Video marketing is a very popular digital marketing strategy to get customers attention and has been gaining a lot of traction over the last few years. Well, people love videos. They want to find out how to cook a perfect hard-boiled egg or how to use the vacuum cleaner they’ve just bought. Thus, they’ll go on YouTube to watch tutorials rather than reading text-based instructions.
According to the statistics, more than 55% of global internet users watch online videos daily. With the demand for online videos at an all-time high, savvy marketers are making sure to capitalise on the popularity of videos as an information source. Today, over 86% of businesses now adding video marketing to their overall digital marketing strategy.
That said, only well-crafted video content grabs the attention of potential customers. The poorly-created ones can be more harmful to your brand reputation than helpful. When we talk about high-performing marketing videos, we’re not talking about the videos that you can watch in 4K or even 8K resolution. We’re talking about videos that capture customers 8-second attention span. Here are some best practices on how you can use videos to get customers attention.
1. Value over anything else
High-performing marketing videos are ones that provide value. Your potential customers are more likely to share videos that provide amusement, education, or help solve a problem. Well, no one wants to click on a video just to see a brand bragging about their product or a new feature, right?
Therefore, when you use videos to get customers attention, you need to make sure you focus on creating engaging and informative videos. Avoid making it hard-selling where you only focus on your product or service. It’s much better to highlight their pain points and offer them a possible solution using your product or service.
2. Don’t sell, tell them stories instead
No marketing medium tells a story better than a video. By combining both visual and audio elements, a story-driven marketing video can help you connect with your audience on an emotional level.
This way, not only can you grab their attention, but also engage them. That’s how you generate their trust and increase brand recall.
When you use videos to get customers attention, you can tell customer success stories or even tales of your company’s origins. You could also show how your product or service has helped people in unique ways.
3. Get creative with your thumbnails
When you host your marketing videos on platforms like YouTube, the first and most important element of the video is what your potential customers see is the thumbnail. If your thumbnail doesn’t make them want to watch the video, then there’s no point in creating it in the first place.
When you use videos to get customers attention, the thumbnail should be catchy, interesting, and relevant to what the video is about. It also needs to be high-resolution so that it looks good when sized down. Use tools like Canva to design custom thumbnails for your videos.
4. Add animations
Many marketers use videos to get customers attention not only because today’s customers are busier than ever. But it is also because they have a complex explanation to get across.
If you have complex technical products to break down, but explaining them using live-action footage or just content is challenging, then you can always use animation. With animation, the sky’s the limit.
You can use it to illustrate anything and everything you want. It also makes your video more fun and engaging to watch. Those endearing characters, an intriguing voice-over, and an interesting storyline can help you engage and retain your audience in a visually appealing and memorable way.
But, keep in mind that not all animations are created equal, and they can go horribly wrong if done by amateurs. Consider using a supplier who can manage full production, since they’ll understand how to manage initial creative ideation and treatment, scripting, storyboarding, and quality control.
5. Write compelling titles
Another best tip when you want to use videos to get customers attention is to come up with compelling titles.
Along with your thumbnail, your video title is one of the most important factors that determines whether people will click or not. If your title is boring, mediocre, or overused, then your click rates might suffer.
Your video titles should be catchy and interesting enough to make people want to learn more about what you have to offer. They also need to accurately reflect the content of the video so that people don’t feel cheated or tricked into clicking on it.
For instance, if you’re sharing an animated explainer video on how to increase leads, then you could use titles like “How to Target the Right People at the Right Time!” or “This Is How You Get Noticed by the Right People”. These are much better options than a simple “How to Increase Leads.”
6. Create a strong intro
Make your potential customers think “Interesting. Tell me more!” in your intro– and every frame after. When you start with a strong copywriting, thought-provoking intro, it means you encourage those viewers to stick around until the very end.
A great intro grabs attention, establishes your brand voice, and provides context for what’s to come. That’s what you aim for if you use videos to get customers attention, right? It also needs to be short so that you can get right into the substance of your video content. You can start with a question or a shocking statement to hook your viewers.
7. Go social
With more than 3.6 billion global active users, social media platforms are great channels to use videos to get customers attention. Not to mention they’re also ideal channels to create short social videos to widen your audience reach.
Not only do social media platforms help you distribute your videos to a wider audience, but they also give you insights into how people are reacting to them. This way, you can make necessary changes and improve the quality of your video content.
You also don’t need to invest in fancy equipment. Even with your smartphone camera and simple video editing tools, you can make your own shareable social videos. Again, the key here is to provide value and be relatable to your potential customers.
8. Don’t forget the call-to-action (CTA)
Remember that if you use videos to get customer’s attention it means that it’s always best to also guide them toward your desired actions.
Well, what does a high viewer count even mean when you don’t have a decent amount of conversions from it? Nothing. You need to make sure you encourage viewers or potential customers to take action.
Ask yourself, “what do I want them to do after watching the video?” whether that’s following your social media account or visiting your website. Do you want them to sign up for your email list and become a lead? Do you want them to visit your website and buy your products?
You need to include CTAs in all of your videos, not just the ones that are commercial or promotional. Remember that your CTAs should represent your brand’s messaging and intent. CTAs can be as simple as adding a text overlay at the end of your video with a link to your desired landing page.
There you have it! That’s been some essential, best practices on how to use videos to get customer’s attention. By considering all points mentioned above, you are now ready to take your video marketing to the next level.