What A Video Series Can Do For Your Brand
First off, I feel it’s important to define what an informative video series is. An informative series is a group of small programs that demonstrate more sophisticated uses of a product, provide instructional “how to’s” for your customers, or involve other informative and engaging video content such as a ‘tip of the week’ or ‘ask the experts’ segment.
For example, let’s say you own a company that sells beauty products. While a product video demo may discuss the benefits of a certain eye liner, an informative series could encompass a makeup artist applying several of your products to a model while discussing an application tip. If you sell car parts, an ‘Ask the Experts’ series could include weekly video assets addressing common auto questions. Regardless of the industry, the idea is to produce video content provides value to your customers and helps to increase the strength of your brand.
Creating a series has four main impacts to your business:
1. It engages your customers: We all know the importance of keeping customers on our sites and a series helps ensure that. By offering new and interesting content, site visitors will stay engaged and stay on your site. When customers are engaged they are more likely to convert as well as purchase more.
2. It educates your customers: Slightly related to engagement is education. A customer’s ability to know more about a topic and the products that relate is very important and video is a very efficient way to educate. However, this is where it’s important to have a strategic plan when it comes to choosing your series content. For example, if you run an audio/video accessory site, a segment on how to plug in monitor cables is probably not the best use of your time since it’s not a problem most people face. But a series on DV-I, RGB and Dell’s proprietary cables and what adaptors you may need for certain video cards may make more sense. If video resources permit, a rudimentary series such as ‘the basics of connecting cables’ may tap a certain audience.
3. It helps position you as an industry expert. I can’t stress how valuable this perception is. Let’s say you’re looking for a doctor, you naturally want to find the best one. If you’re contemplating between one who’s been practicing for 20 years and another practicing the same amount of time but has numerous awards, is regularly published in medical journals and is an avid conference speaker and attendee, you’ll likely chose him (or her) over the other doctor. A commitment to an industry and customers creates a greater level of comfort and trust. By putting yourself out there and providing your customers with video content that they find of value, your customers will have greater trust in your brand. When your customers have greater trust in you because you’re an expert, they will be more likely to convert.
4. With video assets, you now have new and unique content to use not only on your site, but in social media, email, press releases and more. In a competitive landscape of companies striving for unique content, premium video can help set you apart and also help improve your search engine presence.
With video playing an increasingly important role for ecommerce sites, it’s important to have a balanced portfolio of video collateral. Product videos can significantly increase conversion and help to better educate site visitors, while premium series content can provide a range of applications to add value to the user experience.
About Video Aptitude
Video Aptitude is a full service video strategy and production company for the web, providing turn-key services for eCommerce Sites, Manufacturers and Professional Service Firms. The Video Aptitude team handles strategic development, scripting and casting, production logistics, editing, and complete fulfillment to provide companies with premium video content and easy-install player code. Learn more about our services or contact us today