3 Ways to Drive Sales With Video
Video is expected to account for 79 percent of all internet traffic by 2018, and businesses are expected to spend nearly $13 billion on video marketing over the next three years. The good news is this is money well spent. Video marketing works, and a recent survey we conducted at Animoto confirms it.
We found four times as many consumers would rather watch a video about a product than read about it, but that's not all. One in four consumers actually lose interest in companies if they aren't using video. How can businesses best use video? We found that out too. Here are three ways you can start incorporating video into your marketing strategy to drive sales:
1. Increase conversion and average order value (AOV) with product videos. Earlier this year, as part of its Video Commerce Report, Liveclicker found companies that featured product videos on their websites saw larger AOVs than companies that did not, as well as increased conversion rates on product pages that featured video.
Video is an effective method to move consumers through the sales funnel because it provides an insider look and brings products to life in a way that text and photos simply can't. Through a video, you can give consumers the opportunity to explore a product from all different angles — in action. It's the next best thing to holding the product in your hands.
Consumers want this functionality. In fact, consumers ranked videos showing how a product is made as most helpful in the purchase process. Four out of five consumers said a video showing how a product or service works is important.
Zappos does a great job of giving customers an insider look through video on every product page.
2. Increase clickthroughs with video in email. The survey revealed that consumers are nearly 50 percent more likely to read email newsletters that include links to video, and more than half of consumers have watched a company video that came via email.
If you send regular emails to your customers, adding video can be a great way to increase clickthroughs, which translates to higher conversions on your site.
Rather than embedding video directly in your emails, link to a video — preferably to one that's hosted on your site or, even better, a product page. To maximize the success of video in email, try the following:
- Include an eye-catching image with a superimposed play button or an animated gif, and hyperlink the image to the video on your website.
- Use copy in your email to let readers know what the video is about.
- Mention the video in your subject line if it's a main focus of your email.
3. Stay top-of-mind by posting your videos on social media. Eighty-four percent of consumers told us they've "Liked" a company video in their Facebook News Feed, and nearly half have shared a company video on their own profile. Consumers are ready to engage with brands on social media, and video is one of the best ways to foster this engagement.
Why video over photos or text? A recent study from Socialbakers (see chart below) found that videos are the best medium for fostering engagement: videos posted on company Facebook pages see an increase in organic reach of 135 percent, on average, over photos.
Share updates about new products and promotions as well as fun behind-the-scenes clips via your social channels and you'll not only foster engagement, but you'll also ensure that your customers don't forget about you. Even if they weren't thinking about making a purchase, seeing a video from your business in their News Feed may entice them to visit your site to see what's new.
This video from photographer Kelly Brown received over 15,000 views and over 600 likes within a week when posted to Facebook.
If you're not yet using video to drive sales, now is the perfect time to start. Consumers are hungry for video and, if you deliver it, you have the opportunity to increase conversions, AOV, engagement and more.
Brad Jefferson is the CEO and co-founder of Animoto, a cloud-based video creation service.
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