As we’ve discussed previously, engaging online videos play an important role in ultimately converting your site’s visitors. In fact, it’s rare to convert people without first engaging them in one way or another. Engagement does more than entertain; it adds value and builds trust. Video is an excellent medium for doing just that.
If you’re ready to create an engaging Web video, you’ll first need to consider your target audience and how it relates to your product or service. For example, if you’re selling sunscreen, identify your target audience. Are you targeting moms who want to protect their children from the sun’s harmful rays or are you targeting teens who feel invincible and consider tan lines a badge of honor? Once you know who you want to engage, your message becomes that much easier to write.
Now that you know who your audience is, think about what they know or don’t know about products like yours. Think about what they believe in, what they value, and what they want. What matters most to your audience? For moms, value may mean complete, long-lasting coverage so that their kids don’t get the slightest of sunburns. For teens, value may mean a cool bottle or colored zinc oxide. A mom will appreciate supporting research or an expert’s testimony while teens may be influenced by a hot soundtrack or a celebrity endorsement.
Despite their differences, these audiences need a reason to choose your product over the others on the market. An engaging video can make your product more memorable (brand awareness) or more valuable, both of which can ultimately lead to conversion.
So, how do you engage these audiences? Here are some ideas:
- Tips related to your product or service – While most people know how to apply sunscreen, many don’t apply enough or do it often enough. In addition, some spots of the body (such as the tops of the ears and feet) are notoriously missed. A video with tips on how to use your product properly could engage viewers and reinforce that you are the authority on sunscreen.
- Event videos – Does your company sponsor an event? Consider posting short videos highlighting that event before, during, and after the event. Even modest events such as a local pet parade can drive traffic to your site and engage viewers. To be engaging, your event coverage should relate to your product somehow. For example, event coverage of a local surfing contest would be a good fit for a company promoting sunscreen.
- Videos that solve your audience’s problem – People buy products to solve problems. By creating an engaging video that shows how your product does just that, you’re one step closer to conversion. So, what problems does your audience have that your product can solve?
Your goal with any of the above videos is to have your viewers nodding in agreement as you present your message or solution. If you can do that, you’ve created an engaging online video.