4 Ways Video Marketing Converts Users Into Customers

Video marketing is a powerful medium that utilizes videos to incite a reaction from consumers.

Recent findings show that the demand for video content is rapidly growing. 43 percent of users want to see more video content from marketers.

Consider the saying, ‘A picture’s worth a thousand words.’ Now, if a photo can incite words, what can a video do?

That is the fundamental thinking behind video marketing: to get a reaction out of you, whether its to buy a product, donate to an organization or visit an exotic location.

Video marketing refers to incorporating videos into your marketing campaigns whether to promote your company, product or service.

Think of video marketing as a commercial shared on the Internet. Where television is a medium to inform people, the Internet has continued that tradition with video marketing.

Video marketing can be used for everything from building customer engagement to promoting your brand, services or products.

Video marketing can serve as a medium to present content that would require a long amount of reading to digest such as a hard to grasp concept or subject matter. For example, if a science magazine wanted to attract more readers, the editor can create a video about the periodic table. The video can feature a shot of a common activity followed by text that shows which element (from the periodic table) is being utilized during the interaction. A video like this is informative (since it explains a difficult concept) and creative (it shows the information in a different format).

Thus, many brands use video marketing to create how-to’s and guides for various industries such as marketing, fashion, and technology.

While videos are readily available throughout the Internet, Facebook remains one of the largest social media platform to share video.

Facebook tallies 8 billion average daily video views. Facebook users rack up 100 million hours of daily video watch time.

In September 2015, 1.5 million small and medium businesses shared videos on the social engagement platform.

Thus, its imperative as a brand or business to share your videos on Facebook.

Again, sharing strategic videos on Facebook about your brand, services or product translates into sales. A video that follows the guidelines established by Facebook will generate conversions. Videos attract the attention of potential customers.

Below is a list of four strategies you can utilize that will convert users into customers.

How Can I Create A Facebook Post With A Video?

An effective method for redirecting your Facebook audience to your website’s traffic is to create a post with a backlink to your homepage.

For example, consider a catering company that makes authentic, healthy African-American soul food. Your company created a two minute video that shows a variety of healthy alternatives to desserts such as red velvet cake, pumpkin pie, and sweet potato pie shot in sleek, beautiful frames. The ad copy for the footage focuses on how your company makes healthy versions of soul food desserts. The video ends with text that reads: “Never go hungry again. Call ABC Company for catering services.”

You create a post for the video that says the following: “You’ll never believe that these healthy alternatives taste just like your favorite desserts from mom’s kitchen.”

In the post, you can also add a link to your company’s page that redirect’s a user back to your website.

According to Facebook, a post like this is aligned with Facebook’s strategy in creating rich stories.

How Can I Create A Call-To-Action Video?

A call-to-action video essentially causes the user to perform an action.

It can relate to anything: whether its to visit an exotic destination or to learn a topic more in-depth.

According to Facebook, call-to-action videos make it easy for people to connect intimately with the story your brand is telling.

How Can I Increase Organic Engagement In A Video Post?

The purpose of sharing content on Facebook is to spark engagement. You want consumers to engage with your content and you also want them to share it.

You also want peers, in this case, other brands, to engage with your content as well.

The best way to get brands to engage with your video posts is to tag a brand that is mentioned or featured in your video.

For example, if your catering company featured a video post that shows how to make baked macaroni and cheese, tag each brand’s Facebook page that was mentioned in the video in separate posts and share. Again this strategy helps drive up organic distribution to your page.

How Can I Refine My Strategy With Video Insights?

Once you have at least five video posts on your Facebook page, access your Video Insights to understand each post’s metrics.

Metrics give tell you a story. It explains to you why your video post’s performance. For each video you post to your Page, you can view metrics like video views, unique video views, the average duration people viewed your video and audience retention. These metrics are designed to help you learn what’s resonating with people and tune the length and content for your video audience.

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