Driving Digital Engagement with Video

Video is one of the most influential ways to drive sales. In Wyzowl’s The State of Video Marketing 2021 report, 84% of people said “they’ve been convinced to buy a product or service by watching a brand’s video.” Video is compelling. Video grabs attention. Video is a powerful marketing tool that you need to start using today.

Increasing sales has always involved engagement. In a digital world, creating engagement on digital platforms is one of the keys to success. There are so many different social platforms and channels. It’s not important to have a presence on every single one, but it is important to have a strong presence on platforms where you can find your target audience, and video can help.

First, let’s define digital engagement. Digital engagement is how a consumer interacts with your company or business online. This isn’t just limited to social media. Digital marketing can include interactions on your website, social media, emails, or ads. Follow these tips to start driving digital engagement with video.

Create video content that puts the consumer first. It’s easy to create content that puts your business, your product, or your service first, but that may not be the most interesting information for your audience. When you begin to create video content, think about what your consumers will want to see. If you create content that focuses on them and creates value for them, it will instantly drive more engagement. These types of videos can take many forms, but the goal is to focus on great storytelling, which creates an emotional connection. Check out 5 Ideas for Brand Videos and 7 Types of Videos to Create Right Now to start brainstorming content ideas.
Invite engagement on social media. Videos can and should live on multiple platforms, like your website, but social media is the best tool to drive engagement with your videos. Short, easy to digest snippets are the best way to grab consumers attention. We like to call these short videos “snackables.” A snackable is not a full meal (like an hour-long live webinar, for example), it’s just enough to get someone interested in a service or product, or give them a little snack (generally under 1:30 in length). Some videos can be effective in 15 to 30 seconds if the content is engaging. Once your video is up on social media, make sure you respond to questions and comments. Even responding to negative feedback can show that your business cares and values their customers' opinion. You can also get engagement going on these videos. Comment and explain what viewers can do next to get in touch with your business, or offer another piece of content they might find helpful. If you have partners or employees who often engage on social media, tag them so they can get the conversation started on the video.
Leverage video advertisements. Think about the most compelling ad you saw recently. Why did it make you stop and watch? Why did it influence you? The ultimate goal of digital engagement is SALES. Include videos on different platforms that inform, inspire, and invite customers to take action. Check out this Databox marketer survey that found video ads led to higher engagement, clicks, and finally, conversions (sales).

Once you’ve started increasing your digital engagement, the next step is to measure your results. We explain which video marketing metrics actually matter in this article. Don’t make assumptions! Set up multiple touchpoints and see what works best. Measure your results and if you don’t like the results, try again.

By harnessing the power of video on your digital platforms, you’ll start to #createyournews. The Lucie Team believes in the power of video to grow your business. Contact us to start creating compelling video content and create your news today!