How Video Marketing Increases Conversion Rates

video camera

This is a guest post for the MELD Coworking blog written by John Jung.

Video marketing can be an excellent tool for creating higher conversion rates. Studies have found that adding video to a landing page increases conversion rates up to 80%.

That’s not a number any marketing professional should choose to ignore. Taking this into account, let’s explore some strategies related to video marketing so you can generate higher conversion rates for your organization.

Quick Facts On Video Marketing

54% of consumers prefer video content over text and images. If you’re only creating written content and static images, you are ignoring the preferences of more than half of the potential audience.

Also, after watching a video about the information on a product, 64% of consumers are more likely to purchase it online. When it comes to utilizing video marketing in a B2B setting, 39% of decision-makers contacted a supplier after viewing its branded video.

Many B2B and B2C companies are already adding in a video to increase conversions. 71% of B2B companies and 66% of B2C companies are leveraging video marketing for conversions. 

Why is online video so successful?

Generally speaking, videos are easy to consume and are widely accessible. Everything from educational videos to product advertisements can send viewers into purchasing. Another powerful tool video marketing commonly uses is brand storytelling. Stories resonate more with buyers and evoke emotions that words cannot replicate.

However, it’s not as easy as sticking a product video on YouTube and the sales start pouring in. You have to think creatively and tell stories that leave a memorable emotional connection.

How to Create Online Videos That Convert

There is no guaranteed model when it comes to creating videos that work, as each business and audience is unique. With that being said, here are some tips for best practices and ideal strategies that could help to increase conversion rates:

1. Consider Video Professionals

A smartphone can certainly make some fun home videos, but to create video content that maximizes quality, you’re better off spending money on a professional organization that knows the specifics of creating a video.

It’s not just about the story or information being told; it’s about finding the right lighting, ideal backdrops, and special effects that can make your video stand out and connect with potential customers.

2. Make Sure Your Videos are Mobile-Friendly

With many business professionals moving out of the traditional office and into coworking spaces or other telework locations, it is important that videos can be accessed on all platforms. In 2019, about 2 billion people worldwide made purchases from a mobile device, and around 95% of shoppers researched from their phones before going into a brick-and-mortar location.

man recording youtube video on phone

3. Consider How You Build Stories

There are several ways to build a story. Some of the most effective ways of storytelling include stories based on data, customers, and even philanthropic causes. Sharing information, you already collected and analyzed is a great way to share a story. Also, consider letting consumers share their experiences with your brand and how it helped them. 

Consumers are also now looking for businesses that utilize ethical practices, so if your organization participates in community engagement or other charitable causes, video messages are a great way to showcase your social responsibility efforts.

4. Show How The Product Works

Show how components are assembled, how they are used, and what benefits they can bring to the potential customer. The more people that can interact with your products, the more likely they are to visualize how the product or service might be handy in their lives.

5. Include a Call to Action

All substantial content, whether it’s written or visual needs to have a call to action; especially if you’re trying to convert viewers into paying customers who support your brand. Ensure that you use a genuine call to action, not a standard call like “buy here” and “sign up.”

When it comes to converting visitors into customers, video marketing can go a long way. All it takes is creativity and brainstorming, the right equipment, and a great marketing team. Make sure to check out the infographic below for more information on how video marketing increases conversion rates.


About the Author

John Jung is CFO & Vice President of Strategy of Banner. Jung is an accomplished leader in finance and strategy with more than a decade of experience in tech, media, and entertainment.

He works with brands on content strategy, providing data-driven support for decision-making on creative and platform. Jung graduated with a JD/MBA from Stanford University.