A recent article from eMarketer Retail revealed that of all media, video is the likeliest to sway a consumer towards buying a product. In fact, 86% of consumers are influenced by video when it comes to purchasing.
On top of that, four in ten YouTube users will regularly head to the platform and consume content about a product before buying it. When asked why, they almost all responded that they wanted to see the product in action. Reading a blog, article, or review isn’t the same as seeing the product in use: both as a how-to and to see its results.
Here we chat through easy ways you can use video to educate consumers about your product.
Have a sense of humour
The key to creating a video that performs is to engage your audience, and one of the best ways to engage is via humour. Humour allows you to create a narrative around your product or service and is key for telling a story about a product that might not be overly glamourous or aspirational.
One of our all-time favourite examples is from Squatty Potty. There’s something about a prince eating Unicorn “poop” that makes us want to buy this toilet stool.
Don’t be afraid to use humour, but use it wisely. Successful humour finds that sweet spot- being funny for a reason- rather than being funny for the sake of being funny. Remember to play to your audience and never lose sight of the fact that you’re telling a story, not just a joke.
70% of millennial consumers are influenced by the recommendations of their peers in buying decisions so integrating influencers into your video marketing strategy is key building your brand authority by association.
Influencers can lend a voice of authority to your product offering via video reviews about your product. Tips for enhancing authenticity include:
- Keep it natural. Rather than going for a high-level production, shorter Instagram videos are more genuine and realistic. These videos are more akin to behind-the-scenes content which is more relatable and enticing for viewers.
- Create a sense of immediacy. Experiment with Live videos reviews. You can create hype around the Live video by giving your audience hints about the date of the video review with “coming soon” and “watch this space” posts.
- Use tools to add flavour to your video. Video editing tools like iMovie, Quik and Splice are easy iPhone tools that allow you to edit videos and add graphics, enabling you to cut and chop your video in multiple ways to make the most of your content.
The key takeaway is that educational video doesn’t have to be complex – they can be short, snappy and snackable but still add value to your audience when done well.