A video is quickly becoming the number one consumer-oriented content on the internet. In fact, it is estimated that it will make up over 80% of all consumer internet traffic by 2019. Nevertheless, not all videos are the same and when it comes to B2B or B2C, shorter usually means better.

Statistics also show that the optimal length for one such video should be between 30 seconds to one minute long. Longer than this and people start to lose interest. Likewise, the ideal aspect ratio should be 16:9 and the call-to-action (CTA) being around the 30-second mark. Here are six ways you can incorporate these short videos into your marketing strategy.

 

Customer testimonials.

 

Customer testimonials, and other such forms of social proof, are an excellent use for short videos. In fact, a testimonial is the most effective type of video content out there, when it comes to marketing. Credibility and, especially, trust are core elements in establishing a good brand reputation. Consumers today are attracted to humble companies who understand their wants and needs, and a company that continually boasts about its achievements isn’t particularly modest.

Testimonials are, in this regard, a means by which someone else is doing the bragging on your behalf. They aren’t sharp sales pitches, taking, instead, a more subtle approach. Video testimonials can be handy tools as they are also able to present the speaker in a much more relatable way than a simple quote can.

 

How-to videos.

 

An ever-increasing percentage of the population is turning to a tutorial or how-to videos as a means of picking up a new skill. Millennials and the younger generations, in particular, do this with over 65% of the demographic. By using your industry-specific insights, you can generate new leads and drive clicks by making relatable how-to videos.

 

Demonstration videos.

 

Many companies have great products to offer, but instead of showing their audience and potential customers how they work, they often rely only on pricing options and testimonials to do all the talking. A short, video demo depicting how the product functions, will do wonders concerning how the end-user gets it and what it can do for them.

 

Humanise your company.

 

A short video series that presents the daily life and operations from a behind-the-scenes perspective can quickly humanise your business, making it more relatable to the average consumer. They will offer a glimpse into your company’s culture and personality and give a face to the product or service you are selling.

 

Customised landing pages.

Having a short video on your landing page can boost conversion rates by up to 80%. The video you use here should be in tone with the call-to-action message that brought people to the landing page, in the first place.

 

As email content.

 

Using video content in your emails can boost open rates by 19%, increase click-through rates by 65%, and reduce the number of unsubscribes by 26%. There are several ways to add video to your email, either by using static images with a play button, with animated GIFs, an animated play button or by embedding the video directly into the email itself.

 

Conclusion.

 

However you choose to use short videos in your marketing strategy, be it as testimonials, how-to or demo videos, or even as part of your email content, they are sure to increase the number of your leads, retain attention, increase engagement, and ultimately, drive sales. Making use of professional services to create high-quality videos will undoubtedly help boost those rates as well.

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