Video content has the ability to reach a brand’s audience in ways that cannot be challenged by written outreach. Unique video content that can be shared is a valuable way to engage with your audience and increase conversions. With over 300 hours of video being uploaded to YouTube every minute, going viral isn’t easy. Hyperfine Media recently asked the all-important question ‘which online video most influences your decision to buy’ and here are the results, along with tips for creating the most wanted content.

Product review

First in with 35% is product review. The place for video product reviews is undoubtedly YouTube, with channels such as MKBHD and UnboxTherapy, ranking in millions of subscribers. With the internet at our fingertips, buyers want to know exactly what it is they’ll be getting before they actually get it and this is reflected in the massive popularity of review videos.

Creating a good product review isn’t magic. Following simple guidelines to keep your video engaging and informative can help you create the perfect way to engage with your audience. Start short and keep it to the point, keeping a viewers attention for 3-5 minutes is a good ballpark to aim for when getting people interested in what you have to offer them, as anything after that requires a dedicated audience who is already interested in learning about your brand. Cut out the rambling, the viewer is here to learn about the product, not you. Lay out the primary features of your product/service, there’s no need to tell the viewer everything all at once as the purpose of this video is to engage with the audience so that they’ll want to seek out your product/service after having watched your video.

Product launch video

Second place goes to product launch videos, with 20% of votes. The first point of inspiration for powerful launch content is also the most obvious, Apple. From iPads to the latest instalment of the iPhone, Apple get it right every time with sleek, focused videos that always feature the brand’s cohesive aesthetic. When creating a launch video for your product, keep in mind the following tips and you might just be on your way to getting in on one of Apple’s favourite advertising methods. Make sure your video content and editing is professional and creative, remember that you’re presenting your product for the first time to your consumers and with the mass of new products released every day, first impressions really do count. Demonstrate to your viewers all the main features of your product, show them how it works and why it would work for them. Stimulate desirability and as with all video content, create something that is both entertaining and informative.

Customer testimonials

Third place is taken by customer testimonials with 15% of votes. Positive testimonials is a really effective way to drive new consumers to your site, as the practice of searching for customer testimonials is becoming more widespread, maintaining the value of word for mouth and personal recommendations in digital marketing. Acquiring customer testimonials is naturally built through having a product or service out there that is good enough for people to want to talk about it. However, reaching out to your customers for impartial feedback whilst agreeing to compensate them in return isn’t out of the question. Quality testimonials however, are always the most genuine. Keep an eye on the engagement of these videos to get an accurate display of how people are reacting to your product.

The remaining top results include the following video types:

  • Entertaining/funny videos 13%
  • Instructional video 7%
  • Animated videos 7%

Follow these top tips and you’ll be on your way to winning over your viewers with quality content. Aim for a consistent tone that is entertaining and informative to bring in positive association and attention for your brand. Script your videos to accurately plan and outline exactly what it is you’re going to cover, but avoid creating content that is impersonal.

Maintain your audience with one of these top forms of video content and not only will you be creating positive engagement, but you’ll also be opening up new avenues for potential audiences.

 

By Garth Haley, director of Hyperfine Media.

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