Optimized Video Content: Here’s How It Can Help You Boost Website Conversions

If you don't believe me, just ask Mark Zuckerberg, who’s been increasingly focusing on video content (both on Facebook and Instagram) for years now. Or consider how popular video-based platforms like TikTok have become seemingly overnight.

And as video content continues to change the conversion generation game, businesses can't afford to fall behind. 

But, putting together a truly effective video strategy is no easy task.

A well-crafted video should be educational, promotional, and entertaining enough to engage and inform your target market. And it should also do so quickly and in a style that matches both your audience and marketing goal.

Yeah, it can be a lot to keep track of. So, why don’t we make things a bit easier?

In this piece, we look at how you can use video to get more website conversions. We’ll cover the different types of video you can use as well as tips and examples to help you nail the video part of your next campaign.

Why video plays a role in conversion

Before jumping into the types of videos, it's crucial to understand precisely what makes well-made video content such a powerful conversion tool. As these are the same principles that you'll want to uphold, regardless of the specific style you end up going for.

1. It builds trust and increases empathy

Trust is the cornerstone of every marketing campaign and a reliable sales trigger. In this sense, a compelling video can do what marketing images or text alone can't; it can tell a story that evokes emotions and make people trust your offerings. 

In short, a pro-level video will not only touch people's hearts and nurture empathy but will also build trust towards your brand and company in the process. 

2. It's highly clickable and shareable

In this rushing age, people want practical and reliable information, and they want it fast - which is exactly what videos are primed to provide. You see, watching a video doesn't require as much concentration as reading and can also display summarised data in a short time using more than one sense. So, they have a much easier time improving your CTR.

Also, these days, sharing content is part of our daily lives. If people like your video, they will recommend it on several platforms, giving your brand the possibility to reach new audiences.

3. It helps your business stand out from the crowd

A video made just for the sake of making it will rarely make an impression on your audience. Definitely not a lasting one, at least. On the other hand, a video with a well-written script, high-quality footage or animation, and pro-level editing will make people remember your product, service, or brand. 

And believe me, not every business is willing or able to do video right. So, seize the opportunity and create quality video content that sets you apart!

So, all in all, videos are pretty reliable in terms of the remarkable advantages they bring to the table. 

Now, let's see what types of videos you can use to meet two key marketing goals: highlight a product or service's qualities, and build trust and authority, as these will give you a strong starting point to get your strategy off the ground!

The best type of videos to highlight what you have to offer

Video is the perfect medium for showcasing your product and/or service.

Generally speaking, this can be done through:

1. Product videos
2. Explainer videos
3. Demo videos

Here's a look at each one in more detail:

Product videos

These types of videos can quickly and effectively showcase the attributes and key benefits of your product or service.

People love them because they represent the closest thing to having the actual product in their hands and checking it out themselves. For videos of this sort to work, though, it's essential to show them as realistic and appealing as possible.

Pro Tips:

• Production quality comes first. People will infer the quality of a product through the quality of your content, so, whether live-action or animation, your product videos should always be top-notch in terms of quality.

• However, don't make the mistake of thinking it's all about the looks. As attractive as you may showcase your product, your video won't be compelling if you don't make clear exactly how your product will improve your audience's life.

This product video from Nintendo is a great example:

Explainer videos

In a nutshell, an explainer video tells all about a product or service using compelling storytelling, striking visuals, and persuasive scripts and voiceovers. Moreover, explainers excel at transforming a complex idea into a clear and easy-to-understand message.

By providing answers to questions surrounding the benefits of a product/service, how it works, and how it can change a customer's life. Explainers are designed to tackle and address prospects' concerns while focusing on the features and experience surrounding a product/service.

Pro Tips:

• As with most other types of marketing videos, the shorter you can make them, the better. Most explainers tend to run for no longer than two or three minutes, and that’s the optimal length you should shoot for.
• Within explainers, there's an extremely popular sub-type called whiteboard animation videos. These are particularly useful when conveying complex or difficult to grasp services that might otherwise be too confusing to tackle with other types of marketing videos. Keep them in mind if you find yourself trying to promote something that feels impossible to condense to a two-minute (or less) video!

Here's an example of one in action:

Demo videos

While similar to the other two, these videos showcase the product in action and give potential customers the chance to gather valuable information on how a product actually works before making a decision to buy.

Demos serve as a practical way to overcome those doubts people may have about the authenticity or reliability of a product. By focusing on function over everything else, you get to present a no-nonsense portrayal of the thing you are trying to promote.

Pro tips:

• Demo videos can be less resource-intensive than other video styles, as the purpose is to create a visual representation of how your product or service works.
• At the end of your demo video, you can (and should) include a clear, noticeable call-to-action for the viewer to take a step toward conversion. Otherwise, you are just making a How-to or a guide.

This CNET example showcases a demo video nicely:

The best type of videos to nurture trust & authority

Trust and authority are huge when it comes to converting website visitors. Video can also be used to achieve this.

Some great options are:

1. Company culture videos
2. Case study & testimonial videos
3. Expert interview videos

Here's a deeper look at each one of these:

Company culture videos

This kind of video can be very helpful during the awareness stage of a sales funnel, where people are not yet thinking about buying but are getting to know about your company or brand.

In brief, company culture videos showcase the values, beliefs, practices, and goals that make your brand unique. They give viewers an insightful look at your organization and establish a positive point of reference in their minds that reinforces future dealings.

In this sense, showing your audience the human side of your company is a perfect way to create and foster a connection between prospects and your brand. Thus, company culture videos excel at generating empathy and trust in an audience.

Pro Tips:

• Avoid using actors; ask your employees to get involved, as they are the ones that know your business best.
• Think about the actual features of your company that are worth mentioning and that will make your brand stand out from the rest. Focusing on one or two of those aspects keeps your piece consistent and helps the production process run more smoothly.

This video from 3M is an excellent example:

Case study and testimonial videos

Both are used to show the value of a product or service. However, case study videos and testimonial videos are hardly the same.

The first type showcases a successful story told by someone from the company.  Its purpose is to deliver detailed information about the company's offerings and the solutions they provide.  Essentially, they present and describe a problem, address an action plan, and finally reveal the results.

On the other hand, testimonial videos show satisfied buyers explaining how a specific product or service made a difference in their lives and how it could also benefit other people (like your audience).

Since both types are great to establish credibility, they are crucial at making prospects take a leap from the consideration to the decision stage.

Expert interview videos

Now, when it comes to proving your knowledge in your niche, there's no better approach than interviewing an expert.  

An expert interview video allows you to align your brand with a strong or recognizable thought-leader and helps you establish authority with input from a respected person.

For instance, if your company sells wound and skin care products, you can interview a dermatologist. The questions you make should allow the expert to elaborate on your product features and provide useful information.

The takeaway

When you are creating a marketing strategy, understanding video content's strengths is vital.

Keep this in mind: if you create compelling, useful, and engaging video content, you will leave a mark on your audience's memory. But also important—you will increase conversions 😉

As we've seen today, there are different types and, if done right, they will help you achieve some of the most important marketing goals.

We hope the information, tips, and examples we've shown you in this piece will inspire you to make an effective video marketing strategy 🙌