Use the growing appetite for short-form videos to boost your brand

According to Gullan, research has found that more than 80% of consumers will make a purchase based on watching a brand or business video. And their appetite for visual content is growing, with many people now consuming around 100 minutes of visual content every day.

“Video marketing is a powerful way to connect with your existing and potential customers and has a direct correlation to increased sales. It all starts with creating video content that resonates with your audience,” she states.

How do you develop a suitable visual-content strategy for your brand? Gullan suggests the place to start is by looking at data from your social media platforms, email and website. This will enable marketers to better understand what content is getting viewed and engaged with — and then to do more of that.

“Let your existing customers or followers guide your content strategy and narrative style, and be sure to apply your insights in fresh and creative ways,” she advises. “It’s also important to front-load your key messages so that your investment is not lost on consumers’ limited time and attention.”

Gullan lists four additional ways to make video work for your brand:

1.Add video to landing pages

This enhances your search rankings and can increase conversions by 80%. Make sure that your video content tells the right story and conveys the right emotion. You can include strong calls to action.

2.Use video in email marketing campaigns

Research proves that including the word ‘video’ in a subject line substantially increases open rates, and that video can be more effective than text — especially for complicated subjects or where striking images are required.

3.Include influencers and customer reviews

Videos that include referrals and recommendations build trust and increase conversions.

4.Create shareable content

Produce compelling video content and your customers will share them. This opens your business to a greater audience who trust the referrals of their community.

“The extra effort that goes into producing strategic video marketing will get you a return,” Gullan emphasises.