Customer engagement occurs when a customer interacts with a brand through social networks, mobile devices, or even through direct communication. It is one of the pillars of success in any marketing strategy. Why? Staying connected with your customers not only allows you to build stronger relationships, but also gives you valuable insight into your audience. Knowing who they are, how they interact and what they are interested in is key to increasing your conversion rates and ultimately boosting your business.
How to achieve good customer engagement?
First things first: you have to capture their attention. In a hyper-connected world, where distractions are constant and attention spans are getting shorter, getting your audience’s attention has become a challenge. Social networks, emails and apps compete for your customer’s attention, but the key is to adapt and find the most effective way to stand out.
And this is where videos play a leading role. They are the ideal format to capture, retain and convert the attention of your audience in a sea of static content.
Why are videos so effective?
Videos have a natural ability to attract eyeballs. Our eyes are biologically programmed to follow motion, which makes videos stand out from images or text. According to studies, people are 27 times more likely to click on a video ad than a static one. This translates into a unique opportunity to capture the attention of your audience and lead them to your message or product.
But it’s not just about capturing attention. Videos also have the ability to retain it. Once a person is watching a video, they are more likely to continue watching until the end. In fact, videos are shared 1200% more than text and images combined, making them a key tool for viralizing your message and expanding your reach.
Key benefits of video marketing
Video content is not only engaging, but it also facilitates comprehension and retention of information. When we read a long text, it is easy to forget much of what we have read, and we often have to go back to reread it. This phenomenon, known as regression, is common in written content. However, studies show that viewers retain 95% of a message when they watch it in video, compared to only 10% when they read it in text.
In addition, our brain processes images much faster than words. In fact, 90% of the information we receive is visual. This combination of elements makes videos not only more effective for communicating a message, but also more attractive for sharing on social networks.
5 Ways Video Marketing Increases Customer Engagement
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Keeps your audience entertained
Video is, by nature, more entertaining than other formats. The movement, sound and visual elements capture the attention of your audience immediately. Reading a 2,000-word article on a topic is not the same as watching a 2-minute video summarizing the same information.
A well-produced video can turn a complex message into something easy to consume, keep the audience engaged and, most importantly, generate an emotional connection with your brand.
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Makes everything simpler
Some concepts are difficult to explain with words alone. Think about it: what’s easier to understand, a manual full of instructions or a video that shows you step-by-step how to do something? Videos allow you to combine text, images and audio to convey complex messages in a simple, visual way.
This not only helps your audience better understand what you offer, but also makes the content more memorable and engaging.
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Helps you go further
Video marketing allows you to reach a wider audience on different platforms. Tools like YouTube and Vimeo make it easy to publish and distribute your videos, as well as allowing you to easily embed them on your website or social networks.
Posting videos on multiple channels broadens your reach and allows you to connect with audiences that are not on the same platforms. For example, you can reach an audience on Instagram that doesn’t use Facebook, and vice versa.
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Improves information retention
As we mentioned before, videos are great for helping your audience retain information. According to HubSpot, 80% of people remember a video they watched last month. This is because video combines narrative and visual elements that make it easy to understand.
Stories, in particular, are very effective. Instead of presenting a boring list of facts, a good video tells a story that leaves a lasting impression.
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Purchase intent increases
The ultimate goal of any marketing campaign is to convert, and videos are a very powerful tool for this. When a customer watches a video about a product or service they are interested in, their purchase intent increases by 97%.
Of course, not just any video will do the job. You need to create content that resonates with your audience: videos that answer their questions, solve their problems or provide them with useful information. If you’re looking for an experienced agency to help you achieve this, Several would love to hear about your project. Shall we talk?
