Video is one of the best ways to build trust in your brand, increase its value and generate more brand loyalty.
Video provides a simple and enjoyable way to access a lot of information in a short amount of time, which has led to something of a boom in video marketing and with more social media platforms rolling out native video – this will only increase over the next couple of years.
In fact, video marketing increases brand awareness by 54% and leads to 66% more qualified leads a year.
You can take advantage of this – while using it to boost trust and increase your brand value.
You may have heard about viral videos racking up millions of views and propelling their makers to instant fame and fortune. But while it certainly doesn’t hurt to have a viral hit on your hands, you don’t need millions of viewers to take full advantage of video marketing.
Instead, you should focus on building a strong customer base that is loyal to your brand.
Video is effective for many reasons, and video marketing can work for nearly any type of business.
For a start, video is an excellent way to help you to build brand awareness. Moving images, music and voice all work in unison to capture the attention of your prospects and generate greater familiarity with your brand.
For the same reasons, video is a great way to generate better brand recall. When customers have come into contact with your videos, they are more likely to recognise your brand. Videos can use sound, imagery and emotions to stand out and make sure more people remember them.
These factors can help to increase brand loyalty, encouraging consumers to choose your brand over the competition.
There are many types of videos that you can use to increase trust and value in your brand. Here are just a few of the videos you might want to consider using in your business.
Intro videos are useful for building value and trust, and they are a good place to start if you are new to video marketing.
Whenever you land on a website, you will instantly generate a first impression – and this will often stay with you for a long time. The headline, the images and the overall design will all form part of this.
With a good welcome video on the home page, you can help to ensure that their first impression is a positive one.
A welcome video could be as simple as a quick hello from the CEO or a welcome from the team to stay thanks for visiting. This will instantly let visitors know that there is a real group of people behind the brand who are ready and willing to help them overcome their challenges.
With your intro video, you can instantly start to build a connection from the first few moments.
Animated explainer videos provide another highly effective way to build trust in your brand early on.
Explainer videos are often short videos (60-120 seconds) that quickly highlight a solution to a common problem. If your products or services help people to overcome a specific set of challenges, you can use an explainer video to quickly highlight how you can solve your visitors’ problems.
You can use your explainer video to show that you feel their pain, and offer them a way to overcome it – all within a few seconds. Alternatively, you can use an explainer video to educate your visitors or simply provide them with some direction when they land on your website so they know what to do next.
The great thing about animation is that it is engaging. People enjoy watching short animations, and they can easily fit them into their busy daily routines. Also, explainer videos can essentially be anything that you want them to be because of the customisation options available, so you can fine-tune them to connect with your customers.
Here’s an example of an animated explainer video created by us:
You can also build trust by providing educational videos about your products and services. Sometimes it’s easier to explain how your service or a complex product works with a video, helping your target audience understand what you do.
You can also use educational videos to show that you understand your customers and that you want to help them.
Social proof is an important trust generator, and one of the best ways to use social proof is by gathering testimonials and product reviews from your customers.
Testimonial videos are classic trust-boosting tools. At the end of the day, you can say what you want about your company, but it’s still just your own opinion. But when someone else talks about the positive experience they had, this is far more compelling for new customers.
In the same way, product reviews give new customers a confidence boost that can encourage them to do business with you.
New visitors to your website might have a lot of questions they need answering, so provide the answers for them in the form of FAQ videos.
Don’t wait until people contact you with their questions. Find out what the most common questions are, and then provide the information your targets need. By using videos, you can present your company as professional and helpful, and you can show that you understand their concerns.
Live videos have grown in in popularity in recent years, and they are an excellent way to show the people behind your brand. You could give a tour around your premises or hold a live interview with the CEO or employees.
They present a raw, unedited version of your business, and for that reason they are perfect for building trust.
While increasing trust and value in your brand will inevitably lead to more brand loyalty, there are a few videos that are specifically focused on generating more loyalty.
Once someone has become a customer, don’t forget about them. It’s easier to keep customers than find new ones, so try to make an impression with a thank you video.
A thank you video can go a long way to building loyalty. The simple act of showing your gratitude for choosing your business is very powerful. Even more so because most customers will not be expecting it, so it’s an easy win for you.
All you have to do is create a video thanking them for their purchase and send it to them. You could either create individual videos for each customer, or use a standard video for all of them.
You could even go one step further and upsell to them in the video. Suggest something else based on their purchase and provide them with more solutions to their problems.
Similar to thank you videos, welcome videos can be used when someone performs an action like signing up to your email list.
Use a video to welcome them to the community and make them feel like they are part of something bigger, building their loyalty towards your brand from the start.
Product demonstrations are another great way to build loyalty. Simply provide your customers with videos that show them how to get the most out of their purchases.
If you have a new product, for example, show your customers and visitors how to use it in a short video. Highlight tips and tricks, keep them engaged in your products and enhance their experience.
No matter which types of videos you create, you should follow some general rules to ensure they create the right impression and make your brand more valuable.
• Understand your audience’s needs by finding out what they want. Ask them questions, send surveys, and get to know them, then answer their questions directly in your videos.
• Make your content shine. Really make it stand out and be original to differentiate you from the competition and generate attention.
• Have a goal for every single video and make sure you focus on that goal. Don’t make your videos aimless, and instead give each and every one of them a specific purpose.
• Try to connect with viewers on an emotional level. Use emotive language, images and music, and don’t make them dull. Ideally, your videos should create positive emotions that surprise your viewers.
• Share your videos. You want to make sure that they get seen by as many people as possible. Social media is your friend, so don’t just leave them on your website.
• Measure the success of each video. Find out how many shares and views they get, check the average viewing time, find out how many leads it generates, and learn from each video.
Brand loyalty is something that you need to work for. But once you have loyal customers, you know they will come back time and time again. Video marketing is a fantastic way to boost brand loyalty. By creating videos that build trust and increase value in your brand, you can continue to grow your loyal customer base over time.
Overall, focus on creating videos that generate positive experiences for your viewers. After all, people will naturally want more of something that makes them feel good.
If you’ve got an idea, product or service that could benefit from custom video content, get in touch today.