Marketers dedicate their lives to understanding customers and developing new ways to make them happy. From value-packed content and experiential campaigns to special deals and promotions, we rack our brains in search of ways to delight. Lucky for us, today’s biggest marketing trend also happens to be something that customers love. Here’s why video is the key to happier customers:
Let’s start at the source of customer happiness — businesses and employees. 96% of businesses say video trains their employees faster and more effectively than other teaching methods. And generally speaking, employees are 75% more likely to watch video than read a document or article. When employees are well informed and well trained, they tend to be happier in the jobs. They’re also better equipped to support customers.
Now let’s look at the customer-side contentment. Video makes life easy. 90% of information that the brain receives is visual. And the brain processes visual information 60,000x faster than text, which means watching a video doesn’t require nearly the effort it takes to read, interpret, and store text in long-term memory. In the same way that we use movies to escape reality, videos provide customers with a much-needed break from the monotony of online marketing. Video is also self-serve. Instead of getting bombarded by a sales rep in-aisle, or finding yet another clever way to hang up on a telemarketer during dinner, customers can consume video on their own time when they decide it’s convenient.Customers also love that video is compatible with their mobile devices. Case in point — more than half of all video viewing is now done on mobile devices. This compatibility is key because it increases the chances of your brand getting seen by customers who are on the go or preoccupied with other tasks.
At the heart of it all, video is rebuilding the customer/brand connection, and this is what makes it such a vital part of marketing stratagem. Pushy salespeople and embellished, in-your-face advertising tactics drove a stake between brands and customers. This style of hard-selling forced consumers to take back control of the buyer’s journey and find new ways to reach a purchasing decision. As a result, today’s consumer spends the majority of their shopping time conducting independentresearch via online customer reviews, articles and now — videos. By 2019, global consumer video traffic will account for 80% of all consumer internet traffic.Video gives brands an opportunity to provide customers with raw, honest, human connection — but without the pressures and inconveniences of in-person encounters. It’s the best way to showcase company culture, introduce customers to the people behind the brand, explain products and services in a simple and fast way, and share in an experience that triggers emotional responses. Bottom line: video can restore and deepen the customer/brand bond.
Here’s the catch: video marketing looks easy when it’s well done, but the truth is — it involves dozens of moving parts that must perfectly align. The content must be targeted and on-topic. The image quality must be professional and optimized, and the video must be published where it can easily be found. If your organization lacks an in-house video team, don’t risk your video ROI (or your customer relationships) falling flat. Partner with a video marketing agency who will help you create videos that inspire, intrigue, and most importantly — delight.
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