26 Jul How Different Types of Videos Build Brand Loyalty
Consumers of today are more empowered than ever before. They can find information about any product with a few taps on their smartphone, and while they can’t interact with every product, they can find out how customers all over the world have interacted with a product.
This is why brand loyalty is so important. When customers have the power to learn anything about a product, you want to make sure that you’re equipped to advocate for your product and that your best spokespeople (your customers) are willing to speak up on your behalf.
Video is critical to brand loyalty. Here’s how three types of video can boost your brand loyalty, no matter what your product or service may be.
Broadly speaking, corporate video is a type of video used for internal or external corporate communication. The key to defining corporate video is the target audience.
Unlike most videos, corporate videos are intended for a specific audience, not the general public. This sounds limiting, but it actually gives corporate videos an impressive breadth. For example, a video might highlight a specific new initiative or present financial results.
Most companies use them as promotional material for new product lines, but keep in mind that corporate video can be almost anything you want it to be.
How It Builds Loyalty
Let’s say you have to communicate your value proposition in just a few seconds. Sounds impossible, doesn’t it?
Not when you use corporate video.
In just a minute or two, a corporate video can communicate who you are as a company in an easy, memorable way. Your target audience will know exactly what you’re trying to communicate and you won’t be gambling with their attention, which makes it infinitely easier to boost your brand awareness.
One type of corporate video you might make is an explainer video.
Explainer videos are short videos that allow you to walk the viewer through a complicated concept in a short amount of time. Typically, these videos are designed to explain your products or services.
To be clear, explainer videos are different from branded videos. Branded videos, tutorials, and commercials are designed to engage viewers, much like an explainer video, but an explainer video accomplishes something else.
It doesn’t just engage viewers–it translates ideas into a viewer-friendly package, allowing viewers to walk away with a clear idea of why your product or service exists.
How It Builds Loyalty
To understand how explainer videos build loyalty, let’s take a look at its role in the buyer’s journey.
The buyer’s journey consists of five basic stages:
At the awareness stage, you’re letting people know about your company and how you can resolve an issue for them. Awareness is all about telling people who you are, and explainer videos are perfect for the task. They quickly and easily show consumers who you are and why it matters for them.
At the engagement stage, you need to establish stronger communication with your audience. Explainer videos, especially how-tos and webinars, are perfect for this since they give you an opportunity to create an ongoing dialogue.
At the nurturing stage, you’re answering one question, “Can this really help my problem?” It’s difficult to convert leads into customers, which is why explainer videos are important–they allow you to show how other customers have benefited from your product or service.
At the purchase stage, your leads are ready to buy. This is when explainer videos close the deal, because this is the moment when you need to explain exactly why your product is better than your competitor’s.
Finally, at the retention stage, explainer videos give you a chance to explain to customers why they should stick around. They can learn about their new product or service, find out more about new services, and deepen their experience.
However, don’t think that explainer videos are your only tool to guide the buyer’s journey. There are all sorts of explainer videos out there, like product videos.
Product videos are a type of explainer video that demonstrates the benefit of a specific product. However, the most effective product videos go deeper than simply explaining the product broadly. The best videos are those that address specific pain points your customer will experience with this product.
That said, there is also a subset of product videos called demo videos, which show how your product functions in the world.
How It Builds Loyalty
Did you know that 64% of people are more likely to buy a product after they’ve watched a video about it?
The biggest struggle for online shopping is that you don’t have in-person interaction with your customer. Or, put another way, your customer doesn’t have in-person interaction with your product, which means they have to rely on outside sources before determining if it’s worth their money.
Product videos won’t let your customers touch the product, but it will give them a sense of what the product is like in real life and how it works when used by a real person.
This is also a great opportunity to take control of your product’s narrative. You can tell customers the details you most want them to know, which means that the customer is better equipped to make the right buying decision.
However, if you’re doing a demo video, keep in mind that the goal is to get customers excited. If your demonstrator is just going through the motions, customers won’t feel all that enthused. After all, you’re selling the product–if your demonstrator isn’t that excited, why should customers be excited?
Exploring the Types of Video in Your Brand
Are you ready to see these types of video put your brand in motion? If so, we’re here to help.
We know the power of video, and we know how to create unique, beautiful videos that will show your brand in the best light. Want to find out how we can boost your marketing? Get in touch today to learn more.