Video and animation are great at distilling complex products and ideas into clear and concise messaging that works across multiple platforms, so the first thing you should do is think about your platforms.
Rob Edmonds from NRG Digital is an expert in video. Here's his advice on how to maximise video to boost sales.
Website: Your website is often the first point of contact that people have with your brand. Video and animation can have a real impact here:
- Website visitors stay on the site longer, as they watch the video
- Less written content is needed
- People share video content far more frequently than written content
YouTube: As the second most popular search engine, globally, posting your content here when you can, makes absolute sense because it will help to optimise your video and increase sharing opportunities.
Social media: Having a social media presence is more important than ever and visual imaging can vastly increase your reach. Try these simple methods:
- Cut longer videos into 10 second snippets for exclusive social media use
- Tease longer content on your social media channels
- Direct users back to your website with links
Friction slows things down. Great if you want to stop a car, but not so good when it comes to efficient communication. Lack of trust is a cause of communication friction. According to global PR giant Edelman, “Trust is now the make or break difference for brands”.1 There is a clear shift in trust away from advertising and towards personal experience and advocacy. Fewer people are buying purely based on an advert – think about your own shopping experiences and consider the importance placed on checking reviews?
Peer review is a fantastic way to build trust, unlocking deeper relationships between brands and their consumers, reducing friction and ultimately shortening the decision making process.
Video testimonials are an unrivalled way for customers to endorse a brand. Many people are not keen to be on camera, so if your customers are happy to put themselves in front of the lens, that is a massive endorsement of their trust in you.
The problems we face individually often contain elements of shared issues and experiences. Tapping into those shared experiences through the medium of video allows the viewer to connect their own experiences with the solutions that your brand can offer. People instinctively recognise in others what they themselves are looking for, making the video testimonial extremely powerful.
Trust is important, because if someone trusts your brand:
- They are more likely to respond to your communications
- They are more likely to buy your product, even if it is more expensive
- They are more likely to recommend your brand to other people
The case for video content is strong, but what form should it take? Here are a few ideas:
User Generated Content (UGC)
Some content really does need professional help to elevate it above and beyond, but UGC also has its place. With the improvements in technology that are happening all the time, you can still generate great content without the need for everything to be filmed on a movie set. This can be particularly useful with teams that are spread across the globe, or even based at home as many people will be for some time to come. UGC can also be great for social media and peer review to help in raising a brand’s profile or when building trust.
Video can also be a useful tool in terms of demonstrating products, explaining complex ideas or talking about changes. Often, we think about product demonstrations being on a one-to-one basis in a physical environment. Using video and animation can be an extremely effective way to demonstrate a complex idea or product to many people at the same time, in many different locations. You can, literally, show your customers how to use your product to solve a specific issue, including highlighting the end results.
By teaming an explainer video with a customer testimonial, you can build a case study that marries up the benefits of a product demonstration with the trust you get from advocacy and endorsement.
Another way you can use video is in your onboarding processes: new customers, new suppliers, new staff. Every aspect of your business needs to have a streamlined and cohesive onboarding process, reducing friction at every level. Creating a set of cohesive assets across all of your onboarding processes, ensures consistency, alignment and elevates brand awareness.
Video and animation are particularly adept at achieving this - with the added bonus that by planning ahead, you can re-purpose and adapt them across many different situations.
If you look at the tried and tested methods in successful businesses comms toolkits, you will find a common factor, and that is visual media. Visual content, be it video or animation, is a highly effective mechanism for cutting through the noise of 24/7 content creation and commercial messaging, helping you to create effective and authentic communication to engage and inspire your audience, wherever they are based.
ABOUT THE AUTHOR
Rob Edmonds is Founder and Creative Director at NRG Digital, a visual communications agency with a passion for all things creative. Their clients treat them as a strategic partner, creating authentic content that inspires audiences and elevates brands. Formed in 2002, the team has grown significantly, winning an Institute of Internal Communication (IoIC) award for Best Change/Transformation Communication in 2020. NRG Digital works across the UK, Europe and the US, supporting clients with their internal and external communications campaigns.
1 Trust Barometer Special Report: Brand Trust in 2020, https://www.edelman.com/research/brand-trust-2020