Guillaume Deschamps

7 Clever Video Marketing Tactics Brands Are Using to Convert Customers

A whopping 86% of companies use video to promote their products and services. Videos can engage your audience and make your brand memorable.

Most people are comfortable seeing videos on websites and social media feeds. It’s a great way to connect, but if your videos aren’t a good fit for your audience, they won’t have an impact.

If you want to get the most out of your video marketing campaigns, you should look at what other successful businesses are doing.

In this article, we’ll tell you about some of the video marketing tactics that other brands are using. With these tips, you can use video marketing to convert customers.

1. Personalized videos

Personalized videos are the way of the future. When you offer your audience targeted advertising, they’ll feel understood. Plus, you can give them the information they need when they’re ready to buy.

First, you’ll need to know what your users want. Do this by monitoring your analytics and looking at customer data. 

Then, you have two options. The first is to create audience segments and develop videos for each group. For example, you can make videos for specific age groups, genders, or locations. You could also target them by interests or purchasing habits. To get a closer look into your audience, you may consult a data collection program (with your audience’s permission, of course!)

The second option is to take your personalization a step further. You can use tools to customize each video so it’s unique to the viewer. 

For example, you can insert their name in the video:

Personalized video example
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So, let’s say you have a SaaS (software as a service) brand.

Part of your SaaS marketing strategy could be to send personalized videos to new users who’ve signed up for a free trial. Your videos can talk about your business and what makes you stand out from the competition.

You can create a separate series of videos for existing subscribers with tips on using your product. Because you’ll have some customer details, you can customize the videos with a greeting that includes both their name and company name.

2. Virtual event promotion

Since more workplaces have gone remote, virtual events have become the norm. Whether you're hosting a product launch, training session, or networking event, you can do it all online.

Even though people are used to virtual events, getting attendees can be competitive. If you want a successful event, video marketing should be part of your event management strategy.

To get more signups, you can make a video explaining why attendees should book a ticket. It can be short and sweet, with details surrounding what they can expect to get out of it. For example, you can mention your guest speakers and key points.

Like this from Delack Media Group:

When attendees sign up, why not send them a welcome video? You can include the event program along with anything they’ll need on the day. You can also ask them to spread the word and invite friends.

After the event, you can send guests a video wrap-up of event highlights.

3. Audience engagement

You can increase engagement when you match your videos to your target audience.

Investing in video marketing is only worth it when it gets results. There’s no point in creating content for an audience that doesn’t understand it.

You’ll need to know who your videos are for. Are they confident using technology? Do they watch videos? Do they shop online?

Here’s an example.

As more of us have been dining in, there’s been a trend toward online food delivery. The majority of people who use online food delivery services are Millennials. This demographic is familiar with the internet, and they’re high consumers of video content:

Food delivery audience
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Using video marketing to promote food delivery makes sense because it matches the target age group. You already know that a percentage of the audience is working from home, so you can target your videos to fit their needs.

Here’s a great example from the food delivery app Uber Eats promoting its service:

With the right content, they’ll be engaged. This could lead to more conversions. In this example, you could focus on convenience, healthy eating, and the comfort of being at home.

If your audience is composed mainly of Baby Boomers, it’s not quite as simple. While this demographic is gradually embracing video content, they’re more likely to avoid videos when compared to their younger counterparts.

4. Videos with a cause

Traditionally, many brands have avoided publicly backing causes — but times have changed. Your customers want to know where you stand on social issues that matter to them.

Before you create your videos, think about your company’s values. If you’re going to stand behind a cause, it needs to be genuine. If you’re not authentic, it can harm your customer relationships.

When you connect with customers who have shared goals and beliefs, they’ll be more likely to choose you over a competitor.

What types of causes should you get behind? The answer depends on your business type. Makeup brands can stand up against animal testing, while fashion labels can shine a light on unfair factory conditions.

Here’s an example from Lush Cosmetics North America:

There are plenty of other causes to choose from. You can partner with your favorite charity, promote equality, or encourage your followers to recycle.

Mentioning your cause in video content is only the first step. Expand on the information presented in your videos on your website and social media pages.

5. Influencer marketing

Most influencers know how to create engaging videos. Some even do it as a full-time career by vlogging on YouTube.

By collaborating with influencers, you can get unique video content and grow your following. Influencers are in different industries, and the right choice will depend on what you’re selling:

Influencer types by industry
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Some brands create long-term partnerships with a handful of influencers. Others prefer to work with micro-influencers. If you’re collaborating with an influencer, your videos can be structured or organic.

For example, there may be an agreed-upon script you want the influencer to follow. Or, they can create an unscripted video, such as a review or product unboxing. Either way, you should discuss your expectations with the influencer before moving forward.

Here’s an example to illustrate the relation between a brand and an influencer for a product unboxing/launch. In 2019, Nike reached out to Jacques Slade to create an unboxing video of the new NIKE ADAPT BB for the All-Star weekend resulting of more than 100,000 views:

Every video should match the tone and style of your brand. Before inviting an influencer to be involved, watch their previous work. Read the comments on their profiles, and make sure they’re a good match.

Once the influencer has created video content, you need to make the most of it. Share it on social media, your website, your email list, and other marketing channels.

6. Interactive video

Another clever marketing tactic is interactive videos. You’ll increase engagement when viewers interact with your media.

Remember those “choose your own adventure” books from when you were a kid? Your videos can work in the same way. This concept is called branched stories.

When someone is watching, they’ll have options about where your video goes next. With multiple endings, you may even get repeat viewers. 

There are other ways that viewers can interact with your videos.

You can have video quizzes and connect to your online store. When you feature products from the store in your videos, you can add interactive hotspots.

They look something like this from Mindstamp:

These are clickable sections on the video that direct users to the shopping link. Because they can buy at the moment, it encourages purchases on a whim.

Hotspots can also be used to get email subscribers and other leads.

7. Creative content

The internet is filled with video content. If you’re thinking about using video for marketing purposes, you’ll have to think outside of the box.

Creative content gets noticed and is more likely to go viral. These days, some tools and apps can optimize your videos and make them more appealing to viewers.

Animation, hand lettering, and 360-degree videos are just a few creative ideas you can use. Your audience may appreciate humor or a heartwarming mini-story.

For example, Samsung published a 360-degree Snowboard & Freeski Experience to show how their cameras can be used while practicing extreme sport:

Tutorials often work well for video, giving viewers a value add. If you have a how-to video for a delicious recipe, it’s likely to be shared and saved for later.

Keep an eye on design trends, and don’t be afraid to use them in your videos. For example, street art, steampunk, and pastels are all trending themes that you can weave into your marketing.

It’s worth the effort to create one good, creative video. When it comes to video marketing, it’s quality over quantity. 

Start using video marketing to convert customers

If your videos aren’t converting, it’s time to give your content an overhaul. Successful marketers are already using these tactics, and you can too.

Personalize your videos to connect with customers and make them feel like they’re part of the brand, most likely improving your overall customer experience. Use video to promote your virtual events and focus on your audience.

If you’re passionate about a cause, use the opportunity to spread the word. You can also team up with influencers to expand your reach. Don’t forget to be creative with your content and stay on top of the trends.

Finally, if you want your viewers to buy, use video hotspots to turn leads into sales.

About the author

Guillaume Deschamps

Content Manager, Wordable
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Guillaume is a digital marketer focused on handling the outreach strategy at uSERP and content management at Wordable. Outside of work, he enjoys his ex-pat life in sunny Mexico, reading books, wandering around, and catching the latest shows on TV.