Here’s How Your Business Can Use Video Content to Increase Conversions


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Using different types of videos as part of your company’s marketing strategy is seemingly easy to do. But doing so wisely and effectively to increase conversions and help your company grow? Well, not so much!

Even though there’s some business value in following your instincts when it comes to video marketing, outlining a well-researched plan is imperative – as that’s the only right way to engage prospects, nurture them, and eventually encourage them to take action.

Now, the thing with video content is it’s a whole world in itself, and it keeps getting bigger and somewhat more complex. There are many different types and styles, and not all of them work the same. So, whether you develop explainers, testimonials, or product videos, it’s all going to depend on your business needs.

So, in this article, we’ll explore how to use video with meaning and purpose. Especially focusing on the most popular types of videos and how they can help you achieve three major marketing goals to increase conversions.

Showcasing brand values and building confidence with Company Stories & Testimonial Videos

Just like with our personal relationships, trust is one of the most important building blocks that’ll help you create a solid, loyal, and long-lasting relationship with (potential) buyers.

Keep in mind that these values can’t be imposed on people – you need to earn them by consistently and patiently delivering brand messages that inspire confidence.
Luckily, Company Story Videos and Customer Testimonials are perfect for such purposes.

Company Story Videos

Company stories – or company culture videos – aren’t so much about the product or services you sell but about the hardworking and awesome people behind your business. Essentially, their main goal is to let your target audience see the human side of your business while making it approachable and trustworthy.

To achieve that, company story videos tell a highly relatable narrative that revolves around your brand’s culture, core values, and story. Usually targeting topics or themes that deeply resonate with your potential buyers’ lives, needs, and everyday experiences.

For these videos to work, though, it’s very important to stay true to your company’s real voice and identity. Remember there’s no other company like yours, and you should own that. So, the more genuine, unique, and original company culture videos are, the better your target audience is going to respond to them.

Customer Testimonial Videos

In a nutshell, these videos show satisfied customers sharing their honest, unbiased opinions about your brand, product, or service. Therefore, to say that they are ideal for fostering trust and convincing potential buyers about the value of your offering is an understatement!

Now, when developing customer testimonial videos, the goal is to help prospects see themselves reflected in the people on camera – which is why it’s paramount to them look and feel as authentic and relatable as you can.

The secret is to let your customers talk freely, without trying to force or script their reviews so that their stories can mirror more accurately the audience’s own experiences, problems, or needs. Do that, and you’ll create an immediate and impactful connection with them!

Effectively communicating your product’s features with Product Videos & Explainer Videos

Now that you’ve set you as a trustworthy and genuine brand, it’s time to put the spotlight on your products’ value!

The thing is, in the digital landscape, people can’t see or interact with your product (or service) upfront. So, explaining how it works, its key features, or why it’s so beneficial for your prospects can be a tricky thing – but not with the right video content!

In particular, there are two types of pieces that can help you highlight your offering strengths – Product Videos and Explainer Videos.

Product Videos

Basically, these videos are designed to make potential buyers feel like they’re touching and testing your product with their own hands. This is why they focus on presenting it in the most realistic, clear, and appealing way, using gorgeous and high-quality visuals.

In terms of structure, they usually list uses, specs, benefits, or key differentiators while making the product look valuable, cool, and desirable. However, it’s important to highlight here that your offering is more than just a list of nice features – it also solves a very specific problem that your audience’s dealing with.

So, when developing your video, go beyond your product’s aspect or technical elements, and make sure to show it being used in plausible and relevant scenarios. That way, it’ll be easier for your audience to understand how it can make their lives easier, simpler, or better!

Explainer Videos

Explainer videos are the darling of digital marketing, and with good reason. Regardless of your business’ size or industry, they can help you transform the most complex, dull, or sensitive business idea into an engaging, beautiful, and digestible brand message.

And for that, they combine powerful storytelling – driven by a well-written script – with beautiful animation and eye-catching visual design to describe your product in the clearest, most relatable, and compelling ways.

However, what really makes explainer videos so effective is they aren’t overly promotional or focus on giving a sales pitch. Instead, they tell a compelling story that revolves around your audience’s pain points. All while explaining how and why your solution is the one they need.

Also, explainer videos are very versatile and can easily adapt to whatever type of business you might own. So, depending on your brand identity, business solution, and target audience, you can use traditional animation, animated infographics, live-action, 3D, motion graphics, and more!

Dealing with consumer concerns – FAQs Videos & Educational Videos

When you do a great branding job, during the last stage of the purchase process, prospects that once were total strangers now know your brand, what your company stands for, and are fully aware of the type of product or service you’re offering them.

Hence, they are almost ready to close the deal. But not so fast! More often than not, last-minute concerns might prevent doubtful prospects from buying – which is why you need to create video content that provides additional assurances and helps them commit to a purchase.

And FAQs and Educational Videos are ideal for that!

FAQs Videos

Just like the ones on a page on your website, FAQs videos are designed to give very precise information about your product, service, or brand.

The idea of FAQS – video or not – is to anticipate your potential buyers’ most common doubts and get them closer to the buying decision. So, they need to be based on real, specific, and relevant questions that they usually have, mostly when deciding whether to buy from you or not.

The good news is that you can make the whole informative experience much more interesting, dynamic, and persuasive with video. Just remember that the more targeted and straightforward they are, the more effective your pieces are going to be!

Educational Videos

These videos are meant to educate an audience about topics related to your industry, company, or products. The trick, though, is to research and identify things they will be looking for as they try to solve their problem or need – that is, the pain point your product solves.

By doing that, you’ll be providing them with quality and valuable content, all while positioning yourself as a reliable, knowledgeable, and trustworthy company. So, the process of nurturing prospects into becoming customers will be much easier and smoother.

What also makes educational videos so effective is that they can explain any subject or topic. Whether you need to cover something complex, technical, or specific, you can make it understandable and very engaging with one of these videos.

Summing Up

Everyone loves video content – you don’t have to be a marketing specialist to know that.

However, as effective and popular videos can be, they are only as good as the marketing strategy you create around them. Hence, without proper planning and purpose, you’ll end up wasting time, money, and efforts.

To that end, if you want to nurture prospects and win them over, it’s paramount to understand first how and when to use each type of video. Paying special attention to what specific goals they can help you achieve.

So, take your time, analyze your business needs, and set a plan of action based on that. We promise that if you combine that information with our tips, your conversion numbers will skyrocket!

Good luck!

Victor Blasco
Víctor Blasco is the founder and CEO of the explainer video company Yum Yum Videos. He is also an audiovisual designer and video marketing expert. Aside from running the business, he loves studying Chinese Philosophy and is a real geek for science fiction films and comics!


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