a chance to share your story with your intended audience.
Educate your audience: A video can be an excellent tool to educate your audience about your products or services. How-to videos, and informational pieces, among others, are great ways to show your customers how to use your products.
Create emotion: Videos are a great way to connect emotionally with your audience. Videos can evoke feelings of happiness, excitement, or sadness, depending on the message you want to communicate.
Add variety and fun: A video can be a fun and versatile way to add variety to your marketing strategy.

Creating a mix of text, images and videos can keep your audience interested and boost engagement

Increase Session Duration

Videos increase the session duration, i.e. the time visitors spend on your website. If a visitor leaves a webpage quickly, it can suggest poor content to search engines. The more time a visitor spends on a webpage/site, the better it is, as it signals to the search engine that the page contains helpful and engaging content. This, in turn, helps with the chance of converting that visitor into a customer and also your website’s SEO rankings.

Improve Conversion Rates

Recent studies have shown that users are twice as likely to purchase a product after viewing video content, such as a video review, compared to text or images alone.

Videos help transform viewers into customers by:

1. Showcasing products: Use videos to showcase and explain your products in a way that images and text cannot.
2. Answering questions: Use videos to answer frequently asked questions, as this can save your customers time and make them more inclined to make a purchase.
3. Encouraging action: Videos can encourage viewers to act by including a call to action at the end of your video, inspiring them to make a purchase or subscribe to a newsletter.

Easily Shareable

Embedding the video on your page or sharing it on social media can help increase engagement and reach, as users are more likely to share, like, and comment on videos than other types of content.

Appeals To Mobile Users

Mobile users are an important factor in the consumption of video content. According to a study, over 70% of consumers watch online videos on a mobile or tablet. This is due to the fact that devices like mobile phones and tablets offer information in a convenient manner.

A content-heavy page is not ideal to be viewed on a mobile phone screen as it can’t show the same amount of text or images that a desktop can. This is where videos come in; they make content consumption easy, regardless of device.

In Conclusion

Video has changed from a ‘nice to have’ to a ‘must have’ in any successful digital marketing strategy. If you want to boost engagement, reach, and conversions on websites and social media, it’s time to harness the power of video and get creating!

Pickle Pictures offers web and social media video production services best suited to your needs. For more information on how we can help, contact us or have a quick look at our FAQs.