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If you haven’t been using video, it may be time to start. Video’s influence has grown exponentially in the past decade, quickly becoming the preferred medium of choice for consumers and marketers alike.

In fact, 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. This goes a long way to explaining why 86% of businesses in 2021 used video as a marketing tool, up from 61% in 2016.

And this is just the beginning: by 2022, online videos will make up more than 82% of all consumer internet traffic – 15 times higher than it was in 2017 – with some estimates saying it will rise to 95% by 2030.

video content marketing

Video is no longer just one component in your overall marketing plan. It needs to be the central component to your outreach and campaign efforts, especially your social strategy as social media platforms continue to evolve and dominate attention.

If you’re looking for new ways to leverage content and optimize your video marketing, here are 6 tips on how you can use high-performing interactive video to build customer relationships, engage customers, boost retention, and increase overall marketing ROI.

1. Get smart

The “fight for eyeballs” is more than just about creating moving images. People want to be informed as well as entertained, so create educational videos as an opportunity to share knowledge. 65% of people are visual learners anyways, so people walk away from an engaging and informative video feeling good that they learned something.

Also, never forget though that a consumer’s time and attention is a limited resource, so you’ll need to maximize your efforts by ensuring your videos are short and concise.

2. “How can I help you?”

Customers churn when they encounter information or process roadblocks, so create videos that fulfill customers’ needs and provide valuable information.

By offering a helpful, comprehensive self-service knowledge base – for example, a series of easy-to-understand explainer videos based on your customers main concerns or issues – you’ll provide them with valuable answers to their questions and facilitate their user journeys, which goes a long way to nurturing customer loyalty.

3. Step up the onboarding experience

We assume customers know what to do and how to complete transactions, but that’s often not the case. Engaging, informative, and easy to create and digest, videos simplify and automate the onboarding experience.

Personalized video is a great way to explain the ins and outs of onboarding in more detail, especially at churn points or for customer service FAQs. A well-executed video that covers key concerns and optimally placed on the customer journey will improve customer satisfaction and reduce inquires, saving you time and money – in fact, 88% of video marketers reported that video gives them a positive ROI.

4. You 101: explaining your business or product

Investing in a good video content marketing strategy means building a library of short, engaging videos that explain difficult to understand information or showcase how your product solves a problem.

One great example is to use personalized interactive videos to demonstrate how to use one of your products, be it a financial report or a digital tool or service you provide. An in-depth video can explain what various features are and how to use them. Have a lot of features to showcase? No problem, because with a few clicks, you can create multiple short videos for each aspect.

Explaining your product this way reveals how effective and valuable your services are, while at the same time accelerating their customer journey and debunking any myths about its difficulty.

5. Time to show off

Videos are a great medium to show off the human side of your business, especially at a time when many consumers are turned off by overly generic and impersonal messaging – a recent Salesforce survey found that 84% of consumers say being treated like a person, not a number, is very important to winning their business.

In other words, people miss the human aspect of marketing and 1:1 interactive personalized video puts a face on your business and makes your viewer feel more connected to your brand. It is this kind of authentic connection that increases the engagement you need with your target audience for higher conversion rates.

6. Fill your funnel

Personalized video is a great way to reach new audiences on different platforms, grab their attention, and bring them into your funnel.

People are already primed to respond to video, so when you can reach them with content that is engaging and informative, they will pay attention and convert. That’s why 84% of video marketers say video has helped them generate leads.

Case in point: educational video updates. Creating a personalized video that features your latest offering – tailored to be relevant to each customer, based on their data you’ve collected – and provides pertinent information about a product they already interested in often means you have a captive audience.

7. Be proactive…and interactive

With 71% of consumers watching more videos online than they were a year ago, brands can no longer ignore the growing popularity of the medium. Most importantly, they need to set a clear goal for their video content marketing strategy: to create high-quality videos, and the more informative, helpful, and authentic the content, the better it will be received.

As Forbes recently pointed out, video marketers should also be striving to create an “interactive experience”. Consumers want to take ownership of their decision-making and help shape a company’s culture and service offerings, so Forbes goes on to recommend doing away with passiveness and finding new ways to interact directly with your audience and keep them engaged.

With platforms like IndiVideo – which make it easy to produce and share engaging, personalized videos that are also interactive – you can take your video content marketing to the next level. Thankfully, creating great content has never been easier!

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